Starting your letter with a generic “To Whom it May Concern” or “Dear Sir or Madam.” Do your research and find a real person to address it to.
That could be the hiring manager, the department head, or—if you can’t find anybody else—the CEO or owner of the company.
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Do some sleuthing on the company's website, or ask the search firm who is helping you. With your cover letter, you now have a few moments to grab the recruiter -- virtually, of course -- and set him aside to make your pitch.