Jared is a son of Omer, and a grandson of Shule. He is therefore part of a ruling line, and possibly the first in line. What he does is establish another city-kingdom in the land of Heth. Our political geography now has three “lands.” Close to the ancestral homeland is Moron, with Nehor and Heth being two other lands that have at least had separatist intents, if not always remaining separate from Moron.
Jared is able to establish a city in the land of Heth, and is apparently uncontested in doing so. In the battle for a beholding population, there are many who turn to this newer city. The text tells us that it was flattering and cunning words that brought recruits to the new city. It is unknown what such flattery or cunning could have been, but certainly there was some promise of something better in the new city. The end result is that Jared has a new power base in the land of Heth.