In the digital-first world of job searching and professional networking, your greeting matters more than you think. The phrase “To Whom It May Concern” might feel like a safe fallback, but it often signals detachment and a lack of effort. Instead, using a personalized, relevant salutation can instantly boost the impact of your message, especially when it comes to your cover letter.
Whether you're submitting an application or emailing a hiring manager, there's no better way to open the conversation. Below, we’ll show you exactly how to do it.
Key takeaways
- “To Whom It May Concern” can seem outdated and impersonal.
- Personalized greetings demonstrate effort and increase engagement.
- Use capital letters appropriately in formal salutations.
- Tailor your greeting to the role, department, or company.
- Tools like Enhancv’s free Cover Letter Builder can help generate better salutations.
Before diving into alternatives, it’s important to understand why this phrase has fallen out of favor in modern communication. Knowing what not to use sets the foundation for making better choices.
Why “To Whom It May Concern” falls short
While once a go-to for formal communication, “To Whom It May Concern” now feels cold and impersonal. In most cases, it reflects a lack of research and may even hurt your chances of standing out. This is especially true for job applications, where recruiters are evaluating your attention to detail and enthusiasm for the role.
If you're writing a cover letter with no experience, for example, showing initiative by researching the recipient makes a stronger impression than defaulting to a generic phrase. Plus, finding the correct name or department is often just a quick search away.
In short, the phrase makes your letter feel like a formality, not a conversation.
That said, not all situations allow for personalization. There are still professional contexts where generic greetings are acceptable—or even expected—based on industry norms or limited access to recipient details.
"To Whom It May Concern" is a lazy salutation that signals a lack of effort.
Benjamin Dreyer, author of Dreyer’s English and copy chief at Random House
When it’s acceptable to use generic greetings
While personalized greetings are ideal, there are situations where generic phrases like “To Whom It May Concern” or “Dear Hiring Team” may still be appropriate:
- In academia or conservative sectors that maintain formal communication norms.
- At large multinational corporations, the recipient’s name is genuinely unavailable.
- For general inquiries or prospecting letters, where no individual contact exists yet.
- When a company’s communication style is strictly hierarchical or anonymized.
In such cases, opt for a respectful, gender-neutral, and professional greeting like “Dear Hiring Manager,” “Greetings,” or “Hello Hiring Team.” “Dear [Mx.] [Last Name]” is also a thoughtful, inclusive option when gender is unknown.
Using a generic greeting doesn’t have to feel careless—it's all about context and delivery. Be sure to keep the rest of your cover letter warm, intentional, and personalized to the role or company.
Even in these more traditional or structured settings, there are better generic options available. Let’s explore some respectful and professional alternatives that strike a balance between formality and intent.
Formal alternatives for professional correspondence
When a personalized name isn’t available, there are still more effective options.
| Salutation | Why it works |
|---|---|
| Dear Hiring Manager, | Ideal for most job applications and far more engaging than a generic phrase. |
| Dear [Department] Team, | Works well when contacting a group (e.g., “Dear HR Team”). |
| Dear [Last Name], | Best if you’ve found the recipient’s surname but want to keep it formal. |
| Dear Sir/Madam, | Still acceptable, though slightly old-fashioned—use with discretion. |
| Dear [First Name], | Appropriate for warm but still respectful professional settings, such as networking follow-ups. |
These alternatives are also useful across different sections of your cover letter format, especially the introduction.
But what if you’ve done the research and still can’t find a name? In those cases, it’s not about avoiding personalization—it’s about applying the right strategy when personalization isn’t possible.
Guidelines for addressing cover letters when the name is unknown
If you've exhausted reasonable research methods—checking company announcements, the team page, or recent press releases—and still can’t find the hiring manager's name, use a role-based salutation with clarity and respect.
Some effective examples include:
- Dear Hiring Manager
- Dear [Job Title] (e.g., “Dear Marketing Director”)
- Dear [Name of Department for Which You’re Applying] (e.g., “Dear Sales Team”)
- Dear [Ms./Mx.] [Last Name] – if you have the last name but aren’t sure about gender. or honorific
- Dear Department Head – if the structure is clear from public resources.
Avoid assumptions with gendered language, and always lean toward formal phrasing when tone or hierarchy is uncertain. In these scenarios, the right level of personalization paired with an appropriate title strikes the balance between professionalism and effort.
When you can find a name or a specific team, personalizing your greeting adds a human touch that sets your message apart. Let’s take a look at how to start a cover letter effectively.
Personalized greetings for impactful emails
The most effective way to begin any email or cover letter is by using the recipient’s name. A simple “Dear Jane” or “Hello Mr. Thompson” makes your message more likely to be read—and remembered.
If you don’t know the recipient’s name, search online, scan the company's website, or even call the front desk. These small steps reinforce your professionalism and can set your email apart from dozens of others.
Even in more casual settings, using “Hello [First Name]” balances friendliness and professionalism. That tone is perfect when you're writing a short cover letter or networking message where a formal tone may feel out of place.
Skip “To Whom It May Concern”—it screams copy-paste. If you can’t find a name, at least use “Dear Hiring Manager” or the department name. Even a guess like “Dear Marketing Team” shows more effort than radio silence. No one wants to hire someone who didn’t try.
Author’s take
Of course, “To Whom It May Concern” isn’t the only phrase that can hurt your first impression. Other outdated or vague greetings deserve to be retired from your vocabulary.
Other phrases to avoid in cover letters
Beyond “To Whom It May Concern,” several other greetings can unintentionally communicate a lack of effort or awareness.
These phrases are often viewed as outdated or overly generic:
- Dear Sir or Madam → Overly formal and impersonal
- Greetings → Too vague, unless used for group outreach
- Dear Reader or Dear Team Member → Confusing or unclear
- Generic motivation letter openings → Like “I am writing to apply…” without context
These often feel like cold touchpoints and signal an uninspired way of addressing your audience. A great cover letter greeting should never feel like an afterthought.
If you’re writing a prospecting letter or applying cold, personalization still matters. Even a slight nod to the company’s values or mission can create engagement.
Now that you know what to avoid, it’s time to explore what works, especially if you want to make your letter stand out in a competitive field.
Creative salutations for cover letters
Your cover letter salutation sets the tone for the entire letter. Choosing a more tailored greeting shows you’ve taken the time to research and that you’re genuinely interested in the position.
Some creative yet professional options include:
- Dear [Company Name] Recruiter→ Useful when you know the company but not the hiring manager’s name.
- Dear [Department] Team→ Great for roles requiring cross-functional collaboration.
- Dear [Job Title] Professional→ Shows alignment with the role and awareness of the job’s context.
You can learn more about how these fit into a strong cover letter outline and make your application stand out.
Whether you choose a formal or creative salutation, getting the basics right—like proper capitalization—shows attention to detail and respect for the reader.
Capitalization rules for email greetings
Capitalization isn’t just a grammar issue—it’s a signal of professionalism. Whether you’re writing a formal email or a general cover letter, following these rules matters:
Capitalization rules:
- Always capitalize the first word of a salutation (e.g., “Dear,” “Hello”).
- Capitalize all key words in longer formal greetings like “To Whom It May Concern” or “Dear Hiring Manager.”
- Articles and short prepositions (e.g., “to,” “for,” “the”) remain lowercase unless they begin the phrase.
With the right salutation, you’re not just opening your message—you’re opening a conversation. Start strong, be intentional, and remember: your greeting is the first impression your words make.
Conclusion
The way you start a cover letter or professional email can influence whether your message gets read or ignored. Generic phrases like “To Whom It May Concern” often come across as lazy or out-of-touch, particularly when the tools to find a better greeting are right at your fingertips.
Instead, a specific and thoughtful salutation shows initiative, personality, and respect for your reader. It reflects a higher level of engagement and increases your chances of making a meaningful connection. Whether you're applying for a job or reaching out to a potential collaborator, leading with the right words is a small detail that can yield big results.
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