Strongly disagree with this. Its very easy to stand out, in many different ways.

> How will emailing someone directly help if he doesn’t have a unique set of skills that helps him stand out?

Because they will indicate their very direct interest in the company in a way that people who are spray-and-praying 100s of resumes a day won't. Because they get to briefly demonstrate their soft skills to a potential teammate in a way that might not be conveyed in just a resume.

I'd hire a generic skillset developer who is a great communicator and teammate over a technical genius asshole who shreds teams apart 99.9% of the time. I've made this choice personally many, many times across my career as an engineering leader.