Networking Uncovers Hidden Job Market
Networking is the art of building and sustaining mutually beneficial relationships. It’s the way we do business today, and will become increasingly important in the future with the growing popularity of social marketing vehicles, such as LinkedIn.
There are three types of people in this world; those who make things happen, those that watch things happen and those that wonder what has happened. Expert networkers make things happen.
In today’s economy, networking can help you uncover positions that aren’t being advertised, or get a jump on a position that could be coming available. By tapping into your network, you’re also tapping into a valuable resource.
Let’s take a closer look at networking in the traditional sense. It’s important to note that networking relationships must be mutually beneficial. That is to say, the relationship must provide a win for both parties. This is where most people get it wrong. They look at what a relationship does for them and take a “spray and pray” approach to networking which means they give out and take as many business cards as possible without giving any thought to the encounter. Your networking focus should be on contacts not cards. The art of networking is about making valuable contacts that you can help and, who can help you.
There are many different types of networks, including business, university or college, associations, family, neighbours; and if you have children, their school or childcare. Don’t underestimate the value of all of these contacts.
While I know that many of you have Microsoft Outlook folders full of contacts, how much do you know about each of those contacts? Take a look through that rolodex and think about whether they are part of your active network. A person is not in your network unless you know them personally and professionally, and if called upon, they would want to help you. If someone doesn’t meet this test, they’re not part of your network … at least, not yet.
It’s important to remember that the key to networking is building relationships with a wide range of people BEFORE you need them. This could include keeping in touch with school mates, former colleagues or other association members with whom you connected. It’s important to have established a solid relationship so that when you do need them, they’re willing to help.
Remember that for networking to be effective, you must GIVE as well as TAKE. Use a 3:1 ratio. For every three “withdrawals” you make on an interpersonal level, you need to make at least one “deposit”.
I was asked recently, by an up and coming PR practitioner, how to approach people at events, seminars, luncheons, ceremonies etc.
Here are some tips from the experts. Expert networkers know how to scan the room and get a sense of who is there before approaching someone.
- If you want to approach VIPs, do it early before they get swamped. In advance, do some research on the person or their company so you have something meaningful to say to start a dialogue that makes a positive first impression.
- Approach people that are either standing on their own or don’t look huddled in an intimate conversation. Never interrupt.
- Shake hands, make eye contact, smile and request a business card. Never hand out your card unless asked for one.
- Keep your hands out of your pockets and maintain a friendly body language.
- Listen actively, which means focusing on what is being said and then responding in a way that shows you were listening to the speaker’s key points.
- Always leave before the other person. Don’t hang on to one person too long. You can excuse yourself by saying: “It was lovely to meet you. Thank you for spending time with me.”
- Once you’ve left someone, take a private second to jot down a note about the encounter so you can recall the details later.
Another important thing to remember before attending any event is to make sure that you have packed the necessities, including enough business cards, and possibly paper for taking notes. Next, dress appropriately. First impressions are very important so you don’t want to risk standing out by being under-dressed! You want to look professional at all times.
Follow up
Relationship building doesn’t end after one meeting. You need to follow up on a regular basis. You should make sure you’ve talked with your new contacts about their preferences for communication (such as telephone versus email) and that you use that method to make contact. If you invite someone to lunch or coffee, be clear about your expectations. You can say something like: “I’d like to talk with you further about how to get into your industry” or “I enjoyed talking with you about X and would love to get your ideas on how I can do Y.” If you invite someone, expect to pay (and at least offer to cover the bill).
To maintain a professional image, make sure you always return calls within 48 hours and answer email promptly using proper email etiquette.
Once or twice a month, arrange to meet with someone you like and find out what you can do for them. Get involved with professional organizations (CPRS, IABC, CIRI) and organize networking meetings within your company. These activities all keep your network vibrant, and if you take steps to maintain your network, you will never have to start from scratch again.
The old cliché, “it’s who you know” rings true now more than ever. The hidden job market is ripe with opportunity if you’ve done your homework in advance and built a strong network.
Christian Hasse joined the recruitment firm Cramer & Co. – following more than a dozen years of senior public relations experience. His focus is on supporting searches in PR, Communications, Investor Relations, and Public Affairs, and building on his background in journalism and sports PR. He is also an industry guest speaker at various educational institutions and CPRS events.
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