When sending a CV to an employer it should be accompanied by a cover letter. As the letter is the first document to be read, it is initially as important as your CV. The purpose of the cover letter is to highlight the key points in your CV and to emphasise your interest in the job and the company. It is important to address the letter to the appropriate person, by name. If necessary, telephone the company in advance to check the name of the Personnel Manager or whoever would normally handle applications. Then you can follow up the letter with a telephone call to that person.
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