The Simple Way to Create a Job Search Strategy: Red Ocean vs. Blue Ocean Job Markets
Have you ever heard of “red oceans and blue oceans”?
These oceans are a well-known metaphor in business literature. W. Chan Kim and Renee Mauborgne introduced it with their book Blue Ocean Strategy, which was published in 2005.
A red ocean is overcrowded, where rival companies compete for a limited opportunity. Companies must differentiate themselves on price, features, and small improvements. Profit margins are low. Innovation slows or stops.
A blue ocean is empty, or mostly empty. Companies create new demand in a new market space. Free from direct competition, they succeed by fulfilling unmet needs with fresh products, services, or business models. Profit margins are high. Innovation skyrockets.
Marketing principles apply to the job market, as candidates essentially sell their labour and services to potential employers. Candidates in red oceans compete for a limited number of highly coveted positions. Blue ocean candidates explore emerging or undergrown industries, markets, or career paths.
For a successful job search strategy job seekers must know the colour of their desired industry, niche, or role. Only then can they adapt accordingly.
How to know whether you’re diving into a red ocean or blue ocean
Picture a pool of sharks. A single fish is dropped in, initiating a feeding frenzy. Since there’s not enough to go around, the marine predators fight fiercely for the snack. This is a red ocean.
Signs of a red ocean include:
Frantic or intense competition: Hundreds of applications flood every job advertisement. Hiring managers are overwhelmed by the responses, and candidates start to blur. It seems almost impossible to stand out due to the sheer number of qualified applicants.
Standardized job requirements: The upper hand belongs to employers. Hiring managers respond to the deluge with rigid job and skill requirements. They look for specific degrees and certifications. The “3-5 years of experience for an entry level position” obstacle becomes common. They’re more likely to have a checklist of conventional qualifications.
Stagnating salaries: Hiring managers know they can offer fewer benefits and lower salaries. Even highly qualified candidates accept less. This trend increases, so income growth doesn’t match career growth.
Now imagine a peaceful sea. You’re on a sailboat carried along by soft waves or a gentle breeze. The air is warm, but not scorching. You’re either alone or other friendly boats dot the landscape. This is a blue ocean.
Signs of a blue ocean include:
Shortage of qualified candidates: Hiring managers fight for candidates instead of candidates fighting over job openings. There are not enough professionals with the ideal skill set or qualifications. Job seekers with the right experience can easily showcase their unique background.
Flexible job descriptions: Employers are more accepting of less traditional work history or education. Hiring managers are more open minded about employees tweaking their responsibilities. This flexibility allows candidates to express and nurture a diverse range of skills and personal strengths.
Industry or sector growth: Candidates in blue ocean markets enjoy an abundance of job openings. They’re spoiled for choice. In some cases, they don’t need a CV. Employers headhunt them. Employees can invest in learning cutting-edge technologies—which makes them more attractive candidates in the future.
Red and blue oceans can coexist within an industry. Job seekers often find both red and blue positions within a single company.
Tactics to succeed in a red ocean job market
If you find yourself in a red ocean:
Customize your applications: Candidates in red oceans are far more likely to face an Applicant Tracking System (ATS). Pay close attention to job descriptions. Pepper your bullet points with exact keywords. Mirror the language of the job ad writer.
Network with a wide net: Networking is especially important in red oceans. The more competitive a market the more you need connections who know, like, and trust you. Get attention by first paying attention to others. Go to industry conferences, events, and job fairs. Give before asking. Get to know alumni. Consider professional or trade organisations and associations.
Always be upskilling: A red ocean market often rewards candidates who upgrade their skills, pursue further education, or complete more certifications. Hiring decisions could come down to small differences in proficiency.
Tactics to succeed in a blue ocean job market
If you find yourself in a blue ocean:
Build a personal brand: Blue ocean markets reward innovation. Individuals succeed by thinking creatively, taking initiative, and thinking like entrepreneurs. Pursue projects that interest you, which demonstrate a unique and value proposition. Showcase a portfolio of work and thought leadership on a personal website and exciting LinkedIn profile.
Stay ahead in new technologies, trends, and industries: The earlier you catch a blue ocean—or better yet, create it—the more likely you’ll cement your name as a top expert. Grab specialized rare certifications. Volunteer for hands-on experience. Show up to relevant workshops.
Network with innovators and niche communities: Collaborate with people doing cool projects. Participate in discussions with other thought leaders and blue ocean sailors. Find budding organisations. Attend niche conferences and events. Better yet, create your own events, an association, or organisation.
Tailor your job search strategy according to your job market seascape
So much career advice floats around the internet, library and bookstores. Some advice contradicts with other advice. Understanding the colour of your job market will help you decide which recommendations to follow and which to discard. The oceans concept works as an efficient mental heuristic.
Doing a few activities well is better than doing many activities poorly. Since everyone has limited time and energy, it’s essential to stick to a narrow set of tactics.
Ultimately, job search success depends on your job search seascape, your strengths and skills, and laser focus on a few effective actions.