Cold applying is still the No. 1 way to get a new job, but this method is quickly getting more common
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Between endless scams, overwhelming applicant pools, and the silence of being "ghosted," it is understandable why job seekers are burned out on the online application process. However, despite the frustration, submitting online applications remains the most effective way to land a job—though its dominance is beginning to wane.
According to new data from Glassdoor, online applications accounted for 60% of all job offers in 2025. They generated twice as many interviews and 1.5 times as many offers as other methods, such as referrals or being headhunted. Yet, the "cold apply" method is losing momentum: this is a significant drop from 2023, when online applications led to 73% of all job offers.
Conversely, the number of candidates being directly recruited is on the rise. The share of recruiter-sourced hires has jumped 72% since 2023, making up nearly 15% of all offers last year.
While referrals are becoming less frequent—accounting for roughly 10% of offers between July 2024 and July 2025—they remain highly effective. Interviews that start with a referral are 35% more likely to result in a job offer compared to those that start with an online application.
J.T. O’Donnell, an HR and recruiting expert, predicts that the reliance on cold applying will diminish even further by 2026.
“I think you’re going to just see a huge shift away from public job posting because it’s become so broken,” O’Donnell told CNBC Make It. She explains that recruiters are overwhelmed by mass applications, leading to a switch toward "quiet hiring." Consequently, she anticipates fewer people will land jobs by applying online, while more will be contacted proactively by recruiters.
Here are O’Donnell’s top strategies for navigating the current job market.
### 1. Get on the Recruiter's Radar
With new AI tools making it easier for hiring teams to filter candidates, recruiters are increasingly looking for specific talent rather than wading through piles of resumes. To get noticed, you must build a personal brand online.
Choose a social platform and consistently post about your work, perspective, and skills. "If a recruiter wants to find you, they need to know that you have industry experience and you have skill set experience," O’Donnell says.
She suggests posting these five types of content on LinkedIn:
* **Industry observations:** Share your take on current news in your field.
* **Hot takes:** Offer a contrarian view on industry trends.
* **Then vs. now:** Explain how your work has evolved over the last five years.
* **Listicles:** Break down your thoughts, processes, or learnings into key takeaways.
* **Storytelling:** Answer behavioral interview questions publicly, such as how you solved a difficult problem at work.
“You are literally creating a space where recruiters can find you and contact you,” O’Donnell explains.
### 2. Ask for Strategic Referrals
When seeking a referral—whether for an informational interview or a specific role—be strategic about *who* you ask. O’Donnell notes that people may be hesitant to refer candidates to their own departments due to internal politics or fears about "job hugging."
Research supports approaching "weak ties"—friends of friends—who are statistically more likely to help you land a job than close contacts.
When you ask, lead with business logic. "Give them the valid business reasons why you’re impressed by the company and that you’re looking to earn an interview," O’Donnell advises. Be specific about why you want the job and why you are qualified.
### 3. Master the Cold Application
If you do apply online, O’Donnell’s number one rule is to **be first**. Set alerts for your target job titles and companies so you can be among the first 20 to 40 people to apply.
Be wary of reposted jobs. O’Donnell warns that a repost often means the platform automatically renewed the listing based on a contract, not that the role is actually open. “It’s very likely it just got reposted automatically... or they’ve already made the decision on you,” she says.
Finally, ensure your application is thorough. Rushed or inaccurate forms can get you disqualified immediately. Additionally, keep your online footprint (LinkedIn or portfolio) up to date. As recruiters battle spam and fake resumes, they will cross-reference your digital presence to verify you are a real, credible candidate.