Get networking

How important is networking for my career prospects? How, exactly, should you network?

Spending 5 per cent of your time on your own publicity is a useful career tip. But what exactly does that mean? Should we all be rushing to hire Max Clifford, even if we could afford him? No. It simply means that you should make sure that you are visible. The internet, the press (including the trade press) and conferences are all places to be seen. If you never speak in public or go to industry events, you reduce the chance of coming to anyone’s attention.

Networking is one sure way to put yourself about and doesn’t require any aptitude for public speaking. It has long been recognised as the key to a successful career, because your next job is statistically more likely to come from someone you know slightly than someone you know well.

More than 30 years ago, a US sociologist called Mark Granovetter studied a group of people over time to map their personal connections and the source of their next job move. He discovered that it was the people they knew least who were more usually the source of information on new jobs available.

When you think about it, this is not surprising. Your best friends and work colleagues already share all the information they have with you, and any information they get on career opportunities you probably already know. Finding out about opportunities beyond your own horizon is much more likely to happen via people who are operating beyond that horizon.

Think carefully – where are the people likely to congregate that you wish to meet? How are you going to get yourself there? If no such forum exists, start one yourself. How about giving a few dinner parties? Or organising a debating evening? Whatever you do, remember that no-one is going to hear about you if you just go to work and go home again in the evening.

The best news of all is that the internet makes networking so much easier than it was only a handful of years ago. Write a blog, comment on other people’s. Join the PR Job Watch and PR and Communications Network groups on Facebook. Remember, networking is fun – and it can seriously help your career.