Chapter 30: Networking

The Power of Networking

There is some wisdom in the saying that it’s who you know that brings success in getting a job. Consider the following:

• It is estimated that only 20 percent of new jobs and vacancies are advertised or posted.
• A Web posting for a job typically yields over 150 applicants for a position.
• Sixty to eighty percent of jobs are found through personal contact and networking.

These statistics illustrate the importance of networking and cultivating relationships with professionals in the field your career field.

What exactly is networking?

The process of engaging others in helping reach an objective. In its simplest terms, it is the process of engaging others in helping you reach an objective. Three words in this definition deserve a closer look:

• Process – Networking is something that doesn’t happen casually but requires thought, planning, and deliberate activity.
• Engaging – You are looking to have others do something for you—give you information, guidance, other contacts, or perhaps a recommendation.
• Objective – You need to be clear about your purpose for networking—it is not merely to collect people’s contact information but to further your career development.

The process of networking involves three basic phases: prospect identification and management, making contact, and follow-up.

Figure 30.1 – Social Networking (Image by Chris Potter is licensed under CC BY 2.0).

A common question/misconception about networking is:

• I am new to college and will not be graduating for at least a couple of years. I am not searching for a job now and do not plan to do so for at least another 2-4 years; do I need to work on my resume and networking now?

The answer is YES! Absolutely! Even though you aren’t yet graduating from college, there are many benefits to starting now. As a student, you are likely to be applying for part-time jobs, internships, scholarships and even volunteer positions. Networking is a process of building relationships, and the strongest relationships are built over time. Having a good network will help identify interesting and relevant opportunities.

All Contacts Are Equal, but Some Are More So Than Others

The first phase involves identifying whom you should be speaking to and pinpointing the people who can introduce you to them. This is like the game Six Degrees of Kevin Bacon applied to your own life. Whom do you need to speak to? That really depends on your objectives. If you are trying to learn about an occupation, it can be just about anyone involved with that field. If you are in the process of trying to land an internship or a job, you want to reach the person who will make the hiring decision.

Your objective also defines how you get started with your networking. In the first case, you might want to start with people you met at an industry conference; in the job-specific case, you’ll want to think about whom you know in that company or who might know someone in that company. If you don’t have any contacts who fit that description, whom do you know who lives in the town in which the company is based or in a nearby town?

Your success in this phase of networking will be driven by the quality of the candidates (those who can directly influence your ability to reach your objectives) as well as the quantity (those who will lead you to the most contacts). This is why there is no such thing as a bad contact.

As important as having contacts is your ability to access those contacts when you need to. That is where contact management comes into play. Don’t be caught wishing you could call someone you met three weeks ago…if you could only remember what you did with their business card! There are countless ways to keep track of contacts, from writing names in an address book, to keeping a Rolodex, to using a computer-based contact management system. Choose a system you feel comfortable with—comfortable enough to use regularly.

Let technology help you in this endeavor. Your computer, or smartphone has features for capturing contact information and retrieving it based on keywords, and most will even connect with your calendar for scheduling and reminders. Whatever your choices, invest the time to learn to use them well; you’ll be very glad you did.

Building a network requires consistent work, and a strong network will take time to achieve. That is why we recommend you start building your professional network now—even early in your college career. Your network should include anyone who might have a connection that will help: family, friends, neighbors, past and present coworkers, bosses, people you met through associations and clubs (especially business associations), alumni from your college, and acquaintances you have met via online networking.

Personal Contact

Being in the right place at the right time has much less to do with luck than with the art of personal contact. Contacts are everywhere, and you don’t know when you might turn one to your advantage. You may feel a little awkward following these tips at first, but with practice you will become quite adept at meeting new people and adding them to your network.

• Be prepared. If you are going to a conference, a party, or even a class, know ahead of time which people or kinds of people you want to meet. Be prepared with topics you can steer your contact toward so you don’t spend two minutes awkwardly talking about the weather and then slink away.
• Be confident. Prepare and learn a short introduction for yourself. Be factual, don’t brag, and give enough information about yourself to prompt your contact to ask questions.
• Be curious. The best way to get contacts to want to know you is to show you want to know them. Observe them before you step up to them. Is there something unique about them, the way they are dressed, or perhaps what you may have overheard that you can ask about? “I couldn’t help but notice that lovely necklace; is that from a local designer?”
• Have a good supply of personal cards to give out to contacts; that will prompt them to give you their contact information, too. You don’t have to be in business to have “business cards.” Create a college student business card!
• Be courteous. If someone you know comes up to you while you are speaking with a contact, introduce them; if you see that the contact is getting antsy, tell them you enjoyed meeting them and then move on. Don’t trap them!
• Set yourself up for networking success by discreetly writing a word or two on the back of their card to jog your memory in the future.

Make the Call

What you say in your networking calls or e-mails will depend largely on the objective of your networking effort. (Is it to learn about an occupation or industry? Seek a job-shadowing opportunity? Ask for a job?) But some networking basics and elements of etiquette apply to all contacts:

• Be mindful of your contact’s time. Keep your calls and e-mails courteous but brief. If you are calling, ask if it is a good time to talk.
• If this is a first contact, tell the contact where you got his or her name. “I was referred to you by our friend. Janet Smith” or “My colleague, Richard Stewart, suggested I call you” or “I heard you speak at the International Genius Conference,” (remember the contact source information in your contact database?). This turns an interrupting cold call into a warm call with an interested individual.
• Be specific about how the contact can help you. Know what you are asking for and do so directly. Don’t be shy.
• Use your network for more than just asking for jobs. It is a great vehicle for learning about new trends in the industry, for launching “trial balloons” for ideas or concepts you are developing, and for seeking advice on practical aspects of your occupation.
• Help others in your network. Networking is not a one-way endeavor. Be willing to offer your assistance whenever you can; the fact that you are still in college doesn’t mean you can’t be of value. You may be able to get an introduction to an instructor for a person in the industry or help that person’s daughter learn about your college.

Care and Feeding of Your Network

Much of the success of your networking efforts depends on what you do after you’ve hung up after a call or received an e-mail reply. The first step is to thank your contact for his or her help. Do this right away; any thank-you after twenty-four hours of your contact can be considered late. Find a reason (not just an excuse) to keep in touch with people in your network. If you read an article people in your network would be interested in, send them the link. If you run across a problem, one of your contacts might help you with, don’t be shy—give him or her a call to ask for help. If you meet someone you think a contact would like, make introductions. Send a follow-up note of thanks to a person who gave you a particularly productive lead. Let him or her know what you were able to accomplish. People like to know they are on a successful team. Finally, if a person in your network asks you for help, do what you say you will do.

How to Build Your Network on a Regular Basis, Even If You Are Shy: Venues for Meeting People

Build Your Network Every Day

Great networkers build their networks every day, while keeping in touch with those they have already met. Networking is work, but the rewards far outweigh the effort you will expend.

The most effective way to build a network is to have a genuine interest in every person you meet. Most individuals know when someone wants to know them for what they offer versus wanting to know them for what they can gain from the relationship. Don’t fall into that self-serving trap. Genuine interest in others is the impetus for building long-term, mutually beneficial relationships of give and take, with the emphasis on the give.

Build Your Network Even If You Are Shy

If you are shy and the thought of networking wreaks havoc with your nervous system, certain strategies you can employ immediately will allow you to benefit from networking venues of all kinds.

Step 1: Observe the Networking Masters

We all know people who are natural networkers and who know how to work a room better than most. For those of you who are shy watch people who network effectively. Observe how they meet and greet a variety of people. Notice their body language, especially their smile, posture, handshake, and eye contact. You will naturally pick up pointers from these individuals.

Step 2: Pair Up with Someone Who Is a Good Networker

If you can pair up with a networking master, by all means do. If you have a friend who is extroverted, ask them to attend an event with you and pair up to meet as many people as you can. This can be a very valuable adventure that results in meeting quite a lot of new people.

Step 3: Ask Questions That Get Other People to Talk Easily

You can ask seven questions that will naturally elicit a great response from a person you want to get to know:

• How did you get your start in this business?
• What do you enjoy most about what you do?
• What separates you from your competition?
• What do you see as the coming trends in this business?
• What is the strangest (or funniest) incident you have ever experienced in this business?
• What three or four critical skills are necessary to succeed in this business?
• What advice would you give to me knowing I want to get my start in this business?

Step 4: Don’t Take Things Personally

When you take the plunge and begin networking and meeting individuals, try to develop a thick skin and don’t take things personally. Some individuals will not want to communicate with you, and that is fine. Move on to those who do. To a large degree, it’s a numbers game, so the more individuals you meet and follow up with correctly, the more will join your network.

Meet People at Different Venues

Your college environment is rich with potential networking contacts. Below are a few opportunities on campus for you to consider networking:

• Join a club on campus: There are so many different clubs on campus ranging from academic clubs, community service clubs, cultural clubs and honor societies just to name a few. Consider contacting the club advisor to learn more about the club and check out their next meeting. Join at least two or three that spark your interest so you have variety in your friends and network. Club membership is a great way to get connected early on in your college career, meet people who have the same interests as you, and learn a tremendous amount. School clubs funnel information to their members about networking events, internships, and full-time opportunities.
• Establish a relationship with the Career Center services: Get involved with this group early on. People in career services have relationships with all the companies that come on campus to recruit. Check in with them early in your college career and find out what opportunities exist. The Career Center hosts different workshops and career related activities throughout the year.
• Get to know your professors! They are not only your instructors, but they are connected to industry and have experience in the discipline they teach and have connections. Get to know your instructor more…. ask them about their backgrounds and how they ended up teaching at your school. Ask what they like about it. You will be surprised at what you find out. Some professors will have worked in the business world and will have some good connections for you. You never know until you ask.
• Be curious about people and ask open-ended questions: When meeting someone new, ask them questions like “How did you pick this school?” and listen. A good listener is so hard to find. Open-ended questions often yield a story (sometimes a compelling story), and you learn quite a bit about a person. Ask about their family relationships. Be genuine because it is wonderful to find out about people, and you never know who they know or who their extended family knows.
• Meet as many different types of folks at school as possible: Your school presents opportunities to meet people from all walks of life. Try to meet the president of the college, various administrators, deans (the dean of students is a great contact because that person manages the school clubs), professors, teaching assistants, fellow students, cafeteria workers, the hot dog vendor on the corner, the stationary store owner and clerks, the workers at your favorite coffee shop, security, library staff, and so on. Get to know these folks by (a) being polite and pleasant, (b) being responsible, and (c) recognizing them and knowing them by name. Even if your new acquaintances don’t further your networking objectives, perhaps some will become friends and make your stay at school all the better!
• Keep in touch with your old high school friends: Your high school friends are likely at different schools, but it’s important to maintain contact.
• Your network will only grow this way, and you will enjoy continuing your friendships.

Networking is critical to your success throughout life (Beiderwell, Bruce, Flatworld).

Your Networking Pitch

A networking pitch was originally termed an elevator pitch because in the time an elevator takes to go between floors (generally thirty to forty seconds), you should be able to articulate your value proposition (the skills you have and the position you are seeking). The elevator pitch is also known as the professional pitch, the networking pitch, or simply the pitch. Watch the “how to perfect the elevator pitch video.”

In thirty seconds or less, be able to introduce yourself in a confident and convincing manner, making a strong impression. If your pitch is too long and drawn out, it lacks conviction. When meeting networking contacts, recruiters, and hiring managers, this is your one chance to make a great impression and present yourself with clarity. No one wants to listen to a long, drawn-out speech. Make your pitch clear and concise, enabling the person who is listening to know exactly what type of job search candidate you are.

Any information you can share that distinguishes you from others is very helpful.

Perhaps you have something unique in your background:

• You speak two or three languages.
• You lived abroad for a particular length of time.
• You achieved something significant athletically or musically.
• You volunteered in a meaningful way and perhaps raised extraordinary funds for various charities.

Distinguish yourself from others in whatever way you can to ensure you are remembered in a positive light.

You will deliver your pitch at different times and occasions, including the following:

• Career fairs present an opportunity to meet representatives from various firms. These individuals will meet many students or candidates, so it is important that you make sure your pitch is short and crisp. Also be certain to do your research on their company, as many candidates do not.
• Networking events enable you to first meet someone in a more relaxed setting.
• Interviews often begin with the interviewer asking for a summary of your background or asking that you take one or two minutes to let them know about you. Include high-level themes in your past (e.g., you’ve always been involved in health care at some point in your schooling and in your career). If themes are not apparent, talk about your achievements and the quality of your efforts.

Consider the following steps as you prepare your pitch.

Step 1: Write Your Pitch

Your pitch should answer the following five questions:

• What is your educational background? Detail every college or university you attended, your major and minor, and your expected degree and graduation month and year (include your GPA if it is 3.3 or higher).
• Do you have any pertinent experience in the field in which you are interested?
• What are your critical skills and strengths? Highlight your top two or three skills.
• What do you want to do? Be specific regarding industry, function, and geography (see
• Unit 5 section 5.1 “Step 1: Identify Your Job Search Targets”).
• Why would you be good at the position? Focus on presenting your top two or three skills, and the skills you have that are necessary to succeed at the job you are targeting.

Step 2: Edit Your Pitch

Once your pitch is written, review and edit it accordingly. You should use words that come naturally to you because the more natural the delivery, the more impressive the pitch. Here are some steps you can consider while editing your pitch:

• After you edit the one-page answers to the pitch questions, ensuring that you’ve covered all the important items, cut it to half a page; this forces you to prioritize the essential elements.
• After you edit the half-page document, ensuring that you’ve covered all the important items, cut it in half again (it’s now one-quarter of the page); this forces you to be even more ruthless in prioritizing.
• After you edit the quarter-page document, ensuring you’ve covered all the important items, cut it in half again, leaving only four or five key bullets; this forces you to be concise and select just the most important items.

Step 3: Practice Delivering Your Pitch

Once you have the final pitch in writing, you’ll need to practice, then practice, then practice some more. Your pitch should be spoken in a confident and compelling manner. Deliver your speech out loud to ensure it flows smoothly and addresses your career highlights. Practice it until you have it memorized.

Below is a sample pitch:

Hi. My name is Javier Cougar.

I am currently attending College of the Trees, majoring in business and communications.

I’ve seen the power marketing has to sell products. I have worked in retail for the past three years and during this time, I have seen sales tripled in cases where items were marketed well. I find this fascinating and know this is the career for me. I thrive on being creative and client focused and enjoy using these skills to grow revenue.