How long should a speculative application be?

Shorter than a normal cover letter, ideally half to three quarters of a page. The manager did not ask for it, so it needs to be quick to read and get straight to the point.

What is the difference between a speculative and an unsolicited application?

There is none; they are two names for the same thing. Speculative is the usual British term, while unsolicited or cold application is more common in the US and in European companies.

What should I put in the subject line of a speculative email?

State what you offer or refer to your conversation, for example "Following up on our call about stock control". Avoid just writing "Speculative application", which gives the reader little reason to open it.

Should I call before sending a speculative application?

It is not required, but it helps a great deal. A short call tells you what the team actually needs and means the manager recognises your name when the email arrives.

When should I follow up on a speculative application?

About a week after sending is a common rule of thumb. If the answer is no for now, ask whether you may get in touch again in a few months.

Speculative Application: How to Write One + Example

Updated September 24, 2026

A speculative application, also called an unsolicited application, is a CV and short cover letter you send to a company that has not advertised a job, because you can see how you could help them. It works best when it is short, addressed to a named manager and built around something specific you have learned about the organisation.

Many roles are filled before they are ever advertised, because managers think first of people they already know. A speculative application puts you on that list. This guide takes you through the whole process: research, finding the right person, calling first, structuring the letter, following up, and two examples you can adapt. If you are an international looking for work in Denmark, you will find notes on how this works there too.

What is a speculative application, and does it work?

A speculative application is one you send on your own initiative, without a job advert. In the UK it is usually called speculative; in the US and much of Europe, unsolicited or cold application. The idea is the same: you propose what you could contribute before anyone asks.

It works because you reach the company before a vacancy exists on paper. A manager may have a need that is still just an idea, a team may be about to grow, or someone may be leaving. If your letter lands at the right moment, you are the only candidate in the running.

It works poorly when it is generic. A letter that opens with "I am writing to enquire about any vacancies" and could have gone to fifty firms is usually filed and forgotten. The difference is all in the preparation.

Pro: Little or no competition, and you show initiative.
Pro: You can help shape the role around your strengths.
Con: The company may not have budget right now, so expect to wait.
Con: It takes more research than answering an advert.

How to research the company first

Your speculative application is only as strong as what you know about the organisation. You need to point to something concrete: a new department, an expansion, a product launch, a challenge in their sector. Spend an hour or two on this before you write a word.

Read the website, especially the about page, news and careers page.
Look at recent job adverts, including closed ones. They show which profiles the company hires and which teams are growing.
Follow the company and its managers on LinkedIn and see what they share.
Search the company name in local and trade press.
Skim the annual report if it is public, for plans and priorities.
Ask your network whether anyone knows someone who works there.

Then write down three things: what the company is working on, what need that might create, and where you fit. That becomes the backbone of your letter.

Who should you send a speculative application to?

Send it to the manager you would actually work for, not a generic info inbox. HR can be a useful route in large organisations, but the person with the need is almost always the head of the team.

Small and medium-sized firms: The owner or managing director, or the head of the area you want to join.
Large organisations: The department or team lead. Use the careers portal's open application form if there is one, and consider writing to the manager as well.
Public sector: Permanent posts are generally advertised, so a speculative approach is most useful for getting on the radar for temporary cover and future openings.

Find the name on LinkedIn, the company website, or simply by calling reception and asking who leads, for example, the marketing team. Always write to a named person. "Dear Mette Holm" gets read; "To whom it may concern" rarely does.

In Denmark, speculative applications are common and accepted, and many employers have an "uopfordret ansøgning" option on their careers page. Addressing people by first and last name is normal, even with senior managers. The Danish CV format guide covers other local conventions.

Should you call before sending? How to do it

A short call before you send is one of the most effective things you can do. You get a name, the manager remembers you when the email arrives, and you can open with "Thank you for our conversation on Tuesday". That makes your letter much harder to overlook.

Prepare two or three specific questions about the team's plans and challenges.
Introduce yourself briefly: your name, your background in one sentence, and why you are calling them in particular.
Ask about them, not about a job. For example: "I saw you are opening a store in Manchester. What skills will the team need?"
Listen and take notes. What the manager tells you belongs in your letter.
Close by asking whether you may send your CV and a short note.
Send it the same day or the next, while the conversation is fresh.

Keep the call to five or ten minutes unless the manager wants to talk longer. If you cannot get through, it is perfectly fine to send a short email first asking whether you may call.

How to structure a speculative cover letter

The structure is close to a standard cover letter, but shorter and more forward-looking. Keep it under a page, ideally half to three quarters. For the basics, see how to write a cover letter.

Subject line or heading: Say what you offer, not "Speculative application". For example: "Experienced buyer to support your new online shop".
Opening: Refer to your call or to the specific thing you noticed. Explain in one or two sentences why you are writing.
Your contribution: Describe two or three concrete ways you could help, backed by results from your previous work.
Why them: Show that you know the organisation and chose it deliberately.
Close: Suggest a clear next step, such as a short meeting, and say when you will follow up.

Your CV should point the same way. Even without an advert, you can treat what the manager told you, or a previous job ad from the company, as your target description. The guide to tailoring your CV to a job description shows how.

Speculative application example

Here is an example from a fictional candidate, Sara Lund, writing to a fictional retailer after a phone call. Borrow the structure, but use your own words and your own results.

Example: speculative application to Nordlys Retail

Dear Jonas Berg,

Thank you for our conversation on Tuesday about your new online shop. You mentioned that you expect order volumes from the warehouse to double and that stock control is becoming hard to keep track of. That is exactly the kind of problem I have spent the last four years solving.

At Havbro Furniture I led stock planning when we moved from physical stores only to selling online as well. I introduced fixed reorder points and a simple dashboard showing live stock levels, which meant fewer items sold out in peak season and shorter delivery times.

I could help you with three things: setting up a stock structure that keeps pace with the online shop, working closely with your buyers on forecasts, and training the warehouse team in new routines.

I have been a Nordlys customer for years and like your focus on local suppliers. I would enjoy helping to build on that.

I will call you early next week to see whether we could meet for a coffee and talk about how I might contribute.

Kind regards,

Sara Lund

Notice that the letter is short, opens with the call and names the company's actual need. It also proposes a next step rather than waiting passively. For more, see our cover letter examples.

Example: short cold email with no prior call

Subject: Idea for your customer service after the Norway launch

Dear Mette Holm,

I read about your launch in Norway and imagine you will be receiving more enquiries in Norwegian and Swedish. I have three years of Nordic customer service experience and speak fluent Norwegian.

I have attached my CV. Would it be all right if I called you next week to see whether this could be useful?

Best regards,

Ali Hassan

How to follow up on an unsolicited application

Following up is not pushy; it shows you mean it. Speculative letters are easily read and then forgotten in a busy week, and a friendly nudge brings you back to mind.

Follow up after about a week if you have heard nothing. A call usually works better than another email.
Keep it brief: "I wanted to check whether you had a chance to look at my note."
If the answer is "not right now", ask whether you may check back in a few months, and whether there is anyone else you should speak to.
Connect with the manager on LinkedIn so you stay in touch.
Put your next follow-up date in your calendar.

A no today is often a maybe in six months. When the need does arise, managers tend to remember the candidate who took the initiative.

Common mistakes to avoid

Sending the same letter to many companies with only the name changed.
Writing to a generic inbox with no named contact.
Describing what you want rather than what you can offer.
Being vague about the kind of role you are after.
Writing too much. A speculative letter should take two minutes to read.
Forgetting to follow up.

If you are approaching several companies, CVm8 can tailor your CV and cover letter to each one from your profile, using your call notes or a past job advert as the brief. The research and the phone call are still yours to do.

Frequently asked questions

How long should a speculative application be?: Shorter than a normal cover letter, ideally half to three quarters of a page. The manager did not ask for it, so it needs to be quick to read and get straight to the point.
What is the difference between a speculative and an unsolicited application?: There is none; they are two names for the same thing. Speculative is the usual British term, while unsolicited or cold application is more common in the US and in European companies.
What should I put in the subject line of a speculative email?: State what you offer or refer to your conversation, for example "Following up on our call about stock control". Avoid just writing "Speculative application", which gives the reader little reason to open it.
Should I call before sending a speculative application?: It is not required, but it helps a great deal. A short call tells you what the team actually needs and means the manager recognises your name when the email arrives.
When should I follow up on a speculative application?: About a week after sending is a common rule of thumb. If the answer is no for now, ask whether you may get in touch again in a few months.