Series 5: Cover Letters That Get Read in 2025: A Graduate’s Guide to Standing Out in UK Marketing Applications

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Why Cover Letters Still Matter in 2025

You’ve probably heard people say: “Do employers even read cover letters anymore?”
Here’s the truth: in the UK graduate job market, they absolutely do.

  • According to Oxford Careers Service, over 80% of employers say a tailored cover letter can make the difference between rejection and interview.
  • A 2025 Milkround survey found that two-thirds of graduates admitted sending the same generic cover letter to multiple employers. The result? Most got ghosted.

As one recruiter quoted in the Sample Cover Letter PDF put it:

“If your letter could apply to 20 other companies, we don’t read it. We want to see why our company matters to you.”

The Purpose of a Cover Letter

Think of your CV as the facts.
Your cover letter? That’s the story that connects the dots.

It should answer three questions clearly:

  1. Who are you? (Introduce yourself and your degree/skills.)
  2. Why this role? (Show you understand their job and company.)
  3. Why you? (Prove with evidence that you fit the role.)

Oxford’s Career Guide frames it simply:

“A cover letter is your opportunity to explain motivation, demonstrate research, and add personality.”

The Winning Formula: 4-Paragraph Structure

From Oxford Careers + TechTalk templates, here’s the formula:

  1. Opening (Intro & Hook)

  • State the job you’re applying for.
  • Mention how you found it (e.g., Milkround, Indeed).
  • Add a hook (something specific about them).

  1. Why Them (Company Motivation)

  • Show you researched their brand.
  • Mention campaigns, values, or growth areas.
  • Avoid clichés like “I’ve always admired your company.”

  1. Why You (Evidence & Skills)

  • Highlight 2–3 key experiences.
  • Use CV bullet points but in storytelling form.
  • Focus on results (numbers, impact).

  1. Closing (Call to Action)

  • Reaffirm motivation.
  • Politely ask for an interview.
  • End with confidence (“I look forward to discussing…”).

Example Cover Letter (Marketing Graduate Role)

(Based on Oxford guidance + Sample Cover Letter resource)

Dear Hiring Manager,

I am writing to apply for the Marketing Graduate Scheme at Dentsu, UK, advertised on Milkround. As a recent Marketing graduate from XXX University with strong experience in digital campaigns and brand strategy, I am eager to contribute to your innovative client work.

Dentsu’s reputation for combining creativity with data-driven campaigns particularly resonates with me. I was inspired by your “Unstereotype Alliance” campaign and your focus on authentic brand storytelling. I am drawn to a company where I can contribute to campaigns that drive social and commercial impact.

In my role as Marketing Intern at xxx, I increased Instagram engagement by 45% through reels strategy and grew event attendance by 200+ participants. At xxx , I developed SEO-optimised blogs that ranked on Google’s first page, boosting organic traffic by 150% in 3 months. These experiences taught me to combine creativity with analytics — skills I am excited to bring to Dentsu.

I would welcome the opportunity to discuss how my skills align with your graduate scheme. Thank you for your time and consideration, and I look forward to the possibility of contributing to your team.

Yours sincerely,
XXX

Common Mistakes to Avoid

Oxford Careers + recruiter feedback point out 5 deadly sins:

  1. Too generic – “I’d like to work at your company” = immediate rejection.
  2. Repeating your CV – Cover letters should explain why, not copy bullet points.
  3. Too long – Keep it to one page, max 4 paragraphs.
  4. Weak closing – Don’t end with “Hope to hear back.” Be confident.
  5. Spelling mistakes – Employers bin letters with errors in seconds.

Recruiter Quotes

From Oxford Careers:

“A tailored cover letter tells us the candidate took the time to understand the role. That’s what stands out.”

From Sample Cover Letter PDF:

“Your cover letter should be a persuasive pitch, not a diary entry. Show why you match the role.”

From HBR Emotional Intelligence Series:

“Confidence in tone is essential. Employers pick up on hesitation even in writing.”

Special Advice for International Students

If you’re applying with a Graduate Visa and aiming for sponsorship:

  • Explicitly state your commitment to long-term contribution.
  • Focus on roles that lead to salaries above the £38,900 threshold (e.g., SEO, PPC, strategy roles).
  • Show how your global perspective is an asset (multilingual, cultural insights).

Mini Glossary – Cover Letter Terms

Term

Meaning

Why It Matters

Hook

The opening line that grabs attention

Stops your letter from being generic

Tailoring

Customising letter to each job

Increases chances by 3x

Call to Action

Confident closing line

Shows professionalism

Motivation

Why you want the role/company

Employers value genuine enthusiasm

Storytelling

Using examples, not lists

Makes your skills memorable

Quick Checklist

  • One page, 4 paragraphs.
  • Tailored to company & role.
  • Evidence of skills (with numbers).
  • Confident closing line.
  • Error-free grammar/spelling.

Conclusion  

Your CV gets you noticed. Your cover letter gets you remembered.

In 2025, the grads who write tailored, confident cover letters are the ones recruiters want to interview.

Download OTINGA’s Cover Letter Pack — with Oxford-approved structure + editable sample templates.

References

  • University of Oxford Careers Service (2024). Cover Letters. careers.ox.ac.uk.
  • Reidhead, C. (2019). Get That Job! Ace Your Job Interview Every Time.
  • Harvard Business Review (2024). HBR Emotional Intelligence: Confidence & Communication. Harvard Business Press.
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