Guide To Strategic Networking: How To Build Connections, Not Just Contacts

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The value of networking in professional settings is clear. According to Jobvite, while employee referrals make up only 7% of candidates, they have a conversion rate of nearly 40%. Not only that, the Society of Human Resource Management (SHRM) 2024 Talent Trends report states that 37% of employers use employee referral programs as part of their recruitment strategies.

And that’s not all, networking has benefits that go well beyond the job search. Success in the workplace also requires effective relationship-building. Traditional hierarchical organizational structures create a top-down, siloed information flow. As these structures become flatter—due to the rise of AI-driven democratization of information—knowing the right people will matter even more. The people you need to collaborate with may not be on your direct team or even immediate colleagues. Most career-defining, business-impacting initiatives are cross-functional in nature and building connections is key for influencing stakeholders and ensuring success.

1. Start before you need anything and offer help.

Many people get caught up in their busy lives, routinely putting off a quick call with a former colleague or a coffee chat with a current co-worker to check-in. However, the best time to reach out to someone is before you need something.

A few ways to do this include congratulating someone on a recent promotion or career milestone, acknowledging a birthday or recognizing a personal accomplishment they’ve shared on social media. Another low-touch way to reach out is to share an article that they may find interesting. If you see that someone is navigating a career decision or seeking a new role, offer to be a sounding board or help in some way.

These gestures offer value and create a genuine ongoing relationship without any expectations on either side. Your mindset should be how you can engage with and help others without asking for anything in return.

2. Find common interests.

The easiest way to connect with someone is to find something in common. This offers an opportunity to uncover shared experiences about a topic that both of you care about. It also takes the pressure off learning about a new topic or discussing something that you may not be familiar with.

Two great ways to find out what you have in common are to listen and ask questions during conversations and follow their LinkedIn activity to see what they post and engage with.

3. Spend time—quality beats quantity.

Many networking guides focus on activity—growing the number of connections you have through a target number of outreaches. It may feel good to see your number grow, but you’re better off focusing on fewer meaningful connections over many superficial contacts.

Start with people you already know—co-workers, colleagues, fellow alumni—since it will feel more natural. However, it’s a good exercise to reach out to folks you may not have a direct connection with. Ask a mutual acquaintance to connect you or reach out independently.

I’ve found that most people are open to a one-on-one coffee chat or discussing a prospective collaboration, provided you’ve done your homework on them and are willing to share information as well.

4. Connect at set touchpoints.

Once you’ve made a connection, consistent engagement matters—it’s a way to keep and nurture a relationship. It’s easier to set connection touchpoints with someone you already know as a goal rather than finding new contacts.

Establish a regular cadence for checking in with people and be sure to follow through. Several options include quarterly emails or messages, monthly meetups or even an annual birthday or holiday greeting. These are great opportunities to reconnect by recognizing important professional and personal milestones while also keeping up with mutual interests and career developments.

5. Make it as easy as possible for people to help you.

If you’ve followed tips one through four, you are well-positioned to ask for help when you need it. There are several ways to make it as easy as possible.

First, make sure that you are clear about what you need. The person you are asking should not have to guess. Be specific in your ask: “I’m looking for advice on transitioning into X industry. Do you have any advice?” or “I see that you are connected to X at Y. I’d love an introduction to learn more about an opportunity—would you be open to connecting us?”

Clear communication sets expectations and avoids misunderstandings. Ensure that your LinkedIn profile is up to date, polished and professional. Have a concise personal elevator pitch ready so that the person you ask can introduce you without having to do a lot of preliminary legwork.

Conclusion

Strategic networking is about depth, not breadth. Focus on building a solid set of meaningful relationships rather than building a vast network.

Embarking on your networking journey doesn’t require tackling all the above tips at once. Start with one or two manageable approaches, then build from there. By being strategic and staying true to yourself, you’ll create a network that supports your professional growth: Start small, be authentic, and let your network grow organically.

Author Bio Rekha Thomas, CEO at Path Forward Marketing, provides marketing strategy and fractional executive services to high-growth companies. Read Rekha Thomas' full executive profile here. Find Rekha Thomas onLinkedIn.Visit Rekha'swebsite.

This article was originally published on Forbes.com.