Unadvertised Jobs: How I Found and Landed a Role Not on LinkedIn (Your Ultimate Guide)
Imagine this: You’ve spent hours perfecting your resume, meticulously crafting cover letters, and diligently scrolling through LinkedIn, Indeed, and other job boards. You apply to dozens, maybe even hundreds, of roles, only to hear back from a handful, or worse, none at all. It’s a frustrating, soul-crushing cycle many job seekers know all too well. What if I told you that a significant portion of your effort is being directed at a tiny fraction of the available opportunities? What if I revealed that a staggering 70-80% of jobs are never publicly advertised?
That's right. While you're battling hundreds of other applicants for the same advertised position, a vast, hidden job market operates beneath the surface, filled with incredible roles that never see the light of day on public platforms like LinkedIn. This isn't just a surprising statistic; it's a game-changer for your job search strategy. In today's competitive landscape, understanding and leveraging this 'hidden job market' isn't just an advantage—it's a necessity for anyone serious about advancing their career or making a significant career change.
This comprehensive guide is designed to pull back the curtain on the unadvertised job market. We'll demystify why these jobs remain hidden and, more importantly, equip you with a robust, actionable framework to uncover and land them. By the end of this article, you'll learn:
- Why so many jobs are never advertised publicly.
- Proven strategies to identify companies and roles that fit your aspirations.
- How to build a powerful network that opens doors to hidden opportunities.
- The art of informational interviewing and how it leads to job offers.
- Crafting compelling outreach messages that get responses.
- Common pitfalls to avoid in your proactive job search.
Get ready to transform your job search from a reactive, frustrating experience into a proactive, empowering journey. Let's dive in and unlock the doors to your next career opportunity.
Understanding the Hidden Job Market: Why So Many Roles Go Unadvertised
It sounds counterintuitive, doesn't it? Why would companies keep job openings a secret? The reasons are multifaceted and deeply rooted in business efficiency, cost-saving measures, and strategic talent acquisition. Understanding these underlying factors is the first step toward effectively navigating this less visible landscape.
The Cost and Time of Public Advertising
Posting a job on major boards like LinkedIn, Indeed, or Glassdoor isn't free. Companies often pay per post or for premium features to increase visibility. Beyond the direct financial cost, there's the immense time investment required to sift through hundreds, sometimes thousands, of applications. Recruiters spend an average of 23 hours screening resumes for a single hire. By avoiding public advertisements, companies can significantly reduce both their financial outlay and the administrative burden on their HR teams.
Internal Promotions and Referrals: The First Line of Defense
Many organizations prioritize internal mobility. When a new role opens, the first place they look is often within their existing talent pool. Promoting from within boosts employee morale, reduces onboarding time, and leverages institutional knowledge. Similarly, employee referral programs are incredibly effective. Employees know the company culture and can identify strong candidates who would be a good fit. Referred candidates are 40% more likely to be hired and onboard faster. These internal and referral pipelines often fill roles before they ever reach a public job board, accounting for a significant chunk of the 70-80% of jobs that are never publicly advertised.
Proactive Talent Sourcing and Succession Planning
Forward-thinking companies are always on the lookout for talent, even when they don't have an immediate opening. They build talent pipelines through networking, attending industry events, and using tools to identify passive candidates. Sometimes, a company might create a new role for an exceptional candidate they've identified, rather than waiting for a specific need to arise. This proactive approach allows them to strategically build their teams with top-tier talent, often before a position is even formally defined or approved for public advertisement.
Strategic Networking: Building Bridges to Unseen Opportunities
If the hidden job market is largely filled through personal connections, then networking isn't just a 'nice-to-have'—it's your most potent weapon. However, effective networking goes far beyond simply collecting business cards or sending generic LinkedIn connection requests. It's about building genuine relationships and providing value.
Leveraging Your Existing Network Effectively
Start with who you already know. Your friends, family, former colleagues, university alumni, and even acquaintances can be invaluable resources. Don't just ask, 'Do you know of any job openings?' Instead, be specific about your career goals and ask for introductions or advice. For example, 'I'm looking to transition into project management in the tech sector. Do you know anyone in that field who might be open to a brief chat about their career path?'
When reaching out, focus on what you can learn, not just what you can gain. Offer to help them in return. A strong network is a two-way street. Regularly check in with your connections, share relevant articles, and congratulate them on their successes. This keeps you top-of-mind and strengthens your professional relationships over time. Remember, the average person has over 250 connections, so your network's reach is exponential.
Expanding Your Network Strategically Beyond LinkedIn
While LinkedIn is crucial, don't limit yourself to it. Attend industry conferences, workshops, and local meetups. Join professional associations related to your target industry or role. Volunteer for organizations where you can interact with professionals in your desired field. These environments provide natural opportunities for genuine connection-building.
When you meet someone new, focus on active listening and finding common ground. Follow up within 24-48 hours with a personalized message referencing your conversation. The goal isn't to ask for a job immediately, but to establish a connection that could lead to insights, advice, or even an introduction down the line. Many people find their next role through someone they met at an industry event or through a mutual connection, highlighting how 70-80% of jobs are never publicly advertised.
The Art of Informational Interviews: Unlocking Insights and Opportunities
Informational interviews are perhaps the most powerful tool in your hidden job market arsenal. They are low-pressure conversations with professionals in your target field or company, designed for you to gather insights, advice, and build connections, not to ask for a job directly. Yet, they frequently lead to job opportunities.
How to Request and Conduct an Informational Interview
When requesting an informational interview, be clear that you're seeking advice and insights, not a job. Keep your initial outreach brief and respectful of their time. For example: "I'm a [Your Profession/Aspiring Role] interested in [Their Company/Industry], and I'm deeply impressed by your work in [Specific Area]. Would you be open to a 15-20 minute virtual coffee chat sometime in the next few weeks for me to learn more about your career path and insights into the industry?"
During the interview, prepare thoughtful questions that demonstrate your research and genuine curiosity. Focus on their career journey, industry trends, required skills, and advice for someone in your position. Some great questions include:
- "What does a typical day look like for you?"
- "What are the biggest challenges or opportunities you see in [their industry/role]?"
- "What skills do you think are most critical for success in this field?"
- "If you were starting your career today, what would you do differently?"
- "Are there any other individuals you would recommend I speak with to learn more about this field?"
Listen actively, take notes, and be genuinely engaged. Remember, you're building a relationship.
Transforming Information into Actionable Leads
The magic of informational interviews lies in their ability to uncover unadvertised needs. During these conversations, you might learn about a team expanding, a new project starting, or even a pain point the company is experiencing that your skills could address. This is your opportunity to subtly position yourself as a potential solution.
Always follow up with a thank-you note, reiterating your appreciation and briefly summarizing a key takeaway from your conversation. If they offered to connect you with someone else, follow up on that introduction promptly. Often, these conversations lead to an introduction to a hiring manager, or the professional might remember you when an internal position opens up—a position that, once again, might never be publicly advertised. This proactive approach is key to tapping into the vast majority of roles that constitute the 70-80% of jobs that are never publicly advertised.
Targeted Company Research: Identifying Your Dream Employers
You can't apply to unadvertised jobs if you don't know which companies might have them. This is where strategic, in-depth company research comes into play. Instead of broad searches, you'll focus on identifying organizations that align with your values, skills, and career aspirations.
Beyond the Big Names: Finding Hidden Gems
While it's easy to focus on Fortune 500 companies, many exciting opportunities exist in smaller, rapidly growing startups, mid-sized companies, or even non-profits. These organizations often have fewer resources for extensive public recruitment and rely more heavily on referrals and direct outreach. Look for companies that are:
- Growing rapidly: Check news articles, funding announcements (Crunchbase, PitchBook), and employee growth on LinkedIn. Rapid growth often means new teams and roles are being created faster than they can be publicly advertised.
- In your target industry: Identify industry trends and the key players driving innovation.
- Align with your values: Research their mission, culture, and social impact. This ensures a better fit and more genuine interest during your outreach.
Leveraging Financial News, Industry Reports, and Social Media
Don't just look at their 'Careers' page. Dive deeper. Read their press releases, annual reports, and investor calls to understand their strategic priorities and growth areas. Is a company launching a new product line? Expanding into a new market? Acquiring another business? These are all indicators of potential new roles being created. Follow industry thought leaders and company executives on social media (LinkedIn, Twitter) to gain insights into their challenges and future plans. Glassdoor and Comparably can also offer glimpses into company culture and hiring practices, even if they don't list specific unadvertised roles.
Once you've identified a target company, start identifying key decision-makers or team leads in your desired department. LinkedIn's 'People' tab on company pages is excellent for this. These are the individuals you'll aim to connect with for informational interviews or direct outreach. Remember, your goal is to get on their radar before a formal job description is even written. This proactive approach significantly increases your chances of tapping into the 70-80% of jobs that are never publicly advertised.
Crafting Compelling Outreach: Getting Noticed in the Noise
You've identified target companies and key contacts; now comes the critical step of reaching out. Your outreach message isn't a resume submission; it's an introduction, a value proposition, and an invitation for a conversation. It needs to be personalized, concise, and compelling.
Personalized LinkedIn Messages and Email Templates
Generic messages get ignored. Every outreach should clearly demonstrate that you've done your homework. Mention something specific about their work, their company, or a recent achievement that genuinely impressed you. For example:
"Subject: Inquiry from [Your Name] - [Specific Area of Interest] at [Their Company]"
"Dear [Name],
I've been following [Company Name]'s work in [Specific Area, e.g., AI-driven analytics] for some time, and I was particularly impressed by [specific project/article/achievement you saw them involved in]. As a [Your Role/Skillset] with experience in [relevant experience], I'm deeply interested in understanding the challenges and opportunities within this space.
I'm not reaching out about a specific job, but rather to learn. Would you be open to a brief 15-minute virtual chat to share your insights on [topic] and perhaps offer advice on navigating a career in this exciting field?
Thank you for your time and consideration.
Best regards, [Your Name]"
Keep it short, respectful of their time, and focused on them and their insights, not on your job search. Attach your resume builder-generated resume only if they explicitly request it or if the conversation progresses to that stage.
The Power of a Value Proposition Statement
Beyond asking for advice, subtly weave in your unique value proposition. This isn't about listing job duties; it's about articulating how your skills and experiences can solve problems or create opportunities. For example, instead of saying, 'I'm a marketing manager,' say, 'I help companies like yours streamline their digital marketing funnels to achieve a 20% increase in lead conversion, as I did at my previous role.'
When you're able to articulate how you can add value, even in a casual conversation, you make yourself memorable and attractive to potential employers. This is especially crucial when you're targeting roles that aren't yet advertised, as you're essentially creating the demand for your skills. Remember, the goal is to spark a conversation that could lead to an opportunity that belongs to the 70-80% of jobs that are never publicly advertised.
Showcasing Your Value: Proactive Problem Solving
One of the most effective ways to land an unadvertised job is to demonstrate your value before an official opening exists. This means identifying a problem a company might have and proactively presenting a solution, positioning yourself as the ideal person to implement it.
Identifying Company Pain Points and Opportunities
Through your company research and informational interviews, you should be able to identify potential areas where a company could improve or grow. Perhaps their website UX is clunky, their social media engagement is low, or they could benefit from a new data analysis strategy. Look for gaps in their current offerings or inefficiencies in their processes.
Don't just criticize; offer constructive, well-researched solutions. For instance, if you're a data analyst, you might notice a company isn't leveraging publicly available market data effectively. You could then outline how implementing a specific analysis framework could provide actionable insights, leading to a new revenue stream or cost savings.
Creating a 'Consultative' Approach to Job Seeking
Instead of merely asking for a job, adopt a consultative mindset. Present yourself as an expert who can solve a specific problem for them. This might involve creating a brief, unsolicited proposal or a presentation (not a full-blown consulting project, but a high-level overview) outlining your ideas and how you would execute them.
For example, a software engineer might notice a public-facing API issue on a company's product. They could reach out with a polite message, 'I've noticed a potential optimization for your [product feature] that could enhance user experience and reduce server load. I've outlined a brief concept of how this could be achieved, and I'd be happy to share it if it's of interest.' This approach is highly effective because it immediately demonstrates initiative, expertise, and a solutions-oriented mindset. You're not just looking for a job; you're offering to improve their business, which is a powerful way to tap into the 70-80% of jobs that are never publicly advertised.
Mastering the Follow-Up: Persistence Without Being Annoying
The job search, especially for unadvertised roles, is a marathon, not a sprint. Follow-up is critical, but there's a fine line between persistence and becoming a nuisance. Mastering this art can significantly increase your chances of success.
Strategic Follow-Up After Every Interaction
Every interaction—an informational interview, a networking event, an email exchange—requires a thoughtful follow-up. Send a personalized thank-you note within 24 hours. Reiterate your appreciation for their time and reference a specific point of discussion to show you were engaged. This reinforces your professionalism and keeps you top-of-mind.
If they offered to connect you with someone else, follow up on that introduction promptly. If they provided advice, consider how you can act on it and perhaps share your progress with them in a later, brief update. The goal is to nurture these relationships, not just extract information.
Maintaining Relationships Over Time
Don't just reach out when you need something. Periodically check in with your network. Share relevant industry articles, congratulate them on promotions or company news, or simply send a quick 'hope you're doing well' message. These small gestures demonstrate genuine interest and maintain the connection.
Set reminders for yourself to reconnect with key contacts every few months. The person who couldn't help you today might be the hiring manager for your dream role six months down the line. Consistent, value-driven engagement is how you build a robust network that continuously uncovers opportunities, many of which fall into the category of the 70-80% of jobs that are never publicly advertised. Remember, building trust takes time, but it pays dividends in the long run.
Detailed Examples & Case Studies: Real-World Success Stories
Let's bring these strategies to life with a few real-world scenarios, demonstrating how individuals successfully navigated the hidden job market.
Case Study 1: The Data Analyst Who Created Her Own Role
Before: Sarah was a talented data analyst, but after two years in a large corporation, she felt pigeonholed into routine reporting. She wanted to move into predictive analytics for a smaller, impact-driven tech company but struggled to find advertised roles that matched her niche aspirations. She was applying to generic 'Data Analyst' roles and getting rejected for being 'overqualified' or 'lacking specific industry experience.'
Step-by-Step Walkthrough:
- Targeted Research: Sarah identified five mid-sized tech companies focused on environmental sustainability that she admired. She noticed one company, 'GreenData Solutions,' was frequently mentioned in industry reports for its innovative, but somewhat siloed, data collection efforts.
- Informational Interviews: She used LinkedIn to connect with two data scientists and one product manager at GreenData Solutions, requesting 20-minute chats to learn about their work and the company's data strategy. During these calls, she discovered GreenData had a wealth of raw data but lacked a dedicated resource to build predictive models for carbon emission forecasting.
- Value Proposition: Sarah prepared a brief, high-level proposal (a 2-page slide deck) outlining how a dedicated 'Predictive Analytics Specialist' could leverage their existing data to create actionable insights for clients, potentially unlocking new revenue streams and strengthening their market position. She included examples of her past projects where she had done similar work, using a resume example tailored to her expertise.
- Proactive Outreach: She followed up with one of her informational interview contacts, thanking them and mentioning her idea. The contact was intrigued and offered to connect her with the Head of Data Science.
- Result: After presenting her proposal to the Head of Data Science, GreenData Solutions realized the immense value. They created a new 'Predictive Analytics Specialist' role specifically for Sarah, which was never publicly advertised. She landed her dream job by identifying a need and proactively offering a solution.
Case Study 2: The Marketing Professional Who Leveraged Alumni Connections
Before: David, a seasoned marketing professional, was looking to transition from traditional advertising to digital content strategy within the education technology (EdTech) sector. He found advertised roles fiercely competitive, often requiring a very specific EdTech background he didn't possess.
Step-by-Step Walkthrough:
- Alumni Network Activation: David remembered his university had a strong alumni network. He filtered the directory for individuals in EdTech marketing roles.
- Strategic Outreach: He reached out to three alumni working at different EdTech companies, mentioning their shared alma mater and expressing his interest in learning about their career paths and the evolving EdTech landscape. His messages were concise and focused on learning.
- Informational Interviews & Referrals: One alumnus, Sarah, was a Director of Content at 'LearnSpark,' a rapidly growing EdTech startup. During their informational interview, David shared his passion for storytelling and his success in building engaging content campaigns in his previous roles. Sarah mentioned that her team was overwhelmed with content demands but didn't have budget approval for a new hire yet.
- Follow-up and Value-Add: David followed up, thanking Sarah. A few weeks later, he saw an article about LearnSpark's new product launch. He emailed Sarah, congratulating her and offering to brainstorm some content ideas for the launch, emphasizing his expertise in creating engaging narratives.
- Result: Impressed by his initiative and relevant ideas, Sarah advocated for a new 'Senior Content Strategist' role to be created. She presented David's ideas to her leadership and highlighted his proactive approach. David was invited for an interview, which was essentially a conversation about how he'd implement his proposed strategies. He secured the role, which was never posted on any job board. This is a classic example of how 70-80% of jobs are never publicly advertised.
Common Mistakes to Avoid When Seeking Unadvertised Jobs
While the hidden job market offers immense potential, it also comes with its own set of pitfalls. Avoiding these common mistakes can save you time, frustration, and increase your chances of success.
- Being Too Direct or Demanding: Immediately asking for a job in your first outreach or informational interview is a major turn-off. It signals that you're only interested in what they can do for you, not in building a genuine connection.
- Lack of Personalization: Sending generic emails or LinkedIn messages shows a lack of effort and disrespect for the recipient's time. Always personalize your outreach, referencing something specific about them or their company.
- Poor Research: Not understanding the company, the industry, or the person you're speaking with is a fatal error. It makes you seem unprepared and uninvested. Thorough research is non-negotiable.
- Inconsistent Follow-Up: Sending one email and then giving up is a missed opportunity. Persistence, within reason, is key. However, avoid bombarding contacts with daily messages. Space out your follow-ups thoughtfully.
- Neglecting Your Online Presence: If someone is considering connecting with you, they will check your LinkedIn profile and other online footprints. Ensure your profile is polished, up-to-date, and reflects your professional brand. Use JobEase's free resume checker to ensure your resume is top-notch.
- Focusing Only on Senior Roles: While you might aim for a specific level, sometimes entry-level or mid-level connections can lead to more senior opportunities down the line. Don't dismiss networking with individuals at all career stages.
- Not Articulating Your Value: Simply stating your job title isn't enough. You need to clearly articulate what problems you solve and what unique value you bring. If you can't express your worth, it's hard for others to see it.
Expert Tips & Pro Advice for the Proactive Job Seeker
Beyond the core strategies, here are some insider tips and advanced techniques to give you an edge in the hidden job market.
Building a 'Personal Board of Advisors'
Identify 3-5 individuals in your field or target industry whom you deeply respect. These could be mentors, former managers, or even senior professionals you've met through networking. Regularly connect with them, seek their advice on career moves, and keep them updated on your progress. This 'board' can provide invaluable guidance, open doors, and even serve as informal references when opportunities arise. Their insights can be crucial in uncovering the 70-80% of jobs that are never publicly advertised.
Developing a 'Target Company List' (Living Document)
Instead of randomly applying, create a dynamic list of 20-30 target companies. For each company, track:
- Key contacts (with LinkedIn profiles)
- Recent news/developments
- Potential pain points or areas where you could add value
- Dates of outreach and follow-ups
- Notes from informational interviews
This list becomes your personalized CRM for your proactive job search, ensuring you stay organized and strategic. Regularly update it based on new information and interactions.
Leveraging Micro-Projects and Thought Leadership
Consider undertaking small, self-initiated projects that showcase your skills and address a problem relevant to your target companies. For instance, if you're a UX designer, you could redesign a specific feature of a target company's app and present your rationale. Or, if you're a content marketer, write a blog post analyzing a trend in their industry. Share these on LinkedIn or your personal website.
Becoming a 'thought leader' in your niche by sharing insights, commenting thoughtfully on industry posts, or even creating your own content establishes your expertise and makes you discoverable to hiring managers who are passively sourcing talent. This approach can be far more effective than simply waiting for advertised roles.
Tools & Resources to Supercharge Your Hidden Job Search
To effectively navigate the unadvertised job market, you'll need the right tools and resources. Here are some indispensable aids, including how JobEase can empower your journey.
JobEase Features for Proactive Job Seekers:
- Resume Builder & Resume Checker: Ensure your resume is flawless and optimized. Even for unadvertised roles, when your profile is requested, a strong resume makes a lasting impression.
- Cover Letter Generator: Craft compelling, personalized cover letters for your direct outreach, showcasing your unique value proposition.
- Interview Coach & Interview Questions: Be prepared for those crucial informational interviews and subsequent hiring conversations. Practice articulating your value and answering tough questions.
- Salary Guide: Understand your market value, so you're confident when discussing compensation for a role you've helped create.
External Tools & Resources:
- LinkedIn Sales Navigator/Premium: Offers advanced search filters to identify decision-makers, track company growth, and discover warm introductions.
- Crunchbase/PitchBook: Essential for tracking company funding, growth, and news—key indicators of potential hiring.
- Industry-Specific Publications & Newsletters: Stay informed about trends, challenges, and key players in your target field.
- Professional Associations: Provide networking events, member directories, and industry-specific job boards (sometimes with unadvertised roles).
For further reading on refining your job search strategy, consider exploring JobEase's blog posts like The Power of Networking: How to Leverage Connections for Job Opportunities and Why 'Tailor Your Resume' Is Incomplete Advice (And What Actually Works). These resources will complement your efforts in uncovering those hidden roles.
FAQ Section: Your Questions About the Hidden Job Market Answered
Q1: How prevalent is the hidden job market, really?
A1: Research consistently shows that a significant majority, often cited as 70-80%, of job openings are never publicly advertised. These roles are filled through internal promotions, employee referrals, professional networks, and proactive talent sourcing, making it crucial for job seekers to adopt strategies beyond traditional job boards.
Q2: Is the hidden job market only for senior-level roles?
A2: No, not exclusively. While executive and specialized roles are frequently filled through networks, opportunities exist at all levels. Companies often prefer to hire internally or through referrals for entry-level and mid-level positions too, as it reduces recruitment costs and time, and improves retention rates.
Q3: How long does it typically take to find an unadvertised job?
A3: There's no fixed timeline, as it relies heavily on relationship building. It can range from a few weeks if you already have strong connections and a clear target, to several months. The key is consistent, proactive effort in networking and research. It's often a longer game than applying to advertised roles, but with a much higher success rate.
Q4: What if I don't have a strong network to start with?
A4: Everyone starts somewhere! Begin by leveraging your existing casual connections (friends, family, former classmates). Actively participate in online professional communities, attend virtual or local industry events, and seek out informational interviews. Consistency and genuine curiosity will help you build a network over time. Resources like JobEase's networking guide can provide a great starting point.
Q5: Should I still apply to advertised jobs while searching the hidden market?
A5: Absolutely. It's wise to maintain a multi-pronged approach. While you actively pursue unadvertised opportunities, continue to apply to relevant advertised roles. Just ensure you're tailoring your applications meticulously for those public postings. The hidden job market is a powerful *addition* to your strategy, not a complete replacement.
Q6: How do I handle potential rejection or lack of response when reaching out proactively?
A6: Acknowledge that not everyone will respond, and that's perfectly normal. Don't take it personally. Focus on the connections you *do* make. Refine your outreach messages based on what seems to generate responses. View non-responses as learning opportunities to adjust your approach, not as failures. Persistence with a positive attitude is key.
Q7: Can JobEase help me find unadvertised jobs?
A7: While JobEase primarily lists advertised roles, our tools are designed to empower your proactive search. Our resume checker and resume builder ensure you're presentation-ready for any opportunity, and our interview coach prepares you for those critical conversations that lead to hidden roles. Use JobEase to refine your core application materials, freeing you to focus on strategic networking and outreach.
Conclusion: Unlocking Your Future in the Hidden Job Market
The traditional job search, with its endless scrolling and generic applications, can feel like shouting into a void. But as we've explored, the real power lies in the unseen. By understanding that a significant majority, 70-80% of jobs are never publicly advertised, you gain a profound advantage. You're no longer passively waiting for opportunities; you're actively creating them.
Embracing the strategies outlined in this guide—from strategic networking and insightful informational interviews to targeted company research and proactive value demonstration—will transform your job search. It's about building genuine relationships, offering solutions, and positioning yourself as an invaluable asset long before a job description is even drafted. This approach requires patience, persistence, and a shift in mindset, but the rewards are profound: less competition, more tailored roles, and a deeper sense of control over your career trajectory.
Don't let the illusion of public job boards limit your potential. Start building your network today, identify those dream companies, and confidently reach out. Your next great career opportunity might just be waiting, unadvertised, for you to discover it. Leverage JobEase's powerful tools to ensure your professional brand is impeccable as you embark on this exciting journey. We encourage you to share your experiences and insights in the comments below. What's your best networking tip? Have you ever landed an unadvertised role? Let's keep the conversation going!