Pretty much every company has some software component to it these days, even if it’s for internal tooling. Find a normal company and work on that stuff, not a “tech company”.
Aren't a fair number of them are outsourcing/contracting that out, though?
Depending on what he’s willing to tolerate starting out, he can also turn a job he might not like on paper into a development job. I started out doing sys admin work. Eventually I started building tools to help myself, which I then shared with the team. Management saw the value in that after a while and built a whole team around what I was doing and now I have a software engineer title. It wasn’t a fast way to get there, but it’s exactly the kind of job the OP seems to be looking for. When you’re a developer outside of a hardcore development team, people treat you like a wizard for doing fairly basic things.