Standing out from the applicant pool is best done by knowing someone within the organization. You can create targeted websites or individualized plans for improvement of the business, but in my experience, many companies simply give preference to recommendations from current employees. Does HR really have the expertise to go through all these personalized, technical solutions? Probably not, but if they are told by a current engineer that you have the skills and personality, they will fast track you into an interview. No wonder companies give referral bonuses - they'd much rather do that than wade through a sea of resumes, with hard to replicate and verify information.