Cover letter tells them you fit best.

Byline: WORK FORCE by The Lane Workforce Partnership For The Register-Guard

EDITOR'S NOTE: This is one in a series of articles about job hunting.

A cover letter is a sales tool to market you as a candidate. Just like a resume, it should highlight your skills and present an effective argument why you should be selected for an interview.

Customize your cover letter each time you send a resume. Research the company and design your letter accordingly. The more you know about the company and its needs, the more compelling your letter can be.

Many companies list important information on their Web sites, including the company's mission statement, biographies of corporate officers and company founders, as well as press releases. Look for relevant newspaper and magazine articles on the Internet. And take a look at the company's brochures, sales flyers and promotional materials.

Find out to whom you should address the cover letter. It is better to address the letter to a specific person instead of a generic "Dear Human Resources Director." Letters to a particular person will get noticed. If the contact name is not in the job posting, newspaper advertisement or Web site, find out the name by calling the company and asking the receptionist. Make sure you have the correct spelling of the name and title.

If you are replying to a newspaper ad or a job posting, review the information. Think about your transferable skills, education and job experience. Match your skills with the criteria on the job posting. If the posting requires "customer service skills" reflect how your skills and experience will match this. Then determine your unique selling points that will help the company achieve its goals.

Now you can write the letter. In your opening paragraph, state the position you are interested in. Include reference codes on the posting. Make the opening a synopsis of who you are, what you are applying for and why you should be considered.

Try to grab the attention of the reviewer. An example: "Your position for a Customer Service Manager is an excellent match for my five years of experience in retail management. I offer a strong work ethic and a desire to assist and satisfy the public."

Next, outline why you are an excellent candidate. Most hiring managers are concerned about one thing: What can this applicant do for me? They spend an average of only seven seconds reviewing a letter. Do not write your life story. Just demonstrate your skills and experience. One way is to list your broad credentials and then use bullet points to list your top five selling points.

In closing, state that you want to be interviewed. And state that you will follow up to confirm that your resume arrived. You might write: "Thank you for your consideration. I will follow up in a few days to answer any questions. In the meantime, I can be reached at [phone]."

End with a salutation such as "sincerely" or "respectfully yours". And do not forget to sign.

The best letters persuade a company that your main focus will be on your prospective employer.

Next Sunday: How to create a career portfolio. For more information, visit The Workforce Network Web site at www.theworkforcenetwork.org, or contact Darrell Hames at the Lane Workforce Partnership, 300 Country Club Road, Suite 120, Eugene, OR 97401; or at 682-7224 or [e-mail].