Networking 101

Engaging Your Existing Network

(This is part 1 of a 4-part series of newsletters on Effective Networking.)

After weeks of searching, you’ve finally found it: your dream job. You spend hours researching the company, refining your resume, and writing your cover letter. After submitting your application through the website, you cross your fingers, hoping that this is the offer you’ll finally land.

And… nothing.

Has this ever happened to you? If so, you’re not alone. Many candidates are frustrated with online applicant tracking systems, and I don’t blame them.

But instead of complaining about it and going right back to applying online, you’re better off redirecting your efforts towards channels that work: building relationships and getting referrals. According to LinkedIn, 70% of professionals get hired at companies where they already have a connection, and applicants who are referred to a job by a current employee are 9x more likely to get hired.

Networking not only gives you access to opportunities you might not be able to find on your own, but it also helps you explore different career paths, stay on top of industry trends, and meet prospective mentors, business partners and clients.

It’s never too early to start building relationships. In fact, I recommend that you start networking long before you enter the workforce, beginning in college (or even high school). Although it may feel intimidating at times and won’t be as easy as clicking a few buttons, it will definitely be worth it in the long run.

What Networking Is… and Isn’t

When it comes to networking, what’s the #1 mistake people make?

Focusing only on what YOU want instead of the person you’re talking to.

Networking is not about going to events, shaking hands and passing out business cards / resumes to dozens of people in the hopes they’ll call you later.

Networking is not about waiting to reach out until the moment you need a new job or a referral — and asking for too much, too quickly, from someone you barely know.

Networking is not about sliding into a stranger’s DMs with phrases like:

• “Can I pick your brain for 15 minutes?”

• “I’ve attached my resume, please review it”

• “I want a job at your company / want to transition into X role, can you help me?”

Networking is the act of building and cultivating authentic, long-term relationships with everyone you meet, even when you’re not actively searching for a job.

So how do you actually go about doing that?

Different Strokes for Different Folks

On LinkedIn, your relationship with someone is described by your proximity to that person:

Your goal is to create as many high-quality 1st degree connections as possible. Although you could ask a 2nd or 3rd degree connection for a referral, they’re less likely to help you than someone who you already have a strong relationship with.

For each audience, you’ll want to employ a different strategy for outreach and engagement. These strategies are:

1. Engage your existing network (1st degree connections)

2. Ask for a warm intro (2nd degree connections)

3. Send a personalized cold email (3rd+ degree connections)

4. Offer to help others (All connections)

This article will be focused on technique #1: engaging your existing network. If you haven’t subscribed already, join the mailing list to stay tuned for the other 3:

Before You Begin…

Before you reach out, make sure you know exactly which role(s) you’re aiming for, down to the company and title.

“But wait, I’m still exploring / deciding between careers!”

Although this is totally fine, people are more likely to help if you have a clear goal in mind and a strong profile to match.

Often, candidates will reach out to me saying that they want to “work in finance” or “work in tech.” This is similar to telling me that you want to “go to Europe.” Europe is a big place! Where exactly do you want to go (which countries and cities)? What activities do you like and dislike doing? It would be difficult for me to help you without first knowing your goals and preferences.

Even if you say you want to “work in product management,” that is still a very broad goal. Working in product at a large company is very different from working in product at a startup. Working in product for B2B is very different from working in product for B2C. There are plenty of articles online that evaluate these very questions (and more), so do your research up front.

A clear goal is important for two reasons:

1. It signals that you are a highly-motivated individual who has done their research and knows exactly what they want.

2. It allows the person you’re speaking with to offer you more specific and targeted advice. Help them help you.

In addition, you’ll need a strong profile with a rockstar resume and relevant experience for the job. Although you don’t have to be ready to apply on Day 1, first impressions matter — a lot. People want to help people whom they think will be winners in the future, and having a strong profile is critical if you want your relationship to eventually lead to a referral.

Technique #1: Engage Your Existing Network
(1st degree connections)

Each of us has a natural network that serves as a starting point for most of our relationships:

• Community: family, friends, people from your hometown

• School: students, professors and alumni, especially those who share your academic or extracurricular affiliations

• Work: teammates, colleagues or managers you have worked closely with

Once you’ve found your dream job, check LinkedIn to see if you have any 1st-degree connections that work at your dream company. Your goal is to make this person feel appreciated and remembered rather than used and forgotten.

Scenario A: you know this person well

If you know this person well, you’re in luck. They’re probably more than happy to help you, especially if they stand to earn a referral bonus if you get hired. Your message should have 5 parts:

1. Make it about them.

Make it specific. Don’t just say “how have you been?” This type of opener is lazy and easy to ignore. Instead, congratulate them on a recent accomplishment or job change, or check in on how that hobby they're interested in is going.

2. Provide a personal update.

Share a sentence or two about what you’ve been up to since you last connected. Even if you’ve met only a few times, this puts the reader at ease and makes the message feel more conversational, as if they’re hearing from an old friend.

3. Respectfully make your ask.

Since you know this person well, you can directly ask for a referral. Still, try to avoid saying “Can you refer me?” and use gentler language like “Would you be willing to refer me to a role at your company?” or “Do you know enough about my work history to feel comfortable referring me?”

4. Do the heavy lifting for them.

Many referral programs ask employees to include a few sentences describing why they think the referral would be a good fit for the company and role. Make their life easy by providing all necessary information up front: a link to the job description, a tailored resume, and a short blurb stating why you’re excited about the company and are the best candidate for the role. This makes it easy for them to copy, paste and send.

5. Close with an “Exit Clause.”

Show them that you respect their agency by giving them the opportunity to decline if they feel uncomfortable or too busy to respond. Avoid phrases like “Thanks in advance” or “Looking forward to hearing from you”. These suggest that you expect the other person to help you and can rub them the wrong way. Instead, say something like “I know your time is valuable, and I know this is a big ask. If it’s too much right now, I totally understand! Either way, I hope you’re well.”

Scenario B: you don’t know this person well

If you don’t know the person well, avoid asking for a referral right away. After all, how would you feel if a near-stranger slid into your DMs and asked you to do a favor for them? Instead, structure your message with these 3 parts:

1. Remind them of your relationship and what you have in common.

For example, “I’m a fellow Harvard grad (Class of 2019) who was also on the board of Smart Woman Securities” or “We overlapped at Google in 2016.” People like helping people who are similar to themselves, so leverage any angles you have in common.

If you don’t have anything in common, try using flattery. Compliment them on their career or things they’ve published (blogs, LinkedIn posts, portfolios etc.) This makes your message more personal and shows them that you’ve done your research.

2. Ask for advice, not a job.

Elevate their status by asking them for advice instead of a referral. “I saw that company X has an opening for position Y and I’m interested in applying. If you have 15 minutes to chat next week, I’d love to learn about your experience there and get your advice on how I can best position myself for the role.”

If your contact agrees to take your call, express gratitude and have your resume and elevator pitch ready. During your conversation, ask thoughtful questions that are specific to their experience (nothing generic you can find on Google). Listen more than you speak and use your resume as a tool for seeking feedback. If you have a strong profile and a great story, they will naturally want to refer you by the end of the call.

3. Include an “Exit Clause.”

Most people don’t feel comfortable referring someone they don’t know personally, so don’t be offended if they decline your request. Respect people’s boundaries and understand that everyone has different limits for how far they’re willing to go to help you.

Following Up

After you get the referral, follow up by saying thank you and keep them updated as you go through the application process. Whether or not you end up at the company, express genuine appreciation and keep them in the loop on your future endeavors and successes.

What if I don’t know someone who works at my dream company?

In my next 3 newsletters, I’ll be sharing strategies for how to expand your network by asking for a warm intro, sending a personalized cold email, and offering to help others:

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Did this article help you engage your network? If so, I’d love to hear it! Please share this article with a friend, leave a comment below, or message me directly on LinkedIn.

Until next time,

Kristina