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The Ins & Outs of Networking
By Daryl C. Hannah
May 14, 2008
Ask anyone in the business world and they'll tell you that to get ahead, networking is crucial--and it has only become more so in the tight job market.
"In today's tight job market, networking is a necessity," says Tony Jenkins, vice president of cultural competence and diversity systems for Blue Cross Blue Shield, No. 15 on The 2008 DiversityInc Top 50 Companies for Diversity® list. "I consider networking just as important as obtaining an advanced degree. Networking carries that level of importance."
Last month, the national unemployment rate topped 5 percent, but these numbers were higher for both Blacks and Latinos--9 percent and 6.9 percent, respectively. For people from traditionally underrepresented groups, networking can be the key to getting a foot in the door and creating the path to advancement.
"While I was an intern and through my participation with the Hispanic Serving Organization (HSO), I was able to meet the company's future chairman and CEO, Ivan Seidenberg," says Alexis Toro, director of revenue assurance for Verizon Communications, No. 1 on the 2008 Top 50, in the April 2008 issue of DiversityInc. "That would never have occurred had I not been involved."
But how do you network effectively? What are the rules of the game? Here are some insights from several high-level executives on how to build and maintain a network that will help you land your ideal job.
Everyone's a Resource
When trying to build your network, it's important to understand that everyone you know, from your former employer to your child's teacher, is a potential resource. It's critical to look beyond your comfort zone, beyond people who are like you.
"When I got my first corporate job, one of the women who influenced me a lot didn't actually have a lot in common with me. She was the same age as my mother, white, very tall and very conservative," says Michele Coleman Mayes, vice president and general counsel of Allstate, in an interview with DiversityInc. "We developed a very strong bond because she, like my mother, was willing to call me on things and to challenge me." Read the full interview in the March 2008 issue.
"It's really important to have a wide berth of relationships. You can never tell what can come from a relationship," says Margot Copeland, executive vice president and director of corporate diversity and philanthropy with KeyBank, No. 33 on the 2008 Top 50. "I believe you should never underestimate a contact or what that contact can mean and bring you in the future. Nobody is too big and nobody is too small. Everybody counts."
Diversify Your Network
By 2050, more than one in five working-age people (18--64) will be foreign-born, and nearly a third of these individuals will be Latino; whites will account for only 45 percent of the people in this age bracket, according to the latest findings by the Pew Research Center. So what does all this mean? It's important to diversify your network--networking with people from different age groups, races, professions and ethnic backgrounds.
"In today's multicultural business world, people are going to have to become very skilled at cross-cultural communication and relationships. The only way to advance those skills is to practice, practice, practice," says Jenkins.
So how do you begin to diversify your network? Start with people you know, advises Jenkins: "Start with relationships you are comfortable with but with someone who is not in your race or ethnicity. Build a relationship with them and then spread out."
Join an Employee-Resource Group
Employee-resource groups can help you develop your skills and put you in contact with senior leaders in your company. Toro joined Verizon's HSO as an intern and met the future CEO at an event sponsored by the group.
"I introduced myself to him," says Toro, "I think he still remembers that meeting to this day."
Tracey Rice, director of technical stewardship for The Coca-Cola Co., No. 2 on the 2008 Top 50, joined the women's forum because she felt isolated and wanted broader networking opportunities. She was elected president of the forum, and the work she did for the group gave her the opportunity to show off more of her skills to her boss. "He can see that I can organize a business plan, stand on stage and speak for 1,300 people," says Rice.
Use Social-Networking Sites
Networking today has evolved to include social-networking web sites such as LinkedIn, Facebook and MySpace. But while these sites can be a good way to find out about people and connect with them quickly, they do not replace traditional person-to-person networking.
"The way people need to look at social-networking sites is to understand that they are a tool and you have to use them wisely," warns José Piazza, director of business planning and analysis with Verizon Wireless. "These sites are good because if you manage them effectively, they are a good and easy way to connect with others."
Today, even large corporations such as KPMG have pages on MySpace.
"Companies that are doing a lot of hiring today have these types of pages because we are in such a retail business environment, and businesses are trying to get as close to the customer as possible. Social networking is big," says Jenkins.
But watch how you use these networks. While the popularity of social-networking sites has grown tremendously, many people fail to understand how putting personal information on these sites can be damaging. That means you may want to take down those frat-party photos. Make sure there is nothing in your profile that you wouldn't want your boss or a prospective employer to see.
Attend Career Fairs and Other Networking Events
Career fairs are an excellent way to gain one-on-one face time with company representatives, even if it's only for five minutes.
"Today people have to network with a purpose. People should take going to career fairs as seriously as they plan and prepare for a meeting," says Jenkins. "It's important to have a plan because if you don't, you are not going to get much accomplished."
Corporate representatives speak with hundreds of people at these events, so it's important to practice your elevator pitch and consider your first meeting with the corporate representative a mini-interview," advises André Lee, director of recruitment for INROADS, a nonprofit organization that trains and develops talented students from traditionally underrepresented groups for professional careers in business and industry. "You should be prepared to do a 30-second introduction explaining why you chose that company."
Make sure you take a business card and follow up as soon as possible, says Lee, even if your interaction with the recruiter doesn't go as smoothly as you would have liked. The contact can prove to be a valuable asset in the future.
Organize and Manage Your Network
If you are attending career fairs and other networking events, all while maintaining a social-networking profile, it's easy to amass hundreds of people in your network. But it can be tough to find the right contact in your network if it's not well organized. You need to know who each person in your network is, how you found that person, and why that contact is important for you. It's also critical to go through your network regularly and evaluate the quality of your contacts.
"Networking is not a numbers game; it's about the quality of the contacts and how you manage these contacts," says Piazza.
So how often should you "clean up" your network? Well, it depends where you are in your career. "For me, I try to update my network two to three times a year," says Jenkins. "But if you are looking for a job, you should be updating your network more regularly."
Stay in Contact
"On my desk, I keep a stack of 20 business cards, and these are people I have met over the past five or six months, at either social or networking events that I need to either get to know or do business with," says Jenkins. "I make a point to, in a three- to four-month period, schedule either a breakfast, a lunch or a phone call with these individuals."
Copeland suggests attending some of the speaking engagements of people in your network. "Depending on the person you really want to have presence with, you follow their career. Pay attention to see if they are speaking or being honored at different events, be supportive and show up and let them know that you are really interested. This not only lets them know you are interested but also gives you the opportunity to 'see them in action,'" says Copeland.
You may also want to think about how you can be an asset to people in your network. "I think if you approach it from how a network can best help you, you are going about it the wrong way. I think a person has to look inside themselves and look at what they can contribute, what they can give. If you approach a situation as 'I have something to offer, how can I help?' then you get the greatest benefits from being a giver than being a receiver," says Copeland.
Say Thank You
Following up with people who have taken time to share their knowledge with you is important. Let them know how their help has benefited you and thank them for it with an e-mail, a phone call, or a hand-written note.
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