Stuck in the Dev Job Grind? Sell Yourself as a Business (Not Just a Coder)

The developer job market feels… crowded right now, doesn't it? It seems like everyone's applying for the same roles, facing endless rounds of technical interviews, and frankly, sometimes it feels like you're just another resume in a giant stack.

What if there was a different path? A way to bypass the traditional HR gauntlet and connect directly with the people who actually need solutions – the business owners and decision-makers?

I'm not talking about becoming a full-blown agency overnight. I'm talking about a shift in how you see yourself and how you present what you do. Imagine this: instead of applying for a job as "a developer," you position yourself as a service, a ready-made solution provider, a mini-business designed to help other businesses solve problems.

Why Be a Business, Not Just a Dev?

Think about it from the perspective of someone who's running a company, big or small. They don't just wake up thinking, "I need a 'Senior Backend Developer with 5 years of experience in Node.js and a strong understanding of microservices.'" What they are thinking is, "Our website crashes when we get too many visitors," or "We're losing sales because our checkout process is clunky," or "I have this great idea for a new online tool, but I have no idea how to build it."

They have business problems. And they're looking for solutions to those problems.

When you show up not just as a person with technical skills, but as a service designed to solve their specific business problem, you instantly become more relevant and easier to understand. You're not asking for a job; you're offering a solution.

This Mindset Shift Helps at Every Level

Here's something important: even if you're not ready (or interested) in going full-bore into running your own business, simply adopting this "business problem, service solution" mindset can be incredibly helpful, especially for junior and mid-level developers.

Think about how you describe your personal projects on GitHub. Instead of just listing the tech stack, start with the problem the project solves and who it helps. Instead of saying "Built a data processing pipeline using Python and Pandas," try something like, "Helped a small e-commerce startup validate a new service idea by building a proof-of-concept data analysis tool in two days. This tool quickly identified their most profitable customer segments, leading them to pivot their marketing strategy and see a __% increase in conversion within the first month." Even if it was a personal project simulating a real-world problem, framing it this way shows you understand the path from code to business results.

In traditional job interviews with HR or hiring managers, framing your experience around the business value you provided in past roles or projects makes a huge difference. Instead of just saying you "implemented feature X," explain why feature X was built (what problem it solved) and what the positive outcome was for the company or users. Did it increase user engagement? Did it reduce support tickets? Did it streamline a process? This shows you understand that code exists to serve a purpose beyond just being code. Also shows that you care.

For more senior developers who might be comfortable in their current employee role, this business mindset can still open up new avenues. Perhaps your employment contract allows for outside work. Positioning yourself as a consultant, an architectural reviewer, or a specialist offering high-level technical strategy based on years of experience can provide significant value to startups or smaller companies that can't afford a full-time, highly experienced senior developer but desperately need that expertise for specific challenges. You're leveraging your deep technical knowledge to provide targeted business solutions – a different kind of business, perhaps, but a business nonetheless.

The "Business of You" Requires Some Setup (If You Go Full Business)

Now, if you do decide to take the leap and present yourself as a proper service provider or consultant, this approach isn't without its upfront effort. You can't just flip a switch. To present yourself as a business, you kinda need to… well, look like one. This means:

• A simple website: It doesn't need to be fancy, but it should clearly state who you are, who you help (your target clients), and the kinds of problems you solve.
• Defined services: Instead of saying, "I can code," say, "I build e-commerce websites that convert visitors into paying customers," or "I set up reliable cloud infrastructure so your online services never go down." Be specific about the outcomes you deliver.
• A pricing model (even a basic one): Businesses understand paying for services. Having a clear (even if flexible) idea of how you charge makes you seem more professional and makes the conversation about value.
• Understanding your target clients: Who do you want to help? Small local businesses? E-commerce startups? Non-profits? Knowing this helps you tailor your message. If you target multiple industries, you can create a different pages on your website for each industry.

Downsides? You Bet. You'll Actually Be a Business.

Here's the part where I don't sugarcoat it: if you successfully sell your services as a business, you will actually become a business. This means you'll need to:

• Figure out how to accept payments legally and register as a business entity
• Handle taxes related to your income and pay bookkeeper
• Potentially deal with contracts and legal stuff

In terms of registering a business entity, it depends on where you live. Some countries have freelance form, others require you to register sole entrepreneurship or an ltd. I personally opened an ltd, but I heard of nativeteams.com who does that for you, but since I didn’t use their service, I can't recommend for sure.

This is definitely more to juggle than just being an employee.

But Given the Market... Is It Easier?

My personal experience says yes, for finding meaningful work. Given how competitive the traditional employee route feels, positioning yourself as a problem-solving service can open doors that are otherwise closed. You're not competing in the same crowded pool.

You're also having completely different conversations. Instead of talking to HR and going through technical trivia assessments, you're talking to business owners or managers about their challenges and how you can provide a tangible solution. These are decision-makers focused on results, not just checking boxes on a job description.

Speak Their Language, Show Actual Results

This is absolutely critical. Stop talking about backend frameworks, database types, or cloud providers in your initial pitch (unless asked, of course). Talk about what that technology does for their business.

Instead of: "I can implement CI/CD pipelines using GitLab and Kubernetes."
Try: "I can set up automated systems that let you update your website or app seamlessly and safely, multiple times a day if needed, without any downtime for your customers."

See the difference? One is tech jargon; the other is a clear business benefit (speed, safety, uptime).

The Bottom Line: A Different Funnel

This path means entering a different funnel altogether. You're not going through HR screenings and technical coding tests. You're entering a world of business negotiation, where the focus is on value, trust, and the ability to deliver on promises.

It's not the right approach for everyone, and it requires a different mindset. But whether you go full-scale business or simply adopt the perspective of providing business solutions, shifting how you present your skills can make you incredibly more attractive to clients and potential employers alike. It helps you find truly interesting, impactful work – and build your portfolio with real-world challenges much faster. Give it some thought.