Why Traditional Job Searches Fail — And What to Do Instead
Let’s play a quick game of ‘Would You Rather’: Would you rather spend hours scouring job boards and tweaking your resume or have employers fighting to hire you? If you chose the latter (and who wouldn’t?), you’re in for a treat. Today, I’m diving into why being found is infinitely more powerful than chasing opportunities and how to make it happen. It’s time to ditch old-school job search strategies and embrace the power of career marketing.
Why Traditional Job Searches Fail
Traditional job searches are failing right now for three reasons:
- The number of AI programs offering automated application submission has skyrocketed. Thousands of applications can be submitted on behalf of a job seeker in a matter of days.
- The number of applications per hire has increased 178% (even higher for tech roles) from 2023, according to AsbyHQ, an ATS/recruiting platform.
- The total number of applications received per opening has surged. A new report from Workday shows applications are up 31% compared to 2023. Any job seeker applying for a position posted on LinkedIn can tell you that applications are up. Many are reporting seeing between 1,000-3,000 applicants per job.
Due to the massive influx of applications, recruiters are opting to forego posting their jobs and instead using LinkedIn to search for potential candidates. There are fewer applications for them to weed through, and they can drill down their search to specific attributes needed for the role. This is one reason why a career marketing approach is critical to your search.
Here’s another: networking makes up 75% of jobs that are filled. Another 23.8% are created positions (an aspect of the hidden job market). This means a company found a candidate they loved and created a role for that person that didn’t exist before.
If that wasn’t enough to convince you, let me tell you about the AI companies out there like Findem, SeekOut, and Arya that are digitally sourcing candidates from the internet. These programs use trillions of data points from ATS, CRMs, online profiles, and more to search for candidates based on any number of attributes. If you’re not marketing your career online, you won’t be found by these AI tools or the recruiters using them.
The traditional job search is dead, but nobody told you. When 98.8% of jobs are filled through networking or created for specific candidates, why are you still spending hours tweaking applications for posted positions? It’s time to flip the script and make employers find you.
This is where a career marketing campaign comes into the picture.
What is a Career Marketing Campaign? A Modern Alternative to Traditional Job Searching
A Career Marketing Campaign is a proactive, intentional, and strategic system that you put into place for your job search. It’s more than a job search because you’re not just applying to open jobs online. You’re taking a diversified approach to market your career to potential employers looking to hire someone who does precisely what you want to do.
It’s time to think like a marketer: The best opportunities aren’t on job boards, just like the best products aren’t in clearance bins. When you build a strong brand and network, employers create positions for you—just like companies create products for markets they want to capture
A robust career marketing campaign starts with a clear direction of where you’re headed.
You need to decide on a specific role, industry, and location and then create a list of target companies.
Without a vision for where you want to go, you’ll end up all over the place.
Starting Your Career Marketing Campaign: The Critical First Step Most Job Seekers Miss
I see so many job seekers miss this crucial step – they start their job search and apply to all different types of roles without a clear direction. I usually hear something like, “I’d like this (role), but I’m open to other opportunities as well” or “I’m open to several different areas. I don’t want to miss an opportunity because I pigeon-holed myself into one type of job.”
Your job search is like Google Maps—it can’t get you anywhere until you enter a destination. ‘Open to opportunities’ is the career equivalent of just driving around hoping to end up somewhere good.
When you try to keep all your options open, you actually close the door on your best opportunities.
Your job search deserves the same strategic approach as a premium product launch. Let’s transform your career hunt into a focused marketing campaign.
5 Essential Steps to Launch Your Career Marketing Campaign
Step 1 in Career Marketing: Define Your Target Audience
Think of it this way: Nike doesn’t try to sell shoes to everyone with feet—they know exactly who their ideal customer is. Your job search needs that same clarity.
So, let’s break this down into bite-sized pieces:
- First, get crystal clear on your sweet spot—what industry makes you tick and which role lets you shine brightest
- Next, create your “dream team” roster—pick 10-15 companies that get you excited (don’t worry, we’ll add more later)
- Now for the detective work: what keeps these companies up at night? What problems are they trying to solve?
- Finally, connect the dots. Look at your experience like a toolbox—which of your tools perfectly fix their problems? (Pro tip: nothing beats a coffee chat with someone on the inside for this intel)
Another friendly reminder that this isn’t about fitting yourself into every job out there.
You may be interested in: “How to Find and Convey What Sets You Apart on Your Resume”
Step 2 in Career Marketing: Develop Your Brand Story
Just like a key fits a specific lock, your unique skills should click with your target company’s needs perfectly.
Let’s build your spotlight-stealing strategy:
Craft your career trailer, those irresistible preview clips about who you are and the problems you solve. Soon, they’ll roll off your tongue as naturally as your favorite movie quotes.
Transform your LinkedIn profile into a beacon for recruiters. Here’s the deal: 95% of recruiters are treasure-hunting on LinkedIn right now. If you’re not there, you’re basically invisible in the professional world. (Imagine opening a restaurant and forgetting to put up a sign—that’s what skipping LinkedIn is like.)
Build a career story that’s uniquely yours. This isn’t the time to blend in like a ChatGPT clone—trust me, AI is turning out resumes faster than Starbucks makes lattes, and they all sound the same. Your story should be as distinct as your fingerprint, not another cookie-cutter copy.
Step 3 in Career Marketing: Networking Strategically in the Hidden Job Market
Cold outreach is like trying to crash a VIP party—sure, sometimes it works, but wouldn’t you rather walk in with a member? Rather than hoping strangers will take a chance on you, let’s start with the people who already know your value.
Here’s your VIP networking roadmap:
Start with your inner circle; these are your career party promoters. Share your target company wishlist with them. You’d be amazed how often someone knows someone who knows someone. (It’s like Six Degrees of Kevin Bacon, but for your career!)
Mine your LinkedIn connections like a treasure map. Those first and second-degree connections? They’re gold nuggets waiting to be discovered. Schedule coffee chats and turn those digital connections into real relationships.
Think of LinkedIn discussions like industry conferences happening 24/7. Find the sessions that interest you and raise your hand. Jump in, share insights, and ask questions. I’ve seen dozens of job seekers land interviews just by being part of the right conversation at the right time. It’s like career karaoke—sometimes, you just have to grab the mic.
Build your company fan club. Here’s an insider secret: recruiters can see how many connections you have at their company. The more familiar faces in your network, the more you look like a member of the club rather than a stranger at the door.
You may be interested in: “Think Networking is Awkward? Here’s What to Do Instead”
Step 4 in Career Marketing: Create Your Marketing Materials
Time to assemble your career marketing arsenal, and just like any premium brand, every piece needs to shine:
Think of your resume like a blockbuster movie trailer. Customize each version to highlight the scenes (skills) your target audience can’t resist. Modern hiring runs on skills, so make yours the star of the show.
Your cover letter? It’s your chance to show you’re not just another applicant—you’re already aligned with their mission. Again, like a key fits a lock, when your values match theirs, doors open. (The data proves it!)
Transform your LinkedIn profile into your professional spotlight. While everyone else is fighting over posted jobs, AI recruiting tools scan profiles like yours for hidden opportunities. A complete, optimized profile is your ticket to the hidden job market.
Sprinkle social proof throughout, like five-star reviews on Amazon. Testimonials from colleagues and past coworkers are like having a chorus of industry voices vouching for your excellence. Think of them as professional references who work 24/7 on your behalf.
Step 5 in Career Marketing: Execute Your Strategy with Confidence
Walk into every conversation like a sought-after business partner. You’re not pitching for approval; you’re exploring a strategic partnership.
Here’s how to position yourself as the premium solution:
Approach each opportunity like a master strategist. Map out their market challenges, architect proven solutions, and demonstrate you’re ready to drive ROI from day one.
Build your case studies with boardroom-ready evidence—measurable wins, breakthrough innovations, and transformation stories. When you can say, “Here’s how I moved the needle,” you become the investment they can’t pass up.
Ask questions that showcase your strategic vision. When you speak their business language and grasp their market position, you’re already collaborating on solutions.
Shift your mindset: You’re not submitting an application; you’re exploring mutual fit. Think less “choose me” and more “let’s explore if our goals align.”
Career Marketing vs Traditional Job Searches: Your Competitive Advantage
A career marketing campaign is successful because it is proactive and precise. Focus your energy on roles where your expertise provides clear solutions to organizational needs. Your goal isn’t to be all things to all employers; it’s to be the perfect solution for your ideal position.
You’re not just another candidate. You are the solution to their problems. Own it!
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About the author
Jessica Hernandez, President, CEO & Founder of Great Resumes Fast
Hi, I’m Jessica. I started this company back in 2008 after more than a decade directing hiring practices at Fortune 500 companies.
What started as a side hustle (before that was even a word!) helping friends of friends with their resumes has now grown into a company that serves hundreds of happy clients a year. But the personal touch? I’ve kept that.
You might have seen me featured as a resume expert in publications like Forbes, Fast Company, and Fortune. And in 2020, I was honored to be named as a LinkedIn Top Voice of the year!
I’m so glad you’re here, and I can’t wait to help you find your next perfect-fit position!
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