Written by Manya Anand
Rita Nguyen - Blue Earth CapitalNationality: Vietnamese
Current location: London, United Kingdom
Role: Vice President – Private Equity Partnerships @ Blue Earth Capital
Department: Private Equity
Finding Your Niche: Why Mass Applying Won’t Get You the Job of Your Dreams
Rita Nguyen is all about carving her own path. Born and raised in Vietnam, she moved to Europe for her Bachelor’s studies with no clear roadmap but a ton of ambition. She landed a scholarship to study Finance and Investments Advanced in the Netherlands, then kicked off her career at PGGM, a Dutch pension fund. Now based in London, she specializes in Co-Investments and Secondaries in impact investment space, using finance to create positive changes.
How has she been so successful in the job search you might ask? She is all about finding your niche and owning it, and she’s passionate about helping other women in finance do the same. So let’s dive into it: How to find your niche and succeed in the job search?
Why does mass applying not work?
We’ve all been there: scrolling through job boards, sending out dozens of applications, and waiting for a response. But the “spray and pray” method often leads to high rejection rates and lots of disappointment. Employers can spot generic applications, and in a competitive industry like finance and investment, they’re looking for candidates who stand out. Rita explains, “You have to build your own funnel... narrow it down to about five roles that you’re really passionate about.” She emphasizes that mass applying lacks focus and shows a lack of purpose. Instead, she advocates for strategic networking to learn about roles from the inside out. “Talk to people. Learn from those who’ve been there... You can’t navigate this industry by reading job descriptions alone,” she advises. By building genuine connections, you not only learn more about the roles but also increase your chances of being remembered when opportunities arise.
“Don't just apply for any job - apply for the job you truly want. Employers recognize the effort you put into your application, and it makes all the difference.”
The power of specialization
Rita’s breakthrough came when she chose to specialize in Co-Investments and Secondaries, a niche area in finance. “The company was on the market looking for somebody with a particular technical background, with a certain number of years of experience in particular markets... which I fit in 90% at least,” she says. By strategically positioning herself, she made herself indispensable.
Specialization works because it shows confidence and expertise. It’s about being very good at what you do to limit competition.
“I believe that my targeted approach increased my success rate in finding a job rather than spray and pray,” she explains.
For women in finance, this is even more important. It’s not just about getting hired – it’s about breaking into an industry that wasn’t built for us and making our voices heard.
How to find your niche
Finding your niche isn’t about luck or chance - it’s about strategy. Here’s how Rita did it and how you can, too:
- Know What You Bring to the Table: Own your strengths, know your worth and own your narrative. Confidence comes from knowing what you bring to the table and also from being humbled enough to acknowledge that you don’t know it all and ask the right questions to learn more and spark interest. This is particularly useful when you’re a starter.
- Research with purpose: Study the market and find roles that align with your interest and strengths. Go deep, not wide.
You found your niche! Now…
- Build targeted connections: Network with intention, reach out to people in your niche, learn from them, and build authentic connections.
- Don’t Self-Reject: Reach out, follow up, and advocate for yourself. As Rita says, “Don’t limit yourself... Don’t self-reject. People may turn you down and that’s fine but don’t let the fear of rejection deter your initiatives. You don’t lose anything by reaching out to people.”
“Owning your niche”
Women are known to be underrepresented in finance, especially in leadership roles. By owning your niche and strategically positioning yourself, you’re not just building a career, you’re breaking barriers.
Rita saw this firsthand when negotiating her role. “You don’t have an MBA.” They told her, or “You don’t have a traditional background for Private Equity.” But she didn’t back down. “I already have done this job, held similar roles, run similar investment projects... why do you want me to pay an enormous amount for an extra qualification?” she challenged. Her specialized knowledge and confidence gave her the power to negotiate on her terms.
Don't mass apply. Own your strengths, be confident, and find your niche. Build your network and focus on roles you're truly committed to – because when you're all in, it shows in your application, and the right companies will notice.