Map the Market. Jobseeker Basics XVIII

Greg Wyatt • February 23, 2026

What follows is Chapter 21 in A Career Breakdown Kit (2026).


It's a good example of how a job search is an inverted recruitment exercise, but also how the same principles from recruitment can be applied in a job search.


Market mapping is one of the first steps of a search process in what is often called headhunting. Here though, instead of an exercise that helps find a person for a job, you help find a job for you.


This can be in one chunk, at the outset, and iteratively, as you learn more information.


It's a great example of how LinkedIn can be used as a data repository, given the vast majority of professionals are present here. And if they are present here, the insight that is their careers is too, allowing you to identify potential viable employers, who works there, and therefore where else they may have worked, with further potential hiring managers. The snake that eats its own tail.


Try doing the iterative work above, every time you come across someone new, whether in an application or in networking.


You can use this to build out your network, identify companies to contact proactively.

Simon Ward and I will talk more on this in our LinkedIn Live on Tuesday February 24th at 1pm GMT. You can join us, and view the full recording afterwards, here:


Is The Nature Of Networking Changing for Job Hunters?


If you happen to read this as a hiring authority, market mapping is one of the invisible processes in a structured search. It can often take me 80 to 100 hours to fully map a role for potential viable candidates, given I try to find non-traditional candidates as well as those that are easier to find through sourcing.


21 - Map the market

 

Market mapping is a common activity in executive search. Why wouldn’t you adopt the same approach in your inverse of a recruitment exercise?


The idea is to fully understand your market, so that you are better able to navigate it.


This is a summary chapter because market mapping is both a strategic and a tactical exercise.


I’ll cover some of the How of mapping in Part Three.


There are three ways in which to map the market.


The vacancies you are qualified for


This is about determining which vacancies you should focus your attention on.


In which domains does your capability directly apply?


This could be context related, if your expertise is in start-ups, growth, downsizing or other contexts.


It could be industry related - your process manufacturing expertise might directly apply in food, plastics or pharmaceuticals.


It could be job related, with the right applicable skills.


Establish where there is a market for you, and if what you offer is needed by that market.


Advice on the transferable skills trap (p55) and whether you are qualified (p178) to apply will help.


The geography of your job search


Where are all the employers and vacancies that you can sustainably commute to?


A geographical map can help you target opportunities by region.


What resources are available to help you with this map?


Searching online for local business parks, even driving around them, can give a list of viable companies to contact. Directories and membership hubs. Local newspapers, social media stories.


If you see a company you like the look of, say from an advert, search on their local post code. Who else might be there?


The chapter on doorknocking (p241) has more ideas.


The people of your network


Every time you come across someone you might build a relationship with, connect with them on LinkedIn.


Then check out their career history. Who else have they worked with? Where else have they worked?


This works for peers, hiring managers, and recruiters - a headhunter in one company may well have worked in a similar domain in a previous one.


Is there anyone at these previous companies you should introduce yourself to? What about their listed vacancies?


Building out a map of relevant recruiters to develop relationships with (if they answer the phone) can lead to vacancies.


Treat it as an iterative exercise.


Check out the chapter on networking (p236).


This map isn’t just about potential opportunity. It’s also about information that might be helpful now and in future. This might be for job leads. It might be industry insight you can share through content. It may even be topics for conversation in interviews or with peers.


Make sure you track it in the right way, whether through Notion, Excel or other resources you have available.


With any information, check it is accurate, then prune appropriately.


Prioritise on degrees of separation (closest first) and context fit (where what you need is most closely aligned with what you offer).



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.