There's more to successful networking than simply schmoozing over canapés and boxed chardonnay, says CALUM ROBSON.
Originally published in Pass, June 2007.
Ask any recruitment consultant if ambitious accountants should look out for potential career opportunities - even if they love their current job - and the answer will be a resounding yes. And a surefire way to maintain that market awareness is to develop your network - and your networking skills.
You're already 'in'
Adele Weatherill, of financial recruiters Hewitson Walker, believes that many people don't realise just how sophisticated their network already is - even before they build on it: 'There's a theory called "Six Degrees of Separation" that suggests it's possible to connect everyone in the world through a maximum of just six links,' she says. 'The jury's still out as to whether it really works but if it does, you're a lot closer to talking to that key person you want to be recruited by than you might think.
'You need to make the best use of the network you're already part of. That means friends, family, current and past employers, fellow survivors of old schools or universities, members of sports teams you play or have played for - the list is only restricted by your imagination. Everyone on this list is connected in some way - and they might know someone who knows someone who knows someone who has exactly the right job for you. So start talking to them.'
Alan Matthews runs Train of Thought, a communications training consultancy; before that, he was head of skills development at Deloitte. He has years of experience of watching accountants and would-be accountants in action at networking events.
'A key characteristic of a good networker is that they're interested in other people,' says Matthews. 'It's better to be interested than interesting, as networking isn't just about immediate self-promotion. The best networkers have a knack of getting other people to talk about themselves.
'They also understand exactly what they're trying to achieve - they arrive with a game plan. Networking's like a board game, where you move people along a certain number of stages - from 'I've never heard of you' to 'Let me offer you a job'. Good networkers know that - while the worst ones try to throw a six straightaway. They assume they've got to corner someone, whip out their business card and arrange an interview. But that's not going to happen very often - you have to move in stages.'
Shying away
Networking events and networking websites may be proliferating - but to many people, networking leaves a nasty after-taste. Others shy away completely, anxious to avoid being seen as the typical schmoozer who knocks back the wine and pins down unsuspecting victims over the finger buffet.
'For everyone who tries to throw that six, there are many more who don't even throw the dice at all,' explains Matthews. 'They don't like the self-promotion aspect or they lack confidence - so they just chat and never take things forward to an actual business conversation. I've met several schmoozers in the past who are very direct and aggressive - but the best networkers are slow burners who are seriously interested in building relationships.'
Adele Weatherill believes attitudes to networking are culturally driven: 'Americans seem to be able to network in their sleep, while here, we regard it as vaguely "un-British" - and in some Far Eastern countries, it can be perceived as downright rude. But whatever your background, whether you like it or not, you're already operating in circles where networking isn't just a nice idea, it's an essential part of career development. You just have to abandon your preconceptions and get going.'
Paul Robinson, operations director at finance recruiters Martin Ward Anderson, regularly delivers presentations on networking - and believes practice is the only way to overcome nerves: 'Networking can be uncomfortable for many people,' he says. 'But the more visible they are at networking events - or at social events where they may meet people who can influence their career - the better they'll develop those communication skills and become more assured, which in turn will draw others to them.'
Keep talking to agencies
It's vital to include recruiters in your network, even if you're not actively on the jobs market: 'Recruitment consultants account for around half of all new hires in the UK ,' says Weatherill. 'It makes sense to keep us up-to-speed with additions to your skill-set and experience, as well as new developments in your career.'
Keeping in touch means you'll be one of the first to hear of new opportunities and trends, says Robinson: 'It's not just about finding your next job. You need to know what's going on, who's looking, who's in demand and what they're earning.
And by having a regular and open dialogue with your consultant, you're more likely to spring to mind when that brilliant position comes along, or be invited to more networking events.
'A high proportion of our business comes from referrals - candidates we've placed, or even clients - who then recommend us to their own friends and colleagues,' says Robinson. 'That shows how important it is to have a good network through your work and your college contacts.'
Tactics for contacts
Alan Matthews says it's important to know who's going to be at each networking event you attend - and how they might be of use: 'Find out about other guests beforehand if you can,' he advises. 'There may be prospective employers who won't want you right now but may well do in the future. You have to establish a rapport so that they know, like and trust you. Having spoken to them about themselves - instead of just about you - will help form a good impression that sets you apart.
'But do your homework - such as finding out who's from HR and who's actually an accountant, or learning if their organisation has been in the news - and modify your topics of discussion accordingly. Once you're engaged in conversation, you can mention that you read about their re-organisation, relocation, new contract or whatever.'
Weatherill says communicating quickly and cleanly is critical: 'Develop an "elevator pitch" - that's an idea from Hollywood that you should be able to sell a film concept in the time it takes an elevator to travel a few floors,' she explains. 'For jobseekers, that means a 15-second summary of who you are, what you do and how it should be of interest to the person you're talking to. The best elevator pitches are jargon-free and simple enough for your grandmother to understand them immediately. If your pitch fails this crucial test, you're wasting your time.'
For your new contacts to remember you, something more tangible may be required than an absorbing conversation and a winning smile. Business cards are ideal - but Alan Matthews believes collecting them has more long-term value than handing them out: 'Getting the other person's card puts you in the driving seat in terms of building the relationship,' he says. 'It's a mistake to rush around giving out all your cards, assuming everyone will ring you up. Ask to swap cards - it doesn't matter if they never use yours as long as you get theirs. If you don't already have business cards through your job, consider getting personal cards printed - it looks more professional.'
The morning after - and beyond
So you've been to the event, met a couple of people who could be useful for when you're next looking for work - what now?
'Always have a follow-up system,' says Alan Matthews. 'It may be as simple as putting your new contacts into a database or an Excel spreadsheet, recording who you met, where and when you met them and what you talked about. You might just want to write it on the back of their business card. But you may not meet that person again until six or 12 months later, so think about how to keep your name in front of them. Some people send a thank-you note or the occasional email to keep the dialogue going - but don't be too pushy; nobody wants to be stalked. Keep an eye on their business and drop them an appropriate email if something comes up in the press.
'Try to remember things they were interested in - business or personal - and build that into your dialogue; for instance, the football club they follow, or a particular hobby or interest. Then you'll come across as someone who's actually listened to them. Everyone knows that networking is a bit of a game - but they'll accept it if it's done in an appropriate way.'
You can also keep tabs on your growing network of contacts online. The rise of networking websites has revolutionised the whole business of networking, says Weatherill: 'Dedicated professional sites such as Ecademy and LinkedIn are the obvious places to start, but Facebook can also be useful for keeping in touch with university and school-mates. After all, you never know who's going to end up becoming the next Branson or Gates.'
But Weatherill is less enthusiastic about social websites: 'MySpace, Bebo and YouTube can be two-edged swords,' she cautions. 'Be careful of the content you post on them; you never know who's going to read it. What might be a good laugh for you and your friends could turn into a major embarrassment if viewed by a potential employer.'
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