Networking is probably the most important job search activity you will undertake. Virtually every job search book I’ve looked at in the last 45 years has suggested that nearly three quarters of all jobs are not advertised while three quarters of the openings that are advertised do not exist. In other words, the job market is filled with fake jobs and ghost jobs.
The most reliable way to find out about jobs that do exist in your target industry and company is to talk to people. The people you talk to may not only know what jobs exist; they may be able to refer you into those jobs. Companies may even incentivize staff members to refer qualified candidates. Experience and research show that networking is still the best way to get a new job even in the age of online job search and AI.
The first step to successful networking is preparation. Whether you’re attending a networking event, reconnecting with a former colleague, or meeting someone for coffee, being prepared can help you feel more confident.
We suggest that you try the nine steps listed below to avoid wasting your time or the time of those you are speaking with:
- Update your resume and LinkedIn profile,
- Be clear about the type of position you’re seeking,
- Prepare a brief introduction about yourself,
- Make a list of people you’d like to reconnect with,
- Identify organizations or networking groups you’d like to join,
- Review your shared connections or common interests,
- Prepare a few thoughtful questions,
- Think about what you’d like to learn from the conversation, and
- Bring business cards (if appropriate).
You will find that not everyone you speak with is fond of the term “networking.” A legislative lobbyist I coached some years ago, who did a lot of networking at her job as well as in her job search, suggested the term “key contact identification.” You can tell people you speak with that you are looking to identify some key contacts in your target industry or target company or just tell them you want to learn more about your target job or target company. You don’t necessarily have to use the word networking.
Regardless of what you call the process, let’s talk briefly about each preparatory step.
Update your resume and LinkedIn profile.
Your resume and LinkedIn profile are foundational career marketing materials. When you start meeting with industry contacts, either at events or individually, they will want to see your resume or LinkedIn profile before they refer you to people they know. You will also want to provide a link to your online profile in emails and on business cards. Make sure these materials are ready before you start your networking campaign.
Be clear about the type of position you are seeking.
Countless job seekers have told me, “I need a job.” The first networking lesson I learned upon graduating college was that nobody could help me unless I told them what kind of job I was looking for. Give some thought to the specific job you are looking for and the career level you are qualified to work at before you start calling, zooming, or meeting with people.
Now the goal of your initial networking contacts could be to identify the kind of job you are looking for. When this is the case, you should be prepared to explain to the person you’re speaking to how you feel they can help you. For example, would it be helpful for them to tell you about their job and what they do day-to-day so you can figure out whether the kind of job they do is something you want to do?
Prepare a brief introduction about yourself.
The people you meet at industry events or professional meetups probably know little or nothing about you. You will have to introduce yourself and get to the point quickly to hold their attention.
Career professionals usually suggest that you develop a “30-second pitch” or “elevator pitch” to accomplish this. For example, you may want to tell an industry contact who you are, what business problem you can solve, and where you got experience solving that problem. Avoid asking for a job because this puts them on the spot. Chances are they will not get back to you.
Make a list of people you want to reconnect with.
Clients sometimes tell me they can’t network because “I don’t know anybody.” Usually, they are wrong. The starting point I recommend in most cases is thinking about people you went to school with, worked with in past jobs, or have met in organizations you belong to. You will be surprised how many people are on the list that you can reconnect with.
Set a goal of reconnecting with about fifty people. You’ll be pleased to discover how easy this is to do using LinkedIn and your own address book.
Identify organizations or networking groups you would like to join.
Professional and business organizations often start their fall series of events in September. That means August is a good time to identify the organizations that might be most useful to you and those that you can contribute the most to because you can start your involvement at the beginning of their season.
Going to meetings and talking to people is just the starting point. Networking works best when you give value to others in your business or profession. Offer to make a presentation on your area of expertise or to help identify speakers for future meetings. Activities such as contacting potential guest speakers or interviewing experts in your field for newsletter articles can help enhance your network of professional contacts.
Review shared connections and common interests.
Don’t assume that everybody you want to talk to will immediately remember you. For example, if you went to the same school but were not in the same graduating class, there’s a good chance that the person you want to speak to does not know you at all. Nonetheless, school ties are strong so it’s a good idea to establish the connection and see whether you and the person you’re speaking to could have opportunities to help each other out.
Prepare a few thoughtful questions.
It is crucial to have some meaningful questions ready when you meet with someone, either in person or on Zoom. The worst thing that can happen, I have found, is that when connecting with someone there is a moment of silence and then they ask, “This is your meeting. How can I help you?” Genuine curiosity about the company or industry will be a good starting point in many cases.
Think about what you would like to learn from the conversation.
Have a specific goal for your networking conversation. For example, what would you like to learn about the company or industry that you do not already know based on the company’s website?
The knowledge you gain may not be immediately useful, but it may help a great deal in the future. For example, I landed one of my favorite jobs because I remembered something about the organization that I learned in a conversation six years before the job interview.
Distribute business cards when appropriate.
Business cards can be surprisingly useful even in today’s digitally connected world. For example, your inexpensive business cards can include a QR code that will immediately send anyone who picks the card up to your LinkedIn profile or personal website.
Here are some final thoughts.
Business networking does not come naturally for many of us. We must think about it and prepare.
It will help to remember that networking is a two-way street. You want to identify key contacts in your field and find ways you can help them out. Your goal , ideally, is to solve their business problems.
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