What to Include in a Cover Letter: 9 Crucial Elements to Impress European Hiring Managers

Staring at a blank page and wondering what to include in a cover letter can be one of the most paralysing parts of any job search. In today's competitive European market, a generic, unfocused letter is a guaranteed way to have your application ignored. Hiring managers, and the Applicant Tracking Systems (ATS) they use, are programmed to look for specific, targeted information. If those key elements are missing, your carefully prepared CV may never even be seen by a human.

This guide provides a comprehensive blueprint, moving beyond vague advice to give you a clear, actionable checklist. We will dissect the nine non-negotiable components that transform a cover letter from a simple formality into a powerful advocacy tool for your career. You will learn how to structure your contact details for ATS compliance, craft an opening that immediately grabs attention, and weave in the exact keywords and achievements that hiring managers are searching for.

We'll cover everything from demonstrating your alignment with company culture to ensuring a flawless, professional presentation. Whether you're a recent graduate, a seasoned professional, or a career changer, this listicle is designed to help you construct a compelling narrative that highlights your unique value. By following these steps, you will build a document that not only gets read but also convinces recruiters that you are the right person for the job. Let's start building a cover letter that works as hard as you do.

Ready to streamline the process? Try Europass.ai Free Today and create your professional CV and cover letter in minutes.

1. Header and Contact Information

The header is the very first thing a hiring manager or an Applicant Tracking System (ATS) sees, making it a critical component of what to include in your cover letter. It’s your professional introduction, providing the essential details needed to contact you. A clear, well-organised header signals professionalism and attention to detail from the outset, setting a positive tone before a single sentence of your main text is read.

Across the European job market, a properly formatted header ensures compliance with different application systems and recruiter expectations. It immediately answers practical questions, such as your general location, and provides a direct line to schedule an interview, helping recruiters quickly assess your viability for the position.

Why It's Essential

Your contact information must be flawless and easy to find. It should be positioned at the very top of the page, ensuring it’s instantly scannable. An ATS will parse this data to create your profile in the company’s system, while a human recruiter will use it to move you to the next stage. Any errors or omissions can lead to a missed opportunity. It’s a small detail that has a significant impact.

Key Insight: Think of your header as your digital business card. It should be concise, accurate, and professional, setting a positive tone before the recruiter even reads the first sentence of your cover letter.

Actionable Tips for Implementation

To create an effective header, follow these clear guidelines:

• Be Direct and Clear: Use a slightly larger font size for your name to make it stand out. Follow it with your professional title if relevant, such as "Marketing Manager" or "Data Analyst".
• Include Essential Details: Your phone number, a professional email address, and your general location (e.g., "Berlin, Germany") are standard. A full home address is no longer necessary due to GDPR and modern privacy standards.
• Add Your LinkedIn URL: If your LinkedIn profile is up-to-date and reflects your CV, include the URL. It offers recruiters a more comprehensive view of your professional background.
• Use a Professional Email: Stick to a simple format like firstname.lastname@email.com. Avoid using unprofessional or outdated email addresses from your personal life.
• Test Your Information: Before sending your application, double-check that your phone number is correct and that your voicemail greeting is professional and concise.

By optimising this small but vital section, you ensure your application starts strong. The europass.ai AI-powered CV builder automatically formats this section for ATS compatibility, ensuring your details are parsed correctly across various European application systems.

2. Opening Salutation and Greeting

The salutation is your first direct address to the hiring manager and sets the immediate tone of your cover letter. It’s a small detail that says a lot about your professionalism and effort. A personalised, respectful greeting shows you’ve done your research and are genuinely interested in the role, a crucial first impression for what to include in your cover letter.

For any European professional, a direct and respectful opening can make a significant difference. It demonstrates that you understand business etiquette. For example, addressing a hiring manager in Germany or France by name ("Sehr geehrter Herr Schmidt," or "Cher Monsieur Dubois,") immediately distinguishes your application from a pile of generic submissions.

Why It's Essential

A personalised salutation shows initiative. It proves you've invested time to identify the right person, signalling a higher level of engagement than applicants who use generic greetings. This simple act can make your cover letter feel more like a direct conversation and less like a mass-emailed form letter, capturing the recruiter’s attention from the very first line.

Key Insight: Avoid outdated and impersonal greetings like "To Whom It May Concern" or "Dear Sir/Madam." In today's competitive job market, personalisation is key to making a human connection and standing out.

Actionable Tips for Implementation

To craft a compelling opening, use these practical strategies:

• Research the Hiring Manager: Check the company’s website, the job description, or LinkedIn to find the name of the hiring manager, department head, or recruiter. A quick search can often yield the correct contact.
• Use the Appropriate Title: Address the person formally using their title and last name (e.g., "Dear Mr. Jones," or "Dear Ms. Patel,"). This is a safe and respectful standard across Europe.
• Handle Unknown Contacts Gracefully: If you cannot find a specific name after a thorough search, use a targeted title. Examples include, "Dear Hiring Manager," or "Dear Marketing Department."
• Consider a Team-Based Greeting: "Dear [Company Name] Hiring Team" is another strong, modern alternative when a specific individual's name is not available.
• Double-Check Spelling: Always verify the correct spelling of the person's name and their title. A small error here can undermine your claim of being detail-orientated.

By personalising your salutation, you start your cover letter on a strong, professional footing. For a streamlined approach, the europass.ai cover letter builder can suggest appropriate greetings based on the job details you provide, helping ensure your application makes the right first impression.

3. Opening Paragraph (Hook and Purpose Statement)

The opening paragraph is your first opportunity to make a strong impression. It must immediately capture the hiring manager’s attention and clearly state your purpose for writing. For professionals across Europe, this section needs to be direct, confident, and highly relevant to the role. A powerful opening significantly increases the chances that a busy recruiter will continue reading your application.

In any industry, a vague introduction can quickly disqualify you. Your opening statement acts as a firm handshake, introducing who you are, what specific job you want, and a compelling reason why you are a credible candidate. It sets the professional tone for the entire document and shows you respect the reader's time.

Why It's Essential

Hiring managers often skim through dozens, if not hundreds, of applications. Your opening paragraph must cut through the noise by being concise and impactful. It should instantly align your core qualifications with the job title, demonstrating that you have read the job description carefully and are not sending a generic application. This direct approach is highly valued in fast-paced, results-driven sectors.

Key Insight: Treat your opening like a headline. It needs to convey the most crucial information—who you are, what you want, and why they should care—in just two or three sentences. A strong hook ensures your cover letter gets the attention it deserves.

Actionable Tips for Implementation

To craft an effective opening paragraph, follow these specific guidelines:

• Name the Specific Job Title: Always mention the exact role you are applying for, such as "Digital Marketing Manager" or "Lead Software Engineer". This shows focus and attention to detail.
• Keep it Brief and Punchy: Aim for two to three sentences. Busy hiring managers appreciate brevity. Get straight to the point without unnecessary pleasantries.
• Reference Where You Found the Role: Mentioning the source (e.g., LinkedIn, the company website, a specific referral) adds a layer of credibility and context to your application.
• Show Genuine Enthusiasm: Express your interest confidently but maintain a professional tone. Phrases like "I was excited to discover..." or "I am writing to express my strong interest in..." work well.
• Avoid Overused Clichés: Steer clear of generic openings like "I am writing to apply for the available position". Instead, start with a statement that highlights your most relevant skill or experience. For a deeper dive into crafting compelling cover letters, our guide on how to write a cover letter offers more detailed strategies.

4. Body Paragraphs (Relevant Skills and Achievements)

The body paragraphs are the core of your cover letter, representing the substantial evidence of your suitability for the role. This is where you move beyond simply stating your interest and start proving your value with concrete examples. This means showcasing 2-3 key qualifications that directly align with the job posting’s requirements and backing them up with quantifiable results.

Strong body paragraphs bridge the gap between your past experience and the employer’s future needs. By highlighting quantifiable achievements, relevant certifications, and specific software proficiency, you demonstrate not just what you've done, but what you can deliver for them. This section is your primary opportunity to make a compelling case for an interview.

Why It's Essential

This section is arguably the most important part of what to include in your cover letter. A generic list of duties won’t capture a recruiter’s attention; measurable results will. By connecting your skills to the specific challenges mentioned in the job description, you show that you have thoroughly researched the role and understand how you can contribute from day one. It transforms your application from a hopeful request into a strategic business proposal.

Key Insight: Treat each body paragraph as a mini case study. Present a problem or requirement from the job description, then provide a specific example of how you successfully handled a similar situation, backing it up with data.

Actionable Tips for Implementation

To write impactful body paragraphs, use the job description as your guide:

• Focus on 2-3 Top Requirements: Identify the most critical skills or experiences the employer is seeking and dedicate a short paragraph to each.
• Lead with Metrics: Quantify your accomplishments whenever possible. Use percentages, monetary values, timeframes, or project numbers to make your contributions tangible. For instance, "Increased lead conversion by 12% in six months" is far more powerful than "improved marketing efforts."
• Mirror Employer Language: If the job posting emphasises "data-driven decisions," explicitly mention your experience with analytics tools or your role in a project that used data to achieve a specific outcome. This helps with both human readers and ATS keyword matching.
• Use Active Verbs: Start sentences with strong action words like Managed, Implemented, Coordinated, Reduced, or Trained to project confidence and capability.
• Balance Hard and Soft Skills: Alongside technical skills (e.g., Python, SEO), include examples of leadership, problem-solving, or cross-cultural communication that demonstrate you are a well-rounded candidate suited for the European market.

The video below offers further guidance on articulating your achievements effectively:

5. Closing Paragraph (Call to Action and Professional Sign-Off)

The closing paragraph is your final opportunity to make a strong impression and guide the hiring manager towards the next step. It’s a crucial element of what to include in your cover letter, serving as a polite yet firm call to action. A well-crafted closing reinforces your enthusiasm for the role and leaves the recruiter with a clear, positive final thought.

For any professional role, where direct communication is valued, your closing should be confident, concise, and professional. It wraps up your application neatly, expressing your eagerness to discuss your qualifications and how they can benefit the company’s objectives or team goals.

Why It's Essential

Your closing paragraph moves your application from a passive document to an active request for a conversation. It confirms your genuine interest and prompts the hiring manager to act. Without a clear call to action and a professional sign-off, your cover letter can feel incomplete or abrupt, potentially leaving the recruiter unsure of your level of interest or how to proceed.

Key Insight: Your closing isn't just a farewell; it's a strategic prompt. It should make it as easy as possible for the recruiter to say "yes" to an interview by expressing confidence and availability.

Actionable Tips for Implementation

To write a powerful and effective closing, follow these specific guidelines:

• Reiterate Your Enthusiasm: Start by briefly restating your excitement about the opportunity. A single sentence is enough to show your genuine interest.
• Include a Call to Action: Use confident but polite language. Phrases like, "I would welcome the chance to discuss..." or "I am eager to learn more about this opportunity..." are effective ways to prompt an interview.
• Use a Professional Sign-Off: Always use a standard closing such as "Sincerely," "Best regards," or "Respectfully,". Avoid overly casual terms like "Cheers" or "Thanks".
• Provide Your Full Name: Follow the sign-off with your typed full name. For PDF versions, you can add a digital signature for a more personal touch, but a typed name is standard and sufficient.
• Keep It Concise: Aim for two to three sentences. Your closing should be brief and impactful, leaving a lasting impression without repeating information from the body of your letter.

By finishing with a strong, professional closing, you ensure your cover letter ends on a high note. With the europass.ai cover letter builder, you can select from professionally written closing statements tailored to your industry, ensuring your final words are as effective as your first.

6. Professional Formatting and Layout

The layout of your cover letter is the first impression you make before a single word is read. Professional formatting signals your attention to detail and respect for the hiring process. A clean, well-organised document is crucial for what to include in your cover letter, as it ensures both Applicant Tracking Systems (ATS) and human recruiters can easily scan your information.

A poorly formatted letter can be immediately off-putting to a hiring manager and may even be unreadable for an ATS, causing your application to be filtered out before it’s ever seen. This demonstrates a level of professionalism that complements your professional skills and experience.

Why It's Essential

Your cover letter’s formatting directly impacts its readability and professional appearance. An ATS requires a simple, clean structure to parse data correctly; complex elements like tables or columns can lead to parsing errors. For a human reader, consistent spacing, standard fonts, and clear margins make your letter inviting and easy to read, allowing your skills and experience to shine through.

Key Insight: Think of your cover letter's layout as the foundation of a well-built structure. If the foundation is unstable or confusing, the entire message built upon it is compromised.

Actionable Tips for Implementation

To ensure your cover letter is presented professionally, follow these guidelines:

• Stick to Standard Fonts: Use professional, easy-to-read fonts like Arial, Calibri, or Times New Roman in a 10-12pt size. Avoid decorative or script fonts that can hinder ATS scanning and look unprofessional.
• Maintain Consistent Spacing: Use single or 1.15 line spacing. Ensure there is a blank line between paragraphs and sections to improve readability and create white space.
• Use Standard Margins: Set your margins to 1 inch (or 2.54 cm) on all sides. This is a standard format that looks clean and prevents the page from appearing cluttered.
• Keep It to One Page: A cover letter should be concise and focused, fitting comfortably on a single A4 page. This respects the recruiter’s time and forces you to be selective about what to include in your cover letter.
• Save as a PDF: Always convert your final document to a PDF. This preserves your formatting across all devices and operating systems, ensuring the hiring manager sees exactly what you intended.

For a hassle-free approach, the europass.ai AI-powered CV builder handles the formatting for you, creating a clean, ATS-optimised layout that meets European standards.

7. Keywords and Industry Language (ATS Optimisation)

Strategically using keywords and industry-specific language is a critical part of what to include in your cover letter, especially in the modern, automated recruitment landscape. This approach involves embedding technical terms, certifications, and job-specific phrases directly from the job description into your letter. This ensures your application successfully passes through Applicant Tracking Systems (ATS) and immediately signals your credibility to a human reviewer.

For roles in tech, finance, or marketing, speaking the language of the trade is non-negotiable. Using correct terminology for software (e.g., "Salesforce," "Python"), methodologies ("Agile," "Scrum"), and certifications ("PMP," "Google Analytics Certified") demonstrates you are an industry insider who understands the role's demands.

Why It's Essential

Many companies use an ATS to filter applications before they ever reach a hiring manager. These systems are programmed to scan for specific keywords and phrases that match the job description. If your cover letter lacks these terms, it may be automatically rejected, regardless of your qualifications. For the human reader, using the right language proves you have genuine, hands-on experience and aren't just a generalist.

Key Insight: Think of your cover letter as a document that needs to be persuasive to both a robot and a person. It must be optimised with keywords for the ATS, yet written with natural, authentic industry language to impress the hiring manager.

Actionable Tips for Implementation

To effectively weave in keywords and industry terms, follow these steps:

• Analyse the Job Posting: Identify and list 8-10 key skills, qualifications, and responsibilities mentioned. Look for terms like "project management," "stakeholder communication," or "market analysis."
• Integrate Keywords Naturally: Instead of listing keywords, embed them into your achievement statements. For example, rather than saying "Skilled in project management," write, "Successfully managed a cross-functional team using Agile project management methodologies, delivering the project 10% under budget."
• Use Exact Acronyms and Synonyms: If the posting mentions "SEO," use that exact phrase. Also, use relevant synonyms to broaden your match potential, such as "digital marketing" alongside "online promotion."
• Balance Technical and Plain Language: While using technical terms is crucial, ensure the letter is still readable for an HR professional who may not be an expert in your field. Briefly explain the impact of your technical skills.
• Leverage AI Tools: The europass.ai AI-powered CV builder can help by automatically extracting key terms from a job description and suggesting ways to include them in your application documents, ensuring you don’t miss any critical keywords.

For more inspiration on how to structure these sentences, you can find a variety of examples of cover letters tailored for different roles and industries.

8. Connection to Company Values and Culture

Demonstrating that you understand and align with a company's values is a powerful way to stand out. This part of what to include in your cover letter shows you’ve done your research and are genuinely interested in the organisation, not just any job. It signals a deeper level of commitment and suggests you would be a good cultural fit for the team.

This connection is often grounded in tangible priorities. Aligning with a company's commitment to sustainability, its reputation for innovation, or its dedication to customer satisfaction shows you understand what truly matters in that industry. It proves you are a thoughtful candidate who sees beyond a simple job description.

Why It's Essential

Recruiters are looking for candidates who will not only perform their duties but also contribute positively to the workplace environment. Mentioning company values shows you are proactive and invested in a long-term fit. It elevates your application from a generic one to a carefully considered pitch, making it far more memorable and compelling to the hiring manager.

Key Insight: A company isn't just a place of work; it's a community with a shared mission. Highlighting your connection to their values proves you’re not just looking for a paycheque—you’re looking to become a valuable member of that community.

Actionable Tips for Implementation

To effectively connect your values with the company’s, follow these steps:

• Research Beyond the Homepage: Look at the "About Us," "Mission," and "News" sections of the company website. Check their LinkedIn page for recent announcements, projects, or posts about their work culture.
• Be Specific and Authentic: Instead of saying you "admire their great culture," reference a specific value. For example: "Your company's focus on sustainable innovation resonates with my own passion for developing eco-friendly technology solutions."
• Link Values to Your Experience: Connect a company value directly to your professional background. For a marketing role, you could say: "I was particularly drawn to [Company Name]'s customer-centric approach, as my entire career has been focused on building authentic community engagement."
• Use Their Language: If a company talks about "driving innovation" or "fostering collaboration," use those exact terms to show you understand their priorities and speak the same professional language.
• Verify Your Facts: Double-check any information you reference, such as recent projects or awards. Presenting incorrect facts can severely damage your credibility.

9. Error-Free Writing and Grammar Quality

Grammatical errors, spelling mistakes, and typos can instantly undermine your credibility, suggesting a lack of care and professionalism. For any professional role where precision is paramount, immaculate writing demonstrates a crucial attention to detail. Perfect grammar is a non-negotiable part of what to include in your cover letter.

In any professional environment, a small mistake can have significant consequences. Recruiters interpret errors in your cover letter as a potential indicator of how you might perform on the job. A flawless document proves you are thorough and take your responsibilities seriously.

Why It's Essential

Your cover letter is a direct reflection of your professional standards. Errors distract the hiring manager from your skills and qualifications, shifting their focus to your mistakes. An ATS might not penalise you for a typo, but the human recruiter who reviews your application certainly will. It's often the quickest way to have your application moved to the rejection pile.

Key Insight: Think of your cover letter as the first test of your attention to detail. Passing this test with error-free writing shows the recruiter you possess the precision required for any high-stakes, professional role.

Actionable Tips for Implementation

To ensure your cover letter is polished and professional, follow this proofreading process:

• Use Digital Tools Wisely: Start with the built-in grammar and spell-check features in tools like the europass.ai cover letter builder. For a deeper analysis, run your text through a service like Grammarly.
• Read It Aloud: Reading your cover letter out loud helps you catch awkward phrasing, run-on sentences, and grammatical mistakes that your eyes might miss.
• Proofread in Stages: Review your document at least three times. The first pass should be for content and clarity, the second for grammar and spelling, and the final one specifically for typos.
• Verify Proper Nouns: Double-check the spelling of the company name, the hiring manager’s name, and any specific job titles or software you mention.
• Get a Second Opinion: Ask a trusted friend, family member, or mentor to review your letter. A fresh pair of eyes can often spot errors you have overlooked. For a comprehensive overview of what to avoid, explore these common cover letter mistakes.

9-Point Cover Letter Content Comparison

Element	🔄 Implementation complexity	⚡ Resource requirements	📊 Expected outcomes	Ideal use cases	⭐ Key advantages
Header and Contact Information	🔄 Low — straightforward formatting	⚡ Minimal — phone, email, city, LinkedIn	📊 High — reliable contactability & ATS parsing	All professional applications	⭐ Establishes professionalism, confirms location
Opening Salutation and Greeting	🔄 Moderate — may require research to find name	⚡ Low — web/phone lookup, LinkedIn	📊 Improved engagement & personalization	Competitive roles, small companies, referrals	⭐ Personalizes message; signals attention to detail
Opening Paragraph (Hook and Purpose Statement)	🔄 Moderate — tailoring to role and tone	⚡ Low — job posting details, concise drafting	📊 Higher read-through rate; immediate clarity	Quick-scan hiring managers, high-volume postings	⭐ Clarifies intent quickly; sets professional tone
Body Paragraphs (Relevant Skills and Achievements)	🔄 High — choose 2–3 tailored, quantified examples	⚡ Moderate — performance data, project evidence	📊 Strong credibility; increased interview likelihood	Roles needing proof of experience/impact	⭐ Differentiates candidate via measurable achievements
Closing Paragraph (Call to Action and Professional Sign-Off)	🔄 Low — concise, polite CTA and sign-off	⚡ Minimal — contact reminder, signature	📊 Clear next steps; leaves positive final impression	Any application; when prompting follow-up	⭐ Reinforces interest; makes contacting easy
Professional Formatting and Layout	🔄 Moderate — follow ATS-friendly conventions	⚡ Low–Moderate — templates, PDF conversion tools	📊 Better ATS parsing & professional presentation	Online submissions, ATS-driven recruiters	⭐ Prevents parsing errors; polished and readable
Keywords and Industry Language	🔄 High — extract and integrate job-specific keywords	⚡ Moderate — keyword tools (e.g., europass.ai), research	📊 Higher ATS match score and recruiter relevance	Technical roles with specific software/methodologies	⭐ Boosts visibility; demonstrates technical credibility
Connection to Company Values and Culture	🔄 Moderate — targeted company research required	⚡ Low — company website, LinkedIn, news	📊 Stronger perceived cultural fit; differentiation	Employers valuing culture, mission, or values	⭐ Shows genuine interest and alignment with employer
Error-Free Writing and Grammar Quality	🔄 Moderate — thorough proofreading and review	⚡ Low–Moderate — grammar tools (Grammarly), peer review	📊 Higher credibility; fewer rejections for mistakes	All professional applications, especially client-facing	⭐ Demonstrates attention to detail and professionalism

Putting It All Together: Your Next Steps to a Winning Cover Letter

Crafting a compelling cover letter can feel like a daunting hurdle in the job application process. However, as we've detailed, it's not about writing a literary masterpiece; it's about strategic communication. By methodically addressing each of the nine core elements, you transform your letter from a procedural formality into a persuasive argument for your candidacy. This document is your first, and often best, chance to inject personality, context, and a direct connection into an otherwise impersonal process.

Remember, the central question to answer is not just "what to include in a cover letter?" but "how can I prove my value to this specific employer?" The real power lies in combining all the components we've covered. A perfectly formatted header is professional, but it’s the compelling opening paragraph that grabs attention. Your quantified achievements in the body paragraphs demonstrate your impact, while weaving in company values shows you've done your research and genuinely want to be part of their team.

Your Action Plan: From Checklist to Job Offer

Think of this guide as your pre-flight checklist. Before you hit 'send' on any application, perform a final review against these crucial points. Don't just skim; actively check each item.

• Review Your Foundation: Is your contact information correct and professionally presented? Is the salutation personalised?
• Assess Your Impact: Does your opening paragraph immediately state the role and your core value proposition? Have you used the body paragraphs to showcase quantified achievements rather than just listing duties?
• Check for Connection: Have you explicitly linked your skills to the job description's requirements? Does your letter reflect the company's culture and language?
• Finalise and Polish: Is your closing paragraph a confident call to action? Have you proofread the entire document at least twice, perhaps even reading it aloud to catch awkward phrasing?

This structured approach removes the guesswork and ensures you present a polished, professional, and powerful case for why you are the ideal candidate. Across all European professional sectors, clarity and precision are paramount, and your cover letter should reflect that same high standard.

Beyond the Application: The Lasting Impression

Ultimately, a great cover letter accomplishes three critical goals. First, it successfully navigates Applicant Tracking Systems (ATS) by incorporating the right keywords. Second, it captures the hiring manager's attention and convinces them to read your CV in detail. Third, and most importantly, it frames you as a proactive, thoughtful professional who is genuinely invested in the opportunity.

This isn't just about ticking boxes; it's about building a narrative that positions you as the solution to the company's problem. By mastering what to include in a cover letter, you are not just applying for a job; you are taking a strategic step to actively manage your professional brand and drive your career forward with confidence.

---

Ready to put this knowledge into practice without the stress of formatting and phrasing? The europass.ai AI-powered platform helps you build a professional, ATS-optimised cover letter that incorporates these essential elements in minutes. Let our tools handle the structure so you can focus on showcasing your unique skills and achievements. Start Building Your CV and Cover Letter with Europass today and apply for your next role with confidence.