The job market in cybersecurity marketing is brutal right now. I get 10-20 DMS every week asking for work.
If you're relying solely on cold applications through job boards or company portals, good luck standing out—it's extremely difficult to get noticed, let alone land an interview.
North Korea has "marketing" experts
Your'e not just competing with qualified domestic applicants but from sophisticated threats like North Korean cybercriminals. These operatives use stolen or synthetic identities, AI-generated photos, and elaborate setups (including VPNs and proxy laptop farms) to impersonate legitimate candidates and secure remote roles.
High-profile cases, such as the one where cybersecurity firm KnowBe4 unknowingly hired a North Korean operative posing as a U.S.-based software engineer, highlight how these actors infiltrate companies—often in IT or related fields—to fund regime activities or conduct espionage. While cybersecurity marketing roles may not always be their prime target, the tactic floods the applicant pool with fakes, making legitimate candidates even harder to spot.
Recruiters aren't incentivized enough to seek perfection
Recruiters typically shortlist from the first 20-50 applicants because they face pressure to fill roles quickly. They're not incentivized to hunt for the perfect match; a "pretty good" candidate who meets most criteria suffices.
Compensation often ties to minimizing salary offers and shortening hiring cycles. They also prioritize long-term viability—candidates who won't jump ship quickly or seem overly ambitious.
That's where the dreaded "overqualified" label comes in: experienced pros get passed over for fear they'll get bored or leave.
No cyber experience, no problem?
Compounding the issue, many applicants to cybersecurity marketing positions simply shouldn't be applying. They spot a marketing job, fire off a resume with zero knowledge of cybersecurity concepts, threats, compliance, or industry jargon, and never having worked in the field.
Early-stage startups sometimes take these gambles, hiring cheap talent to save costs, but it distorts the market. These underqualified hires lower the bar temporarily, mess up salary expectations, and make it tougher for skilled professionals to compete fairly.
So, how do you break through without a massive internal network? I've landed roles without knowing a soul inside—it's tough, but doable.
Make a founder shortlist
One effective strategy: curate a list of 10 startup founders whose work you genuinely admire in cybersecurity or adjacent spaces. Start engaging thoughtfully—comment on their posts with real insights, share their content with added value, or reference their challenges in your own updates. The goal is to appear on their radar organically over time, not through spammy outreach.
Don't be a fake influencer
Optimize your LinkedIn to reflect your authentic personality. Don't fake it. Not everyone is a charismatic influencer who can drop a polished 90-second video and rack up likes by repeating basics. Those creators have an edge because video boosts engagement, keeps users scrolling, and helps LinkedIn serve more ads. But eye candy isn't everything. What cuts through the noise is genuine human presence. Amid the flood of AI-generated slop—cheap infographics, stock avatars, and scripted content—unscripted, real people stand out instantly.
As Lindsay Rosenthal noted in her recent LinkedIn video, human perspective and grounded, actual-work content feel different and more engaging in an era of increasing generated material.
Maybe it should be pay to play?
A recruiter I once worked with shared a provocative idea: the only real fix for unknown but talented candidates getting interviews might be charging a nominal fee (say, $10-25) to submit applications.
This would deter blind mass-appliers and high-volume bots (including those from North Korea). Some companies are already exploring "pay to apply" models to combat AI-spam resumes overwhelming systems. While controversial—it could exclude genuine low-income candidates—it's gaining traction as application volumes explode.
Be your own brand or die digitally
Ultimately, there's one sustainable path forward: build your personal cybersecurity marketing brand consistently, every single day. This isn't overnight success; it takes months or years of showing up—sharing insights on threats, campaigns, content strategies, or industry trends.
Create a strong portfolio: case studies, blog posts, LinkedIn articles, or even small projects demonstrating impact. Your work will speak louder than any resume.
Once you're employed, LinkedIn becomes your safety net. If the company culture doesn't fit, you have visibility and proof of expertise. If you're truly good, your audience—followers who've seen your value—will rally behind your next move, opening doors through warm introductions or direct opportunities.
The cold-application game is rigged against you. Shift to visibility, authenticity, and relentless value creation. It's harder upfront, but it builds a moat no bot or unqualified applicant can cross.
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