How to turn LinkedIn connections into job offers

I‘ve been trying to connect with companies on LinkedIn, but it feels like I’m just shouting into the void. I’ve even considered upgrading to LinkedIn Premium, but nothing seems to work. How can I use LinkedIn to land a job? — Cara

J.T.: Many job seekers feel exactly the same way. But here’s the thing: LinkedIn isn’t just a digital resume platform; it’s a powerful networking tool when used strategically. The secret isn’t in paid upgrades or gimmicks — it’s in how you leverage LinkedIn’s free features to create genuine connections. Let me walk you through the three game-changing steps that can turn LinkedIn connections into real job offers.

When most people think about networking on LinkedIn, their first instinct is to connect with recruiters or HR professionals. But here’s the hard truth: they’re not the best people to target. Recruiters and HR teams are often overwhelmed with messages, and their primary role is to screen candidates — not advocate for them.

Instead, focus on connecting with potential future colleagues and department leaders within your target companies. These individuals often have insider knowledge about unposted positions and can act as advocates for you.

For example:

If you’re targeting a marketing role, connect with someone already working in the marketing department or the team leader overseeing that group.

These are the people who can offer insights about the team’s needs and even recommend you directly to the hiring manager.

By shifting your focus to the right connections, you’ll dramatically increase your chances of accessing the hidden job market.

Once you’ve identified the right people, the next step is crafting a compelling connection request. Here’s the challenge: You only have 260 characters to make an impression, so every word counts.

What doesn’t work: Generic messages like, “I’d like to add you to my network” or “I’m seeking new opportunities and would love to connect.” These come across as impersonal and often get ignored.

What does work:

• Personalized messages that spark interest.
• Reference something specific about their role, the company, or mutual interests.

For example: “Hi [name], I admire the work your team has done on [specific project]. I’m passionate about [relevant topic], and I’d love to connect to learn more about your experience at [company name].” This approach shows you’ve done your homework and positions you as someone worth engaging with.

The real magic happens after someone accepts your connection request. Many job seekers stop here, but this is where you need to take things to the next level by sharing your “connection story.” A connection story isn’t just a recap of your resume or a generic pitch. It’s a carefully crafted message that:

• Shares a bit about your background.
• Highlights why you’re passionate about their industry or company.
• Explains what makes you unique and how your skills could add value.

For example: “Thank you for connecting, [name]! I’ve been following [company name] for a while, and I’m truly inspired by the work your team is doing in [specific area]. My background is in [field], and I’m currently exploring opportunities where I can apply my skills in [specific expertise]. I’d love to hear about your experience working at [company] and any advice you might have for someone like me hoping to contribute to a team like yours.”

This message should make the recipient feel personally invested in your journey, so much so that they’ll want to introduce you to the hiring manager or keep you in mind for opportunities.

Cara, here’s something not many people know: More companies are moving away from posting jobs publicly. Why? Because they’re overwhelmed by thousands of applications for every opening. Instead, hiring managers often tell their teams, “If you come across someone great, let me know.”

This creates a hidden job market — positions that are filled before they’re ever officially posted. The only way to access this market is through strategic networking. By connecting directly with the right people and sharing your connection story, you bypass the crowded public application process entirely.

We call this technique “backchanneling,” and it’s one of the most effective ways to land a job in 2025. But like any powerful tool, it needs to be used correctly. Here are the keys to success:

Timing: Don’t rush; give your connections time to engage with you.

Professionalism: Keep your tone genuine, polite and professional.

Consistency: Make networking a daily or weekly habit, not a one-time effort.

Cara, I know it can feel disheartening when it seems like your efforts are going unnoticed. But with this three-step approach, you’ll shift from shouting into the void to building meaningful connections that lead to real opportunities.