“Networking works when you focus on connection, not selling.”
Networking. The very word can cause mild panic for some, while others feel totally energized by the thought of it. What is networking in the true sense of the word, and why is it so important?
In this article, we’ll discuss why having a networking strategy for leaders is so important to you as an individual AND to your organization – whether it’s your business or you are an employee.
Let’s start with the definition of networking: the action or process of interacting with others to exchange information and develop professional or social contacts.
That sounds incredibly transactional, and therein lies the problem with how networking is undertaken. I want to give you a reframe.
Networking, in a world where technology can do so many of our day-to-day tasks, is now more powerful than ever. Why? Our personal brand connects us to our peers, our future employers, and to a marketplace that is changing faster than we can imagine.
What do you want to achieve from your networking? What’s the outcome? Is it to:
· Find new clients if you are in the HR space and have your own company?
· To stay abreast of changes and updates in your industry/sector?
· To diversify your skillset and perhaps get into public speaking?
That’s the first place to start your purpose when it comes to networking.
I will share with you next, in four steps, exactly how I undertake my networking strategy as a business owner and an eternally curious individual in the HR space.
Step 1. Plan and budget
At my company, we plan out which events we want to attend each year. Our criteria have always focused on, ‘Where do my ideal clients hang out?’ We’ve defined their personas (going beyond cold stats to really understand the person, their behaviors, and where they are willing to invest their time, energy, and money), so we know that there will be a lot of events they won’t go to.
We aim to be at a minimum of one in-person event a month (that we aren’t hosting) and 2-3 online events, which we will host or co-host. Online networking, while it isn’t as interactive, still has incredible value in building those connections.
Step 2. Pre-plan for Each Event
There are a few types of events – the major HR events that are a big deal, and we try to sign up immediately following the end of one year for the next.
When it comes to the lead-up to the current year, we start to track all the social media at least six weeks out. We will like and comment on the event organizers and exhibitors’ posts; we want to connect with those who have also liked and commented on the post, as it is highly likely they are also attending.
From there, I will send short and connection-based LinkedIn DMs: “I saw you commented on XYZ’s post about XYZ Conference. We are heading there for the third year running. Are you heading out too?”
Depending on the reply and if it is a ‘yes’, then I’ll send the following: “Great – love to get the opportunity to say ‘hi’ while we are all there together.’ I’m not asking for a chance to pitch or sell me or my services – but to do the very thing we are all there to do, connect – and learn!
“Networking isn’t about business cards—it’s about purpose.”
Step 3. Tracking
For me, each large event (with 2,000 attendees or more) is a campaign. I want to make sure that I have meetings scheduled with people whom I’d like to meet in person, while I have the opportunity, and I am looking for the following:
· Great collaboration partners that I haven’t had the chance to meet in person yet
· LinkedIn members whom I have been connected to and exchanged comments on the platform, but never had the chance to meet
· Potential clients – be that people who have already shown an interest in our services, or those that I simply want to build a good relationship with now, for future opportunities to collaborate and work together
Whether you have invested in a CRM or use a simple Excel Spreadsheet, keep track of these connections and conversations.
Step 4. One Month or Under Until the Event
As a big event nears, most conference organizers have an app that attendees can sign up for and find out about additional events that are taking place—things like happy hours and vendor sessions.
The first thing I do is spend time on my profile within the app – if there are 2k plus people attending, it’s a huge opportunity to connect with people who I might not otherwise get the chance to meet.
Once my profile is complete, and I have signed up for a few events, I spend time reviewing attendees, reaching out, and connecting on the app, and (with my plan of who and what I am looking for), I start to arrange face-to-face meetings.
I am pretty bold in this area, as I also share my cell phone number. These events can get fairly hectic, and I want to make sure that I can connect with people and we can find each other while we are there. Sometimes, that can be easier said than done!
Part of my networking strategy also involves my LinkedIn and Instagram posts. Once again, it’s about raising awareness of my going. I will also post as I/we are en route and tag the conference organization in my posts.
There are so many aspects to networking that we can utilize!
During
Particularly with the larger events, I am going to periodically add posts throughout the day with photos of who we have met and some of the great sessions we attended. I regularly organize impromptu happy hours and dinners at events, and these can turn into quite large affairs with 15-20 people around a table who are all solo and wanted to join us. We all arrive as strangers, and for many of us, we leave as friends.
After
And now for the hard part – the follow-ups. The ‘great to meet you…’ and the call to action to reconnect and explore the initial conversations you were having in more depth.
For many, this can be the most daunting part of all of it. “I don’t want to appear pushy,” “I don’t want to annoy anybody”. Everyone is so busy these days, so following up 6-7 times is perfectly normal. You’ve met them, and you’ve started to get a sense for who they are and their perspectives. Just be human – and be patient!
Smaller Events
The same strategies apply – just on a smaller basis, obviously. Treating every event I attend as a networking campaign gives me a clear beginning, middle, and end.
It also makes it less relentless somehow, plus it keeps me focused.
The Budget Aspect
If you are part of an organization, I am sure you have a departmental budget for events. If you are a business owner, put a budget in place for the year. Include your travel and incidentals – food, beverages (and a small ‘emergency fund’ if flights are delayed and you need to incur extra cost.)
This and the tracking will help you to measure an ROI on your goals and what you have achieved.
In Summary
Networking is multi-dimensional, and if you can treat each event as a mini campaign, it is so much easier to focus on who you meet, how you connect, and follow up.
About The Author
Sam Eaton is the founder of MindAbility, helping HR consultants and fractional HRs replace—and exceed—their corporate incomes. With a track record of building six, seven, and eight-figure HR businesses globally, she champions the belief that real change in the world of work depends on bold, values-led HR business owners. Sam is the best-selling author of The Trouble With Pink Wheelbarrows and host of MindAbility Matters, where she spotlights the powerful outcomes HR consultants create for their clients. Her mission is simple: to help HR consultancy owners build successful businesses—on their own terms.
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