Make sure your application, especially your resume, is specific to the position you are applying. You do not need to reinvent the wheel with every application, but make sure the information listed is relevant to the opening. Most important in this is your professional summary. If your professional summary includes irrelevant information, like wanting to work in a different industry, kiss goodbye to your chances of landing the position.
Resumes are typically reviewed one of two ways, either by a software program or by human eyes who spend no more than ten seconds reviewing your information. The software programs are designed to identify keywords found in the resume and determine relevancy to the position. Recruiters are skilled at quickly scanning resumes, looking for relevant information, and determining potential fit. No matter which way your resume is reviewed, including keywords specific to the field, industry, and organization can be hugely beneficial
If you are looking to stand out, stand out by making your information easy to access. Do this by using bullet points instead of paragraphs and putting the most relevant information first. If you try to stand out by including pictures, fancy fonts, or non-traditional font colors, it is unlikely to end with you landing the position.
Recruiters may know nothing about the position you applied for, but they do know numbers. Quantifying the value you've provided in your previous jobs can go a long way to getting your resume into the hands of a hiring manager. Value can be measured in a variety of different ways, including dollars earned, dollars saved, % increase in efficiency, and words typed per minute. When you can answer how long, how much, how many, or how often, you can make anything quantifiable.
As a candidate, it is important to know your approximate worth on the job market. If you are required to enter your salary expectations (if not required can be beneficial to only provide this information later in the process), don't aim too high or your resume may not make it out of this initial stage.
Despite its importance later in the process, a cover letter is rarely reviewed in this stage of the process. More often, the cover letter will not be looked at until closer to the interview stage. If you find yourself applying and applying with no interviews to show, skip the cover letter and focus on the other factors listed above.