Where employees really look for jobs in 2025: it’s more than just LinkedIn
While LinkedIn dominates, a new study reveals that job seekers in 2025 are using a complex mix of online and offline channels, including social media, to find their next role.
When it comes to job hunting in 2025, there’s no mystery about where most professionals start: LinkedIn is king. But beneath the headline figure —two in three of jobseekers across workforce demographic groups turn to the platform — new research from Ipsos Karian and Box suggests a far more complex ecosystem of search behaviour, shaped by role, age, and digital comfort.
As reported on Monday’s post, the Ipsos Karian and Box study, conducted across Q1 2025 and covering a global sample of nearly 2,800 participants across countries and job types. However, it not only aimed to understand what people want from an employer — but also where they look when they’re ready to move on.
The findings point to a world in which traditional search methods still matter, but digital influence is increasingly fragmented.
LinkedIn leads, but doesn’t dominate alone
While LinkedIn remains the dominant online platform, particularly among more senior leadership audiences (unsurprisingly), it’s far from the only touchpoint. Company career sites (49%), recruiters and headhunters (40%), and even personal networks like friends and family (29%) still play a major role.
For those earlier in their careers — company career pages (55%) and referrals from friends or family (41%) rank nearly as highly as LinkedIn.
This paints a picture of multi-channel job search behaviour, where employer visibility must be consistent and compelling across multiple touchpoints. It’s not enough to optimize your LinkedIn presence — your career site, recruitment partners, and even word-of-mouth brand equity all carry weight.
Social Media’s surprising surge — for some
Perhaps the most striking insight in the Ipsos Karian and Box data is the emerging role of non-professional social platforms like Facebook, Instagram, and even TikTok.
While overall usage remains lower — 23% for Facebook, 17% for Instagram, and just 10% for TikTok — senior professionals are far more likely than average to use these platforms in their search. A surprising 42% use Facebook to explore job opportunities. This challenges assumptions about both platform demographics and seniority-based behaviour.
It also reinforces findings from a 2024 report by Indeed and the Talent Board, which noted that younger workers and digital-native professionals increasingly view employers’ broader social presence as a proxy for culture and transparency.
In other words, jobseekers are watching how employers behave — everywhere. A well-managed Glassdoor page (used by nearly one in six overall), a transparent TikTok account, or even an authentic company Instagram feed can play a subtle but powerful role in shaping employer preference.
The employer imperative: think omnichannel
For HR and talent leaders, the takeaway is clear: talent attraction is now an omnichannel exercise. Your ideal candidates are gathering information — and forming opinions — across a constellation of digital and human touchpoints. And those touchpoints shift depending on career stage, geography, and industry.
If you want to win the attention of the best candidates, you need to be credible on LinkedIn, clear on your career site, consistent with recruiters, and increasingly, conversational on social platforms. In short, your next great hire isn’t just on LinkedIn. They’re everywhere.
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This is good news for those of us tiring of linked in too!