Broadcasting, interpersonal communication, and the job hunt

I think at least once a week, I come across some kind of communication phenomenon that I would like to scientifically investigate. My moment for this week came early when I saw an announcement on ABC2 offering viewers with resume help. The program allows people to e-mail their resumes to Good Morning Maryland and each week, three people will tape a 20-second video pitch as to why they should be considered for a job.

This made me wonder: It seems that successful resumes (the ones that don't automatically end up in the circular file) are often tailored to the specific organization and even the specific job. So how can the people making these 20-second videos balance this need for specificity with the fact that their pitches are being broadcast and could potentially reach a large number of potential employers? I'd love to study which resumes/videos are the most successful at landing people jobs.