Try to identify these individuals at each company and mail your resume and cover letter directly to them. Companies often store resumes and cover letters in computer databases that can be considered marketing channels the employers access when they need to fill a position. Online job databanks are a similar marketing channel. For your resume and cover letter to be effective in these marketing channels, they must contain keywords that will be useful search terms when an employer searches the resume database for someone with your skills and training. This means they must be visually attractive and begin with statements that will intrigue prospective employers.
Marketers often rely on advertising agencies to prepare advertising materials.
Analogous to this, some engineers and information technology professionals have their resumes prepared by a professional resume writer. For nearly all students, however, careful preparation followed by input from mentors and peers suffices to prepare an attractive, effective resume. Be sure your resume and cover letter are examples of your writing abilities at their best. After all, few potential customers are impressed by a poorly worded or unattractive advertisement. Technical recruiter David Jensen, principal of Search Masters International in Sedona, Ariz., agrees.