Job applications have changed a lot over the years. With the rise of LinkedIn Easy Apply, one-click applications, and applicant tracking systems (ATS), many job seekers wonder: Is a cover letter still necessary, or is it just extra effort?

When applying for a marketing role, where creativity, strategy, and personal branding matter, the answer isn’t as straightforward as you might think. Let’s dive into whether cover letters still hold weight in today’s job market—and when writing one could give you an edge.

• The Changing Role of Cover Letters in Marketing Job Applications
• When a Cover Letter Can Give You a Competitive Edge
• What Marketing Hiring Managers Look for in a Cover Letter
• Cover Letter vs. Resume: What Tells Your Story Better?
• How to Write a Modern Marketing Cover Letter That Stands Out

The Changing Role of Cover Letters in Marketing Job Applications

Years ago, cover letters were a non-negotiable part of job applications. Today? Not so much. Many recruiters admit they don’t always read them, especially when dealing with hundreds of applications.

However, that doesn’t mean cover letters are dead. In marketing, where storytelling, branding, and persuasion are key skills, a well-crafted cover letter can make an impact—especially when applying for roles that value creativity and strategic thinking. Unlike a resume, which simply lists your experience, a cover letter allows you to demonstrate how your unique approach to marketing aligns with the company’s goals. It’s your chance to introduce your personality, show off your communication skills, and craft a narrative that makes you memorable.

When a Cover Letter Can Give You a Competitive Edge

A cover letter might not always be required, but there are specific situations where it can be a game-changer:

• Making a career switch

Transitioning into marketing from another field? A strong cover letter helps explain why you’re making the shift, connects your previous experience to marketing, and highlights transferable skills—such as problem-solving, creativity, and analytical thinking—that make you a strong candidate.

• Applying for a highly competitive role

Marketing positions, particularly at top companies, often attract thousands of applicants. A cover letter helps humanize your application and demonstrate what sets you apart beyond just qualifications and experience.

• You lack traditional experience but have strong skills.

Maybe you haven’t worked in a marketing role before, but you’ve successfully run a blog, grown an Instagram page, or managed freelance projects. A cover letter gives you space to explain how your hands-on experience translates into real marketing expertise.

• Applying to a company that values personalization.

Some companies, especially in creative industries, expect personalized applications. A thoughtful cover letter can demonstrate that you’ve researched the company, understand its brand voice, and genuinely want to be part of its team.

What Marketing Hiring Managers Look for in a Cover Letter

Unlike technical fields where numbers and qualifications rule, marketing requires a blend of creativity, analytical thinking, and communication skills. Hiring managers look for cover letters that:

• Show storytelling skills. Instead of simply listing what you’ve done, a great cover letter shares engaging examples of how you developed campaigns, solved branding challenges, or grew engagement. Stories stick with hiring managers far more than bullet points.
• Demonstrate measurable results. Marketing is data-driven, so your cover letter should highlight quantifiable achievements—such as increasing website traffic, improving conversion rates, or boosting brand engagement. Show that your work leads to tangible success.
• Reflect understanding of the brand. Hiring managers want to see that you’ve done your research. Mention a recent marketing campaign the company ran, suggest ways to improve its digital presence, or discuss how your experience aligns with its brand strategy.

A generic “I’m passionate about marketing” won’t cut it. A strong cover letter connects your unique skills to what the company needs, making it clear why you’re the right fit.

Cover Letter vs. Resume: What Tells Your Story Better?

Your resume lists what you’ve done. Your cover letter explains how and why you did it.

A resume is great for showing off hard skills like SEO, PPC, content strategy, and social media marketing. But a cover letter allows you to:

• Showcase creativity. If you’re applying for a role in content marketing, branding, or advertising, your cover letter can demonstrate your ability to craft compelling messages.
• Explain your thought process. Maybe you designed a campaign that boosted engagement by 300%—your cover letter can detail the strategic choices that led to that success.
• Make a personal connection. Hiring managers are looking for someone who fits their team culture. A cover letter gives you space to communicate your enthusiasm and personality in a way a resume can’t.

How to Write a Modern Marketing Cover Letter That Stands Out

If you’re going to write a cover letter, make it worth reading. Here’s how:

• Skip the generic introduction. Instead of “I’m excited to apply for this role,” start with a compelling story or a bold statement about your experience. For example, “The first marketing campaign I ever ran was for a local bakery. By leveraging social media and content strategy, I increased their sales by 40% in three months. Now, I apply that same creative approach to digital campaigns for global brands.”
• Highlight your marketing wins. Hiring managers love numbers. Did you grow a brand’s engagement by 200%? Help launch a viral campaign? Use data to prove your impact and back up your skills.
• Make it personal. Address the hiring manager by name if possible and mention something specific about the company’s marketing efforts. If you admire their recent campaign or branding strategy, say so—and explain how your skills align with their approach.
• Keep it short. No one has time for a full essay—stick to three to four concise paragraphs that pack a punch. Keep it focused, engaging, and relevant.

Are Cover Letters Still Worth It in Marketing?

So, do you still need a cover letter for marketing jobs? Not always—but when done right, it can be a powerful tool.

If the application requires one, take the opportunity to make it count. Even if it’s optional, writing a well-crafted cover letter can help you stand out from other candidates who skipped it.

Not sure where to start? We’ve got you covered! Download our free Marketing Specialist Cover Letter Template to craft a compelling application that highlights your creativity, campaign success, and data-driven results.