I'm no expert in cover letters either, and to be honest, I have never prepared a resume, nor applied for a job ever in my life. I'm about the last person to ask about how to prepare a resume! That said, I have been responsible for hiring and training people, both in aviation and other industries. First impressions are important. Is my first impression of you to be a letter with my company name, my position in the company, and maybe even my name on it? (you thought to personalize it) Or, a less thought out "to whom it may concern" (which was photocopied to everyone)? Two otherwise same resumes on my desk? The one which has my company name/my name, and your handwritten signature on it gets picked up first.