What Immigration Advisers Should Be Telling Clients About Cover Letters That Actually Work
Introduction: Why Cover Letters Still Matter Many migrants believe cover letters are outdated or unnecessary. Others submit the same generic letter for every application, often copied from the internet with only the company name changed. The problem?
Recruiters and employers can spot a generic cover letter immediately.
In New Zealand’s competitive job market, a strong cover letter can still make a meaningful difference, especially for migrants who may need to explain:
Career transitions
Overseas experience
Visa status
Industry changes
Employment gaps
Lack of local experience
For immigration advisers supporting employment outcomes, helping clients understand what makes a cover letter effective can significantly improve application quality and professional presentation.
What Employers Actually Use Cover Letters For
Many clients misunderstand the purpose of a cover letter.
A cover letter is not meant to repeat the CV word-for-word.
Instead, employers use cover letters to assess:
Communication skills
Professionalism
Attention to detail
Motivation for the role
Understanding of the company
Personality and attitude
Cultural fit
A strong cover letter helps employers understand the person behind the CV.
Common Cover Letter Mistakes Migrants Make
Many migrants unintentionally weaken their applications with cover letters that are:
Too long
Too generic
Overly formal
Poorly formatted
Full of copied content
Focused only on needing sponsorship
Missing relevance to the role
Some clients also apologise excessively for lacking NZ experience, which can unintentionally reduce confidence in their application.
Immigration advisers can help clients avoid these common issues by teaching a clearer and more strategic approach.
Mistake #1: Using the Same Cover Letter for Every Job
One of the biggest mistakes is sending identical cover letters to every employer.
Recruiters can immediately tell when a letter has not been tailored to the role.
What Advisers Should Do Instead
Encourage clients to customise:
The company name
The role title
Relevant experience
Industry-specific skills
Why they are interested in the company
Even small changes make the application feel more genuine and professional.
Mistake #2: Repeating the Entire CV
Some cover letters simply list previous jobs again without adding value.
A CV already covers employment history.
The cover letter should instead explain:
Why the client is applying
What makes them suitable
Key strengths relevant to the role
Their motivation and interest
The goal is connection, not repetition.
Mistake #3: Making the Letter Too Long
Many clients believe longer means better.
In reality, recruiters often spend very little time reviewing initial applications.
A cover letter should usually remain concise and easy to scan.
Ideal Structure:
Introduction
Why they are interested
Relevant experience and strengths
What skills fit the company goal
Closing statement
Simple and focused is often most effective.
Mistake #4: Focusing Only on What the Client Wants
Some cover letters focus heavily on:
Needing sponsorship
Wanting residency
Wanting any job available
Financial struggles
While these concerns are understandable, employers are primarily focused on how the candidate can contribute to the business.
Better Approach
Teach clients to focus on:
Skills
Experience
Value they bring
Professional strengths
Interest in the role
The application should answer:
“Why should the company hire this person?”
Mistake #5: Sounding Overly Robotic or Formal
Many migrants rely on extremely formal language because they believe it sounds more professional.
This can sometimes make the letter feel unnatural.
Examples:
“I hereby wish to express my utmost interest…”
“Please find attached herewith…”
In New Zealand, communication is generally more conversational and straightforward.
Encourage Clients To:
Write clearly
Use simple professional language
Sound natural and confident
Avoid unnecessary jargon
Professional does not need to mean overly complicated.
What a Good Cover Letter Should Include
A strong cover letter should communicate:
Who the client is
What role they are applying for
Why they are interested
Relevant experience and strengths
Enthusiasm and professionalism
A polite closing
Example Opening:
Dear Hiring Manager,
I am writing to express my interest in the Administration Coordinator position advertised on Seek. With several years of customer service and administrative experience, I am excited about the opportunity to contribute to your team.
Clear, direct communication works well.
Helping Clients Explain Overseas Experience Positively
Many migrants worry their overseas experience will not be valued.
Instead of minimising it, encourage clients to frame it confidently:
Highlight transferable skills
Mention international experience positively
Focus on adaptability
Emphasise achievements and responsibilities
Global experience can be a strength when communicated effectively.
Should Clients Mention Visa Status?
This depends on the situation.
In many cases, briefly clarifying work rights can help reduce uncertainty for employers.
Example:
I currently hold a valid open work visa with full working rights in New Zealand.
Simple, clear wording is often enough.
How Immigration Advisers Can Add More Value
Immigration advisers are increasingly supporting clients beyond visa applications alone.
Helping clients improve cover letters can:
Increase interview opportunities
Improve confidence
Strengthen employment outcomes
Enhance settlement success
Differentiate the firm’s services
For many migrants, practical career guidance becomes just as valuable as immigration support itself.
Final Thoughts
A strong cover letter does not need to be perfect, overly formal, or complicated.
It simply needs to communicate:
Professionalism
Relevance
Confidence
Genuine interest
Clear value to the employer
Many migrants already have the skills employers need, they just need help presenting themselves effectively.
By teaching clients how to write tailored, professional cover letters that actually connect with employers, immigration advisers can play a powerful role in helping migrants build successful careers in New Zealand.
CONTACT us for more details or how we can assist your business with clients CV’s, Linked networking or interview coaching.
PETER LEMMER - peter@coar.co.nz or 027 475 5620.