Counterintuitive - Jobseeker Basics pt IX

Greg Wyatt • December 2, 2025

The following is a new chapter in the 2026 update of A Career Breakdown Kit.


If you’ve already bought the Kindle version, it will be updated for free and will always be current for the year.


Maybe you’ve been mulling over the paperback? Send me proof of purchase when the new version is complete and I’ll either send you a Kindle version, or any changed chapters by email


You can read about the current version here.


This is the 2nd draft of Counterintuitive - for the publication version, I'll edit it hard, as well as improve any blind spots and typos.


Counterintuitive


Here's a common journey many people take when a job search that proves tougher than expected: steps that might actually move you further away from your goal and make you part of the problem.


  1. Career grief
  2. Pick yourself up and decide this could actually be an opportunity for a new start
  3. Update CV with most recent job
  4. Hit the job boards and contact agencies
  5. Pleasant surprise that there’s more out there than you thought
  6. Apply, apply, apply
  7. Many of these jobs prove: closed, fake, ghosts, scams
  8. Not getting much traction, agencies aren’t replying
  9. Maybe you’re being too picky
  10. Widen the net: more senior, less senior, different industries, roles that use transferable skills
  11. Realise you need to customise, but that’s becoming really hard with the volume you’re applying to. ChatGPT? How else can you automate?
  12. With all these applications, there must be a reason I’m not getting through. What’s this about the ATS? Is AI really blocking me?


The worst-case scenario here are those upsetting posts we read about people applying to 2,000 jobs and not even getting an interview.


I expect many people will read these posts and worry they are on the same path.


Some may even defer to that possibly Einstein quote, “Doing the same thing over and over and expecting a different outcome is the definition of madness.” And as a result they stop applying to jobs and try other measures instead.


A TV analogy to illustrate your job search


If you were selling a £300 TV who would you sell it to?


Possibly too ambiguous a question. First-hand, second-hand? What features does it have? Who should be the buyers for this type of £300 product? Is there any point targeting people who want £1,000 TVs? What about £10,000? What about people who want £300 monitors, not TVs?


It’s impossible to know without starting out on the right strategy:


  • Define the product
  • Research the market of ideal customers
  • Set the right price point
  • Sell where the customers will buy from


But if things aren’t going well, you shouldn’t simply broaden your horizons and increase your sales approach across demographics that will never buy from you.


Instead you re-evaluate these first principles to make sure you have the right product, for the right people, at the right price point, sold in the right places, with the right message.


So, yes there is iteration to do, but it’s your input that needs changing first to generate the output. You shouldn’t only change the steps you take.


You might know your TV works perfectly well as a monitor, indeed better, because of its specs. However, if you're marketing a monitor to TV buyers, how well will that go?


The problem here is one of definition. Who is your product actually for, and do they understand why yours is a contender?


You shouldn't assume they can see your monitor qualities - show them.


You might argue that the £1,000 budget holder could benefit from your transferable skills - same size TV, same resolution, pumps out sound, in colour.


But if they want OLED when you offer LCD, or if they want a 100w speaker, while yours offers 30w, it’s likely to be a non-starter.


Can you show how your 'features' apply for their demands? Do your features actually apply?


What if instead you sold at a discount, with your additional features at the same cost as the competition?


The difference between people and products is that products won’t change their mind.


So if an employer doesn’t need the features you offer that are enhanced, these can be seen as a risk, not a benefit.


Does this mean you should stay in your lane?


Yes and no.


It means first you need to understand how your lane reflects the race you are in - your specific jobs marketplace.


You should clearly understand what you need and what you offer, while balancing what the market offers and the other good people interested in those offers.


But if you apply for vacancies in a domain where you can’t show the applicability of your offering (see The Transferable Skills Trap).


Or if you apply for vacancies that are too junior or senior, without a clear argument for the specific benefit that employer will have in hiring you.


Then you will compete against candidates who have direct skills and experience. These are typically more aligned to the needs of that vacancy.


Worse, you become part of the problem, taking oxygen away from more suited candidates who deserve fair consideration - without improving your own odds.


It’s unfortunately a simple truth that if everyone didn’t apply for vacancies they weren’t suitably qualified for - everyone’s experience would be better.


This may seem to blame you, but consider the opportunity cost, with time and energy better spent on other activities - which might even just be taking a break.


I say this from a place of compassion, not criticism.


Think about that TV analogy above - when you search for TVs on Amazon, how quickly do you filter out products you will never buy? Do those products make it harder to identify what you do need? I'd wager the answer is always Yes.


Why not try that as an exercise now? Write down what you need from a TV, then try and find it without any bias towards brands.


Rather than compromise to spread your bets, keep going back to first principles and make sure these are both fit for purpose and clearly communicated (Plan Do Check Act - chapter 22 in A Career Breakdown Kit).


Rather than hope others will see your transferable skills will apply, or your higher level of experience will help - show them how and why it matters. If you can’t, spend your energy on better activity.


As for that Einsteinish quote further up. This is only true when the matters outside of your control don’t change.


Those steps at the top are a common sense approach to a job search that involves systemic dysfunction, terrible job adverts, overburdened hiring processes, discrimination of all sorts and the simple disaster of too many qualified candidates for too few jobs.


Matters which we have no control over.


In the changing and mercurial nature of your jobs market, its potential to improve suddenly may be the only change you need to get the job you want.


Such as the job seeker I spoke to, who went from 0 interviews from few applications, to having to turn down interviews and choose between multiple offers.


Debbie said that she refocused on her expertise, and why it mattered, using that to inform what she applied for and how she communicated. Points in her control, with a changing market that helped.



By Greg Wyatt • November 11, 2026
I've written many variations on the article below, over the years, and it seems sensible to revisit given the UK government's announcements around salary transparency. On the whole, I'm for it, with the many advantages it brings. But like a lot of things in recruitment, there is a more involved discussion to be had, especially when this fix treats the symptoms, not the rot. That's not to say the fix isn't worth doing, just that it won't fix many of the problems underlying a lack of transparency. This article is a little dated, in terms of the research shared, but I think the points are as relevant as ever. Originally published May 2023 Salary on the Job Description? Yes, the headline is trolling. The question should be ‘salary on the job advert?’ You wouldn’t confuse a job description with an advert, would you? This is a subject rife with disagreement around ethics and practicality, and worth broaching again considering recent campaigns in the UK to increase salary transparency and ban the ‘what’s your current salary?’ question. Let’s focus on some practicalities first, based on UK research I ran last year for my “Accessing a Candidate Short Market” guide:  Job boards can penalise you for not listing salary. As of December 2021, Totaljobs penalises adverts that don’t list salary, and these aren’t sent out as job alerts to candidates (who may be passive). These adverts are considered sub-standard. Unlisted salaries attract fewer qualified applications. This was estimated to be between 20% and 45% fewer, across the job boards I talked to. LinkedIn reported that not only can you expect more applications, you may also expect better-qualified applications when the salary is advertised. My work supporting senior job seekers confirms this - many would not apply to adverts that had no salary or "competitive salary" because they felt this was a waste of their time. There is less emphasis on salary negotiation from the candidate side, due to transparency in pay. This is a key part of equity, relating to gender, race and intersectional identity. According to Payscale 's research, white men are most likely to negotiate the highest salary. It’s simple – if you advertise vacancies and don’t list salary, you risk receiving fewer, less suitable applications. Then there’s the ethical question, where a common argument is that there is ‘no ethical reason that salaries can’t be listed’. Now, while I’m a proponent for advertising salaries, where possible, I think this ethical argument isn’t the right one - ‘can’t be’ is a strong statement. I think a better question is ‘how does this do harm’ when establishing reasons for not listing salary. This balances pragmatism with the most important aspect of ethics. It can be a complicated question too in scenarios like this: How do you establish salary transparency for job families across multiple regions where the local pay is established by HQ in one country? Currency exchange rates and cost of living mean that a fair salary one day may not be the next, therefore flexibility in not listing salary may be ethically the right thing to do if the intent is right. What about new vacancies that serve to solve a business problem and can be recruited at different levels? What about practical situations like recruiting hard-to-fill vacancies during a wider redundancy programme, whereby listing a salary would create concern in unrelated areas of that unsettled business? It's not always as simple a question as we’d like to think. If you’re facing a complex situation in advertising a role, I recommend describing your stance in the advert itself, if you legitimately can’t state the salary. At the same time, as we’ve seen in the US, legislation to enforce salary transparency creates situations such as Netflix apparently advertising a range of $90-900k. Who does that help? The problem with this kind of legislation is that companies can comply while continuing the behaviour that led to the legislation in the first place. It’s palliative, rather than treating unfairness at its root. We should also consider the unforeseen consequence of salary transparency, such as this research which appears to show a reduced link between performance and pay: Influence of Pay Transparency Helping candidates negotiate better pay or terms is a privilege I enjoy. And there's more to understanding someone's existing remuneration than simply establishing whether they can afford to move. Sometimes these conversations reveal that someone is being underpaid. With evidence of what their experience and contribution might command elsewhere, they can go back to their current employer and make the case for a pay rise. That might mean they decide not to move at all. Which is a perfectly good outcome for them, even if it isn't for the vacancy in the short term. It also opens up the counteroffer conversation early. If their employer could resolve the reason they're considering leaving, I'd rather understand that before they accept an offer elsewhere. There's a benefit for prospective employers too. A new employer may budget £52,000 for a role, believing that to be market rate, based on historic data. But if conversations with suitably experienced candidates reveal that their existing remuneration, expectations and other opportunities consistently indicate otherwise, there's good reason to revise either the budget or the requirements. If that budget does prove unrealistic, and it's the same budget other team members are measured against, it can also create the argument to revisit everyone's salaries - subject to affordability, of course. After all, it's cheaper to retain fairly paid staff with all the knowledge they have than to replace them. Of course, conversations with candidates aren't a substitute for proper salary benchmarking. But they can reveal problems that wouldn't otherwise be apparent. There are also situations where understanding the whole package matters. What if someone currently receives a 16% pension contribution and moves to a role offering a 10% pay rise but only a 5% pension? Car allowances, RSUs, tax-efficient packages? Remuneration is a more involved conversation than simply salary. And none of this means someone's existing salary should determine what they're worth to their next employer. If their previous salary was unfair, using it to determine their next salary risks perpetuating that unfairness. And if an employer routinely offers a 15% increase on previous earnings, the new salary may have little relationship to the contribution that person can make. It makes sense to pay commensurately with contribution and capability, rather than what may be irrelevant history. So I understand the reasons for wanting to ban questions about previous salary. They're often used badly. But I think there's an important distinction between asking to establish someone's worth and asking to understand their circumstances. One can perpetuate unfairness. The other can help identify and correct it. If legislation restricts these conversations, I'll adapt how I offer this support. But I'd hope any restrictions recognise the difference between using salary history to determine an offer and voluntarily discussing remuneration to help someone make better decisions. I hope you’ve found these thoughts helpful to start a broader conversation in your business. My thoughts aren’t set in stone, so please let me know your opinions if you disagree. Thanks for reading. Regards, Greg p.s. While you are here, if you like the idea of improving how you recruit, lack capacity or need better candidates, and are curious how I can help, these are my services: Commercial, operational and technical leadership recruitment Manage part or all of your recruitment on an individually designed basis for one client Outplacement support Email me on greg.wyatt@bwrecruitment.co.uk if you'd like to discuss.
By Greg Wyatt • November 5, 2026
It's interesting revisiting this article from 3 years ago, especially now AI products are more embedded in market. If anything my view on AI is more polarised, bringing many new opportunites, brand new problems, as well as the existential angst many are talking about. For me, codifying my experience with AI tools means I can help more people, while freeing up my time to do more human work. It's certainly helped with job seeker support, and increasingly so in my recruitment work. Mainly it's giving me more time to talk to people, and when homogenous AI applications at scale are one new problem, as well as the increasing threat of deep fake interviews, in person conversations might be a necessary exnovation (just googled that - what a great word that I will now abuse at scale). While the article below has dated somewhat, I think the threat it assesses has never been more pertinent. I've said for some time that AI might be the death of knowledge and judgement, even so far as 'meaning', something that this recent research also indicates . Importantly the research doesn't say the recommendations were wrong, just how they were followed. Read that article and think about how AI recommendations on applications relate. I've certainly found them more problematic, so far, than the old school ATS style ranking and filtering - because of the false confidence they convey, especially when dealing with non-traditional applications. Things may improve, or so is promised. And while words might be the first facility of LLM, they are still the core facility, given all it does is determine the most probable answer in its outputs (I know I'm being reductive, some of the developments from AI are amazing). Whereas words should be the consequence of thoughts, lead to the development of thought, and distil ideas in a way you can act on. Much like job adverts should be the consequence of effective job analysis, rather than a polished word that lacks meaning. The greatest risk for me in recruitment isn't so much the answers AI offers, but that we become so reliant we forget to ask better questions. I've edited down the previous article, but if you're curious, you can see it here . September 2023 I’d commented about my hearing on a social media post on deafness. ‘Have you looked into these hearing aids - they’re designed to overcome head shadow’, came the impromptu reply from a hearing aid specialist. Head shadow? Not a phrase I’d heard before, despite having no hearing on one side, which effectively creates a sound-free shadow to my right. See, when I had mumps at 18 months it killed the vestibulocochlear nerve in my right ear and damaged the one on the left. But it was my balance that showed the nursery assistants that something was wrong - I kept falling over for no reason. I expect they thought my slow response was normal naughty-boyness. Balance, intermittently poor audio processing, energy required to maintain attention in noisy environments and that bloody tinnitus - all these issues are far more annoying than not being able to hear in one ear. That and not being able to tell where sounds come from. “Over here, Greg!” is the most useless call on a football pitch. And the head shadow thing? Well, it’s never been an issue - I just turn my head when in conversation. It might look like I’m turning to kiss you, but it’s just a conversation I want honest. Sure I miss out on certain audio cues, but it’s rarely an issue. Anyway, curious as I am I looked into the £4,000 hearing aid that solves head shadow by placing a microphone on the deaf ear and projecting it into the the good ear. Quite the brute force tech solution and one I’m sure some benefit from. But the key issue is one of reverb. While the product is good, it would impact the quality of sound in my good ear, which seems a pointless trade-off for me, when my process of life is more effective than shiny tech. It’s ironic that I consider myself highly excitable when it comes to technology developments, yet I’m never an early adopter. Because I always ask myself, other than giddiness, what problems does this solve and how will it enhance my life. And so it is for AI in recruitment, and the shininess of tech in general. They are positioned as solving problems, and indeed they do, but in many cases, it’s the wrong problem that detracts us from the real opportunities for better processes. Simpler administration, speed and scale are clear benefits. And some of these AI-branded automations are excellent. The Star Trek-style auto-translator makes me giddy. As does the sales bot conversation-as-a-human sales video that’s doing the rounds. But AI for writing? What problem does that solve? For me, it depends on what you consider sales to be. Is sales pitching a generic message and hoping someone will bite? Or is sales laying out the facts so that the right person can reach an objective decision? A decision which might mean getting in touch, or changing their view on what needs recruiting. For the former AI writing seems to solve a problem. The words are certainly better, but the message is even worse. Yes: prompting. But if you can prompt the right message, why aren’t you just writing it, so that you embed that knowledge for use across other mediums - conversations, meetings and so on? While AI writing does not meet the requirements for the second type of sales. You can only do this by establishing the right facts from a briefing, consultation or interview. Then interpret this with meaning to the right people so that it creates the right impact. Sales as data visualisation, if you will. And if AI doesn’t work for sales in this way, why would it work for content or marketing? I think the answer depends on whether you value contextual insight or not. Until AI is better at asking questions that create meaningful conversation, it’s a non-starter for me. I say until because this hesitation will be moot in the next year or so. Because it isn’t what AI is now that’s the opportunity - it’s what’s coming soon. I can’t wait to see what’s next. Until then, AI, for writing, is a question of in one ear and out of the other. Which, if you’re deaf in the one, is quite the problem. Go learn copywriting instead, and listen to how it transforms your approach to recruitment. Then layer tech on top, when it’s ready. Thanks for reading. Regards, Greg p.s. If you like good recruitment and you need help with it in the UK, drop me a line. DM on LinkedIn, email greg.wyatt@bwrecruitment.co.uk , whichever you prefer.