Well, presumably your business charges something to mail out job applications to companies? Like an application fee, that charge incurs a cost to applicant which will do something (presumably reduce applicant volume).
Plus by making that fee optionally replaced with time spent writing the letter, people who don't have the finances to pay a whole bunch of application fees can still apply for as many jobs as they're willing to put in the time.
Plus by making that fee optionally replaced with time spent writing the letter, people who don't have the finances to pay a whole bunch of application fees can still apply for as many jobs as they're willing to put in the time.