Its the most soul crushing thing to be looking for a job right now, anything to make you stand out of a crowd is ignored, volume of applications and adherance to posted requirments are the only way to get a fleeting interaction with a human.

Or none at all.

The advice is not helping either, since you're told to both make your resume and cover letter stand out, but also to make it generic so the automated system doesn't parse it wrong and disregard it.