Cold applying is still the No. 1 way to get a new job, but this method is quickly getting more common

Job scams, thousands of applicants, getting ghosted by recruiters (if you hear from them at all): There are endless and completely valid reasons why people are tired of applying to jobs online.

But like it or not, it’s still the No. 1 way to land a job interview and offer, according to new Glassdoor data.

Online applications accounted for 60% of all job offers reported on Glassdoor in 2025 and accounted for twice as many interviews and 1.5 times as many offers than other sources, including referrals, being recruited and other methods.

But they’re also losing their edge: That share is down from a high in 2023 when cold applications led to 73% of all job offers.

Meanwhile, the share of people being recruited into roles is climbing. The proportion of recruiter-sourced candidates increased 72% since 2023 to nearly 15% last year, per Glassdoor data.

And though fewer people are being referred into new roles, those who choose this job-searching route have a higher rate of success: Interviews stemming from a referral were 35% more likely to result in a job offer than those starting with an online application, and referrals made up about 10% of job offers between July 2024 and July 2025.

Cold applying could have even less of a pull in 2026, says HR and recruiting expert J.T. O’Donnell.

“I think you’re going to just see a huge shift away from public job posting because it’s become so broken” with people mass applying and overwhelming recruiters, O’Donnell tells CNBC Make It. She predicts the upcoming year’s data will involve “fewer people getting jobs from applying online, and a lot more being contacted proactively by recruiters, because we’re seeing a very big switch into quiet hiring this year.”

Here are her best tips for striking the right job opportunities no matter which route you take.

Active recruitment into roles could see a boost thanks to new AI tools that make it easier for hiring teams to “control the candidate flow” and “surface candidates that they’ve never been able to surface before,” O’Donnell says.

So how do you get on a recruiter’s radar? Build out your personal brand online, she says.

Choose an online social platform and be consistent when talking 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,” she says.

If you’re using LinkedIn, O’Donnell says she’s found that five types of content formats do well:

1. Industry observations: What’s going on in the news of your field?
2. Hot takes: Do you have a contrarian view of what’s happening in your industry?
3. Then vs. now: How has your work changed over time, say, in the last five years?
4. Listicles: Can you break down your thoughts, your process or your learnings on a subject in few key takeaways?
5. Storytelling: Talk a bit about yourself as an employee. For example, can you answer a behavioral question often asked in job interviews, like how you problem-solved a difficult situation at work?

“You are literally creating a space where recruiters can find you and contact you, and that’s how you start getting interviews in this market,” O’Donnell says.

Whether you’re approaching people for informational interviews or want a referral to a specific opening at their company, “think carefully about who you’re asking to introduce you,” O’Donnell says. People might be more willing to refer you to roles that aren’t in their own department she says, especially as people are worried about their own security and job hugging.

Research has also shown that “weak ties,” like friends of friends, are more likely than direct contacts to help you land a new job.

As for how to ask for a referral, “give them the valid business reasons why you’re impressed by the company and that you’re looking to earn an interview,” O’Donnell says. Be specific in explaining why you want the job, why you’re qualified and why you’re hoping they’ll introduce you.

O’Donnell’s No. 1 tip for applying to a job online is to be first. Set alerts for your target job titles, functions and companies to be within the first 20 to 40 people to apply, she says.

If you see a job being reposted, consider the window to apply closed, she says. This often happens because a company has paid the platform to repost an opening in advance based on their contract, not because the role is actually vacant and being hired for. “It’s very likely it just got reposted automatically, or if they did, they’ve already made the decision on you, and you can’t go back and apply again,” O’Donnell says.

Otherwise, in addition to being first, make sure your application is complete. Plenty of people rush to fill out job forms without being thorough and accurate, which can “easily get you disqualified,” O’Donnell says.

Finally, make sure your online presence, like your LinkedIn profile or professional website, is up to date. As recruiters deal with spam applicants and fake resumes on their side, they’re using your online footprint to prove you’re real, credible and actually a fit for the role, she says.

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