I am currently in the process of writing out a cover letter which I aim to send to an MBB firm. A piece of advice I have gotten from multiple consultants is to do my due diligence when it comes to the cover letter. Specifically, they explain that I should identify why that particular firm interests me. It is with this part that I am having a bit of difficulty, as I find it hard to really differentiate the three MBB firms.
A suggestion for this process was to find an article written by a consultant from one of these firms that catches my eye. I was wondering if there was more information on this particular detail:
1) Where could I find these articles? My primary resource has been LinkedIn and I haven't found an abundance of articles on there. I've seen articles on their websites, but I was wondering if there was a better source for such articles.
2) If I prompt an article, how much detail should/could I give in the cover letter. I'd like to keep the cover letter quite short and to-the-point, so would it suffice to just mention my reading and enjoying the article? Or is there maybe a good systematic way to approach this?
3) I'd also appreciate any other advice concerning showing my interest for a particular firm, instead of being broad and expressing my interest for MBB in general. I have already gathered a couple of reasons that are personal to me, but I'd really appreciate some inspiration.
Thank you, and have a great day guys!