The Power of Designing a Networking Plan
Jens Jacobsen, a new BYU grad, was surprised after applying for dozens of jobs that no one wanted to interview him despite having a strong resume. Frustrated, he reached out for help. Many students like Jens face the same issue: they apply to numerous jobs with no success because their resumes go unnoticed. What they eventually learn is that the job search is a lot like a game. The challenge is to figure out the rules of the game and then to come up with a winning strategy.
Duke University's Steve Dalton authored 'The 2-Hour Job Search' to help his MBA students address this challenge. I introduced Dalton’s book to Jens and he began implementing a structured approach to networking. Two months later, his diligence bore fruit, as Jens excitedly wrote, “I received an offer! I owe it to the advice you gave and the book you recommended. It really does work.”
“The number one way to get a job you want is to know someone who will vouch for you” says Ian Siegel, ZipRecruiter CEO [1]. Experts, Nathan Perez and Marcia Balinger, emphasize that the majority of jobs are not filled by online applications. Surprisingly, most jobs aren’t even advertised or publicly announced [2]. Lindsay Pollack adds, “(Networking) is, bar none, the single most important activity you can undertake to find real job opportunities and get hired” [3].
“Today’s most valuable currency is social capital.”
Keith Ferrazzi [4]
A Structured Approach
So, how can a busy college student design and implement a networking plan that will produce results?
In 2017, I worked with Dr. Brad Bundy, professor of Chemical Engineering, to design a ½-credit networking course. The course began by guiding students in creating a long list of potential employers, which they then ranked based on a variety of factors. Armed with this prioritized list, students delved into the heart of networking. They followed Dalton’s method for finding good contacts, sending emails, and setting up low-pressure "informational interviews."
These career conversations proved to be a game-changer. Not only did they learn more about the industries of interest, but they also gained valuable insights into what employers were looking for in potential candidates. This approach allowed students to understand precisely how they could position themselves as attractive applicants, increasing their chances of securing coveted interviews.
In comparison to their peers who relied on traditional job search methods, seniors who took the networking class were 40% more likely to secure a job prior to graduation.
Furthermore, by strategically networking and reaching out to professionals in their desired fields, our networking students became competitive candidates for positions they genuinely aspired to, rather than settling for more accessible but potentially less fulfilling opportunities.
Here are a few comments regarding this structured approach to networking.
“Reaching out to people at companies was a game changer.”
“I probably applied to 50+ internships my freshman-junior year. However, I only ever heard back from a few and they were always rejections. I feel that if I knew how effective reaching out to people was for informational interviews earlier in my schooling, then I might have had a ‘Yes’ somewhere along the line.”
“Teach us this sooner.”
The resounding success of this networking course garnered interest from other departments at BYU. As a result, the course is now offered not only in the College of Engineering but also in the College of Physical and Mathematical Sciences. And conversations are underway in the Colleges of Humanities, Social Sciences, and Life Sciences about integrating this transformative strategy into their curriculum.
Cold and Weak vs. Warm and Strong
Students often feel disadvantaged if they don’t have a strong tie to their preferred employer or industry. Interestingly, research shows that having a large number of weak ties (i.e., connections with acquaintances or people you don't know well) is more beneficial than having a smaller number of strong ties (i.e., connections with close friends or family members). In other words, job seekers with larger networks are more likely to receive job offers and have shorter job search durations than those with smaller networks, regardless of the quality of their connections [6].
In a survey conducted by Sean O’Keefe and Barry Posner, students who engaged in “cold networking” were twice as likely to land an internship compared to students who only participated in “warm networking”. Cold networking is described as contacting someone without having a preexisting relationship, whereas warm networking involves making use of one’s close ties such as family, friends, neighbors, teachers, and so forth.
It is worth noting that students who secured their internships through cold networking had a higher likelihood of indicating that their internship led to a full-time job offer. Among those who did receive job offers following their internships, 70 percent had initially connected through cold networking, whereas only 40 percent had utilized warm networking channels [7].
Having a broad network is also important for entrepreneurs. A study conducted by researchers at Stanford University found that entrepreneurs with larger and more diverse networks were more likely to start successful companies. These successful young entrepreneurs were more likely to have access to a wider range of resources, including funding, advice, and talent [8].
Therefore, there’s no need to panic if you don’t have an uncle working for your dream company. In fact, that might just be a good thing. In today’s world, technology makes it easier than ever to find and engage with people who can help you connect with that next great opportunity.
Technology Makes Networking Easier Than Ever
One key component of Dalton’s book, ‘The 2-Hour Job Search’, is the focus on utilizing technology to create a large network quickly. Although there are many resources available, I will highlight three favorites here.
LinkedIn.com: A powerful professional networking platform, LinkedIn enables students to showcase their skills, experiences, and achievements to potential employers. Furthermore, LinkedIn provides opportunities for students to connect with professionals in their field, join industry groups, and actively participate in discussions, all of which can significantly enhance networking opportunities and elevate job prospects. My favorite part of LinkedIn is the ‘Alumni Networking Tool’, wherein students can easily find and connect with alumni from their university, unlocking a world of mentorship possibilities and career insights.
CareerShift.com: The combination of CareerShift and LinkedIn offers students a powerful and streamlined approach to networking. By efficiently finding relevant contacts on LinkedIn and obtaining their work emails through CareerShift, students can seamlessly reach out to alumni and industry professionals for informational interviews and mentorship opportunities. Many universities subscribe to CareerShift so their students can use it for free.
PeopleGrove: This web-based networking and mentoring platform is often branded uniquely for each institution, such as "BYUConnect", or “SAM” (Stanford Alumni Mentoring). Many universities invest in PeopleGrove to foster meaningful relationships and provide mentorship opportunities, bridging the gap between students and experienced professionals. Students can inquire with their alumni office about whether their university subscribes to PeopleGrove.
By leveraging the power of technology, students can expand their networks, gain valuable insights, and nurture connections that extend beyond graduation, setting the stage for remarkable career success.
Companies Value Referrals
Here's an interesting point to consider: A SpaceX employee shared that he receives a $1,000 bonus for referring a successful hire, which further incentivizes him to mentor and guide students interested in working for SpaceX. Internal referrals are on the rise, and research shows that they are highly effective. Studies indicate that referred candidates perform better and tend to stay with the company longer [9]. Organizations recognize the immense benefits of referrals to the extent that they are willing to invest in these valuable connections.
Networking occasionally feels uncomfortable, and you might worry about imposing on others' time. While these feelings are common, rest assured that networking is an integral part of the business world, and people will be responsive to you. Put yourself in the shoes of a future mentor; ten years from now, when a college student reaches out to seek your experience, you won't be offended. In fact, you'll likely be excited and eager to help, just as others did for you. You will utilize your networking skills throughout your entire career. In the words of Kelly Hoey, author of ‘Build Your Dream Network’, “Get comfortable with being uncomfortable” [10].
Increased Fit, Satisfaction, and Happiness
Jens Jacobsen's success story at the beginning of this article highlights the impact of a strategic networking approach. By honing in on companies and opportunities that aligned with his preferences, he avoided the overwhelming "shotgun approach" of applying to numerous jobs without a clear fit. Instead, he reported engaging in 15 quality conversations, leading to three interviews and an ideal job offer that he gladly accepted. This focused effort allowed him to discover an opportunity that perfectly matched his aspirations. He said, “I was able to keep my efforts very focused. I didn’t need a ton of interviews or offers because I was able to find an opportunity that was almost exactly what I was looking for.”
As Lindsay Pollack wisely states, "Happiness is a choice; well, I think that having a great career is a choice too. You can make it happen" [11]. Embracing networking and following a well-designed plan empowers you to take control of your career trajectory, ensuring a path that aligns with your goals and desires.
Advice for Younger Students
Students commonly express that they wish they had started networking earlier in their college careers. But young students can find networking daunting.
Alexa Lowman, an optimistic freshman studying chemical engineering, attended her first career fair, following the advice of upperclassmen to start early. It was a discouraging experience, to say the least. “After being shot down by recruiter after recruiter for having no previous work experience, I felt defeated”, she said. Hanging her head, Alexa called her father for guidance, and his wisdom proved invaluable. He told her to “go back into the fair, talk to the recruiters again, but this time to ask for their advice on what you can do during your freshman year to become a top sophomore candidate.” Taking a deep breath, Alexa headed back into the crowded career fair. It was nothing short of amazing as the conversations proved to be much more valuable. She received guidance ranging from joining clubs to engaging in research. She diligently recorded each piece of advice, along with the names of the company representatives. Over the next year, Alexa conscientiously acted upon the suggestions, steadily building up her resume.
The following year, as a sophomore, Alexa returned to the career fair and reconnected with the network of contacts she had established during her freshman year. She reminded them of the advice they gave and showed how she followed through with that advice. Alexa wrote, “This impressed many of them, and helped them feel like they had already personally invested in my success.” The impact was nothing short of remarkable, as Alexa received six offers from Fortune 500 companies – an astounding feat without any prior engineering internship experience. Ultimately, she accepted a position in her dream industry, a journey enriched by maintaining valuable connections that continue to shape her career path today.
Alexa's experience exemplifies the far-reaching benefits of implementing a strategic networking plan early in one's college journey. The advantages extend beyond merely securing a job. Through networking, Alexa found a mentor who revealed career options she never knew existed, tailored to her engineering aspirations. This mentor introduced her to various professionals and orchestrated one-on-one meetings. She reported, “The amount of valuable career advice, company insight, and personal development I have experienced has been incredible.”
Indeed, Alexa's story demonstrates that early networking efforts pave the way for remarkable opportunities, both professionally and personally, enriching one's academic and career journey beyond measure.
A Resounding Call To Action
Networking is the ultimate key to unlocking a productive job search and a successful career. By familiarizing yourself with valuable networking resources and crafting a well-thought-out plan, you can start building connections today that will yield immense benefits throughout your professional journey.
Don't hesitate; take the first step. Your future self will be grateful for the connections and insights you gain along the way. Remember, the choice to have a remarkable career lies in your hands - so just do it! Begin your networking journey now and discover the limitless possibilities that await.
Happy networking!
References
[1] Ian Siegel, Get Hired Now, 2021
[2] ‘The 20-Minute Networking Meeting’ Ballinger, 2015
[3] Pollak, Getting from College to Career, p. 89
[4] Keith Ferrazzi, Never Eat Alone, 2014
[5] Kim, D. H., & Aldrich, H. E. (2005). Social capital and entrepreneurship. Foundations and Trends® in Entrepreneurship, 1(2), 55-104
[6] Van Hoye, G., Lievens, F., & De Soete, B. (2018). Does networking bring a stronger short-term or long-term career benefit for male versus female job seekers? Journal of Business and Psychology, 33(1), 1-19
[7] O’Keefe and Posner, NACE Journal, August 2020
[8] Kim, D. H., & Aldrich, H. E. (2005). Social capital and entrepreneurship. Foundations and Trends® in Entrepreneurship, 1(2), 55-104
[9] Gautier and Munasinghe, Harvard Business Review, May 2020
[10] Build Your Dream Network, pg. 65
[11] Pollak, Getting from College to Career, p. 2
