Networking Dilemma: Style vs. Substance

 

Do you spend a lot of time networking, but you don’t see many results from it? It might be all about style vs substance.

I hear this complaint frequently from many people in career transition who are hoping that their networking activities will produce more job leads and referrals.

It used to be that people would complain about unproductive networking in the form of attending mixers or scheduling coffee meetings. But, now I often hear them voice the same dissatisfaction with social networking online.

At the same time, many experienced, successful professionals claim that networking is one of the primary ways they continually build their contacts and connections. When you see successful people continue to network—online and off—you have to figure that they must get some value from it or why keep doing it?

The Chatter Factor

If I had to name one factor that I think makes the most difference between productive and unproductive networking, it would be the “chatter factor.”

People who are good at networking and produce results from it don’t just “chat” with their contacts. They have meaningful, relevant, focused exchanges.

But, people who network without much to show for it seem to spend a lot more time just chatting—in person, by phone, and online.

Chatting has its place in social interaction—small talk about the weather, the traffic, or the local team’s last game can be a safe way to begin a conversation. Asking about your contacts’ family, hobby, or last vacation lets them know you remember them and shows your interest. But, conversations that consist of nothing but this type of chat are unlikely to produce many job opportunities.

Networking online follows the same pattern. If your social networking posts are limited to what movie you last saw, the Super Bowl, and how you spent your Saturday afternoon, job opportunities are not likely to result.

Occasional posts about your personal life, just like small talk, have their place in letting people get to know you. But, you’ve got to get beyond chatting to get job leads and managing your job search campaign.

Productive networking consists of meaningful, relevant, focused conversations and online exchanges.

Productive Networking

Here are a few examples of what productive networking sounds like.

Questions to ask others:

• Tell me about your work/current goals/challenges you’re facing?
• Who/what would be a good helpful resource for you?
• What is exciting you in your career & life right now?
• What can I do to help you?

Topics to discuss about your own experience/expertise:

• This is how I help companies…
• Here’s an example of someone I was able to assist…
• These are a few companies I would like to work for…
• Here’s how you will know when to alert me of the right opportunity…

Topics to post about online:

• Here’s a useful resource for you…
• This is something I’m doing you might find valuable…
• Here’s a success one of my contacts had…
• I need some assistance—can anyone help?

What topics like these allow you to do is demonstrate your expertise, showcase yourself as a competent professional, and let people know what you need so they can help.

By asking others about their work and needs, you learn where you might fit in, and how to build an element of reciprocity with your networking contacts.

Before beginning any networking activity or conversation, pause for a moment and ask yourself what you are trying to accomplish.

Would you like to meet potential contacts at that mixer or networking event? If so, what do you need to ask to know if someone might be a good networking contact?

Do you want to get referrals as a result of that coffee date? Then, what does that person need to learn about you in order to refer appropriately?

When you’re networking online, what is the image you’re trying to project? If you want people to perceive you as competent, or savvy, or reliable, what could you post about that would reinforce those perceptions?

What topics might allow potential contacts or referral sources to learn more about how your experience and work can benefit them or someone they know?

If you’re ready to make use of networking as the powerful tool it can be to meaningfully connect with others and build your network, it’s time to get beyond the chatter. Focus more on substance, than style.

Good Hunting!