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The importance of networking

July, 2024

Networking is a word that can make people shudder in horror. Either in fear at confronting a room of strangers who aren’t potential customers, or in dismay at time wasted away from potential customers. Erica Jones, Account Director at Kent-based PR, marketing and public affairs agency Maxim says both reasons for disliking networking are understandable, both are wrong.

I’ll admit, some networking events can be truly awful, but pick the right event(s) and you’ll wonder why you didn’t enjoy networking sooner.

One of the most important things to remember is that networking is a good place to meet like-minded people.

Yes, this could be your competitors if you’re going to an industry event, but more often than not networking activities are held for other people who are in a similar situation to you. That means business leaders, finance officers, communications managers, etc, they’ll most likely work in a completely different industry but they’ll be carrying out the same tasks and have the same experiences. Which means it’s a place to share those experiences.

Sometimes that sharing could just involve a pat on the back about an achievement that will mean more to your professional peers than your colleagues. Other times it could be having a rant or discussing a problem, and by discussing the problem you may just find a solution based on someone else’s experience.

You may also gain connections with suppliers as your peers share recommendations based on their own experiences. And one person’s supplier is another’s customer – so in the long term who knows what new clients you could gain.

Profile building

Equally, networking enhances a company's visibility and brand recognition. By participating in industry events and engaging with key stakeholders, businesses can position themselves as thought leaders and reputable players in their field. This increased profile not only attracts potential clients and partners but also builds trust and credibility, it helps ensure a company remains top-of-mind when opportunities arise.

Returning to that idea of meeting like-minded people, networking can also be good from a personal point of view. Sure you love your job and your colleagues are amazing, but might you want a new challenge in the future? Or maybe you want to grow the business with some new employees? Networking can be a way to make connections with your workmates of the future.

Trust

There’s a ‘try-before you-buy’ element here. Business relations – like personal ones – are built on trust. Meeting people over a series of networking events gives you a chance – without having to make any formal commitment – to get to know them, form a judgement about them and decide whether you would feel confident working with them. Body language, demeanour and how they interact with other people can tell you a lot about someone.

This building of trust and relations also extends to the virtual world. Just as people find their romantic partners online, so too can business contacts be forged through social media platforms such as LinkedIn. The key is to engage in a conversation with people rather than submitting your followers to an endless monologue.

Finally, do remember that some networking events can be good for the soul. If you work from home a lot, they are an opportunity to have a change of scene and to meet real-life people. Even if you are in the office, they are an excuse to get away from your desk and day-to-day chores to do something a bit different: a bit of variety is always good. And some events, particularly those involving food and wine, can be a great way to have a bit of fun, all in the name of work!

This article originally appeared in Kent Director.

Erica Jones - Account Director

Erica Jones

Maxim / Account Director

posted in: advice, public relations,

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