The more personalized the letter of recommendation is, the more effective it will be. Personalization does not necessarily mean creativity though. There are certain expectations that a reference letter carries.
The recipient of the reference letter typically has very little time to review it. The reader will be looking to make sure that your credentials are meaningful, that you know the candidate well enough to recommend them, insight into the candidates personality and a general sense of whether or not you are vouching for the candidate.
There are no set rules on the length of a recommendation letter. In general, it's probably best to keep it as short and as pertinent as possible.
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