is it more effective to introduce myself to a company with a cold email rather than apply for a specific opening?

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A reader writes:

I am working with a career counseling service that is giving me all kinds of resume and job seeking advice. I told them the kind of job/company I want to work for, and there are two main employers that fit the criteria in my area. Both employers have recently posted the exact job I’m looking for, but the listings were only up for a few days each time and I missed the window because this career counseling service and I are still fixing my resume. They suggested

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