How To Unlock The Hidden Job Market With Cold Outreach
Strategies to craft cover letters and cold emails with human touch that converts.
Did you know that cover letters have been around since 1956? And what to say about cold outreach, it probably has been present since word to mouth exists. These two have been around for a long time, and have proven to be effective tools for job seekers and businesses alike.
In today's competitive job market, it's more important than ever to stand out from the crowd. Especially if some of the best positions we dream of are hidden from the open market. Yes, the job postings you see every day on LinkedIn, Indeed, Glassdoor and many other platforms may only be 20% to 25% of the market’s actual openings.

Now, this depends on the industry and the individual company, of course. Moreover, it does not mean that these hidden jobs will never see the light of day. But it is true that, for many companies, the distribution of jobs starts internally.
For example:
There is an open position as a Product manager at company X. Unfortunately, they can’t afford a Senior PM for now. Before the hiring manager goes to spend money with HR and start a new recruitment process, he asks to his colleagues if they know someone that may be a good fit for the company and what they are working on.
Luckily for them, they found a good candidate. A friend of one of the colleagues was about to leave her other job. She may not meet all the profile they are looking for but, her words to the hiring manager were "proactive, very responsible and a fast learner".
These words stick in the head of the hiring manager who is also satisfied after talking to her. He decides to hire her directly and avoid the tedious process from HR.
You and I, will never see this job advertised anywhere.
Let’s see how artifacts like cover letters and cold outreach can help👇
Can cold contact and cover letters get you a job?
Well, you won't get a job just for creating them. That's true. However, applying them correctly can bring positive results and increase your chances. Cold contact can serve as an initial point of contact with potential employers, clients or stakeholders, allowing you to make a lasting impression and show your value.
Let's reduce it to the essentials:
Networking and Opportunities: Cold emails create connections and open doors to opportunities that might otherwise remain hidden.
Personal Branding: The words you write in emails and cover letters are brushstrokes in the art of personal branding, which distinguish you from the crowd.
Skill Demonstration: They're the platform from which you can highlight your problem-solving skills and industry savvy.
Cultural Fit: They provide a sense of how well you will fit in with the company's ethos and contribute to its collective journey.
Although, there are companies that does not ask for cover letters yet they still use the same old recruitment process from decades ago. For a person looking for a job, this is how they process may look like:
And this is if someone pass the ATS or recruiter first. If you missed the article where I explain this, go check it first:
How To Level Up Your Resume Game
But a way to make you stand out is with cold outreach and cover letters:
Cold outreach, whether through email or networking events, can truly set you apart from other candidates. By reaching out directly to hiring managers or key decision-makers, you have the opportunity to showcase your passion, skills, and why you would be a valuable asset to their team. Moreover, by taking the initiative to make a personal connection, you demonstrate your proactiveness and determination.
Being relational over transactional
People would rather run into someone interesting in a coffee shop and engage in a genuinely interesting conversation than meet someone transactional (only looking for their own benefit).
Let’s break down how to craft that cold email and cover letter in a way that feels natural, inviting, and far from the uncomfortable stalky vibe.
📧 Writing cold emails with a human touch
1. Warm Up Your Cold Email with Personalization
Imagine starting a chat with someone because you overheard them mentioning your favorite book. You wouldn't jump in with "Buy this other book now!" right? Start your email by mentioning something specific you admire about their work or company. Maybe you loved a recent project they led or an article they contributed to. This shows you’re not just sending a template email to anyone with a pulse.
2. Introduce Yourself Like You’re Sharing a Coffee
Now that you’ve got their interest, tell them a bit about yourself. But keep it conversational, like you’re sharing stories over a coffee. A simple, “By the way, I’m [Your Name], I’ve been diving deep into [Your Field or Interest] for a while now, and I’ve really enjoyed [Specific Experience or Project].” Sharing a bit of your world invites them to want to know more.
3. The Soft Ask or Offer
Instead of going straight to the point with a big ask, why not make it a soft, no-pressure offer? For example, “I’d love to get your thoughts on [Specific Topic] or share a few insights I’ve gathered from [Your Experience/Project]. Would you be up for a quick chat or email exchange?” It feels less like a demand and more like an open invitation to a two-way conversation.
4. Gratitude Goes a Long Way
A simple thank you can really warm up your cold email. “Thanks for considering my request” or “I appreciate you taking the time to read my email” adds a touch of humility and gratitude that can make the recipient feel acknowledged and respected.
📄 Cover Letters: Your Story, Their Stage
When it comes to cover letters, think of it as telling your story on their stage.
Set the Scene: Start with why you’re drawn to the company. Perhaps it’s their innovative approach or the impact they’ve made on the community. Make it clear you’re not just looking for any job but THIS job.
Act 1: Your Journey: Briefly share your journey—how you got to where you are, a challenge you’ve overcome, or a project you’re proud of. This humanizes your application and makes you more memorable.
Act 2: Why You’re Here: Highlight what you can bring to the table. Instead of listing skills, share how you can apply what you know to help them solve a problem or achieve a goal.
Encore: The Ask: End with an invitation for a conversation. “I’d be thrilled to discuss how I can contribute to [Goal or Project] at [Company X]. Thank you for considering my application.”
Waterfall Outreach or When Reaching the CEO Seems Impossible
Maybe your dream job is working at Apple, Microsoft, Amazon, etc. Reaching out directly to the CEO of a large company can indeed be quite challenging due to their busy schedules and the layers of gatekeepers.
Instead, you might consider other strategies such as reaching out to lower-level executives or hiring managers within the company. There are a few key roles you might consider contacting:
Hiring Manager: If you know the hiring manager for the role you're interested in, they can be an excellent person to contact.
Department Heads or Team Leaders: If applying for a position within a specific department, consider reaching out to the department head or team leader.
Human Resource Executives: Members of the HR team often have direct insight into hiring processes and could provide useful information or connections.
Executive Assistants: Executive Assistants often manage C-level schedules and communications, so don't ignore or dismiss them. They can be gatekeepers and crucial allies.
Direct Reports and Middle Management: Sometimes even direct reports knows about hidden positions and publish in their social networks. Finding someone who reports directly to the role you're targeting could provide an inroad. Who knows!
💡Avoid contacting your competitors
It's important that you don't get in touch with people who have the same role you want. Why? Whether you want to or not, you're their competition, so they don't want you to fill their own position.
Wrapping Up
Persistence and professionalism are key when reaching out to professionals at any level. You might not receive a response immediately, but don't get discouraged. Continue networking and reaching out to people within your industry, and you're likely to see results.
Also, keep in mind these tips:
Professional Email Address: It's crucial to use a professional email address when performing cold outreach to lend credibility to your message. An email address template could be: yourname@yourbusinessname.com.
Keeping Your Message Short: Prospects receive numerous emails daily. It helps to send compact and well-crafted emails that don't take too long to read.
Avoid Insincerity: The effectiveness of cold email outreach greatly depends on the content of the email. It's recommended not to start a cold email with something insincere like a short poem or joke.
Clear and Valuable Proposition: In today's digital landscape, it's important for your cold outreach emails to clearly communicate an offer or proposition of value that will catch the recipient's attention.
Leverage Multiple Channels: If available, leveraging channels like LinkedIn in addition to email can help increase the success of cold outreach.
Remember, the goal is to make your email and cover letter feel like the start of a great conversation, not a sales pitch. It’s about making a genuine connection, sharing a bit of you, and showing specific interest and enthusiasm for the person or company you’re reaching out to.
Would love to hear if you’ve tried these tips and how they worked out for you! Or if you’ve got some personal insights or experiences to share in the comments.