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This is completely normal. You must be proactive. They're getting probably hundreds of applicants, and you're just a faceless name they saw on the web site. Do informational interviews with people in the business, go to networking events, job fairs, etc. If they meet you and know your experience and education and your personality, they're a lot more likely to consider you and remember you.
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"If ten million people believe a foolish thing, it is still a foolish thing."
- Anatole France
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