There are two things that any employer looks for. Are you qualified and are you not an a**hole? If you can convey these two things your odds of getting an interview go up tremendously no matter what medium you use.
Online is actually also a much for efficient use of your time as well.
“Online is actually also a much for efficient use of your time as well.”
Agreed - and if that’s what employers request, what other choice do you have?
You do realize that the article is telling people that those brutal, enter your resume bit-by-bit within our especially tedious, custom format, online applications are a waste of time, don’t you?
It is well suggesting that finding the hiring executive and approaching him/her is often better than going through that anonymous HR meat grinder.
And that is often, though not always, true. I don’t think anyone can disagree with your specific suggestions re: a cover letter, however, either.