Connecting with peers at events, both virtual and in-person, can lead to exponential career growth. When eyeing a new job, aiming for a promotion, or closing deals with other like-minded individuals, networking can be an effective way to accomplish goals, says Joshua Liebman, guest experience evangelist at Roller Software, a company that provides software to attractions.
“Without networking, your job application will be one of many in the stack, or your sales email will be discarded as spam,” explains Liebman. “Networking bridges the gap between what you have to offer and what the other person needs. The personal element is what lets you stand out from the crowd.”
Sow Seeds Before an Event
Liebman offers three ways to prepare for an event that includes networking.
- Strengthening an online presence: In the digital communities where industry peers already gather, share articles, make comments, and let people get accustomed to seeing your name.
- Create content: Write blogs, make short-form posts on LinkedIn, or focus on larger platforms, like starting a podcast.
- Make professional presentations: One way is to apply to speak at an industry event. Those who present educational sessions are given the opportunity to stand before an audience and share their knowledge.
- Another idea: Keep online professional profiles up to date, recommends Leslie Hughes, a LinkedIn profile writer by trade and CEO at Punch Media, a branding agency in Toronto.
“Is your headline, summary, and about section optimized, so that people know what you do and whom you help?” she asks. “Write your profile to wow and fascinate the reader and let your target audience know your accomplishments. Everyone wants to work with the best.”
She also recommends professionals audit their digital footprint. Hughes says it’s important to routinely Google search personal Facebook, Instagram, and TikTok accounts to see what is the first impression people receive. If anything seems inappropriate, she suggests cleaning it up, deleting a post or photo, and setting accounts to private. With current information and a fresh social media slate, professionals will be ready to make connections either in-person or online.
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NETWORKING TIP 1: Reserve the hour following the session for additional conversations with people interested in learning more or doing business. |
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Successful Tactics to Use in Person
Don’t look at networking merely as a way to make business connections; look at it as a way to make friends, says Liebman.
“Many of my best friends are in the attractions industry and they are also my best business connections,” he says. “We can interact socially and rely on each other for business needs when they come up.”
Hughes, who wrote the book “Create. Connect. Convert.: 25 Lessons on How to Own Your Value and Build a Powerful Professional Presence Using Social Media Tools Such as LinkedIn, Twitter, and Facebook (Without Bragging),” suggests arriving early to an event that involves networking. Instead of standing in the corner and waiting for someone to initiate the conversation, start the dialogue. This way, there will not be an uncomfortable moment when trying to join a discussion already in progress.
Another good icebreaker is to introduce two people who don’t know each other, Liebman says.
“If someone gets a new job, client, or resource that can be traced back to you, that takes your networking to the next level,” says Liebman.
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NETWORKING TIP 2: Use the tools embedded in a convention or expo app to connect with other professionals. Scan a roster of who else will be in attendance and then connect with them. |
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Business Cards in 2023: Toss or Keep?
Liebman suggests professionals should still carry business cards, but they need to evolve. Placing a photo on them and printing cards on thicker card stock will allow them to be distinguished in a pile. Instead of being obsessed about the number of cards collected at a networking event, have quality exchanges instead.
“If I spend 30 minutes talking to one person, that’s much better than talking to three people for 10 minutes each,” he says. “When collecting cards, I try to add notes directly on the card as soon as I can to indicate what we talked about and if there is any follow up required,” he says.
A good follow up might include sending the individual a personalized LinkedIn connection request, says Hughes. A simple example could be “Hi (name). It was great meeting you at the IAAPA Expo last month. Looking forward to staying in touch here on LinkedIn.’
Hughes says networking takes some effort, but with that investment of time and effort, networks and audiences will grow. After all, people want to connect.
Liebman summarizes networking as both a short-term and long-term strategy. Connecting effectively at an industry event can lead to a new job or lay the groundwork for a career boost 10 years from now. Even the shortest interactions can have big implications down the road, he says.
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NETWORKING TIP 3: Most business cards still include a mailing address. Sending a handwritten thank you note after a meeting can make a lasting positive impression. |
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Build a Personal Brand
Google “Sophie Milliken” and her website ranks first on the page. Based in Newcastle, England, she is CEO at Moja Group, an agency helping professionals elevate their names in their respective industries. She offers these suggestions on how to build your own brand:
- Brand your authority: Writing blog posts, articles, or even a book will position a professional as an expert in their field.
- Book speaking engagements: Milliken recommends taking this to the next level by giving TED or TEDx talks.
- Appear on TV or radio: Find a news item and offer to do commentary on it. Generate social media content prior to the appearance, and again afterwards.
- Apply to awards competitions: Milligan believes this creates instant credibility. Once the award is won, the honor should be placed on websites and in an email signature line.
