Compare and contrast. Even if you're happily employed and a search firm comes along to lure you away, don't just look at that company. You just made a decision to leave if you look at that company. Assess the market. Leverage that relationship so you can get your foot in the door.
Referrals are golden.
I spend five seconds looking at a cover letter for the name of a person who referred an applicant to a job. I might spend 10 to 15 seconds scanning a resume to see if there's a fit. The talent bar has come down. Companies are settling for talent they wouldn't have hired before. But companies need people.