CH 08. Build Your Professional Network

Commentary: This is chapter 8 in a series reviewing the book "Highly effective networking: meet the right people and get a great job" by Orville Pierson. The last chapter looked at using personal networks. This chapter is focused on professional networks.  Keep in mind there is a distinct difference between the two networks in how one communicates and what information one shares.

Professional contacts are people who you have worked with or potentially could with in the future. They are a network or several networks. These networks occur naturally without you planning them. These networks generally consist of professional contacts who are friends. In this case, things go easier. Put them high on your list and contact them early. If you are transitioning or a recent graduate your professional contacts could be limited or none at all. Most people's networks are expanded during the job search.

Treat Professional Contacts Differently from Personal

• Be more cautious about asking for favors
• Offer information as well as asking for it
• Do not use your target list with insiders
• Be judicious about asking for referrals

Some people make mistakes thinking that all networking is the same. It is not. Professional and personal networks are dramatically different in the treatment of favors. Personal networks are more relaxed and willing to assist you. Professional networks are more limited. Some in your professional network go out of their way to assist you and others will do mouthing at all except a casual lead. If you are collecting information then you'll be an interesting networking partner. Those in your professional network will be more interested in talking if you are sharing too.

You'll use your target list to share with some of your networking partners on a limited basis. You'll never share your target list with first level contacts but second and third level contacts you should share the relevant portions of the list. The entire list may be shared with the personal contacts.

In talking with people professional discussions should prudent to avoid inappropriate impressions. You will need to be more professional and business like. It is less social than personal contacts. When talking to decision makers it is always a job interview regardless of how e decision maker views the conversations.

Working Your Way up the Ladder of Professional Contacts

• Start with level three, work related contacts not in targeted organizations
• Then move to level two, professional peers and insiders at your targets
• Then to level one, decision makers and influencers inside your targets

At the bottom of the ladder is a vast array of contacts that include your inner circle of personal networks and second or third degree professional contacts. At the top of the ladder are the decision makers. As you move up the ladder you become increasingly more businesslike and professional to the point every conversation is an interview.

Level three contacts are not in your target organizations and are not in the same line of work. Level two may or may not be in the target organization. All level ones are in the target organization and include your potential boss. Meeting level ones is a big advantage, even if for a minute, and is the goal of course. It is entirely possible to jump from a level three to a level one decision maker. If this happens, always accept.

Level Three Professional Contacts

• Include dormant and passive contacts as well as active
• These people are a great information source
• Look for those who know your targets
• Use your target list or mention targets

Your level three contacts come from a broad background, are in the workplace, and are well positioned to assist you. The goal is to gather information for decision making, refinement of your target list, and get introductions. You'll also want to get the word out to these people. Level three conversations can sometimes blur with personal networks. You will need to prudently measure this and keep the conversations appropriate.

Level Two Professional Contacts

• Talk about your target lists with professional peers, but not with insiders
• Gather information from insiders about the organization, it's needs and goals
• Find out what you can about the decision maker

Level two contacts can sometimes be in your target organization. They all possess essential information you seek. When talking to insiders focus wholly on that organization. They may get the impression, if you talk about other companies, that you are not that in tested in them. Thus any information you collect from a level two should be about their organization. Don't ask for basic information that you already have. Two kinds of questions should be asked. First, is this the kind of place you want to work? Second, ask questions that will help you get the job. Cast your questions in terms of the organization and its needs. You'll have to be prudent in your questioning and be gentle.

Talk about your profession with professional peers: You have conversations with professional peers, those who are not insiders at your target companies. Continue doing this the way you always do this, talk shop. These people are an important part of level two conversations. You can gain valuable information and even share your entire list with them.

Level One Professional Contacts

• Do not use your target list
• Talk to influencers if you can
• Get your message out, focused on this organization
• Look for an opportunity to meet the decision makers, even for a few minutes

These are the most important people in your job search. They include the decision-makers and those who influence them. Most likely these people are not in your circles. Therefore, it is rare you would know them. Your task is to get into the circled of people who surround the decision maker. Many decision makers already have the name of the candidates when a position comes up. You want them to have yours. Tailor your message and get your message out. When you get the opportunity to talk to a decision maker be careful, do your home work, and use the situation wisely. Talk to them only when ready.

Look for a Sponsor

• Any level one or two insider who wants you to join the organization can be a sponsor
• A sponsor actively assists you with information, introductions, and advice

A sponsor is someone at level two or three who is not a decision maker but is an insider who wants you in the organization. There are a variety of reasons a sponsor would want you in the organization that are not necessarily a friend doing you a favor. The sponsor may prep you with extensive information that is not proprietary and introduce you to decision makers actively advocating you. Sponsors are not spies or moles inside the organization and there is no guarantee of finding a sponsor.

Communication with Professional Contacts

• Be interested at level one and with any insider
• Be interesting at levels two and three

Demonstrate your desire to work in an organization to first level contacts persistently, repeatedly, and unfailingly. Get your message to them and show interest. At levels two and three you are interested in the individual. Know the organization in level one conversation. Talk to people.

You are a more interesting professional networking partner when you share information on industries and organizations, people in those organizations, and best practices in your profession:

Sharing information on organizations and industries: You have a target list and have been researching organizations gathering information. As you talk to level two and level three networking partners share what you have learned. Learn about trends for use in discussions with level one.

Sharing information on people: It is natural to share information on people. Read articles where people are quoted. Be careful not to name drop useless you know the person or make it clear that you have no relationship with the person you mention. Do not indulge in gossip, validate information you learn of.

Sharing professional information: Sharing information that helps your partners makes you an interesting person. Select pertinent topics and research them. You can become knowledgeable quickly and increase that knowledge through sharing. Many journalist write articles and dialogue with readers creating an opportunity for you to practice and increase your knowledge harmlessly. The journalist can also point you to other sources. Another professional topic is career management and job hunting that networking partners are often interested in. Sometimes it is better to start a conversation by offering information first. Remember that the conversation is a two way street. By putting focus on others you can stimulate strong interest. In the conversation, you are looking for introduction opportunities, information, and to get your word out about you.

Use the language of the industry and profession: In order to make the best impression and connect with your audience you will need to speak their jargon. Research the language using books, websites, and professional organization materials. The more you understand the better.

Professional contacts want to know who is calling and what about: You make people comfortable by letting them know who you are early in the conversation or call. Begin phone calls with a statement of your name, title or description, and your tagline. With a face to face conversation simply state your name and title or description.

Ask for introductions: You should be always listening for the mention of names and assessing if it is good to ask for an introduction. You should also be collecting names and putting them into your network charts for target companies. Once you have agreement on an introduction ask for more details. An introduction is stronger when there is a common interest.

Connecting with Decision Makers is Easier When You Have Researched Them

• Get their names and titles
• Check the internet for background information about them
• Talk to Networking Partners about them
• Map Their Networks

The ultimate goal is making connections with decision makers. The first step is to build a target list. The second step is to identify who your next boss will be. Get name and title. The third step is to research the organization and names. The fourth step is to research decision maker using your network partners. Put a column in your target list for the decision maker’s name. Look for common interest while researching backgrounds. The more common interests the easier the conversations will go.

Map their networks: Sketch out the networks connections; who is connected to who. This is step five. You are seeking logical entry points into the decision maker’s network. You are seeking points where your and the decision maker’s networks overlap. Those will be second or third level contacts.

Commentary: Link analysis is a good process and method of mapping your networks. The product, NODEXL at URL http://nodexl.codeplex.com, is a good tool to assist you in mapping networks out.

Decision Makers Want to Know

• What is in it for me
• What do you want from me
• Is this going to be awkward or difficult
• How long will it take and will it be worth it  

Decision makers have no time. The higher they are the more their time is managed. You will need good reasons to meet with a decision maker. You need to answer the questions; what, why, how much time, and the results, without them asking for answers. You’ll also have to ensure that there will be no awkwardness of difficulties in your request.

Commentary: I have found that if you practice or rehearse talking to decision makers by briefing them while walking alongside them in brief succinct statements, you’ll have the best results. You should practice condensing your conversation by outlining it in a five slide PowerPoint presentation. It could be a good idea to hand them your talking points with room to write notes on it.

Give the resume afterwards: Talk first putting the focus on the relationship and results. Use your core message. Always hand the resume afterwards and follow up.

References:

Pierson, O. (2009). Highly effective networking: meet the right people and get a great job. Career Press. NJ.