The Job Market Squeeze: How to Compete or Pivot When There Are More Job Seekers Than Jobs

Here’s what you already know or should know. Now’s not the time to be patient. It’s time to act with urgency (as urgent as possible without being desperate or hopeless).

The job squeeze is very real right now, with many people out of work for a year or more. If you are recently out of work, don’t act like you have time to wait for the perfect job. Act as if it’s already been 12 months.

It’s like trying to find a house in a bad housing market, or finding a relationship in a small town… sometimes you have to make compromises! (I know this is an unpopular opinion).

I’m not saying this has to be your forever job, just something to keep the lights on while you regroup and prepare yourself to be looking for the real right job.

Simple truth. It’s easier to find a job when you have a job. Why? Because it opens your time frame up to be 12-24 months instead of 1-3 months.

Why do I care? Selfishly, the worst time to help someone with their personal brand is when they are out of work. It’s not a time to be farming. It’s a time to be hunting. There are some mentions of personal branding in this article, but your energy is best spent actively pursuing your next thing.

On that note, here are some helpful Brands On Brands podcast episodes you may find useful…

• ​Make Your Brand Memorable in Seconds​
• ​Personal Branding One Connection at a Time​
• ​Is Your Personal Brand Helping or Hurting Your Career​

Let’s jump into it.

The job market has never been more competitive. In many industries, there are simply more applicants than available jobs, making it increasingly difficult to secure a role. This is particularly evident in fields like journalism, academia, graphic design, and even entry-level corporate roles where companies are flooded with applications for a handful of positions. Meanwhile, industries like tech, law, and finance are also seeing a surge in applicants due to layoffs and economic shifts, creating an oversaturated market for job seekers.

So what can you do if you find yourself struggling to land a job in an industry where supply far exceeds demand? You have two choices:

1. Make yourself more competitive to beat out other applicants.
2. Pivot to a less competitive market by niching down or targeting adjacent job opportunities.

Let’s break down these strategies step by step.

Option 1: Making Yourself More Competitive

If you’re determined to land a job in your chosen field, you need to stand out. Here are the best ways to do that:

1. Upskilling & Certifications

Employers prioritize candidates who show initiative in expanding their skill sets. Consider earning certifications that are in demand within your field. For example:

• Project Management (PMP, Scrum) for business professionals.
• Google Analytics, HubSpot, or SEO certifications for marketing roles.
• AWS, Microsoft Azure, or cybersecurity certifications for tech jobs.

2. Internal Referrals & Smart Networking

Most companies prioritize internal referrals over external applicants. Instead of cold applying, find people within the company and request an introduction.

• Example script for a 2nd-degree connection:

3. Building a Personal Brand

If recruiters can find you easily, your chances of getting hired increase dramatically.

• Share insights and thought leadership on LinkedIn about your industry.
• Start a simple blog or write case studies on your work experience.
• Engage in discussions and comment on posts from industry leaders.

Before moving on, if you haven’t had the chance yet, check out my book “Front and Center Leadership.” It’s all about how leaders can use personal branding to stand out. Visit brandsonbrands.com/books for more info.

Get the Kindle Edition for just $10 The #1 Personal Branding Book for Rising Professionals ​amzn.to/4hDSrs​

4. Tailoring Your Applications Strategically

• Avoid the generic resume/cover letter approach.
• Use keywords from job descriptions to optimize your resume.
• Show specific results (e.g., “Increased customer engagement by 40%” rather than “Responsible for customer engagement”).

Option 2: Pivoting to a Less Competitive Market

If competing in an oversaturated market isn’t yielding results, consider pivoting strategically.

1. Niching Down Within Your Industry

Rather than applying for broad roles, specialize in a subcategory where there’s less competition.

• Example: Instead of general “Marketing Manager,” pivot to “Email Marketing Specialist” or “Marketing Automation Expert.”
• Instead of “Software Engineer,” specialize in cybersecurity, DevOps, or embedded systems.

2. Finding Adjacent Job Roles

Look for roles that use your existing skills but aren’t as saturated.

• Example: If you’re a journalist struggling to find writing jobs, consider content marketing, technical writing, or ghostwriting.
• If you’re in sales but can’t find a role, try customer success or account management.

3. Moving to a New Location

Some job markets are more competitive than others. If feasible, relocating to cities with higher demand for your skill set can increase your chances.

• Example: A UX designer in New York may face heavy competition, while cities like Austin or Denver may have fewer applicants for the same roles.

4. Targeting Companies Instead of Jobs

Instead of applying to job postings, identify companies that are a great fit for your skill set and network your way in before a job is even posted.

• Reach out to current employees and hiring managers for informational chats (see networking scripts below).
• Position yourself as a valuable asset before they start hiring.

How to Network Effectively for Job Search (With Scripts!)

Everyone says “you need to network,” but few explain how to do it. Here’s a structured approach:

Step 1: Identify Decision Makers

• Use LinkedIn to find hiring managers, team leads, or senior employees in your target company.
• Look for 1st-degree or 2nd-degree connections who can introduce you.

Step 2: Outreach Message (Warm Introduction via Mutual Connection)

If you have a mutual connection, request an introduction:

Step 3: Outreach Message (Cold Connection)

If reaching out cold, personalize the message:

Step 4: What to Say on the Call

🚨The key is not to ask for a job directly. Instead, focus on understanding how they hire and ask for an introduction.🚨

🛑STOP. READ THE ABOVE SENTENCE AGAIN. LET IT MARINATE.

• “What do you look for in top candidates for your team?”
• “What challenges does your department face when hiring?”
• “How do people typically get their foot in the door at [Company]?”

Step 5: Ask for an Introduction

End the call by requesting a warm introduction:

Final Thoughts: Take Control of Your Job Search

Job hunting in a saturated market is tough, but you do have options. Whether you choose to outcompete other applicants by improving your skills, networking smartly, and building a standout personal brand—or pivot to a less competitive niche—success comes down to being strategic and proactive. The most successful job seekers don’t just submit applications—they create opportunities for themselves through smart positioning and relationship-building.

If you’re feeling stuck, take a step back and reassess: Are you competing in the right market? Are you leveraging all available resources? The answer isn’t always more applications—it’s smarter applications and better positioning.

What’s your biggest challenge in job searching? Let me know, and I’d be happy to dive deeper into strategies that could help!

😝Thanks for reading! Do you have any questions you’d like answered? Email me at brandon@brandsonbrands.com and let me know!

Talk soon,

Brandon Birkmeyer

Personal Branding Coach, Bestselling author of Front & Center Leadership​