Hierarchy of Pain - Jobseeker Basics XI

Greg Wyatt • December 16, 2025

What follows is a new chapter in the 2026 edition of A Career Breakdown Kit. Aiming for a January launch. It's one of the arguments I put forward about why customising applications is less effective than presenting a strong core application.


This chapter reflects on how buyers make decisions, how this is reflected in hiring and why it matters in how you put forward your CV, application, interviews and other messages.


If you’ve ever encountered sales in your career or life you are likely familiar with the concepts of Features and Benefits.


The product is what is proposed.


Features are what it does.


Benefits are how it helps.


However there are actually three other components in this hierarchy that make up commercial messaging.

Value is what the benefits mean to you.


“Sell the sizzle, not the sausage” - the sizzle isn’t a benefit, if you don’t like sausages.


Outcomes are the tangible long-term results from using that product or service.


“Sell the picture frame, not the screwdriver” - or rather what’s in the frame. Why does it matter?


The idea being these peel back the layers of the onion to help a potential customer understand exactly What’s In It For Them.


Yet, it may not matter whatsoever if your brilliantly put together message doesn’t achieve one element - show how you heal their hidden pain.


In that frame example above, this might be a photo of a loved one, no longer with us. The photo is for our memories and feelings. The frame has to be right, to commemorate them properly. While it needs to be mounted well, using tools that make the job easier.


Could you market that loss to sell a screwdriver?


Hopefully not, though the message might be, “For memories that matter,” instead of "High Quality Screwdriver".


It's a common pain many share, yet not one you might discuss down the DIY shop.


Early in my career I had a lesson on hidden pain and its importance.


I recruited an HR Manager for a high growth business whose requirement was for someone with broad experience in a similar environment.


I presented an excellent candidate who was only available due to the shutdown of her employer - she had to stay to the final day to manage the process well, which limited her availability to start work.


That was the only reason I explained her current situation to this new employer, because redundancy management wasn’t on the job description.


She got the job!


On day one of her new employment, her role was made redundant and she was offered a retention bonus to shut down the local site - everyone was to lose their jobs.


The hidden pain here was redundancy, something not even mentioned to me during the vacancy briefing, and something I never broached with Julie.


IIRC, there was no mention of it during the interview process either.


Perhaps that’s an extreme example, but it does show what can happen behind the scenes.


And if you happened to be out of work, a fixed term contract with a retention bonus might be quite appealing.


Were you to apply to that vacancy, it would be important to highlight your redundancy experience - customising your CV might even have worked against you!


So how does this hierarchy fit within your job search?


You are the product, with your next employer on a buyer’s journey.


Your features are what you offer. In a CV this is a combination of job titles, qualifications, skills and areas of experience. It’s also your salary requirement, where you are based and other elements like Visa status and working arrangements.


Get these right and a little luck might mean they are all you need, considering that these same elements are what we source and filter on.

I expect in this market you’re in competition with many people that offer the same Features, so the differentiator is what you bring to the table uniquely.


The contexts of your career combined with how you helped, your impact, your achievements, and what the outcomes were.


Related chapters:


Principles of a Good CV

Should I customise my CV?

LinkedIn profiles that get found

LinkedIn profiles that convert


These are all resources that will help you communicate the benefits of your experience, the value you bring, the problems you solve, and the outcomes of these solutions.


As for the hidden pain question, which in many vacancies isn’t articulated, how can you unpick hidden?


Go back to why vacancies are recruited.


How did they come about in the first place?


They only fit into two piles - new and replacement. However these two piles have many subcategories relating to the problems they solve and the pain they heal.


Researching the company can help. Inside knowledge definitely helps - it’s one reason good agency recruiters will be a valuable ally.


But this knowledge isn’t always available, and sometimes the employer may not even know!


I always come back to the principle, “You can’t be all things to all people.”


And when you try to do this, you appeal to no one.


It’s one reason why using LLM style AI to customise CVs is so problematic. The output is necessarily same-same because it’s a probabilistic determination of what you want based on an aggregate of data.


It’s why, when recruiters receive a volume of AI augmented CVs, they all look the same.


Your ‘good enough’ core CV (Should I customise my CV) leans into your strengths. While you might tweak it to meet the essential requirements, in the language of the employer, this should naturally support your greatest strength - the unique fingerprint that is your career.


The downside of relying on customisation against vague, and often misrepresentative, adverts is that you can deemphasise and even remove your biggest achievements. The same achievements that would have helped you stand out.


If your application doesn’t heal the hidden pain of a vacancy, it’s either because you have not defined your strengths correctly or you aren’t that close of a fit with the actual needs of the vacancy.


An example to show this pitfall in practice.


I caught up with a friend yesterday who has resigned from a post that was missold to him.


His career is based on commercial acumen and enablement in a field that is heavily focused on risk management and compliance. So he’s already unusual in a good way (though his CV didn’t show this).


On day one of his new job, he encountered a literal unexpected disaster. While these things happen, and he managed the situation effectively, this proved a consequence of the business culture and strategy. These problems kept coming up and his functional area in the business needed a complete overhaul at executive level.


Rather than the commercial enablement picture they painted, they needed someone who relished chaos - a master of disaster.


Completely the opposite of the career Simon wants.


This isn’t something they could publicise in their recruitment process, for reputational reasons, yet it was a fundamental baked-in aspect of the role.


I’ve no doubt Simon’s CV is a match for their job description.


Yet he is not a match for their job.


What if they’d seen CVs of people who’d leant into strengths of healing dysfunction?


What if he’d leant into his strength of enablement?


He may not have left his previous job for something he went on to regret.


If you’re sceptical about how crucial hidden pain is in recruitment, think about your own hidden pain when applying for jobs.


What’s going on in your life that impacts which roles are ideal for you. The same points you might not divulge when you’re just trying to get back into employment.


Perhaps you've even experienced the pain I did when considering a hardware purchase. How did that pain inform your buying decisions?


It’s no different for employers when they consider the pain and problems inherent in their vacancy.



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.