Despite what you may think, name recognition isn’t always the biggest benefit of a great letter of recommendation. “Sure, it’s helpful to have a letter from a prominent CEO or someone who has made a name for him or herself in the vast world of start-ups or who is a standout name in your field but in most of those instances, the person writing the letter has a relationship with the subject that’s not based on work,” says Michael Ryan, a career consultant in New York. “Instead, it’s usually a prominent neighbor or a parent’s friend who can say great things about a job candidate’s character but almost nothing about their experience, capacity for innovation or work ethic.”

The right letter of recommendation can open up new job opportunities, confirm a potential employer’s positive thoughts and put the subject of your email in the “interview” pile of applicants. When sent after the initial round of interviews, a great letter of recommendation can help close the deal.

Ryan says letters of recommendation from a former supervisor or co-worker that’s light on “touchy-feely stuff” but heavy on substance can make believers out of some of the most skeptical HR specialists. “I’ve read some amazing letters of recommendation from former or present co-workers – people who outline the exact way that these particular job candidates have helped them and helped their business,” Ryan says. “The real content – real examples, real solutions – helps potential hirees bridge that gap from a faceless name on a resume to a real person.”

If you’re asked – or if you offer – to write a letter of recommendation, here is a list of what to do and what not to do:

Do be specific: No “To whom it may concern,” if possible. Try to find out who will be reading the letter and address that person.

Don’t be too informal: Since you write this professionally, you should use a formal tone.

Do tell a story: Your letter should include at least one real anecdote about something this person did that sets them apart from others.

Whether that’s how they handled a complex situation at the office or how their consistent contribution to a cause helped make a difference, you want to leave the reader with a tangible example of why this candidate is the person for the job.

Don’t put the focus on you: You’re not the subject of the letter so don’t feel compelled to spend more than one sentence explaining who you are and what you do.

Do explain your relationship to the job candidate: Make sure you explain how you know each other. If you’ve worked together, mention where and in what capacity. If you know each other from outside the workplace, explain why that relationship is relevant.

Do include contact information and an invitation to connect should the reader have any questions.

Don’t forget the recommendation: Your final paragraph should be your actual recommendation, the part where you go beyond their work or their character and actually recommend them for a job. Be as specific as possible. Tell your reader why this person would make an excellent employee.

Tribune News Service