How to Make Networking Pay Off

As the saying goes, “It’s not what you know, but who you know.” I heard that line often when hunting for a job after finishing my undergraduate work. I was applying for entry-level positions all over the country in both public relations and videography. During the eight months that I was unemployed, I amassed about 600 job applications.

The funny thing is, I got my first job out of college — and all of my jobs since then — based strictly on what I knew, not who I knew. Some of my colleagues have also tenaciously gone for what they wanted without knowing anyone to help them.

Others, however, have received great opportunities because of who they know. There’s no doubt that knowing a variety of people can be a career advantage.

When telling recent and soon-to-be college graduates about the benefits of PRSA, I typically give them the following networking tips, which apply to everyone regardless of their career stage. 

Attend in-person conferences (when they return).

Amid the coronavirus pandemic, professional conferences have temporarily taken a virtual turn, but someday we’ll all be together again, safely networking in banquet halls and conference rooms. It will be great to see old friends and colleagues. But there will also be people at these events who you don’t know. Say hello, trade business cards and strike up a conversation.

For us introverts, approaching strangers can be intimidating, but well worth the effort. At conferences, make the day about finding new connections. Catch up after hours with people you already know.

Stay active on LinkedIn.

According to HubSpot, LinkedIn is 277 percent more effective at converting visitors into sales leads (at a rate of 2.74 percent) than Twitter (.69 percent) and Facebook (.77 percent). Such evidence suggests that job-seekers should also have active LinkedIn profiles to expand their career networks.

Every time I meet someone at a conference or other professional event, I add that person on LinkedIn as soon as possible. The sooner we request these new connections, the more likely the people are to remember us and accept our invitations. You never know where they will end up working or when they will have opportunities that align with your skills. 

Prepare an elevator pitch.

The thought of networking with strangers horrifies some people, but preparing an elevator pitch ahead of time can help. This concise statement should explain your work and professional life in less than 60 seconds.

Rehearsing your elevator pitch helps you avoid rambling and stumbling when you speak, so you can make a good first impression. Polishing your pitch doesn’t have to mean sounding fake. Just be yourself.

At the same time, listening to those around you can reveal common ground and help you connect. Stay relaxed and things will work out fine, regardless of the networking situation.