Tailor both the resume and cover letter. How many times have you heard people say they customize their cover letter, but send the same resume to everyone? Usually they are very proud of themselves for doing this, as many job seekers send one form letter and resume to everyone. Unfortunately, when a resume is competing with 200 to 400 others, it has to stand out from the crowd. Recruiters don't have time to separate the "diamonds from the dirt" in the 10 to 60 seconds they spend skimming for relevant experience. It is the candidate's responsibility to sort the valuable stuff from the extraneous, using only 20-carat material to land an interview.

A date is a job interview that lasts all night. The only difference between a date and a job interview is that there are not many job interviews where there's a chance you'll end up naked at the end of it.
Jerry Seinfeld

You know you are on the road to success if you would do your job, and not be paid for it.
Oprah Winfrey