Author: Doug Johnstone, Principal Consultant at Digital Pivot
Date: April 2025
It’s Not Just Time for Businesses to Pivot — It’s Time for Individuals to Pivot Too
In all my years in the workforce, I’ve never seen a recession in New Zealand hit this hard.
This one’s different. It’s not just the economic data that tells the story — it’s the people. Talented, capable professionals from every industry are suddenly adrift. Their roles have been disestablished. Their plans disrupted. Their confidence shaken.
We’re all hoping things will improve. But hope alone isn’t a strategy.
What Most People Don’t Realise About Getting Hired Right Now
I’ve seen this up close — through colleagues, friends, family and the endless stream of disheartened LinkedIn posts. And here’s the truth: most people are playing by a rulebook that no longer works.
Let me explain:
- Employers don’t start with job ads. They start with their network. They ask people they trust. Posting on Seek or LinkedIn is usually a last resort.
- Candidates, however, go straight to online job platforms. They polish their CVs, hit “apply,” and hope. But in a flooded market, they end up in queues hundreds deep — ghosted, frustrated, demoralised.
During a recession, recruitment agencies, job platforms like Seek and LinkedIn become echo chambers of disappointment — overwhelmed with candidates, underwhelmed with roles.
Nobody wins.
And here’s the kicker: AI is making it worse.
It’s being used to polish CVs on one side, and ruthlessly filter them on the other. Some applicants go through hundreds of rejections, not because they’re not good — but because they’re invisible to the systems now screening them out.
The Hard Truth: HR Is Not Your Ally
Most HR departments aren’t designed to find hidden talent. They are there to filter, screen, process.
They sit between the real hiring managers — the ones with burning business problems — and the real talent who could solve them.
So if you’re not breaking through, if the rejection emails keep piling up, then it’s time to Pivot and Hustle.
The Pivot & Hustle Formula
Here’s what worked for me, and what I’ve now shared with others who are finding new momentum:
AI in the hands of novice is dangerous – AI in the hands of an expert makes you formidable. Find your expertise and use AI to become formidable!
- Use AI to Deeply Reflect, Not Just Apply
Spend time with AI tools like ChatGPT, Perplexity and Grok to dig deep into what you’re truly great at. Don’t focus on what you want to be or what you want to be good at. Focus on your current strengths.
Reflect on your career highs. What were you doing when you were in the zone? What did people come to you for? When were you the linchpin that turned the project into a success? Catalogue these into document as bullet points. Get detailed and specific describing each one. - Translate Brilliance into Value
Turn those moments of peak performance into a capability statement. Then ask AI:
“What kinds of business problems could these strengths solve today?” - Build a Value Proposition, Not a CV
Let AI help you shape your skills into a solution — one that speaks to urgent problems businesses are facing right now. - Skip HR. Go Direct.
This is the critical step and probably the most scary for people. In this market HR organisations are not your friend. Use LinkedIn and other tools to identify 6–10 hiring managers who are likely to face the problems you solve. Start with the ones you know from your own network.
Reach out directly. Be honest, Ask for 15 minutes of their time to get their feedback — not on a job, but on a solution you’re taking to market as a part-time specialist. - Position Yourself as a Fractional Consultant
In uncertain times, companies are hesitant to commit to full-time roles. But many Business Managers have discretionary spend allocated in their budget for unforeseen urgent initiatives – as long as they don’t need to hire additional headcount. Where there is a business problem and they don’t have expertise a fractional expert with a compelling value proposition who can create impact immediately is an attractive proposition.
This is your wedge. - Iterate Based on Feedback
Remember you’re not selling a static CV. You’re shaping a go-to-market offer.
Every conversation is a test. Refine, improve, and keep moving forward. Every meeting is an expansion of your network to people who are connected to hundreds of other Managers – all desperate to keep the business running at pace and deliver value. And by the way – your helping them succeed.
Here’s the Good News
If you do this with intention and consistency, you can create your own momentum.
You may land a consulting gig in 8 weeks — one that turns into something more.
Or, like me, you may find yourself building a portfolio of clients and redefining what work even means for you.
This isn’t just career advice. It’s survival strategy for a new era.
Pivot.
Hustle.
Make yourself visible to the people who need you most — even if they don’t know it yet.
Let’s not wait for the market to turn.
Let’s turn ourselves in the direction of value — and create the future we want.
If you want AI prompts for the Pivot and Hustle Process above then drop me an email and I will share them.
Further Blog articles here