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Hi Vanessa,

Good questions. Great marketing collateral can always help set a candidate apart including cover letters. We see they are still requested and they have been a long-time practice, thus, are not likely to just vanish any time soon. Rather than think in absolutes such as (Don't use cover letters because they are outdated OR Use cover letters because they are better at differentiating candidates than resumes) - I think we need to focus more on teaching students strategy and the importance of research to tailor their marketing package to the audience. We must also help students understand that collateral works together so they are not to be viewed as mutually exclusive. For instance, a resume is great but including a link on the resume to a portfolio website gives the employer another opportunity to engage with your brand and learn more about you. Certainly, a cover letter can provide this opportunity as well.

The truth is, there is no way to know the exact preferences and behaviors of the particular employer unless you have a very close relationship or some way to gather "inside" information. Thus, I personally believe one should use all marketing opportunities available to achieve their career goals. My previous point was only that to assume the employer will actually read the cover letter would be a mistake. Rather, it is best to not assume because there is no way of knowing - thus, don't choose to leave important information off the resume.

Does that make sense? Thanks for the question and discussion!

Robert Starks Jr.

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