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Since only a small fraction of job opportunities will ever be advertised, it pays to network, says John Shattock, Auckland-based PR and marketing consultant.
But Shattock says there is more to networking than trying to meet someone who might give you a job.
"An employment candidate might think of the network as a direct source of potential employers, which they may well be. But it works more powerfully if the network is actually a source of people who would recommend you to a potential employer."
He says a referral is one of the most valuable things you can hope to gain through networking. A recommendation from someone who they already know and trust can save a potential employer a lot of hassle.
"People often prefer the recommendation of someone else ahead of doing their own research, provided that the someone else is someone that they know and trust," says Shattock.
But not all referrals are created equal. There is the sales lead where you're simply given someone's name and contact details. Then there is the introductory referral where you're introduced over the phone and the person is told to expect your call.
"Sales leads can convert at 10 to 15 per cent maybe. When I ask people about the last 10 introductory referrals they received, 70 to 80 per cent lead onto business for them."
An introductory referral can easily make you a shoe-in for your ideal job. But to receive one, you have to be known and trusted. And that's where networking comes in.
"The best way to become known and trusted is to do things for other people instead of being seen to just be grasping in your own interests."
But a good network of contacts does not materialise overnight so it pays to start early.
"The key thing is to be involved in networking before you need it. It's not the kind of thing where you can rock up to a network in a job hunting situation all of a sudden and decide that you're going to do it then."
Shattock says everyone should be involved in some kind of networking all the time, whether they think they need to or not.
"It's got benefits for employees. It's got benefits for job hunters. It's certainly got benefits for business owners and partners. It's not just getting business and getting jobs."
Since a network of family and friends only reaches so far, Shattock recommends using professional organisations.
"Get involved in organisations which provide networking opportunities. Go along regularly and consistently to their meetings."
But just showing up is not networking.
"A lot of people just regard the networking opportunity as the meeting and that's it. But of course it's not, because that doesn't get you known and trusted. You have to meet one-on-one with people outside the meetings so that you really build up your network."
The best way to build your network is to give rather than receive. Shattock says to give forward because what goes around comes around.
"Be a connector for other people. Give is gain. Give without expectation. Don't expect your return to come from exactly the same direction as you helped someone out either. It seems to go around in quite a large chain at times that's difficult to track."
Once you've established a network then Shattock says you can ask directly for what it is you're looking for.
"Don't just say, 'I'm looking for a job'. If you're looking for a job in a specific organisation then say, 'Does anyone know anyone with a connection in XYZ company?' That's what they're used to. That's what they expect from each member. The rule is to be as specific as you like."
Networking may be more than just an introduction for your next job. Some people are starting to view networking as a core competency, says Graham Southwell, national director of business referral organisation Business Network International (BNI).
"You could have two people equally qualified for the same job but the person who is better networked, who is better at getting on with people, who have better connections, is the one who is going to be more effective in that role."
More and more, networking is seen as a business skill which you will be judged on.
"Your networks actually speak quite a lot about you as a person. The better networked that you are, the better and more effective you're going to be. I think in every industry you need to network to be successful in it," Southwell says.
Networking paid off for Southwell when he was a registered property valuer in London. He wanted to move to Auckland but had no contacts .
"What I did was I wrote to somebody I knew in Sydney and asked them if they'd be willing to pass my CV onto anybody that they knew in Auckland that might be looking for a valuer.
Despite being on the other side of the world and not knowing the New Zealand market, Southwell landed a job in Auckland shortly thereafter.
"When a third party adds their endorsement to the situation, it makes the difference between cold calling and having somebody refer you. Straightaway it makes a difference to just the straightforward cold call."
But referrals like that aren't given lightly and shouldn't be taken for granted.
"It takes time to develop the trust that's needed because when someone gives a referral, they're actually putting their reputation on the line."
Networking is about developing and nurturing relationships which over time will yield results. But it's not about using a shotgun approach and just trying to get to know as many people as you can.
"The object is to be very selective in how you build your network because you need to invest time in that network. Be selective about who you want in your network so that you can use your time usefully in that."
At networking functions remember that it's not a business card collecting contest.
"Rather than try and have as many business cards as you can, maybe set yourself a goal of two or three people you're going to talk to and try to have a meaningful conversation with that person."
Networking functions tend to be one of three types. Breakfasts tend to attract sales people who are anxious to get out on the road. Marketing people tend to gravitate to the lunches. The after five events generally draw professionals, partners and service-oriented people. At these events it's easy to take the pressure off yourself by focusing on the other person and simply learning about someone else. You're there to make a connection and show a willingness to help others. Remember it may not be the person you're talking to but someone they know who may hold the key to your next big break.
"There is a finite pool of business that's available within a networking group whereas the leverage of the people in that group and the people that they know is huge."
Like anything else, networking is a skill which can be learned. Southwell says you can get better at it.
"The thing about networking is the more you practice, the luckier you get. You make your own breaks."
There is a listing of networking organisations in New Zealand at: marketingcoach.co.nz.
