Authentic Networking

With the unemployment rate the highest it’s been in 25 years–9.4% in May, according to the U.S. Bureau of Labor Statistics–those who still have jobs are concerned about their future and those out of work are frustrated with the job search. As many are reviewing their skill set and credentials, there’s one very important question that every professional–working or unemployed–needs to assess: How strong is my network?

If you’re planning on a change in employment status, voluntarily or otherwise, the odds are heavily stacked in favor of relying on the people you know, especially since roughly 80% of employment occurs through networking.

It’s great that you have a stack of business cards, but how well do those influential individuals even remember who you are, and more importantly, know how well you perform?

Because effective networking is based on mutually beneficial relationships, developing a solid base of contacts does take time. But it is well worth the effort invested. Experts provide several strategies on how you can build and maximize your best opportunity for finding work:

Be open, but have a goal

In today’s environment, you don’t want to close any doors on where you can meet influential professionals, but it’s wise to choose environments that work with your personality and style. After-work mixers can put you in touch with a variety of people. Having an idea of who you’d like to meet as well as background information on them and their business will help you focus as well as facilitate an introduction. Speaking at conferences and becoming active in professional organizations will provide others with an opportunity to actually see and hear how you perform. Those activities will engage others and draw professionals to you.

Have an elevator pitch

You should be able to convey who you are and why you would be a good contact for someone else. Remember, the first rule of networking is not what you can get, but what you can offer. In discussing your background, people will want to know what you do and for whom you have done it. Your presentation should also be concise, easy to understand, and not

sound like a sales pitch. “People who come across as inauthentic have a style that says, ‘it’s all about me,’” says Trudy Bourgeois, founder and president of The Center for Workforce Excellence. “Let your style send the signal that you have something of value to offer to others and that you are willing to help others.”

Treat your social networking like face-to-face networking

Online efforts need to be as strategic as traditional networking. The focus should never be on just accumulating names and “friends.” Just like your face-to-face interactions, you want to develop quality relationships. “People are looking to expand their database when they should be looking to expand their network,” says Diane Darling, founder and CEO of Effective Networking Inc., a personal development company that teaches successful networking techniques. “There’s a big difference; you don’t just want someone’s data.” Think back to the pile of business cards. Hav

ing the card doesn’t mean you have a connection. When you send an invitation to connect with someone, type a message explaining how you know the person. If they are in your geographical location, extend an invitation to meet in person. When using social networks, Michelle Thompson-Dolberry, director of advocacy marketing for American Express OPEN, is an advocate of the “90-10 rule”–nine out of 10 of your messages, like Twitter tweets, should be about personal things. The 10th message can be about something business related. TwiTip, a blog about Tweeting, says: “90% of what you share should be made up of personal insights and thoughts along with a heavy dose of helpful links, while 10% should be made up of messages that more directly benefit you.”

It’s not all about business

Talking about your interests outside of work c

an help ease the pressure of connecting with someone new. It also shows that you are genuinely interested in making a connection with this person. Volunteering, hosting an event, or serving on a committee are also ways to network without the stress of business.

Include everyone

We tend to take those closest to us for granted. Reach out to family, friends, old classmates, and current and former work colleagues. This is an easy network to fully cultivate, without the same pressures to develop new relationships. They may be able to lead or refer you to the appropriate person you need to connect with. You never know who they may know.

Reconnect

Quickly re-engage with people after first meeting them. You do not want to wait until you are in a stressful time to build your network.

“The mistake that we often make is that when we have a need then we start to reach out to people that perhaps we haven’t spoken to in months,” says Anita Davis-DeFoe, Ph.D., president and CEO of Afia Planning and Development Corp. and a certified career and workforce development consultant. “It makes it very awkward.”

As time progresses, maintain contact periodically–this could be every month by e-mail, quarterly, or once a year, depending on the strength of the connection. You can send a newsletter to update your best contacts on what you’ve been working on and ask them the same.

This story orginally appeared in the August 2009 issue of Black Enterprise magazine.