Jobseekers Are Spending Thousands on Paid Tools to Land Work Amid Tough Job Market
As competition for jobs intensifies across the US, UK, and Canada, many jobseekers are shelling out hundreds — even thousands — of dollars on paid services in hopes of landing their next role. From premium job platforms and AI résumé tools to personal career coaches, unemployed professionals are investing more than ever to stand out in a crowded job market.
Spending Big to Secure a Job
For 35-year-old Giovanna Ventola from North Carolina, the search for a new role in commercial real estate has been long, expensive, and emotionally draining.
“I’d guess I’ve spent around $6,000 on job hunting,” Ventola says.
Over the past year, she’s paid for résumé writing software, interview training courses, and premium access to career platforms — all in an effort to break through the noise and catch a recruiter’s attention.
“I wasn’t just submitting applications,” she adds. “There were a lot of services I paid for just to try to stand out.”
Ventola’s story isn’t unique. With more applicants chasing fewer positions, many jobseekers across North America and Europe are turning to paid tools to gain an edge.
A Tough Market on Both Sides of the Atlantic
According to official data, it now takes the average unemployed American around six months to secure a new position — up from five months last year. In Canada, 66,000 jobs were lost in August, pushing the unemployment rate to 7.1%, while in the UK, job vacancies dropped for the 39th consecutive period in the three months leading to September.
The slowdown has forced jobseekers to get creative — and sometimes desperate — in their search. Many are paying for LinkedIn Premium, AI résumé boosters, or professional coaching sessions.
LinkedIn confirmed that its premium subscriber base has grown nearly 50% in the past two years, with 40% of those users leveraging AI features to enhance their profiles.
Turning to Social Media for Support
Ventola eventually began sharing her job-hunting experiences on TikTok, where she found a community of others struggling with the same challenges.
“I started posting as a way to answer my own questions and to troubleshoot what wasn’t working,” she says. “Very quickly, I realized I wasn’t the only one.”
Her posts, often candid and relatable, attracted hundreds of comments from frustrated jobseekers. One follower wrote:
“I’m 52. I was let go from my company after 20 years. I’m terrified and have no idea what to do.”
The overwhelming response inspired Ventola to launch Rhize, a non-profit online community where people can share job-seeking tips, exchange leads, and support one another.
Today, Rhize has more than 4,000 members worldwide, with most based in the US and others spread across Canada and the UK.
“A lot of people have spent money on AI job search tools, résumé trackers, and career coaches,” she says. “Rhize helps people see what’s really working — and what’s not.”
‘Any Small Thing Could Make a Difference’
Across the Atlantic, 30-year-old Kaycia Duncan from Buckinghamshire, UK, has also been navigating a grueling job hunt. With a background in marketing, she’s applied for more than 200 roles in the past year — with little success.
“It’s disheartening,” she admits. “I have strong credentials and experience, and I think that just shows how tough the market has become.”
Duncan has spent around £30 a month on job-hunting tools, including premium job boards that connect her directly with HR managers and graphic design subscriptions that help her create standout CVs and portfolios.
“I see it as an investment — like a gym membership,” she explains. “Any small thing could make a difference.”
While continuing to apply for full-time roles, Duncan has taken on temporary work and even launched a YouTube channel documenting her job search journey.
“I tracked every application at first,” she says. “But once I hit about 180, I just couldn’t keep up anymore.”
The Power Shift: From Candidates to Employers
Recruitment experts say the global job market has shifted dramatically over the past few years.
“We’ve moved from a candidate-driven market to an employer-driven one,” says Nancy D’Onofrio, a director at Randstad, a global HR and staffing company.
“There are fewer opportunities and far more available talent, which makes it an extremely competitive job search,” she adds.
According to D’Onofrio, technological disruption is also reshaping hiring. Artificial intelligence (AI) has changed the way companies screen applications, while rapid industry evolution has left some workers struggling to adapt.
Nicole Leeder, a senior talent consultant at Adecco in Boston, agrees.
“Roles are changing because companies’ visions are changing,” she says. “The explosion of technology means very few employers can confidently say what skills they’ll need five years from now.”
A Boom for Career Coaches
Another growing trend is the surge in people hiring career coaches to guide them through an increasingly uncertain job landscape.
Miriam Groom, a Canadian career coach, says her business has grown exponentially over the past three years.
“We used to work mostly with people suffering from burnout,” she explains. “Now, half of my clients are people who’ve lost their jobs.”
She says many clients are looking to retrain for careers that won’t easily be replaced by technology.
“We help match their skills to roles that will still be in demand 10 or 20 years from now,” Groom adds. “Sometimes we have to be honest and say: ‘That job is disappearing — let’s pivot to something more sustainable.’”
How to Stand Out Without Spending Thousands
Despite the growing market for paid tools and coaching, experts warn that spending money isn’t always the answer.
“Just applying for a job and waiting to hear back is not enough,” says D’Onofrio. “But that doesn’t mean you need to spend money to succeed.”
She advises jobseekers to network actively, contact hiring managers directly, and use free online resources to improve their résumés and interview skills.
D’Onofrio also warns against falling for scams.
“Be cautious,” she says. “Some so-called ‘career experts’ charge hundreds for fake coaching sessions. Always check testimonials and engagement before paying anyone.”
‘It Opened My Eyes to New Opportunities’
For Ventola, even after investing thousands, she’s not sure it was financially worth it — but she doesn’t regret the effort.
“If I measure it strictly in dollars, probably not,” she admits. “But it opened my eyes to adjacent opportunities and pushed me to think differently about my career.”
Both Ventola and Duncan agree that the emotional toll of long-term unemployment can be as challenging as the financial strain. But in the end, they’ve both found community and resilience through their experiences.
“At the very least,” says Ventola, “I’ve realized that I’m not alone in this.”