One of the worst things you can do during your job search is send a generic cover letter to a potential employer. And by generic, we mean using openers such as, “In response to your advertisement for the position, I am sending my resume for your review.” The problem with this is, everyone uses “stock” openers such as this, so it will rarely (if ever) help you stand out from the crowd. Instead, use a branding statement as your opener such as, “With more than 10 years of forensic accounting experience…” See the difference? The second opener addresses the company’s need for a forensic accountant and it let’s them know right away that the applicant is well seasoned.

Once you’ve made it past the opener, it’s important to include facts that support the requirements. The International Business Times offers this example:

“I see you are interested in hiring someone with strategic-change management experience.” (Or whatever the key requirement of the position is-highlight it here). Then tell-or even better, SHOW-the reader why you have that experience: “In my present role with ABC Distributors, I did XYZ, which resulted in JKL.” Showing the potential employer-right off the bat-you possess a desired attribute or requirement for the position will prompt the hiring manager to invest more time in reading your resume.

If your cover letter states-in so many words-”I am the perfect match for your opening, and I can meet/exceed your needs…” then you immediately get my attention, and I’m more likely to invest time in reviewing your resume.

Here’s a tip: do not use bullet points or material word-for-word from your resume; provide the hiring manager with fresh information on your cover letter.

Details are important too, so make sure:

• -The formatting for your resume and cover letter match
• -The headings match
• -There are no typos or spelling and grammatical errors
• -Your contact information is current, including your main email address

And finally, at the end of your cover letter, always offer to follow up by phone or email within one to two weeks, then mark your calendar.

Whether you’re looking for a new job or you’re in a company with an HR department, knowing about the HR operations can give you a big edge. A recent article on Yahoo! Finance explains some of the current dynamics in the HR world. One issue is that HR departments are shrinking, so they also have fewer resources and rely on outside help.

One issue involves catching their attention at a time when HR departments are getting flooded with resumes. Your cover letter and your resume need to be targeted to the desired position.

With unemployment hovering around 10 percent, HR managers are inundated with responses for every job posting. In fact, some companies are hiring outside firms to post jobs and sort through resumes, presenting only a dozen or so qualified candidates for consideration. How to make the cut? Be sure your resume and cover letter highlight the skills asked for in the job posting; HR tosses applications that don’t meet all the basic criteria. And ask yourself what in your background fits the company’s needs, says Mike Wright, senior vice president of outsourcing sales with Hewitt Associates.

Another angle: Approach an in-house recruiter or hiring manager before they post a position. Try using business-oriented social-media sites like LinkedIn.com to meet contacts, says O’Donnell. Judi Perkins, founder of FindThePerfectJob.com, says she found most of her clients jobs this way. When you score an interview with HR reps, take it seriously — you never know how much say they have in the process. And ask them what qualities they look for in employees. “You really need to sell them on your abilities,” says O’Donnell.

There’s also all sorts of privacy issues in the workplace today as well. Just assume that HR is watching you, and that your actions in and out of the workplace can impact your career.