It’s very easy for a recruiter or potential employer to see when you’ve gone a bit crazy on the ‘Apply Now’ button, copy and pasted names into your cover letter and used the same curriculum vitae to apply for multiple jobs- like a CV template. The effort you put into your application is very clear- if it looks like you don’t know anything about the role or the company and you haven’t tailored your cover letter and CV to the specific role, it’s unlikely you’ll get a job interview.
Make sure your cover letter addresses any criteria specifically mentioned by the potential employer in the job description, whether the job poster requests it or not- sometimes the reviewer won’t read both your cover letter and your CV, so ensure each tells them what they need to know.
Ask yourself- could the skills you’re listing apply to anyone or do they apply to you? Make sure you’re standing out from the crowd by making your skills very specific to yourself, so the reviewer knows exactly why you would be the right fit for the role, above anyone else. Your CV and cover letter is the first impression a potential employer will have of you.