How to Land an Instructional Design Job Through the Hidden Job Market

If you’re new to the world of instructional design or eLearning development (or trying to break into it for the first time), chances are you’ve spent a lot of time tweaking your resume, building your portfolio, and applying to jobs online—only to hear nothing back. It’s frustrating, especially when you’re doing all the things you’re supposed to do. And then, somewhere along the way, you hear someone mention the phrase “hidden job market.”

You hear things like, “Most jobs aren’t even posted publicly,” or “Referrals are the secret to getting hired.” And suddenly, your ears perk up. Because if those things are true—and they are—you start to wonder, “How do I tap into that?”

This article is here to answer that exact question. Not with fluffy, generic advice like “just network more,” but with real, practical strategies tailored specifically for new and aspiring instructional designers and eLearning developers. We’ll talk about what the hidden job market actually is, why it exists, and most importantly, how you can access it through strategies that prioritize people and relationships over applications and algorithms.

And here’s why it matters now more than ever: the instructional design industry is more visible—and more competitive—than it’s ever been. With more people entering the field, it can feel saturated on the surface. Which is exactly why tapping into the hidden job market is such a powerful strategy. When everyone else is competing on job boards, building relationships behind the scenes gives you an edge.

What is the Hidden Job Market (and Why Does it Exist)?

Let’s start with the basics. The hidden job market refers to open positions that are filled through informal channels—like internal promotions, referrals, or direct outreach—before they’re ever posted publicly. These are jobs that exist, but unless you know someone connected to them, you may never know they were available.

In the world of learning and development, this happens more than you might think. Instructional design and eLearning roles are often filled quickly by people who have a pre-existing relationship with someone on the team. Maybe they met at a conference. Maybe they worked together before. Maybe someone simply vouched for them on LinkedIn. These are the quiet, behind-the-scenes hires that never show up in a LinkedIn feed or job board alert.

But why do hiring managers and recruiters do this?

Well, it’s not because they’re trying to be secretive or exclusive—it’s because hiring is exhausting. When a job posting goes live, especially in a field like ours that’s grown rapidly in visibility, hiring managers can receive hundreds of applications in a matter of days. Sorting through all of them, even with an applicant tracking system (ATS), is time-consuming. And despite what you’ve heard about AI-powered resume screening, most instructional design hiring managers still read resumes manually.

So, instead of starting with a public posting, many hiring managers start by tapping their network. They reach out to colleagues, former coworkers, or trusted peers and say something like, “Hey, do you know anyone who’s good with Storyline and can manage their own projects?” And if someone replies with your name, you’re suddenly in the running—before the job is even public.

This is the hidden job market. It’s not a myth, and it’s not a secret club. It’s just a reflection of how people prefer to hire: by starting with people they already know—or people who come recommended by someone they trust.

Why the Traditional Apply-and-Wait Approach Falls Short

As a new or aspiring instructional designer, you’ve probably spent hours fine-tuning your resume, building out your portfolio, and applying to jobs on LinkedIn or Indeed. And while those things matter, they aren’t enough—not if that’s all you’re doing.

When hundreds of people are applying for the same job, even a stellar resume can get lost in the noise. Most job seekers think the trick is to “beat the algorithm” by stuffing their resume with keywords or using clever formatting. But hiring managers aren’t just looking for buzzwords. They’re looking for fit. For someone they can trust. For someone who feels like less of a risk. And the fastest way to build that kind of trust? A referral.

According to Jobvite, referrals make up only about 7% of applicants, but they account for nearly 40% of all hires. Why? Because when a trusted colleague vouches for you, it short-circuits the hiring manager’s skepticism. It saves them time. It gives them confidence. And that means your odds of getting hired skyrocket.

So while submitting applications isn’t a waste of time, it shouldn’t be your only strategy. If you’re serious about landing your first ID or eLearning job, you need to spend just as much time building relationships as you do building your resume. Because resumes get you considered. Relationships get you hired.

Why Most People Get Networking Wrong

When people hear about the hidden job market, their first instinct is usually to panic and start networking as fast as possible. They send a flurry of LinkedIn connection requests. They drop into strangers’ DMs asking for coffee chats or referrals. They join ten Facebook groups and start posting links to their portfolios.

And then…nothing. Crickets. Maybe a few people accept their request, but most don’t respond. It starts to feel like networking is just another broken part of the job search.

The reason this doesn’t work? It’s not networking—it’s what we call transactional networking.

Transactional networking is when the interaction is focused on a short-term outcome. It’s the virtual equivalent of walking up to someone at a conference and asking, “Hey, can you give me a job?” before you’ve even said hello. It feels one-sided because it is. And most people can sense it from a mile away.

You might think you’re being proactive by reaching out, but if you haven’t taken the time to build any kind of rapport, that message probably isn’t going to land. And if your first communication with someone is an ask for their time, feedback, referrals, or connections—it’s going to feel like a favor you haven’t earned yet.

Some common examples of transactional networking include:

• Reaching out to someone you admire on LinkedIn and immediately asking them to review your resume.

• Sending a link to your portfolio to someone you’ve never met and asking for feedback.

• Messaging a hiring manager to “pick their brain” without knowing whether they even have the time or interest to engage.

These kinds of requests often come across as intrusive, not because the person doesn’t want to help, but because there’s no context or connection to support the ask.

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What Relational Networking Actually Looks Like

Relational networking is the opposite of transactional networking. It’s not about short-term wins—it’s about long-term trust. It’s about planting seeds, showing up consistently, and making genuine connections without expecting an immediate payoff.

It means commenting on someone’s LinkedIn post—not with “Great post!” but with a thoughtful question or a story of how you relate to their experience. It means sharing a perspective or adding value, not trying to promote yourself. It means following someone’s work for a while before ever sending a message, so when you do reach out, you have something real to say.

It also means acknowledging people’s time and energy. Instead of asking a stranger to review your portfolio, start by asking a question that shows you’ve done your homework. Instead of asking for a referral, ask about their career path.

This isn’t about manipulation or strategy. It’s about being a decent human in a professional context. Because when people like you, trust you, and respect how you show up in the community, they’ll think of you when opportunities come their way.

LinkedIn Strategies That Actually Work

Now that we’ve covered what not to do, let’s talk about how to show up on LinkedIn in a way that builds real relationships and opens doors.

Start by engaging thoughtfully with others. Comment on posts from people you admire. Ask questions. Offer encouragement. Add your perspective to discussions. When you do this consistently, people start to recognize your name. That familiarity makes it more likely they’ll respond when you reach out.

But it’s not just about engagement—it’s also about what you post.

This is where the concept of working out loud comes in. Share your process. Share what you’re learning. Share the behind-the-scenes of how you built something or solved a problem. It shows—not tells—what you can do.

One of the best examples of this comes from Mel Milloway, who built her reputation by consistently sharing her work and process on LinkedIn, just like she did here for her submission for our April 2025 eLearning Challenge.

Remember: hiring managers and recruiters will look at your LinkedIn profile. Ask yourself, “Does what I share demonstrate that I understand the kind of work they care about?”

If it does, you’re not just networking—you’re building trust at scale.

Why In-Person Networking Still Matters

While LinkedIn is powerful, don’t underestimate the value of showing up in person.

Your local ATD chapter is one of the best ways to build connections in the real world. These events are filled with learning professionals who hire, refer, and collaborate with each other. Whether you’re attending a panel discussion or volunteering behind the scenes, showing up face-to-face builds trust faster than any DM ever could.

The Bottom Line

Most people won’t do the work to access the hidden job market. They’ll keep applying the traditional way. They’ll wait. And they’ll wonder why nothing’s changing.

But you? You’re doing the things 99% of job seekers aren’t doing.

You’re building relationships. You’re showing your work. You’re showing up. And because of that, you’ll start to stand out. This takes time—but it works. So stop shouting into the void. Start showing up. And build the kind of career that lasts.

So, what do you think? What are some other ways you can tap into the hidden job market? Share your thoughts, questions, and experiences by commenting below!