Through The Line - Jobseeker Basics VII

Greg Wyatt • November 18, 2025

The following is Chapter 20 from A Career Breakdown Kit, my guide on navigating a BANI jobs market.


BANI stands for brittle, anxious, non-ambiguous and incomprehensible - if you're stuck in a long-term job search this may strike a chord.


However, if you're just starting out, you can avoid it becoming BANI by setting out on the right path - this won't guarantee an outcome, but will make your search simpler to navigate.


This chapter is Through-the-line, and it's the top level strategy for accessing your individual market. It's based on much of what comes before, such as framing your job search as a product marketing launch, mapping your market, inverting recruitment channels, appropriate multichannel (go where your jobs will be) and in a more down to earth way "How I'd do it" from a couple of weeks ago.


On that 'inverting recruitment' point, this means how you look for work broadly mirrors how your ideal job is recruited for. And in the same way, I take a Through-the-line approach to filling my vacancies, not all of which are publicly advertised.


Unlikely other chapters, this doesn't entirely stand on it's own merits - it's deeply interconnected with the rest of the book, and assumes you have already done the work to establish which channels will be most effective.


You can access of the book for free on Substack, or if you want to support my work, you can buy a copy on Amazon (I'll share links to both in the comments section).


Through-the-line


How do we put together these principles to form an appropriate multichannel strategy?


You may have gleaned I don’t like the term hidden jobs market.


Yet, there’s no getting away from three facts:


  1. Not all vacancies are advertised publicly
  2. Not all advertised vacancies are filled by advert applicants
  3. Jobs might be created or filled outside of traditional hiring activities


How can we best create an accurate, representative, consistent, and replicable strategy for your whole job market?


If you accept the ideas from the last three chapters, then there is a simple term that can underpin your strategy:


Through-the-Line


In marketing, this is an integrated strategy that combines above-the-line with below-the-line, as well as approaches that involve both at the same time.


You integrate these into one strategy to tackle your whole market suitably.


What is above-the-line?


This is an approach to marketing that captures interest in the broadest way possible, through volume-based media.


Typically, this creates inbound interest, where the consumer makes an enquiry, takes action, or goes out and buys the product.


Examples:


  1. John Lewis Christmas Advert, or any advert on TV, online, in the press
  2. A trailer for a film
  3. You might say playing a single on the radio is marketing for the album


Examples in a recruitment campaign:


  • A job advert
  • Social media content


What is below-the-line?


This is a targeted approach that reaches a specific person or group of people.


Typically, this is interest created through outbound activity, where the seller or marketer takes action to reach you.


Examples:


  1. A telesales call
  2. Direct mail
  3. Personalised email marketing


Examples in a recruitment search:


  • Contacting candidates through LinkedIn or CV databases
  • Gaining referrals and recommendations


What about when both happen?


Example:


  • Coca Cola’s Share a Coke campaign. Think about everywhere you came across it online, on social media, the press, TV, in shops, the bottle you drank from


Many recruitment activities can be above- and below-the-line at the same time.


  • Advertising a vacancy, while sourcing
  • Headhunting, while asking for referrals, and promoting the vacancy on social media


What complicates matters in a job search is that while the employer is a buyer, you are too. It’s your decision to buy, if you accept a job offer.


As well as inverting the channels, you invert these steps with an above-the-line and below-the-line approach that mirrors how recruiters and employers can find you.


  • Effective applications where the reader can see your candidacy from your CV, resume or cover letter
  • Appropriate response to social media presence
  • Discoverable LinkedIn profiles that prompt action
  • Discoverable CVs on CV databases
  • Networking for referrals and recommendation


These directly mirror the recruitment-centric approaches above.


You can build on the inbound activities above with proactive outbound activities:


  • Personal Branding (or rather, purposeful content)
  • Guided or speculative outreach


These are all activities that are formed from your strategy, which have different chances of success.


Your activities can combine inbound and outbound, above-the-line and below-the-line:


  • Networking involves multiple one-to-one conversations, with potential of tapping into further networks and knowledge
  • Building a relationship with the right recruitment agency might lead to multiple vacancies
  • An advert application on a job board often secures your CV for their CV databases. The application to one may make you discoverable to multiple agencies and employers. How can you leverage this?


There is a difference from business marketing.


You’re reading this because you’re in a tough market. Your odds of any of these activities paying off are low because of the state of the market.


If you do these measures effectively, you optimise your odds of securing a role.


Unlike companies who need multiple ongoing customers - you only need one job.


Some vacancies are skills short - you may secure a role straightforwardly from applying for an advert. Others will be too few in number for the skilled candidates available.


Try to learn the state of your market, to inform what your strategy looks like.


I hope you’ll agree this is a clear and consistent way to look at your job search.


Done effectively, it will access advertised and unadvertised vacancies.


This means you don’t need to worry about the hidden jobs market, because your approach implicitly accesses all jobs available to you.


Your Through-the-Line jobs market.


Next week's Chapter will be "From headhunted to overlooked"

My new book - A Recruitment AiDE

By Greg Wyatt • April 30, 2026
I'm thrilled to announce the publication of A Recruitment AiDE. A guide, philosophy and discipline for effective key hire recruitment. The timing’s perfect, given the deluge of AI content that floods our feeds. Imagine how these similarly produced generic adverts land with people you want to talk to. "We're thrilled to announce we want, we need, here’s our shopping list, why aren’t you responding and oh what’s this flood of AI CVs?" It doesn’t have to be this way. This has taken twenty-five years of hard graft - talking to job seekers, researching the market and recruitment practice, learning about candidate resentment, problem awareness, marketing, copywriting, and the psychology of what moves people. With the evidence that backs this up. The result is something that may make you rethink your approach to recruitment. That will improve the number of qualified candidates, while reducing the total number of applications. It's too early to prove, but my expectation is this will reduce the number of AI CVs too, given there is less for AI to grab when you speak to professional identity. You’ll have to be bold, go against the grain, do something that feels counterintuitive, especially if someone has their hand on your shoulder saying "This isn't the company style!" But then, what does it take to stand out from the crowd? And if you really want to attract the best people, shouldn’t your first step be focused on them, and not you? Kindle version out now. Here's the link: https://amzn.eu/d/03idlAVM.  Paperback in two weeks. If you don’t like Evilcorp, let me know and we can work something out.

Content strategy and philosophy

By Greg Wyatt • April 27, 2026
What follows is Chapter 40 of A Career Breakdown Kit , and part two of a three part series on Personal Branding. Except it isn't. There are various definitions I revolt against, with good reason, in a job search. Personal branding, hidden jobs markets, ATS compliance, and all the others. Terms that seem to hide secret wins, not replicable steps, especially when hidden behind a paywall. I call it the title that's expected because of the questions job seekers ask me. You may recall my article on the Hidden Jobs Market breaks it apart and rebuilds it into a cohesive multichannel marketing strategy that allows you to access the whole of your jobs market. And so it is with my personal branding series. This isn't about your brand. Or even about your reputation. It's about pushing content that starts conversations with relevant people - such as peers, former colleagues, recruiters with a vested interest in these content areas, and even people that can put you closer to a job. Not forgetting fellow job seekers you can share experiences with - as long as you don't dwell on the negative. And it's also about writing in a way that is both true to you and your profession - because conversation has to follow in the same voice as you write, and should support your work, when in work. It's a strategy and philosophy that mirrors earlier chapters on networking, doorknocking, getting found and converting interest. It isn't about writing credible statements in a content savvy way that shares unprovable anecdotes, hacks that lack substance, and where a funnel means more than a lesson. That way is the way of social media marketing - this is about conversations that matter. 40 - Content strategy and philosophy While a personal brand might be the goal, your content strategy should be the priority. It can be applied even if you don’t like the idea of branding. Much is made about LinkedIn’s algorithm and how you need to do this that and the other to get engagement. You can look at it differently, ignoring the algorithm on the whole, and still achieve much the same. These are the outcomes I aim for and see when writing content: Start conversations Help others Sharpen and spark ideas Raise awareness and trust Have a laugh and a chat I’ve gained friends I’ve never spoken to and friendly acquaintances I only know through ‘comments.’ As well as paying clients who have benefitted from my service. Just as importantly, I have more credibility with candidates who place weight on LinkedIn content. Content makes it easier for me to start conversations. It’s important for me that I either enjoy the content and its consequences or find it fulfilling. I don’t talk openly about my personal life, family or challenges. Something I agreed with my wife when I started publishing content. Instead, I show all of myself in my words - quirks and all. So that if we ever speak in real life, there isn’t much of a disconnect. Start with other people’s content Find content writers who inspire you and use them as a catalyst for your own words. There are two ways to do this. Firstly, if you’re thinking about writing on LinkedIn, you are presumably already reading content. What inspires you? What do you enjoy reading? Which authors resonate with your career, your values, your goals and the problems you solve? When you read their content, do you engage and comment? Do you connect with them? Do you ask them who they recommend as writers in your field? Secondly, look within. What do you want to be known for in your career? Maybe it’s procurement or your CIPD membership. React or agile. 5 Whys or Gemba. If these are areas that interest you, use the LinkedIn search bar to find posts on these topics. Now filter the results by ‘Posts’ and ‘Sort by’ latest. Read through the results both for posts that interest you and those that have high engagement (less likely on a niche topic). When you’ve found inspiring content, what next ? One first step in content creation is to respond to these posts with your own ideas. Less ‘Agree’ and more how you might respond in a real-life conversation on this topic. Commenting on other people’s posts is a good way to find your voice, particularly if the conversation continues. Like any skill, writing takes practice, and comments are a low-friction way of developing your tone. If a comment sparks interest from other readers, it can be a concept to build on as a post in its own right. The other benefit of this kind of niche content is that those who engage are likely to have similar interests to you. Make sure to read other comments and see if there are more conversations to be had. The comments you build with them can be the start of a mutually beneficial relationship. Check out their profiles - do their interests and values reflect yours? These are people to connect with, then DM to continue the conversation. Check out their posting history, which will be available on their profile - there may well be a lot of interesting content to absorb. With conversation comes content. Ideas and discussion that grow are an effective way to share your voice. Here’s a suggestion for how you can do this in practice: Look for 5 posts daily that interest you professionally - manually, using a search, or checking what your valuable connections are up to Engage and comment on each Check out new relevant profiles - connect and follow their content On each post, look at who is engaging and respond naturally Try to connect with 5 new relevant people from these interactions Perhaps follow up with a message Take note of the most interesting conversations and at the end of the week pick at least one to inspire your own posts You don’t need to publish them if you aren’t comfortable - save for later if not I’d avoid the viral content that combines relevance + relatability + entitlement + readability. These writers are more interested in engagement numbers than your specific interest. You can see the truth of their words in how they respond in the comments sections. From a marketing perspective, different types of content have different places in your lead generation: Awareness Interest Consideration Evaluation Purchase Each post, comment, DM and real-life conversation can relate to these steps and support your goals, even if you aren’t treating these as a marketing activity. Time and time again There’s a lot of investigation into optimal times to post. It’s more important that you are available to reply attentively in the first hour. The course of a post is often dictated by the performance during this time. I actively reply to comments for around an hour a day with LinkedIn on in the background of other work. How much time can you set aside per week and per day for content? Even if you only write a couple of posts a week, this will probably take a couple of hours. You can expect low performance initially, with some exceptions, as it takes time to build inertia. Set aside a sustainable amount of time each week and commit to it over a period - try for 10-12 weeks and track how things have developed. You may find it becomes an enjoyable task. Try not to get distracted by engagement for its own sake and keep your goals in mind. Types of content to try Engagement on LinkedIn is built primarily on relevance and relatability. Even ragebait, given it drives strong feeling. You can write a 100% relatable post that everyone takes relevance from and see massive engagement. Though that engagement may not serve your goals. Or you can write a post that is 100% relevant to the problems you solve in your career, and the people who will find it relevant are from a small niche facing the same problems. This is why a photo of you with your dog will fly, while a carefully thought out post about the optimisation of widgets in a byzantine setting will appear to be shouting into a void. Or you can blend the two through storytelling, pivoting observations into business content, and copywriting formulae like AIDA (attention interest desire action) and PAS (problem agitation solution). Everyone will have different forms of content that will be effective for them. What do you want your ideal readers to experience? What would ‘you five years ago’ would find helpful? Do you want readers to see you as a credible expert? Someone who is authentically vulnerable? Your warts and all personality? Someone who stands out in a sea of competition? Someone who is thought-provoking, helpful, or altruistic? The answers are much the same if you posed these questions of interviewing. This is no coincidence, given your message should be consistently delivered no matter where it is received. With that in mind, here are some content ideas you can try: How you might solve a problem specific to your industry Stories from your everyday life The challenges in your job search Observations on a news story and how it relates to your work A flair post highlighting your availability Asking for thoughts on an idea you are interested in Sharing insight you find fascinating, whether that’s films, video games, science or sport Stories from your career where you can show growth (everyone loves a hero’s journey) Business frameworks, processes and techniques you find useful - Pomodoro Technique, scientific method, STAR, what do you use? Equipment you use for work Developments in your workplace and culture Thoughts on content you find inspiring Memes, humour, satire Google content ideas for LinkedIn or ask ChatGPT, Claude and others. I wouldn’t use AI to write articles. I do use them for ideation and to sense check. ‘Write me a post for LinkedIn that shows the link between Tesla cars and how to develop an HR strategy.’ The vulnerability of writing You can be a content creator without ever publishing a post if you continue conversations through comments, connections, DMs and real-life. This avoids sticking your head above the parapets and is low risk, but misses the gain of publishing your own content. I know that some people are held back for fear of failure. I can tell you that clicking ‘send’ is always a high point of anxiety for me in sending newsletters. Imagine how I felt when I clicked Publish for this book. What’s the worst that can happen with a carefully thought-out post? Tumbleweed? If no one reads it, you can always post it again another time. Disagreement? Loads of people disagree on my posts - you’ll see from my comments that I am always constructive in my dialogue and typically this supports the intent of my post. Everyone has an opinion and they are welcome to theirs - as long as it’s constructive, there is always a learning opportunity. Trolls? These people exist and will at some point rear their ugly heads. I imagine them naked on the Underground, which takes the sting out of their vitriol. I’m sure it’s their unhappiness that drives their behaviour. Marriage requests? Unfortunately, dubious and toxic behaviour isn’t uncommon. Don’t be afraid to block and report if you receive harmful messages. As long as you are constructive in what you write and you work to build a conversation, it’s unlikely anything bad will happen. You will open yourself up to the opportunity of new relevant people starting conversations with you: hiring managers, recruiters, peers, fellow job seekers, and friendly strangers. Weight and depth of opinion A couple of years ago, I had a message from an out-of-work Sales Director asking for some feedback. He’d shot a video for LinkedIn where he talked about why he should be snapped up and received a lot of praise for the post. However, he was confused because a CEO he trusts told him it was poor and made him look boring. He knew I’d give him unvarnished feedback, which was what he needed to find some clarity on what had happened. Truthfully, the CEO was correct. What had happened? All of the positive engagement was from fellow job seekers and people who wanted to support him. That he’d done it was praiseworthy in itself and was rightly celebrated, rather than the quality of what he had produced. None of them had hiring authority or were in a career similar to someone who would be his line manager. The video didn’t show him how he comes across in person either. While the positive feedback was fantastic for validation, his video worked against him. What might happen if a hiring process thought his video was boring when the role being recruited for has persuasion as a key requirement? I’m pleased to say his redo was excellent, showing off his charisma while delivering the same message. Who can you rely on to be this CEO for you in your career? Why you should start now, even if you don’t see any benefit for months. Starting cold on LinkedIn can take time to get traction. When your first post bombs you might never think to do a second. Going in with the expectation of little impact for the first three to six months is healthy in making a sustainable habit. If you’re out of work though, three to six months may seem too far off to be worthwhile when there are many activities that offer a quick turnaround, such as applying for jobs. I’ve spoken to many job seekers who’ve been out of work for more than six months and had decided not to write content at the outset of their search. If they had, they might now be seeing the benefit of their work.