Careers blog: Networking with intention, quality over quantity

Alumni Careers Manager Konstantina Dee shares how intentional networking is less about quantity and more about connecting with the right people:

Over the last few months, I spent a lot of time preparing and facilitating networking workshops and events. My key message is always to network with intention.

It seems many of us strive to get many LinkedIn connections, attend numerous events, and aim for maximum visibility in the digital space. Yet, many people feel disconnected, unseen, unheard, and sometimes even alone.  Research has shown that the depth of our relationships matters far more than a long list of LinkedIn connections. As I said in a recent workshop “It is not the LinkedIn profile that will help you, it is the person behind it”.

Weak and strong ties
Sociologist Mark Granovetter distinguishes between weak and strong ties. Weak ties, such as casual acquaintances, are useful for gaining new insights and information. On the other hand, strong ties are trusted colleagues, alumni you’ve built connections with, mentors and sponsors. These are the people who will provide meaningful advocacy, constructive feedback and unlock opportunities for you. Remember it is not the number of connections you have but the quality of those that matters most.
What you can do: Map out your weak and strong contacts. Identify three strong contacts and arrange a catch-up call with each of them within the next two weeks.

Sponsorship vs mentorship
I am currently reading Sylvia Ann Hewlett’s book Forget a Mentor, Find a Sponsor. In it the author uses research and first-hand experience to show that sponsors play a crucial role in promotions and opportunities. Sponsors should be actively involved in decision-making in the organisations and happy to put their name behind you. The key difference is: mentors advise, sponsors act. While this is true, I am still a firm believer in the incredible power of mentorship.
What you can do: Identify who can be your sponsor and actively seek to build that sponsorship relationship. Check out the book I referred to or read Sylvia Ann Hewlett’s article The Relationship that You Need to Get Right. Explore the WBS Global Mentoring Programme and get involved!

Generosity
Reciprocity is a cornerstone of successful networking. You can convert some of your weak links into strong ones by offering introductions, sharing a useful article, or volunteering to help with a project. Be the first to give.
What you can do: In the next month show generosity to your contacts by offering your support to at least three people. Don’t ask anything in return.

Deep conversations
Aim to move beyond the small talk. According to Alison Wood Brooks, small talk rarely leads to finding the hidden treasures. By moving up the conversation pyramid (with small talk at the bottom) you can effectively find common interests, passions, shared experiences, which build trust. In the UK, it is hard to avoid talking about the weather, but you can easily move the conversations forward by asking a thoughtful, open-ended question. This can lead to fascinating discoveries you may never have anticipated. 

What you can do: Next time when you go to a networking event, replace “What do you do?” with a question that leads to intriguing discoveries.

You shouldn’t feel anxious or overwhelmed when networking.  Instead of chasing quantity, focus on those deep conversations and on those strong links like sponsors, mentors and allies who genuinely want you to succeed.  

My September challenge for you is to choose one potential sponsor and dedicate time in building trust, in demonstrating your value, and in deepening that relationship.