SPECIAL GUEST POST FROM DAN CHRISTENSEN
There’s a hard truth in the college athletics hiring process that many coaches underestimate:
You are being evaluated long before the interview.
In fact, based on our recent study of Athletic Directors, many candidates never even make it to that stage, not because of experience, but because of what shows up (or doesn’t show up) in their resume and cover letter.
This isn’t about perfection. It’s about signals.
And right now, too many candidates are sending the wrong ones.
The Reality: Many Coaches Are Being Eliminated Early
The data is clear.
- 42.6% of ADs cited templated or AI-generated materials as a major issue
- 31.5% pointed to poor grammar or spelling
- 14.8% mentioned candidates submitting materials with the wrong school listed
These aren’t advanced leadership deficiencies. These are avoidable, basic errors.
And yet, they are consistently removing candidates from consideration.
One Athletic Director put it bluntly:
“They copy and paste so much that they send materials to school B which still has school A’s name listed.”
Another added:
“Proofreading errors often abound… there is no mention of why they want to be at our particular institution.”
This is not just a writing issue.
It’s a credibility issue. If you can’t pay attention to these details, will you struggle with other details?
What ADs Are Actually Evaluating
When an AD or search firm reads your resume or cover letter, they’re not just processing information.
They’re asking:
- Did this person take the time to understand us?
- Do they care about this opportunity or just any opportunity?
- Can I trust their attention to detail?
- Does their communication reflect how they would represent our program?
Your materials are doing more than introducing you.
They are answering those questions, whether you realize it or not.
The Biggest Red Flag: Generic, Templated Materials
The most common issue in the entire study?
Generic resumes and cover letters.
Nearly half of ADs said they can immediately tell when materials are:
- Reused
- Minimally edited
- AI-generated without personalization
- Sent out in bulk
And the interpretation is consistent:
“This candidate is not genuinely interested in this job.”
That may not be your intention, but it is the perception.
One AD shared:
“Put the wrong school; send a clear cover letter that is sent to 100 people, not one small change even to personalize it a tad.”
Another said:
“Too generic… no mention of why they want to be at our institution.”
In a relationship-driven profession like college athletics, this matters.
Effort signals interest. Specificity signals alignment.
Generic signals do the opposite.
Breaking Down Some Major Mistakes
1. The Wrong School Name
This came up far more than it should.
And the reaction is almost universal:
- Carelessness
- Lack of preparation
- Lack of genuine interest
2. Sloppy Grammar and Spelling
Over 30% of ADs highlighted this.
In a profession built on communication, details matter.
3. Obvious “Copy-Paste” or AI Use Without Editing
ADs aren’t anti-AI.
They’re anti-lazy use of AI.
They notice:
- Mismatch between tone and real communication
- Overly polished but impersonal language
- Lack of connection to the institution
“AI without editing.”
“ChatGPT… some do not take the time to really read what is being written.”
This is where trust begins to erode.
What Strong Materials Actually Communicate
When done well, your resume and cover letter accomplish three things quickly:
1. Alignment
You clearly connect your experience to this specific role and institution.
2. Effort
It’s obvious you’ve:
- Done your research
- Thought intentionally
- Tailored your message
3. Credibility
You demonstrate:
- Attention to detail
- Professional communication
- Consistency in your story
Before you ever speak, you’ve already built trust.
A Critical Mindset Shift for Coaches
Most coaches approach resumes and cover letters as:
“Something I have to submit.”
But ADs experience them as:
“The first evaluation of how you operate.”
That includes:
- How you communicate
- How you prepare
- How you represent yourself
- How much you care
This is your first coaching impression, not just your first application step.
Final Thought: Effort Is Being Evaluated Immediately
If there’s one takeaway from this data, it’s this:
Effort and authenticity are being judged instantly, and many candidates are failing that test.
Not because they lack ability. But because they’re not showing up with intentionality.
The encouraging part?
This is fixable.
Not with gimmicks or overhauls, but with:
- Care
- Clarity
- Specificity
- Attention to detail
In a process where margins are small, those things make a significant difference.
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.