It's been estimated that between 70 and 80 percent of all jobs that get filled today are filled by people who first heard about the job through word of mouth: Someone told them about the job or told someone who told someone who told someone about the job. That's why networking is so important. It puts eyes and ears in places where you yourself can't look or listen. The larger your personal network, the more likely it is that you'll find out about job openings when they materialize.
Getting started
Believe it or not, the easiest part of networking is getting started. All you need is something that you can write names on — a tablet or computer screen, for example. Before you get to the business of writing down names, however, consider what help you need. You can look at the word help in terms of what various people may be in a position to do:
- Offer you a job right now.
- Offer you a job in the near future.
- Introduce you to someone who is currently looking to hire someone — or may be looking to hire someone in the near future.
- Inform you about a job opening or situation that could produce a job opening.
- Give you information about a particular person or company and, by doing so, increase your chances of converting a job lead into an interview or converting an interview into an offer.
Notice that each of these points is keyed to one of two objectives: to uncover leads to job openings, and to help you convert those leads into offers. You need to keep both objectives in mind as you launch and manage your networking campaign. And you also need to keep in mind the relationship of quantity and quality. Quantity, of course, refers to the number of people who actually become part of your network — obviously, more is usually better. But quality is important, too. Some people, for any number of different reasons, are in a better position to help you than others. Their clout has to do with who they are, the positions they hold in their companies, the people they know, and their willingness to go to bat for you. Quantity and quality are both important when it comes to developing your personal network. In general, however, the more "quality" there is to someone who might become part of your network, the more it is worth your time and effort to make the connection and cultivate that contact.
Put together a strong primary list a list of everyone you know who, directly or indirectly, could be helpful to you in your job search. Divide that list into three broad categories: level I, level II, and level III.
- Your level I list should consist of the people you would feel the most comfortable approaching for contact names — people you know you can count on.
- Your level II list should consist of people you would describe more as colleagues or acquaintances than as close friends. They know you and presumably wouldn't hesitate to help. Included in this list should be the people you deal with on a professional basis: your doctor, lawyer, and dentist, for example.
- Your level III list should consist of people you have yet to meet but whom you have good reason to believe could be helpful to you. How you get in touch with these people can vary. In some cases, you may be able to arrange an introduction through someone on your level I or II list. Or you may choose to contact this person directly.
Next, you need to prioritize your list to help you get the most mileage out of your networking efforts. The simplest approach is to rate each name an A, B, or C. Use A to designate any person who is very well connected and in a very good position to give you information and help. Generally speaking, you should approach the As on your list before you approach the Bs and Cs.
Developing your basic sales pitch
One step you have to take repeatedly in your networking campaign is to tell people who you are, what you're looking for, and how they can be of help to you. You should be able to get this message across in no more than 25 seconds when meeting face to face, communicating the following information:
- Your profession, trade, or occupational specialty (that is, what you have been doing for most of your business life)
- Your current situation (whether you are currently working, were let go because of downsizing, are changing careers, or whatever)
- What you're looking for in the way of job opportunities
- What you can offer that sets you apart from a company's other candidates
Pay special attention to the sequence of the information; it's usually best to begin by providing a brief description of your background.
Getting the word out
After you put together some sort of network list, your number-one priority is to let as many people know — and as soon as possible — what your situation is and what you're looking for. The easiest way to accomplish this objective is by using a targeted mailing. Compose a one-page letter that describes your situation in brief and send it to all the people on both your level I and level II lists.
Resist the temptation to send out nonpersonalized "Dear Friend" letters, even though doing so enables you to send out a mass mailing without having to fool around with mail merges. The information you're conveying to your mailing audience is crucial. Don't diminish its impact with a depersonalized "junk-mail" greeting.
When you're sending the letter to close friends, use their home addresses. With business associates, use business addresses.
Also consider attending association meetings and similar events or getting involved in volunteer organizations as excellent ways to add to your network people you might not otherwise get a chance to meet. People are far more approachable at meetings, civic events, and social events than they are when they're working at their desks.
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