Job scams, thousands of applicants, being ghosted by recruiters (if they contact you): There are countless perfectly legitimate reasons why people get tired of applying for jobs online.
But like it or not, it’s still the No. 1 way to land job interviews and offers, according to new data from Glassdoor.
Online applications accounted for 60% of all job openings reported on Glassdoor in 2025, resulting in twice as many interviews and 1.5 times as many offers as other sources, including referrals, hiring, and other methods.
But they are also losing their edge, with the percentage declining from a high in 2023, when cold applications led to 73% of all job openings.
On the other hand, the proportion of people being hired for roles is increasing. According to Glassdoor data, the percentage of candidates sourced by recruiters has increased by 72% since 2023, up from nearly 15% last year.
And although fewer people are being offered new jobs, the success rate for those who choose this route is high. Interviews based on referrals are 35% more likely to result in a job offer than interviews that begin with an online application, and from July 2024 to July 2025, referrals accounted for about 10% of jobs.
JT O’Donnell, a human resources and recruitment expert, says cold applications could decline even further in 2026.
O’Donnell told CNBC Make It that due to the high volume of applicants and overwhelming hiring managers, “public job postings are so broken that we’re going to see a huge shift away from job postings.” She predicts next year’s data will show “fewer people getting jobs through online applications and more people being proactively contacted by recruiters, because this year we’re going to see a big shift towards quiet hiring.”
No matter which route you choose, here are her top tips for landing the right job opportunity.
Get the attention of hiring managers
O’Donnell says new AI tools that make it easier for hiring teams to “control the flow of candidates” and “uncover candidates that weren’t previously available” could facilitate aggressive hiring efforts.
So how can you get on a recruiter’s radar? Build your personal brand online, she says.
Choose your online social platform and consistently talk about your work, perspective, and skills. “If a recruiter wants to find you, they need to know that you have experience in the industry and experience in your skill set,” she says.
O’Donnell says he’s found the following five types of content formats to be appropriate when using LinkedIn:
Industry Observation: What’s happening in the news in your field? Points of Interest: Do you have a contrarian view of what’s happening in your industry? Then and Now: How has your job changed over time, say over the past five years? List: Can you break down your thoughts, processes, or learnings about a subject into several key points? Storytelling: Tell us a little about yourself as an employee. For example, can you answer behavioral questions commonly asked in job interviews, such as how you resolved difficult situations at work?
“You’re literally creating a space where recruiters can find you and contact you, so you can get interviews in this market,” O’Donnell says.
Ask for appropriate referrals
Whether you’re approaching someone for an informational interview or asking them to refer you to a specific job opening at your company, “think carefully about who you’re asking for a referral,” says O’Donnell. She says people may be more willing to refer you to roles that aren’t in their department, especially because people are worried about their safety and their jobs.
Research shows that “weak ties” like friends of friends are more likely to help you find a new job than direct connections.
When it comes to asking for referrals, O’Donnell says, “Give them a valid business reason why you’re impressed with the company and would like to interview.” Be specific about why you want the job, why you’re qualified, and why you’d like to be referred.
Tips for applying for a cold online
O’Donnell says the number one tip when applying for a job online is to apply first. She says it’s a good idea to set up alerts for targeted positions, roles, and companies that are within the first 20 to 40 applicants.
If you see a job reposted, assume the application period has ended, she says. This often occurs because companies pay platforms to repost jobs in advance under contract. Not because the role is actually vacant and being hired. “It’s very likely that you were automatically reposted, or even if you were, the decision has already been made and you can’t go back and reapply,” O’Donnell said.
Otherwise, please make sure your application is complete in addition to being the first. O’Donnell said many people rush to fill out job forms without filling them out thoroughly and accurately, which can “easily lead to disqualification.”
Finally, make sure your online presence, including your LinkedIn profile and professional website, is up to date. When recruiters deal with spam applicants and fake resumes, she says, they’re using your online footprint to prove that you’re genuine, trustworthy, and actually suitable for the role.
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