Successful Professional Networking: How to Nurture Connections More Effectively

Almost any career coach (myself included) will tell you that in our professional world, the best way to find the job you want is through developing the skill of professional networking. The vast majority of job opportunities–and typically the best ones–are filled by word-of-mouth, not by the job boards. And even if you respond to a job listing on LinkedIn or Indeed, being able to mention your acquaintance with someone in the company can improve your chances of getting an interview.

But meeting people is only part of the equation. Unfortunately, many professionals let lots of opportunities go to waste simply because they don’t know how to network effectively. They keep things at the most basic surface level. They go to networking events and exchange business cards with dozens of people, but never follow up and never really connect. This approach rarely serves anyone well in the long run because people simply can’t get to know one another (much less remember one another) based on a five minute rushed conversation and a quick exchange of contact info.

So here’s a pro tip for you: Instead of focusing on the quantity of interactions, it’s far more beneficial to concentrate on the quality of your connections.

The Fallacy of the “Speed-Dating” Mentality

Networking events can be very helpful, but also overwhelming, with numerous professionals mingling and exchanging contact information. It’s tempting to think that the more people you meet, the better your chances of finding job opportunities. However, this “speed-dating” approach often results in superficial connections that don’t lead to meaningful opportunities.

The same goes with networking online. Connecting with hundreds of people on LinkedIn, Facebook, or Instagram will only serve you to a point. If you don’t interact regularly with at least some of these people or start conversations with them, you won’t develop enough rapport with them to support asking them for job referrals–and in many cases, if you post on these platforms, these people won’t even see it when you post because the algorithm doesn’t see any previous interactions between you. (On social media, the more you engage with people, the more you see each other’s posts. That’s how it works.)

Why Quantity Isn’t Always Better

• Lack of Depth: Rapid exchanges often lack the depth needed to form a lasting impression.
• Overwhelm: Too many contacts can make it difficult to maintain personalized communication.
• Missed Opportunities: Focusing on meeting as many people as possible might mean missing out on deeper conversations with high-value connections.

Tips for Improving Your Networking Process

Now that you can understand why surface-level networking is mostly ineffective, let’s talk about some ways you can nurture your connections to make the process more effective for you. (This process works well for both in-person and online networking.)

Get Organized

Don’t just collect a bunch of random business cards or “friend” a bunch of people. Instead, create a system for organizing and keeping track of your connections. For example, you could use a spreadsheet or contact management tool to keep track of who you’ve met, what they do, what you talked about during your first conversation(s), and how you can help each other. And while you should never discount a connection based on shared interests (because you never know who knows who within your circle), there’s nothing wrong with prioritizing contacts based on your likelihood of being able to help one another.

Focus on High-Value Connections

Instead of trying to meet everyone, focus on building relationships with a select few:

• Quality Over Quantity: Spend more time with fewer people. Aim for meaningful conversations that allow you to understand each other’s professional backgrounds and aspirations.
• Be Genuine: Show genuine interest in the person you’re talking to. Ask thoughtful questions and actively listen to their responses.
• Focus More Energy on Connections with Shared Interests or in Similar Industries: Think of these as your “high-value” connections as these are the relationships that are most likely to be mutually beneficial.

Follow Up

• The conversation shouldn’t end when the event does (or after they friend you back). Following up is the key to building good connections. Try any/all of the following:
• Send a Follow-Up Message: Sending a personalized follow-up email or direct message within 24 hours of meeting them. Reference a specific part of your conversation to show that you were engage.
• Stay Engaged: Check in regularly with your new connections. Share articles, congratulate them on achievements, or simply ask how they are doing
• Schedule Some 1-on-1s: As you build rapport with high-value connections, invite them to meet one-on-one over coffee or by Zoom to get to know them better.

Be a Connector

Networking isn’t just about what others can do for you; it’s also about what you can do for them:

• Refer Others: If you know someone who could benefit from a connection you’ve made, introduce them. Being a connector can strengthen your network and build goodwill.
• Offer Value: Share your knowledge, resources, or advice without expecting anything in return. This can establish you as a valuable connection.

The Benefits of Nurturing Connections

By focusing on nurturing your connections, you increase the likelihood of being referred for job opportunities because you’ll be top-of-mind with more people. Strong professional relationships are built on trust and mutual support, making your connections more likely to think of you when relevant opportunities arise.

• Referrals: A well-nurtured network can be a powerful source of job referrals.
• Support: Your connections can offer valuable advice, support, and encouragement during your job search.
• Opportunities: Meaningful relationships can lead to surprising opportunities, such as collaborations or introductions to other influential professionals.

A Final Note: Be Authentic in Your Relationship-Building

Finally, one crucial point I need to make here: Business relationships are often transactional by nature, but that doesn’t mean you should approach your networking as simply finding people you can “use” to help you find a job. People can tell when you have an agenda like that, and it’s usually off-putting. Remember that at heart, these are relationships you’re building. Yes, they can be useful when you need something (like a job), but they are also connections with actual people–people with lives, feelings, and challenges–and these connections with the potential for long-term mutual benefit. You might need their help now, and they might need your help in the future–or you might just make a few great friends in the process. Keep this big picture in mind, and be authentically interested in people as you network. When you do it right, you’ll be investing in people for the long-term–and it can pay off in ways that go way beyond your immediate need for a job.

As always, I’m here to help if you need some additional guidance in your job search, whether it’s building your network, building your resume, or creating an overall strategy for landing your dream job. Just click on my calendar here to schedule a time to talk.