The Shadow Job Market: How Jobs Really Get Filled Before They’re Posted
If you’ve ever sat scrolling job boards late at night wondering why nothing decent is coming up, here’s the truth you need to hear: most of the best jobs never make it onto job boards.
In fact, depending on the industry, somewhere between 70–80% of roles are filled before they’re ever advertised. That’s what I call the shadow market — the hidden world of opportunities that get filled through backchannels, referrals, headhunters, and informal conversations long before they go public.
I’ve been in recruitment for nearly two decades, and I can tell you from experience: the job boards are just the tip of the iceberg. The real action happens underneath the surface. And if you’re only relying on advertised vacancies, you’re missing out on a massive chunk of opportunities.
This article is your playbook for getting into that shadow market. I’ll show you how it really works, why it matters, and exactly how to tap into it.
Why the Shadow Market Exists
You might be wondering: why wouldn’t companies just advertise all their jobs? Surely they’d want the biggest pool of candidates possible?
Here’s why they don’t:
- Referrals are faster and lower risk. If an existing employee recommends someone they trust, it saves time, money, and usually leads to a better cultural fit.
- Headhunters work behind the scenes. For senior or specialist roles, companies hire recruiters to quietly approach people rather than post jobs publicly.
- Roles evolve before they’re official. Sometimes a manager knows they’ll need someone soon but hasn’t got sign-off yet. They start having informal conversations, and by the time the role is signed off, they already know who they want.
- Confidential hires. If a company is replacing someone in post, they’re not going to put up a public advert saying “We’re about to fire your boss.”
The point is: companies often prefer to fill roles quietly, and they can — because there’s always a network of people ready to step in.
How the Shadow Market Works
Think of it as four main channels:
- Referrals — Someone in the company vouches for you.
- Headhunters — A recruiter calls you out of the blue because you match their brief.
- Networking and backchannels — Informal chats at events, LinkedIn conversations, or even a coffee with the right person at the right time.
- Internal moves — Many roles are offered internally before they ever hit the public domain.
If you’re not plugged into at least one of these, you’re playing the job search game on hard mode.
How to Tap Into the Shadow Market
1. Referrals: Turn Your Network Into Advocates
Most companies run referral schemes because they know referred hires perform better and stay longer.
How to make it work:
- Let your network know you’re open. Not in a desperate “please help me” way, but in a clear, confident way. Example: “I’m exploring new opportunities in B2B sales leadership. If you hear of anything in that space, I’d love to know.”
- Be specific. Don’t just say “I’m looking for a new job.” Tell people what type of role, in what industry, at what level. The clearer you are, the easier it is for them to think of you when they hear something.
- Reciprocate. Be the kind of person who shares roles and opportunities with others. That’s how you stay top of mind when something comes up.
2. Headhunters: Get on Their Radar
If you’re mid- to senior-level, headhunters are one of the most powerful backchannels. But they won’t find you if you’re invisible.
How to make it work:
- Optimise your LinkedIn profile. Use the right job titles and keywords that headhunters will search for. (If you’re a “Business Development Manager,” don’t call yourself a “Growth Ninja.”)
- Engage with industry content. Headhunters spot active professionals through posts, comments, and articles.
- Respond professionally. Even if the role they pitch isn’t right, thank them and say what you would be interested in. You’ve just turned a cold call into a warm relationship.
3. Networking and Backchannels: Plant Seeds Early
This is where most people get it wrong. They only start networking when they’re unemployed. But the shadow market works on long-term relationships.
How to make it work:
- Play the long game. Set aside 15 minutes a week to engage with people in your field on LinkedIn. Comment on posts, share insights, send the occasional DM.
- Request informal chats. Script: “I really admire the work you’re doing at X. I’d love to grab 20 minutes to hear about your experience in the industry.” Not “Do you have a job for me?” — just a genuine conversation.
- Stay visible. Share updates, articles, or thoughts about your industry. You don’t need to become an influencer. Just be part of the conversation.
4. Internal Moves: Don’t Overlook the Obvious
If you’re already in a company you like, the shadow market exists there too. Internal jobs are often filled before they’re officially posted.
How to make it work:
- Tell your manager your career goals. They won’t automatically guess.
- Build relationships outside your immediate team. Coffee with leaders in other departments can put you on the radar for future openings.
- Keep an eye on internal comms. By the time something hits the internal job board, it might already be half-filled.
Scripts and Tactics That Unlock the Hidden Market
Here are some practical approaches you can steal:
Reaching out to an old colleague:
“Hi [Name], I’m exploring new opportunities in [industry/role]. I know you’re well connected in this space — if you hear of anything, I’d love it if you kept me in mind.”
Connecting with a hiring manager you admire:
“Hi [Name], I’ve been following the work your team is doing on [project]. Really impressive. I’d love to stay in touch — your career path is exactly the kind I’d like to follow.”
Following up after an event:
“Great to meet you at [event]. I enjoyed our chat about [topic]. If you’re ever free for a coffee, I’d love to hear more about how you got into [industry].”
Notice: none of these ask directly for a job. That’s the point. You’re building relationships so that when jobs surface in the shadow market, your name comes up naturally.
The 6–12 Month Plan to Access the Shadow Market
- Month 1–2: Update your LinkedIn profile with clear, market-relevant titles and skills. Let your network know you’re open.
- Month 3–4: Reach out to 2–3 headhunters in your space. Have informal calls so they know what you’re looking for.
- Month 5–6: Set up one networking chat per month with someone in your industry. Keep it low-pressure and curious.
- Month 7–12: Maintain visibility. Share, comment, and engage regularly so your name stays familiar.
Do that consistently and within a year, you’ll have tapped into the hidden 70–80% of roles that others don’t even know about.
Get them before they’re posted
The job market most people see — job boards, adverts, LinkedIn listings — is only the surface. The real opportunities live in the shadow market.
If you only apply to posted jobs, you’re competing with hundreds of others. But if you build connections, nurture relationships, and make yourself visible, you’ll start hearing about roles before they’re posted — and sometimes, before they even exist on paper.
That’s how jobs really get filled. And that’s how you can give yourself an unfair advantage.
Want help with your job search?
Start with these tools that thousands of jobseekers use every week:
- Download my free CV Template – the proven structure I use as a recruiter.
- Get instant feedback with the AI CV Reviewer – trained on 20 years of experience.
- Use the AI Interview Coach to get tailored questions and strong example answers.
- Explore the full Job Search System if you want a step-by-step plan to land more interviews.
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