Having a plan (or at least a theme) to make networking work

For people who are actively managing their careers or who are already self-employed/freelancing, networking well is a necessity. For the rest of us, every career adviser out there has told us over and over again why we need to constantly network. The idea has evolved into the concept of a “personal brand” and how you should build your brand.

But the typical cube dweller who is trying to manage her career gets advice to join professional groups, go to networking events, etc. and, lacking a plan or objective, finds those things a waste of time. Most people work, work, work and never talk to anyone outside the company. Most people have no concept of a personal brand. But in trying to create one, networking events are like “coming up for air.” What do you do there? How do you make the best use of the event?

I decided to go to a talk next week by Paul Gillin, author of The New Influencers. I was so impressed by his book that I circulated it in our office. My role is technical, but the book is all about strategic marketing–a role I want to play at work and in my own self promotion of this blog (wherever it leads) and the other projects I’m working on.

I’ve learned over the years that the content of a forum/speech/lecture is almost meaningless by itself. I’ve read Gillin’s book and I could blog about it, present about it, give examples of how it is relevant to my company, etc. already. I’m sure there is no magic secret he’s going to reveal in the content of the discussion. And even if there were, it’s unlikely I will return to the office and say “hey everybody, we need to start a blog!” and folks will say, “Great Idea, Dave, we never thought of that! Let’s do it.” The information alone is not that valuable; it’s more about finding context relevant examples or people and resources that would help us move forward in implementation.

So going to a lecture and sitting there listening, then going home is a waste of time. The opportunity is all about being in a room with a bunch of people who share your belief in the relevance and importance of the ideas. Going there and passing out business cards would be crass and ineffectual. You need some objectives, I think, like: “My goal is to meet X people and then be able to intelligently and authentically follow up with them.” What can I gain from this event to make it worthwhile for me?

I think most people approach events like this in one of two ways:

1. Extroverts and business development people get it automatically. They are there to work the room.
2. Introverts and enthusiasts think the subject matter is what matters.

But I’ve already read the book…why pay $80 to hear the key points reiterated? For introverts like me, I need a plan of attack…

What’s my “elevator pitch?” It’s not like I am there looking for job, but I’ve really got to have an introductory sentence figured out so I can answer obvious questions and not get derailed explaining stupid stuff like what my job is or what my company does after I finally work up the nerve to start a conversation with someone.

What’s my purpose? I’m not just there to take notes and report back to my company. My objective is to build my “brand” at work so that people think of me as a thought leader in this space, not just a guy who can fix web servers. As it is with my writing, I can’t just be a conduit for information, I have to find and emphasize what I can add to make it uniquely mine.

Understanding my purpose (for attending this particular event, not life in general) will help me tell my story, if I get the chance, and then retell a good story back at the office. But I should stop writing and start working on that so I can make this thing worthwhile. It sounds like way overkill to invest so much thought into an event that might turn out to be an auditorium full of people and no chance to meet anyone…but I think, with practice, this kind of thing becomes more second nature. I think it is how you move past impressing people on on to influencing people…