Yes, the hidden job market is real and here’s how it works

Forget the job boards. The best candidates get hired before jobs are ever advertised

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Social media constantly reminds us that people will argue about anything. LinkedIn is no exception to this kind of, for lack of a better word, “engagement.” One recurring debate is whether 80 per cent of all jobs are never advertised—the so-called hidden job market. That number has been circulating for as long as I can remember.

The “hidden job market” refers to jobs filled without being publicly posted, often through referrals, personal networks or direct outreach. No hard evidence has ever been offered to support its size, nor can there be, because what’s hidden is, by definition, unmeasurable.

From my conversations with hiring managers, I suspect the hidden job market is bigger than ever, especially for director, vice-president and C-suite roles. Thanks to the internet, applying for jobs has become so easy that a single posting, especially for a coveted role, can invite a flood of poorly matched applicants and recruiters promising they have “the perfect candidate.”

This “spray and pray” approach has overwhelmed employers, leading them to rethink how they hire. Gone are the days of photocopying résumés and mailing them in response to newspaper ads. Today, it’s one click: one hundred applications. The result? Employers are inundated and increasingly reliant on applicant tracking systems and AI tools to screen candidates. That means even highly qualified people can be filtered out before a human ever sees their résumé.

Many companies now avoid the hassle altogether. Instead of posting a popular job, they tap their internal networks and ask for referrals. “I know of a job opening” spreads quickly. Well-connected candidates express interest, get hired and everyone’s happy, except the job seekers still applying through job boards, which often feels like playing the lottery.

Whether you’re using LinkedIn, Indeed, Workopolis or the Government of Canada Job Bank, chances are most great opportunities won’t show up there.

Posting “I applied to 500 jobs in the past three months” on LinkedIn isn’t the flex some think it is. It usually signals that the person is applying for roles they’re not well matched for. (There’s that 80 per cent again.)

Smart employers know job boards attract people who are looking, not necessarily the best people. Great candidates are usually busy succeeding where they are, not browsing postings. And many hiring managers quietly favour candidates making a strategic career move over those who are actively job hunting. Right or wrong, employment status still shapes how applicants are judged.

This hidden market isn’t limited to executives, either. It exists across industries—trades, education, health care, non-profit—where referrals and relationships often count more than applications.

I’ve been hired several times through direct outreach. So, yes, the hidden job market exists. Whether it’s 80 per cent or 50 isn’t the point. What matters is recognizing it and knowing how to access it.

Career coaches will tell you to network, cold call, send value proposition letters and schedule informational interviews. These methods have merit, especially networking. But in today’s market, the real key is visibility. And most job seekers simply aren’t visible.

It’s not just who you know—it’s who knows you.

Start with the basics: a clear, professional profile picture, a banner that reflects your personality and role, and a bio that highlights your achievements. Numbers matter—results are the language of business.

Engage with others’ content thoughtfully. Leave comments that add value. This draws people back to your profile.

Then, post your own content. Share insights, tips and stories that reflect your voice and your value. Skip the venting or employer-bashing—it’ll cost you opportunities. Be remembered for the right reasons.

Being visible in your industry is how you get noticed when someone says, “Bob in accounting just resigned,” and someone else replies, “I know a great accountant.” You want to be that “I know someone” person. The more people know what you do and the results you deliver, the more unadvertised opportunities will come your way.

Nick Kossovan, a well-seasoned veteran of the corporate landscape, offers advice on searching for a job.