Who Do You Know? Who Knows You?

By: Tim Augustine, Author, How Hard Are You Knocking?

The people you least expect to help you in a job search may be your biggest advocates, so nurture all of your connections. Work your network virtually and in real time all the time. Connect with professional colleagues who can introduce you to potential employers and mentors. Nearly seventy percent of all job acquisitions begin with networking. Join this group of savvy job seekers who know how to secure a job. Read this chapter to learn how you can make networking work for you.

Networking often refers to a social activity typically utilizing reciprocal relationships to facilitate communication between people. Simply put, networking is leveraging all of your relationships in ways that benefit you and the other person. It’s not just about what you get out of the relationship. It’s about providing value to each and every person who crosses your path. Maybe you can’t offer someone a job lead, but you can recommend a great recruiter or even a great salesperson in the suit department. Sharing valuable information is networking. While for some people, networking comes naturally; others need some help. Follow these networking steps for success:

Step 1: Make a list of all of your personal contacts that you may need to leverage during the job search. Include your peers, professors, college friends, parents, brothers, sisters, roommates, or anyone who might be able to give you a tip about a company, a job, or some connection associated with the company. Make sure this list includes contact information such as phone numbers, email addresses, and other relevant information.

Step 2: Segment your personal network list into subgroups such as school, work, church, professional organizations, and social organizations. A good way to do this is to have each contact listed on a three-by-five-inch index card, in an electronic database, or use MS Outlook to organize your contacts.

Step 3: Know what to say. Don’t make blanket requests for help. They can be overwhelming. Ask for something finite and specific instead. Develop a script for each segment in your network, highlighting what you plan to say during the conversation. In writing the different scripts, consider the type of job you are looking for and the types of companies you are interested in.

Example: “Hello, John, during our conversation last week, you mentioned that you knew a friend at XYZ Company who was looking for a product manager for the Midwest division. Currently, I am looking for a new job and would be very interested in learning more about that opportunity. In fact, in my last position, I was the product manager for DEF product line, which is XYZ’s largest competitor. Could I reference you when I call your friend? Thanks for your help.”

Example: “Hello, Sue, last Sunday after church you mentioned that you knew of a career networking group that met at church every Saturday morning. As you know, I am looking for a new job in the field of marketing and would be very interested in attending with you. Would that be okay? Thanks, and I will see you on Saturday.”

Step 4: Develop a game plan to contact your network via letter, email, phone call, and/or meeting. Within this plan, you might consider developing a message or announcement that could be sent to your network. We recommend contacting your network first with your message and then sending them a copy of your resume if they are interested. Your network has a network that has a network of people that have common interests. One often hears that we are all connected by only six degrees of separation. You never know who and where you might find your next lead. Use this plan to help communicate your efforts and goals of your job search to your broad network of contacts. Your list of goals to begin your networking should resemble the following:

Once you have compiled your personal network list, begin to make contact (by phone, email, etc.) and see what names or contacts your personal network can provide. It is always a good strategy to have your friend, family member, or person on your network list. Call potential contacts at your target firms first if possible and if they are willing.

Don’t forget to leverage LinkedIn and ask for introductions via your network to professionals at target companies. The personal touch adds credibility to you and their referral.

As you gather networking names, create a contact spreadsheet with the person’s name, phone number, occupation, and any other important information you may need to use later—especially the person who gave you the contact name. Make sure you also record personal data such as number of children, hometown, favorite sports teams, and so on. This is the type of information that can help you better connect to the person and remember personal details. You may contact these names years later and find out that some may be in a position to hire you.

An important component of networking is attending functions where professionals in your field will be in attendance and/or giving a presentation (trade shows, industry conferences, meetings, and small-group gatherings). These forums offer good opportunities to establish a contact in an organization and to learn more about the company, what it does, and its prospects for the future. Try to meet the speaker personally if possible. For instance, if a representative of a company is giving a speech, try to approach the speaker afterwards and discuss the speech, the company, or common interests. Be sure to introduce yourself and get the person’s business card if you can.

When networking, the objective is to become connected and known to the people who have hiring authority.

Insiders’ Tip: When networking for career purposes, identify your strengths and the value you have to offer. Convert those strengths into a value that you would offer a company or employer. In every interview, we ask, “What can you do for us?” You need to identify the value that you bring and phrase it in terms of return on investment (ROI).

If the company invests in you, what benefit will it receive in return? Identify the types of opportunities you are targeting. Match your strengths to these types of opportunities or positions. While industry-specific organizations are more likely to produce job opportunities in your chosen career field, you never know where you might hear about open positions through community or religious organizations.

College and University Networking Events

Many alumni associations host networking events to support job-seeking graduates.

Check with your university to learn more.

If you are attending a large event, make sure you develop a game plan to cover all the ground efficiently. Identify the list of attendees whom you want to meet, including potential times and locations. Ask your personal network for recommendations on whom you should consider meeting. If possible, do some homework on the company and/or specific contact. In some cases, it may be appropriate to email or phone your contact or scheduled speakers in advance of the event. Mention that you’ll be attending and looking forward to introducing yourself.

Track your progress. Make sure you measure your networking success by the number of meaningful conversations you’ve had. Make sure you focus on the conversation and the people you are meeting, not just the fact that you are looking for a job. Make sure you understand your contact’s needs so you can understand how you can be of value.

Develop a list of intelligent questions: What type of projects are you currently working on? Is there any need for help with this specific project? Are you are looking to hire people with any specific skills? I noticed from my research that your company was merging with XYZ; how will that affect the projects you are tasked with?

What resources or ideas are you looking for at this event? If you are not a fit for that company’s needs, you may want to provide a referral of someone from your personal network. Remember your marketing theme and match it to the contact’s needs. You want to be in a place to position yourself as the answer to the needs of your targeted companies. For instance, “In my most recent position, we had to solve the same problem. In fact, my role was to . . .” Continue to build your network. Make sure you capitalize on the opportunity to ask for a business card and/or permission to make contact again soon.

Be very conscious of nonverbal behavior. If they are looking at their watch or looking around the room, use that time to say, “I do not want to take too much of your time.

Could I get your business card and maybe we can finish our discussion after the conference?”

Business Cards

There is a standard etiquette to receiving a business card. When someone hands you his or her card, make sure you read the person’s name aloud. People always like hearing their own name, and it shows that you have interest and appreciate their card.

Then, once they leave, turn the card over and write specific characteristics about the meeting or conversation on the back of the card. You should document appearance, such as “blond hair, tall, black coat” to help refresh your memory. You should also document some facts about the conversation. For instance, “Talked about the Cleveland Indians” or “Found out that they will be converting their systems and need a project manager.” The point of this exercise is to provide a refresher so that you will remember the person three months from now.

On our desks at our office, we have plastic index-card holders with business cards taped to index cards. On every card is a description of the person as well as their role and details about our last conversation. We have segmented the cards by industry as well as job function. We use this manual network filing system on a monthly basis to stay in touch with our close contacts. This process can also be automated with the use of a personal electronic address or contact tool.

We have a few final thoughts on networking: Smile, be personable, look people in the eye, and show your interest by asking questions and (most importantly) listening to their responses. Help others solve their problems or meet other contacts so that they will want to help you when the time comes. Networking is a reciprocal relationship. The more you care about others, the more you will succeed.

Prepare Your Thirty-Second Commercial

Successful networkers are always prepared to deliver their professional pitch or thirty-second commercial. Whether you use this pitch at a job fair, when you meet a VIP, or to answer the “Tell me about yourself” interview question, it is a helpful tool to have ready at all times.

Here’s a sample script for a job seeker with experience: “As a sales rep for Tech Systems, I focused on industry knowledge, developing relationships, and growing revenue. My industry knowledge helped develop a list of forty qualified prospects. My relationship skills opened the doors to meet decision-makers and executive-level contacts and to identify potential solutions to their problems. In fact, the result is an average annual revenue increase of forty-eight percent over the past twelve months, at a time when the industry is experiencing a significant recession.”

College students with less experience could answer like this: “As the communications coordinator for the solar car team at Michigan, I wrote press releases, conducted interviews and wrote a blog. This experience has prepared me to work in the tech industry as a communications specialist.”

Informational Interviews

Another effective networking tool is the informational interview. An informational interview is used primarily for two reasons: to gather more information about a company and to gather more information about industries or occupations. Whether you are just out of college or have fifteen years of experience, informational interviews are a valuable activity to provide clarity regarding your career choice and direction in conducting an effective job campaign.

An informational interview begins with a phone call to the prospective companies or people you have researched. Develop a script of the phone call before you call.

The script should include everything you want to say to the company as well as blank sections for questions and answers you might discuss during the call. Make sure you study this script and know what you are going to say before your call.

Don’t just read your script word for word. Nothing is worse than having someone recite a script to you on the phone. Just have a general idea of what you want to say and make sure the script is available as a reference. An example of this script appears on the following page.

The first person you contact will likely be the receptionist. He or she should be your first friend in the company. The receptionist is the initial gatekeeper and can play a large part in the hiring process. They are often asked questions about a candidate’s phone etiquette and personality. Often, they are asked to give their general opinion of the applicants they speak with on the telephone and in person. Therefore, begin selling your skills to this person while gaining valuable information about the company. Make sure you learn his or her name and try to establish a rapport. Ask for the spelling of their name if you need it, and write down the person’s name on your informational interview script.

The key to this interview is to build a business friendship. Remember that your goal is to gather information about the company. If you set up an informational interview with a recruiter or the accounting manager, make sure you utilize this time to gather as much data as you can.

After you contact each company and schedule an appointment, prepare a list of questions to ask. Make sure your questions are typed and convey the topics that are important to you in a company. Review your research and develop questions that will answer any questions that you have or were unable to uncover during your research.

You should have five to ten detailed questions written out prior to the interview that will give you the best possible facts from which you will draw your final job decision. Here are a few examples of questions you could ask the person with whom you meet.

When you are preparing for the interview, utilize the research you have already conducted. Read the company’s annual report to gather pertinent information about the company’s performance, products, locations, and so on. The purpose of the informational interview is to gather information about the company. However, the interviewer is also looking at your skills, knowledge, and dedication.

About the Author: Augustine is a nationally acclaimed author and professional speaker focused on career development and corporate people strategies. He is the Author of the book How Hard Are You Knocking? and has been featured on ABC, CBS, FOX and NBC and reviewed in USA Today, Wall Street Journal, LA Times, The Chicago Tribune, and The National Association for Campus Activities. He has made numerous radio and television appearances and has presented to over 300 organizations and 100,000 people throughout the United States. He is a contributing writer to Inc. Magazine, Fast Company and Monster.com on topics pertaining to the people strategies of successful organizations. His newest award winning seminar is titled “Landing a Job in a Difficult Economy” To learn more about Tim, his books and seminars series, please visit www.howhardareyouknocking.com or contact him directly at 248-447-2005.