SPECIAL GUEST POST FROM DAN CHRISTENSEN
Many coaches assume the hiring process starts when the interview begins.
Athletic Directors would tell you it starts much earlier.
It starts the moment they open your resume and cover letter.
And whether you realize it or not, they are asking one central question:
“Can I trust this person?”
Not just to coach. But to represent the department, lead young people, communicate well, and handle responsibility.
Your application materials are the first test of that trust.
And according to our recent study of over 50 Athletic Directors around the country, many candidates are failing it in predictable ways.
Trust Is Built (or Broken) in Small Moments
What stood out most in our recent study wasn’t just the mistakes, it was what those mistakes meant to Athletic Directors.
For example:
- A typo isn’t just a typo → it signals lack of attention to detail
- A generic cover letter isn’t just efficient → it signals lack of genuine interest
- The wrong school name isn’t just an oversight → it signals carelessness and disengagement
One AD shared:
“Attention to detail” as the big thing they’re looking for in a resume and cover letter.
That was the entire answer.
Because for many ADs, that’s what this stage is really measuring.
The “Care Factor” Is Loud and Clear
One of the clearest patterns in the data is this:
ADs are trying to figure out how much you care.
Not in a vague, emotional sense, but in observable ways:
- Did you research the institution?
- Did you tailor your materials?
- Did you take time to review what you submitted?
Or…
- Did you send the same materials to 50 schools?
- Did you rely on AI and not review it?
- Did you rush through the process?
One AD said:
“Not one small change even to personalize it… feels like they’re just throwing darts.”
That’s the perception candidates are up against.
And perception matters.
Why “Generic” Is More Damaging Than You Think
Many coaches use templates for efficiency. That’s understandable.
But here’s the issue:
Efficiency for you can feel like indifference to them.
In a competitive hiring process, “generic” doesn’t mean neutral.
It means:
- You blend in
- You raise questions
- You create doubt
One AD put their take on these kinds of cover letters simply:
“Too generic… no eye-catching information of ‘why them.’”
And that question, “Why them?”, is central.
If your materials don’t answer it clearly, the AD is left to assume the answer is:
“There is no real reason.”
The Hidden Disconnect: Coaches vs. AD Expectations
Another key takeaway from the data is a disconnect in understanding.
Many coaches believe:
- Listing experience is enough
- Including everything shows thoroughness
- A longer resume shows credibility
But ADs consistently pointed to the opposite:
- “Too much information that doesn’t pertain to the job”
- “Too lengthy”
- “Keep it simple and to the point”
This reveals a gap:
Coaches are focused on completeness. ADs are focused on clarity and relevance.
Those are not the same thing.
Clarity Builds Confidence
When ADs read your materials, they want to quickly understand:
- Where you’ve been
- What you’ve done
- Why it matters for this role
If they have to work to figure that out, you’re already at a disadvantage.
Clarity signals:
- Organization
- Communication ability
- Professional maturity
All of which matter in coaching roles.
Transparency Matters More Than Perfection
One of the more interesting insights from the study was around gaps and omissions.
An AD shared:
“I’m okay if you were out of the profession for a while… I’m not okay if you omit 3 years.”
That distinction is important.
They’re not expecting flawless careers.
They’re expecting honesty and transparency.
In fact, trying to hide something often creates more concern than the reality itself.
“Transparency is paramount in the process.”
This is a leadership position.
And leadership requires trust.
The Resume and Cover Letter Should Work Together
Another subtle but important point:
Some ADs prioritize resumes. Others care more about cover letters.
But many mentioned the importance of consistency between the two.
This means:
- Your story should align
- Your strengths should show up in both
- Your message should feel cohesive
Not repetitive, but reinforcing.
What ADs Actually Want (Simplified)
If we strip away all the noise, the expectations are not complicated.
ADs are looking for materials that are:
1. Specific
Clear connection to this job, this institution
2. Clean
Free of errors, easy to read, well organized
3. Relevant
Focused on what matters for the role, not everything you’ve ever done
4. Honest
Transparent, complete, and accurate
5. Intentional
Shows thought, effort, and purpose
That’s it.
But consistently executing those five things is where many candidates fall short.
A Better Way to Think About This Process
Instead of asking:
“Is my resume good enough?”
A better question is:
“What is my application communicating about me as a professional?”
Because that’s how ADs are reading it.
They’re not just evaluating your past.
They’re projecting your future:
- How you’ll communicate with recruits
- How you’ll represent the institution
- How you’ll handle details and responsibilities
Your materials are a preview.
When your resume and cover letter reflect those things well, it often gets you in the door for the next step of the process.
Dan Christensen is the Director of Collegiate Consulting for Bechler Leadership. Founded by Jamy Bechler in 2018, Bechler Leadership helps schools, athletic departments, and organizations build stronger cultures and maximize their potential. In the last three years, they’ve worked on 60+ searches, specializing in meeting the needs of “smaller” colleges. Dan can be reached at dan@bechlerleadership.com.