Having a middleman who knows well both the job applicant and the hiring manager can help a lot, compared to submitting and examining job applications in the dark.
However, if I were the hiring manager, I would prefer the candidate to contact me directly (and cc/mention the reference in the email). This is more direct and sincere; the job is between the candidate and me, not the reference. And I can ask the reference for more information if I need.
In the initial contact, keep in mind that you are the seller and they are the buyer. So, the key is to convince them why they should hire you, by focusing on what you can do for them instead of the other way around.
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