If you're applying for jobs in the UK, understanding whether a company uses an Applicant Tracking System (ATS) can significantly enhance your application strategy. ATS software is commonly employed by employers to manage and streamline the recruitment process, often scanning CVs for keywords and qualifications before a human ever sees them. Knowing if a company uses an ATS allows you to tailor your CV accordingly, increasing your chances of progressing to the interview stage.
Jump to:
- Why personalised cover letters make a difference
- Cover letter opening line & salutation
- Rule of three in your opening paragraph
- STAR method cover letter examples
- Using AI to write your cover letter (the smart way)
- Eye-catching cover letter tips & showing fit
- How to make a cover letter unique
- Cover letter template UK format
- Cover letter etiquette & formatting
- Final paragraph & professional sign-off
- Common mistakes to avoid
- FAQs: Personalised cover letters
- Final checklist
- References and further reading
Why personalised cover letters make a difference
A generic cover letter won’t impress. Research shows tailored letters highlighting why you fit this role are far more effective. A strong, personalised opening grabs attention, shows enthusiasm, and demonstrates you’ve done your homework.
Cover letter opening line and salutation
Opening the letter:
1️⃣ Address by name (e.g., “Dear Alex Smith”) whenever possible. LinkedIn or a quick call to the company works.
2️⃣ Follow with a strong opener, e.g., “I’m excited to apply for the [role] at [company]; your recent campaign showcasing sustainable innovation really inspired me”.
This demonstrates genuine interest and immediate relevance.
Rule of three in your opening paragraph
Start with three clear points:
This “rule of three” gives structure and mirrors powerful communication styles used in UK business writing.
STAR method cover letter examples
Use the STAR framework in your middle paragraphs:
Situation – e.g. led a volunteer campaign
Task – goal: increase engagement
Action – steps taken (tools used, collaboration)
Result – e.g. increased participation by 30%
Backing up skills with concrete results such as “increased customer satisfaction by 20%” showcases measurable impact.
Using AI to write your cover letter (the smart way)
AI tools like ChatGPT can help speed up the writing process if used wisely. As shown in the video, AI can generate a draft in seconds, but your edits make it personal.
Here’s how to do it:
- Paste your CV and job ad into the prompt and ask for a tailored, professional cover letter using the STAR method.
- Be specific: Mention the tone, role, company name, and key achievements.
- Edit the output to reflect your own voice, values, and UK spelling.
AI gives you the bones, but you need to add the heart. Avoid copy-paste jobs. Recruiters can tell. Instead, use AI as your assistant, not your ghostwriter.
Eye-catching cover letter tips & showing fit
How to make a cover letter unique
- Reference specific initiatives or company news.
- Explain why you chose them. Align with personal values or career aims.
- Keep tone professional, yet conversational. British recruiters appreciate a genuine voice
Cover letter template UK format
Cover letter etiquette & formatting
- Keep to one A4 page, ideally 250-400 words.
- Use a clean sans-serif font, 1 inch margins, good line spacing.
- Save and send as a PDF to retain the formatting.
- Proofread carefully. Typos imply carelessness.
Final paragraph & professional sign-off
Reiterate your interest, express gratitude, and propose a next step:
“Thank you for considering my application. I’d welcome the opportunity to discuss how I can help [company] deliver the creative growth you’re aiming for.”
End with “Yours sincerely” or a similar greeting (e.g., “All the best”).
Common mistakes to avoid
FAQs: Personalised cover letters
Final checklist
- Personalised salutation
- Strong opening (rule of three)
- STAR examples with metrics
- Matched keywords and cultural insight
- One-page, formatted correctly
- Proofread & PDF-formatted
- Formal sign-off
ivee is an all-in-one platform for your return to work journey. Sign up to access hand-vetted flexible jobs, free upskilling, and a community of UK jobseekers.
References & further reading
- National Careers Service – How to write a cover letter
- Gov.UK – Cover letter format and guidance
- Robert Walters UK – CV & cover letter tips
- ivee – How to write a hyper-personalised cover letter
Next step: Upgrade your CV
Download our free ATS-friendly CV template, proven to double your chances of landing an interview.
ATS-friendly CV templateFeatured Blog Posts
