Many HR experts and business gurus have argued that cover letters are a relic of the past, an era in which job seekers consulted newspaper ads and sent their applications via post or fax. Naturally when sending applications in this manner, it was necessary to include a letter of introduction to ensure the correct person received the application and had proper context for the resume. Today, we live in a world of email, recruitment firms, social media, job banks--in other words, an information overload. Brevity and clarity are paramount. However, the question of whether or not the cover letter is "dead" is a practical one, and it relies on the job you're applying to.

Figure out who will receive your application. Whether they're a recruitment agency or HR manager, a large company or not-for-profit, it all makes a difference, and knowing their preferences will help stand out from the crowd. If you are responding to a job posting from a recruitment agency, you are better off avoiding the cover letter all together. Instead, call them directly. It can be intimidating to cold call in response to an ad, but many recruiters respond well to people who take the initiative. They see such a high volume of resumes for such a variety of jobs that most do not read the cover letter, so even if you don't choose to call them, you probably shouldn't bother with a cover letter unless the job ad specifically requests one.

If you are applying directly to a human resources manager, small company or not-for- profit, it is a good idea to include a traditional cover letter. The nature of their job, company or industry typically makes these parties more interested in learning additional information aside from that conveyed in a resume.

Large companies, in contrast, typically have online recruitment programs that help sort candidates for the HR department. This may involve online questions from a variety of drop-down boxes or the requirement to attach a cover letter. It is essential to complete each section as otherwise, applications may not be processed.

You've decided to include a cover letter, so what is there to keep in mind?

• Keep it short. A cover letter is an introduction to your resume and does not need to reiterate what you've already highlighted. Keep it short -- generally 3-4 paragraphs and never longer than a page.
• Use key words. Like with your resume, it is important to include key words, especially if you are applying through a company's online application program. These sophisticated recruitment tools scan your resume for words that are related to the job posting. By customizing for each role applied for, you'll increase your chances of being shortlisted.
• List accomplishments, not duties. The cover letter is your opportunity to showcase how you would add value to an organization and it should not be a laundry list of duties nor a reiteration of your resume. Provide examples of how you helped a company improve efficiencies, reduce expenditures or overcome obstacles.
• Research the organization. It may seem obvious, but find as much information as possible on the employer through their job postings, website, social media, annual reports, press releases etc. By incorporating information that relates to their vision and values, you will appear to be a good fit from the start.
• Personalize it. Whenever possible, address your cover letter to the hiring or HR manager. You can find this information on the job posting or company website. If you have no luck there, LinkedIn allows you to search for individuals by company name.
• Try a template. There are many versions of online templates to make writing your cover letter easier. But whatever you do, don't plagiarize, and don't send form letters--no matter how good a fit you are, the hiring manager ignores these.
• Embed, don't attach. If you are sending your application in an email, the cover letter should reside within the body, not as an attachment. By creating an eye-catching, easy-to-read format, you'll entice readers and give them reason to open your resume attachment.
• Remember the point. A cover letter is meant to compliment your resume, and your resume is meant to get you an interview. This is not the place to try to showcase every aspect of your experience, interests or personality. Less is more; while it's important not to come off as cold or completely impersonal, you cover letter should make employers want to meet you to learn more rather than make them feel as though they've already learned everything about you.

• Paragraph One. State the role in which you are applying for and how you came to hear about it, especially if through a current employee or professional contact. If you are writing a prospecting letter to a company not currently advertising positions, indicate the department or area in which you'd like to work. In total this should be 2-3 sentences.
• Paragraph Two. Describe what attracts you to the type of work, industry, company or corporate culture. This is where doing your research will pay off as your goal is to highlight why you would be a good fit with the organization. Demonstrate enthusiasm and indicate how you would help the company reach its goals.
• Paragraph three. This is where you relate your accomplishments to the job requirements. Demonstrate where you provided value and how you can contribute to the company's success. Make sure to provide specific, quantifiable examples to add depth and impact.
• Paragraph four. This is your call to action. Include an assertive statement about proceeding to the next step of the hiring process and direct the employer to your attached resume. Finally, reiterate how they can get in touch with you and thank them for their time and consideration.

The most important thing you can do is read the job ad carefully. Do they request a cover letter? Do they list the name of the hiring manager or give you enough details to find out a name? Use your detective skills. A few extra minutes finding out how best to apply for the job could mean the difference between having your resume overlooked and getting a callback.