Be specific and include some detail. <\/strong><\/b><\/p>\n Don\u2019t just tell an employer that you \u201cadmire its products and services\u201d. Tell them which ones most interest you, and why. \u00a0This shows you\u2019ve done your research, and also helps you to demonstrate your knowledge and commercial awareness.<\/p>\n If applying to further study, you should\u00a0cover\u00a0why you're interested in the course, making references to different modules. \u00a0The course structure and teaching methods might also appeal to you.<\/p>\n But it is also useful to cover why the institution itself<\/em> appeals to you.\u00a0 Don\u2019t just tell a business school that you \u201cwant to study there because it is one of the top business schools in the UK\u201d. Think about what has got them there.\u00a0 Industry or international links? Facilities? You might be interested in some research that the institution \/ an academic has conducted or been involved in.\u00a0 Tell them which elements appeal to you, and why.<\/p>\n Try to link what you like about them to your own experiences, strengths, skills, and\u00a0knowledge.<\/strong><\/p>\n For applications to roles, this is impressive because it simultaneously shows that you\u2019ve done your research on that organisation, AND thought about how your skills match, and could contribute.<\/p>\n Many students applying for roles leave the \u201cwhy them\u201d paragraph to the end of their cover letter. Even more effective is to make links back to the employer throughout the letter, as you talk about your skills and experience. For example, you could give an example of\u00a0a time when you've worked\u00a0with similar types of clients or products.\u00a0 Another example could be when you've had to demonstrate the same core values that the employer promotes.<\/p>\n For applications to further study, you could link your existing knowledge base (and any\u00a0knowledge gaps you have!) to how modules on the course could build on that knowledge.\u00a0\u00a0You could also explain why studying\u00a0at that particular\u00a0institution\u00a0<\/em>might support the development of your career.<\/p>\n Tell the employer if you\u2019ve attended one of their presentations, or had a conversation with a representative at a careers fair or other gathering. This shows enthusiasm and initiative. But don\u2019t forget to tell them what you<\/em> heard<\/em> that aroused your interest!<\/p>\n Take a look at this example<\/strong><\/p>\n For an example of how to tackle the \u201cwhy them\u201d question (and how not to tackle it!), take a look at this blog on how to answer classic motivation questions <\/a>(and yes, of the two examples given, Candidate B would score more highly!).<\/p>\n Get Feedback<\/strong><\/p>\n If you're not sure whether your cover letter or statement is covering the \"why them\" question effectively enough, then pop in for a 15 minute CV and Applications Advice appointment (bookable via MyFuture).<\/p>\n Other resources<\/strong><\/p>\n A guide to writing the perfect cover letter (University of Bath Careers Blog)<\/a><\/p>\n Personal statements for postgraduate applications (Prospects.ac.uk)<\/a><\/p>\n![\"\"](\"http:\/\/blogs.bath.ac.uk\/careers\/wp-content\/uploads\/sites\/82\/2019\/04\/research1.jpg\")
<\/a>This Careers blog\u00a0often pleads with\u00a0students to research the companies or institutions they are applying to! Good research is the bedrock of a great \u201cwhy them\u201d answer. I won\u2019t repeat it all here \u2013\u00a0instead you could\u00a0read this blog on commercial awareness,\u00a0<\/a>and this blog on employer research resources<\/a>. You could also read our career pages on\u00a0finding further study and choosing a course<\/a> .<\/p>\n![\"\"](\"http:\/\/blogs.bath.ac.uk\/careers\/wp-content\/uploads\/sites\/82\/2019\/04\/careers-fair-candid-300x169.jpg\")
<\/a>Mention any presentations, meetings or conversations with employees.<\/strong><\/b><\/p>\n