How to write a Board Cover Letter: 6 Key Elements

Regardless of how you are going to be appointed, you will need to submit a board cover letter at some stage to support your application. I can not stress enough that if you get this document right, it can increase your chances of being appointed. A well-written board cover letter also offers the chance to separate yourself from other candidates and to ‘dare them not to appoint you’. Today, I want to share with you the six key paragraphs of a compelling Board Cover Letter. 

Why are board cover letters so important?

You already know that Chairs (the ultimate decision-makers) are nervous and risk-averse about any new board appointment. This is one reason why they carefully read board cover letters. This document helps them determine whether an applicant is a risk worth considering. Strong applicants know this. They know that a board cover letter offers an opportunity not only to introduce themselves but also to demonstrate that they are proactive, intelligent, connected, informed, and a low risk. However, for a cover letter to be of any value, it must initially be both accessible and readable.

Accessibility

In the past, board cover letters were often deemed to be good enough if they simply introduced you and your interest in the role, and then referred to the details in your attached board CV. They were usually too brief and added no additional value to the board application. For these reasons, they were rarely read. For yours to add real value, you don’t want it missed – it must be accessible. 

To ensure that your board cover letter is easily accessible, it should be included as part of your application (along with your Board CV). That means you should not save it as a separate attachment, but rather as part of one application document – which includes your CV and, if requested, a supporting statement. Submit just the one board application document, preferably as a PDF file.

I also recommend including some of it in the body of the email. It is a great way to introduce yourself, make you memorable, and distinguish you from other applicants.

Readability

Making it accessible is not enough. It must be readable. First and foremost, it should not be more than a single page in length. Board Chairs, HR managers, and recruiters are busy individuals who don’t have time to read through pages of unnecessary copy. That does not mean decreasing fonts or reducing margins – standard margins and 11pt font only, please. Oh, and only use Helvetica font – studies have shown it is the easiest to read.

There are a few exceptions to this 1-page rule. One might be that the application process stipulates you must provide a document that combines a cover letter and a supporting statement addressing each of the key criteria, which is no longer than two pages.

How to write a Board Cover Letter

Before you put pen to paper, know that a compelling board cover letter can only be written after conducting significant research. Once you have finished your research, your cover letter should then be written to incorporate six distinct elements.

#1 The opening paragraph must grab the reader’s attention by demonstrating your passion for the role

Boards want to appoint people who are equally passionate. This paragraph is not a statement about your understanding of the company, where you saw the job advertised, or the role for which you are applying. Instead, it must demonstrate your passion for the role of a non-executive director for that organisation. 

Based on the research you have conducted, the conversations you have had, the insights you have gleaned, and the engagement you have had with the organisation, sector or industry – you should be armed with information, contacts and knowledge that no one else has. Now, all you need to do is pull it together in a statement that articulates your passion and how you can help. 

This kind of opening is incredibly powerful. Firstly, it immediately captures the reader’s attention. It then demonstrates from the outset a number of positive qualities – your enthusiasm for the board role, your ability to do it, your intelligence, and your connectedness. More importantly, what it really does is provide evidence to the Chair that you are not a risk.

#2 The second paragraph includes your board profile – the paragraph that sits on top of your board CV

This summary statement addresses the five key elements a Chair is looking for in a successful candidate. Your board profile addresses the drivers of a Chair and briefly summarises your board or committee experience (either as an executive or non-executive), as well as how long you have been working with/on boards. Include examples of success (quantifiable ones are best), the companies and sectors you have worked with and the scope and scale of your experience.

It should not include aspirational statements. It should state, or as closely as possible, that: you have done the job before, you are qualified and capable of doing the job, you have the right sort of connections (so can add value), and that you are passionate as well as a strong cultural fit (not a risk). Many will advise against duplication on your board application, but you do not want this paragraph to be overlooked.  It is your answer to “why should they appoint you?”. It is critical.

#3 The third paragraph should address the essential selection criteria (not always required)

When selection criteria are not provided, there is obviously no need to address them in your cover letter. However, for most formal applications, you will need to find, then cut and paste the criteria listed in the job description/advert into this section of your cover letter. Once you have done so, you should then address each of them specifically. For each criteria, you should provide both an example of having met the criteria but also having succeeded. 

#4 The fourth paragraph should address gaps – real or perceived issues in your board CV or application

It will likely be a short paragraph, but most people have something to include here. Perhaps you appear too old, too young, over-experienced, under-experienced, it is your first board role, you are unemployed, you are changing careers, beginning a portfolio career, you seem too busy, or you have a gap in your board CV. Whatever the case – real or perceived – you should attempt to allay any apprehensions the decision-makers may have.

For example, if you are applying for a board role that is a considerable distance from your home, but you are willing to travel, then this is the place to mention it. Equally, if you are unemployed, tell them why (did you retire or leave for health reasons, etc). If this is your first board role, explain what else you have done that qualifies you to be appointed.

If you do not meet all the criteria outlined in the advertisement, this paragraph also offers an opportunity for you to explain why your particular skill set and experience are more valuable than you might think. State your case here. State it clearly and respectfully.

From experience, I know how easy it is for gatekeepers or decision-makers to disregard an applicant due to ill-informed or preconceived notions. For this reason alone, you need to ensure you are absolutely clear on any gaps or issues in your board CV.

#5 The fifth paragraph should contain something interesting or memorable about you

The reality is that Chairs want to be able to brag about their new non-executive directors, so give them something to brag about or remember you by. Your penultimate paragraph should contain something interesting or memorable about you. Remember, the board application process is about adding layers of value. You will usually not know which element got you appointed and which did not. With that approach in mind, this paragraph is important. 

For example, a client of mine received an application from an individual who, among other significant professional successes, represented the UK in table tennis. Not the coolest sport in the world. However, when considering who to interview, the client had only one timeslot left, and the first person who came to mind was the table tennis player. He got past the application stage and into an interview, not because of his table tennis skills but because he was the one who was most memorable. What is your ‘extra-professional’ skill that is going to make you memorable?

#6 The final paragraph is one of the most important sections, but it is different from your opening paragraph.

Again, based on your research, this summary demonstrates your understanding of what the organisation does, your connectedness, intelligence, and strategic approach. Most importantly, it demonstrates your passion for the organisation’s objectives and goals, as well as those of the board. It is a strong way to finish any board cover letter. It clearly answers the question, ‘Why are you applying to be on the board of the organisation?’ 

In Summary

In a competitive environment, when there are far more candidates than opportunities, a board cover letter forms a crucial part of the non-executive application process. This is regardless of whether you are responding to an advertisement, using a recruiter, or approaching a company directly. It is a one-page document where you focus on what you know about the organisation, its challenges, and how you can help. Be specific and ‘dare them not to appoint you’.

As I mentioned earlier, if you get this document right, it will dramatically increase your chances of being appointed. If you would like me to personally review every board cover letter before you submit your application, consider becoming an Executive Member. This membership includes unlimited application reviews: regardless of the number of board roles you apply for, I will review and critique each one before you submit. In doing so, you will vastly improve your chances of getting past gatekeepers and into an interview.

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How to write a powerful Board Profile that will help get you appointed

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