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If you think networking is all about meeting new people to get a new job or
find new business opportunities, you have the wrong idea.
That vision of networking as selling is outdated, said networking expert Julia
Hobsbawm, who runs Editorial Intelligence, a London-based firm that hosts
events to introduce interesting people to one another. Instead, think of
networking as a way to deepen your connection with others.
Offer your contacts more than just information about job openings at your
company or tips on how to sell to your purchasing manager. Instead, share more
interesting knowledge: big trends in your industry, a tip on the year s best
snowboarding video, or which book to read for the most informed take on Somali
pirates.
Her goal is to demystify the networking process and get people to be more
productive by using their connections to learn new things. The problem, she
said, is that few people feel comfortable networking.
Read more:
What men know about networking that women too often ignore
The new rules of getting ahead: Always say yes and get paid
Cocktail parties, a typical place to meet new people, are among the most
difficult environments for making connections, she said, because everybody
feels shy and awkward. It s hard to find something to chat about. And other
than the friend, school, or charity that brought you together, you have no idea
what you have in common with the people you encounter.
An easier way is to meet people at curated events, where attendees are
carefully selected, such as a friend s dinner party or an industry working
group. Talk about your interests and find out what interests other person,
explained Hobsbawm. Then see if you can do anything for one another, or if you
can make an introduction to another person in your professional circle.
A great networker is someone who helps people connect with others, Hobsbawm
said.
Hobsbawm recommends in-person meetings, which allow you to more quickly and
easily decide whether you trust or like someone.
You get a completely different read from me in person versus by phone, email
or Skype, she said.
Hobsbawm ran a public-relations firm in London before starting her networking
business a decade ago. She was named Honorary Visiting Professor in Networking
at City University London s Cass Business School in 2011, making her the world
s first professor of networking, she said.
Her approach focuses on making deeper connections, rather than frantically
trying to network with everyone you meet. She advocates sticking to what s
known as Dunbar s number: 150 people in your core network. More than this and
you don t really know them well.
Although most people feel uncomfortable with new acquaintances, Hobsbawm
suggests approaching networking the way you think about fitness.
Invest in your network the way you would spend money on a gym membership and
time running on a treadmill, she said. Make a point to have coffee with
co-workers or friends more often. Read more to give yourself something to
discuss and hone in on subjects in which you are particularly interested.
If you don t think you re interesting enough to attract new friends or
connections, you might consider taking a networking course. There are many
options: business training company General Assembly offers one in London called
The Nuts and Bolts of Networking and Cass Business School has a class called
Connecting for Success. And start thinking of yourself as a person who has
something to offer others.
It s not just about who I know, it s about what I know, Hobsbawm said.