It's supply and demand. Demand is lower (less jobs.) Supply is higher (more layoffs, people looking for work.) Even if you are "good", there's a lot of other "good" people looking, too. Some even may be better than you! Or at least better at marketing themselves.
Marketing yourself is more important now than ever. The advent of AI has created a noise problem at the hiring level on both sides: applicants are leveraging tools to generate necessary documents (targeted resumes, cover letters, social profiles), recruiters are using scanning tools to weed out anything that doesn't contain the magical keywords or phrases.
