You are trying to fill a marketing position, and these applicants are trying to market themselves in a way that allows them to stand out from the pack. Apparently they have succeeded in doing so, and that's not the worst sign in the world. On the one hand, these applicants are not obeying your rules, but on the other hand, they are thinking independently, creatively, and outside the box. Which approach makes more sense for a marketing position?
Many applicants are being advised to take unique steps to find a job in today's competitive marketplace. Some are going around the Human Resources department and calling hiring managers directly, while others might follow-up with a broad range of email. Some are also being advised to go with compelling cover letters, all in the hope of getting a callback from a would-be employer and then using persuasive skills to hopefully line up an interview.
If an applicant only submits a cover letter, and you like what you read, you should give him or her call. If you like what you hear, you can set up an interview or ask for a resume at that point.
| 
