Getting beyond the word, networking is the noble art of nurturing and using people as a conduit to jobs, and I heartily endorse it. Not only do masterful net workers get job leads faster than anyone else; they're in the most strategic position to conquer the best ones. The power brokers, decision makers, and wheeler-dealers of the world are relentless net workers. Prominent politicians, from senators to presidents, have been Olympic-style net workers for years. I'm not going to insult you by saying that you ought to be networking. You already know that. In some form or fashion, you've been doing it throughout your career.
THREE NETWORKING NO-NOS
Maybe 1 out of 100 job searchers networks properly. And that's being generous. At critical points in their career, most job searchers commit the following three no-nos.
- Attempting to enlist the help of people you haven't spoken to in years. Most people network when they lose their jobs. They say to themselves, "I need a job fast so I'd better get on the stick and start networking." They pull out their address book with names and telephone numbers going all the way back to college and start calling practically everyone they know. "Hi Alice, remember me? We both worked at Elite Graphics 10 years ago. To make a long story short, I've just been canned and I'm looking for a new job. I wondered if you knew anyone looking for an art director with more than 15 years' experience?"
The truth is most people network the way my fictional graphic artist does. Whether it's a distorted sense of their own worth, inflated egos, poor judgment, or just plain old lack of common sense, people make false assumptions about others.
Equally offensive is getting a call from someone you don't know-say, a casual acquaintance of your second cousin-who tells you he's networking to make contacts leading to job interviews. It's one thing to get a call from a distant cousin you see twice a year, but a friend of your cousin? That's beyond ridiculous. Appropriate reaction: Hang up the phone and scream, "Spare me the amateurs of the world!"
A working network is made up of strong, well-defined relationships cultivated over time. As the saying goes, there's no such thing as fast friends. Seasoned net workers never ask favors of people with whom they have no relationship. That's the epitome of bad form. Totally uncool.
- Aimlessly chatting it up with anyone who crosses your path. Random kibitzing or schmoozing doesn't equal networking. Productive net workers have a sixth sense about people and leads. Although their every contact doesn't materialize into a potential lead, there's a consistency and theme to their relationships. Ideally, networking is building a universe of people who can help you.
- Acting inappropriately intrusive. Amateur net workers display an annoying sense of entitlement. They think the world owes them a living. The worst of the lot have a bad attitude on top of it. They're constantly putting both feet in their mouths by pouncing on people at the wrong times. They lack the tact to know when to make their move. They'll call or show up at the most inopportune times, ask ridiculous questions, and hound you to death.
If the copywriter had thought before he acted, he would have waited for a proper opportunity to corner the agency head alone so he could make a favorable impression.
Creative networking, on the other hand, is like a subtle dance. The best practitioners know when to lead, when to follow, and when just to stand on the sideline waiting for the right moment to make their move. They're lay psychologists who've mastered the art of reading people.
