Ive seen this exact analogy on HN quite a few times now, and its a bit odd (read: nonsensical). You dont tend to employ construction workers directly to build your house. You contract a housing company, who contracts construction companies (or has inhouse workers), who do keep their employees employed.
The individual is his own construction company in this scenario. Just like the construction company has to advertise itself to keep getting contracts, here the individual has to do the same with employers. The analogy is not superficial.