Code of conduct when proposing to open a new lab in a field new at the University
If I understand this correctly, you are asking if you should contact a university telling them (a), that they definitely need their first lab in field X that they currently have no lab in, or (b), what (a) says plus I’m applying for this to-be-created new position! Neither approach would have any hope in any country or field I’m familiar with.
Your question seems to be prompted by a colleague of yours being hired into a newly created lab (in an already present field) through personal connections. This combines connections with the new lab being in a field that already exists, and so does not really compare.
By and large, you can only apply to specific job openings, no matter how good your fit would be in a place. As you are in a new field, there might be neighboring fields with sufficient overlap that you can apply to openings in them as well. But the case at hand strikes me as fruitless.