Heard these before?
· “Networking isn’t for me. It is for social butterflies.”
· “I have a large social network, why do I need networking?”
· “I am an introvert. Not sure how pressing hands and sharing business cards will improve my standing”
· “Isn’t doing my work good enough. Why must I network?”
· “My network is well oiled. I can tap it when I need things done”
· “I forward articles to my group. Isn’t that networking?”
Everyone has a network, big or small. What you do with the network and how you nurture is what will help it mature, contribute value and give you fulfillment.
There are many approaches to networking although why most people fail is because they don’t work with a plan or know what makes networks tick. It isn’t about the large network you have but the quality of engagement you have that matters. Often people equate professional networking to social networking – they can’t be further away from the truth. Social networking is among those you are comfortable with. In business or professional networking it may be with people you hardly know or enjoy their company. It is a lot harder yet not difficult. Some consider networking when it is time to seek a new assignment or when they ‘want’ something from someone. The frantic calls and mails at that point aren’t helpful.
Networking is also critical for the success of organizations. Internal communicators who understand how networks operate can maximize the value of communication that flows within. A study on networks discovered that organizations benefit from their employees’ network performance as compared to individual contributions. However, only 44% employees in the study felt that their managers connected them to their co-workers to help them get better at what they did. Network leaders are most sought after – ones who have a strong network to influence – internal and external which can benefit the organization overall.
Networking, or the appreciation of what it can do for an individual now and in the future, needs to be understood better. In an interesting study, researchers discovered that the ‘negative’ association that networking has makes people feel ‘dirty’ about themselves – especially after an event or interacting with people. Networking can be both internal and external focused. How you balance the two is essential for your success. Not knowing much about the world outside and how it operates but knowing all about your business or organization isn’t enough. Having the breadth and depth can make you a better person and professional – and it comes with effective networking. Not all networking is about long chats and lazy conversations – demonstrating intent, following up, connecting people and improving relationships are all part of making it work. Based on my experience networking is linked extrinsically to your personal brand. If you are networking right, you are in essence building a powerful personal brand.
So, what are the fundamentals of business networking and how can one make a difference?
I propose the Offer-Contribution-Nurture (OCN) Model Of Business Networking.
Offer: It all begins with what you can give. It isn’t about what you can get from the network. It may sound profound – by giving you get. Ask: what is the unique value I can give? Everyone is unique and we can offer immense value to others – only if we know who we are and what we can offer. For example, I offered to design and teach corporate/internal communications at B-schools in the city basis my experience with campaigns I worked on. It led to even more opportunities to offer advice and personal branding insights. Often readers who visit my blog seek career advice – which I offer. I can relate to their need since when I began my career I did have a lot of questions and no one to ask! My offer has been my willingness to raise awareness and improve peoples’ lives through insights I shared on my blog, via my communication workshops and speaking engagements.
Contribution: Your network will value your role when you make tangible contributions over time. It isn’t easy at the beginning when you are new to a network. By taking active interest in other members of the network, understanding their challenges and then adding value is when you are truly contributing. I joined a few communication networks including the International Association of Business Communicators (IABC) to give back in ways I could. My relationship with the network improved when I spoke at the World IABC Conference in 2011 at San Diego, United States. Thereafter I ran a webinar and authored articles. It reinforced my commitment to the community, enhanced how I felt about my peers and strengthened my network.
Nurture: How much time and effort you put into a network can result in how strong you build connections and relationships. It doesn’t mean that you invest a great deal of time by ignoring those who matter most in your life or essential aspects. Energize your network by bringing fresh thinking and ideas. For example, in 2012 I authored a book on internal communications aimed at students, practitioners and academicians. I agreed to help a couple of B-schools create their communication department’s curriculum. With the IABC network I took on a Chapter Board member role that helped the group grow. I have begun engaging readers on Quora by responding to questions on topics where I can I can add value.
These aspects are hinged by 3 key factors – Purpose, Context and Authenticity. Purpose is about knowing how you want to strength the relationship of the network you are in. Context is about providing insights that no one else has and Authenticity is about being trustworthy, true to yourself and others in the group.
All these are underpinned by the theme of Persistence – how you are relentlessly pursuing initiatives that are furthering your network’s interest and bringing more of yourself to others out there.
To summarize, know your personality and how it influences your networking style. If you are an introvert you may prefer to engage in smaller gatherings and with people you probably know. On the other hand, if you are an extrovert you may be comfortable to network with a diverse set of people and in large gatherings. Going in with the mindset of ‘taking’ or ‘benefitting’ from the network can in effect hurt what your overall effort. Consider offering, contributing and nurturing your network while you connect with a purpose, provide context and be authentic in your actions.
Have any thoughts? How does the model sound? Do you find it useful?
Share your views here.
