Understanding the Power of Networking

Networking remains an indispensable strategy for career advancement in 2025.

And you need to understand not just why networking matters, but also how different types of networking influence your career.

Why Networking Still Matters in 2025

Not that we needed studies telling us the obvious… but…

A longitudinal study published on ResearchGate examined six types of networking activities, differentiating them based on whether they were internal or external and whether they involved building, maintaining, or utilizing contacts.

Here’s what matters: Over a period of three years, the findings demonstrated a clear link between networking and increased career success, both in terms of immediate salary and its growth over time.

It’s interesting to note that building connections within your company and keeping up relationships outside of your company have the biggest impact on salary growth. In other words, simply having contacts doesn’t boost salary on its own.

This makes sense… Effective networking isn’t just about collecting contacts; it is about purposefully building, maintaining, and leveraging relationships in a way that pays dividends in the future.

Again.. As always.. In matters of career development: the devil is in the details!

But Networking Is a Buzzword…

“Networking” is often highlighted as the key to career success, but what does it really mean?

When you dig beneath the surface, what you discover is that: networking is the socially acceptable answer to “how did you get your job?” when the real answer is something like: “A past colleague recommended me,” “my friend got me an interview,” or “I’m related to a member of the board.”

In other words, “networking”, is a bit of a dog-whistle for business contacts, favoritism, and nepotism.

The corporate world loves to glorify networking as some grand professional skill, but what they really mean is pulling strings and leveraging personal connections – whether it’s family ties or old friendships – to get ahead.

The faster you come into terms with this, the faster you’ll rise.

The Real Nature of Networking: Favoritism in Action

A study by the Philadelphia Federal Reserve breaks down exactly how different types of networking play out in the real world. It makes clear that there are two main types of referrals: those from family and friends, and those from business contacts…

Referrals from family and friends are often used by people who can’t get job offers through other channels. In practice, the study found that these “family and friend referrals” help reduce inequality by giving those with fewer opportunities a chance at good jobs. (Hint: it’s a kind of socially mediated redistributionism, helping low-skilled individuals get jobs they otherwise couldn’t.)

In contrast, referrals from business contacts are used by those already in the game – the productive workers who already get good offers frequently. These kinds of referrals are the real drivers of inequality. (Hint: The Matthew Effect, yet again – helping corporate climbers climb even higher.)

The bottom line is this: “networking” is a socially acceptable rebranding of old-school favoritism. Whether it’s your business contact giving you an edge over others, or a friend getting you in the door, it’s about leveraging whatever advantage you have.

And let’s not mince words… The real world runs on these networks, and the sooner you understand the game, the sooner you can play it to your advantage.

How Do You Actually Do This “Networking”

Let’s get one thing straight: the internet is full of useless clichés about networking, and most of them are worthless.

If you browse around just a little bit, you’ll often come across feel-good phrases like, “LinkedIn is an exceptional platform for expanding professional networks and uncovering potential opportunities.” or gems like, “Attending Conferences and Networking Events can help unlock coveted job positions and propel career trajectories.” (Real quotes, we won’t tell from where…)

This is nonsense dressed up as advice, and if you follow it without digging deeper, you’ll end up wasting your time.

Here’s the unvarnished truth:

LinkedIn isn’t a networking site. It’s (mostly) a “keep in touch with people and prove your résumé claims” website. In other words, LinkedIn is useful to maintain meaningful relationships you’ve already built, and to back up your experience with tangible proof. It can also be a distribution channel for your online brand. Regardless, the people who make LinkedIn work for them understand that it’s not about cold connections. (Again, mostly. There are exceptions, but if you are asking what those exceptions are; it’s not relevant for you.)

Networking events? They don’t exist. There are industry events and conferences, and there are social gatherings where you can meet interesting people. But anything explicitly labeled as a “networking event” is an instant red flag. These so-called “networking events” are magnets for the desperate and the uninformed.

Why? Because the kind of people who attend “networking” events are often scrambling for opportunities, which means they have little to offer you and no real interest in creating value – they just want a job. When everyone is there for the same “gimme a job” purpose, you can forget about genuine, mutually beneficial connections.

Real networking happens naturally at real events: the ones people attend to share knowledge, learn, or celebrate their industry. The second someone slaps a “networking” label on it, it’s overrun by people who are just there to extract whatever they can.

Real Networking is a Long Game

Instead of falling for these clichés, understand that real networking is about playing the long game. It’s about cultivating relationships over time, where the value flows both ways.

You need to understand that the people worth knowing are the ones who are already doing interesting things, and they aren’t looking for “networking.” They’re looking for collaborators, partners, thought leaders, and problem-solvers.

If you can be one of those things, the doors will open naturally, not because you schmoozed at a so-called networking event, but because you showed up with something real to offer.

Add Value Before You Ask for Anything. When approaching anyone, don’t start by asking for a favor. You need to start by giving. Become visible in the right places, contribute intelligently to conversations, and be useful without an immediate expectation of return. When you’re genuinely adding value, people notice. When they notice, they remember. And when they remember, they reach out.

The “Social” Matters. Don’t overlook the simple, human aspect of networking. People don’t just want a colleague or a professional connection – they want someone they actually like. Go to events that genuinely interest you. If you make a real connection with someone over shared interests, that bond will carry weight.

As long as you embody the attitudes listed above, you actually CAN follow a career serving strategy and open a LOT of doors through networking.

This means: The aesthetic of your approach must be altruistic, helpful, and friendly. But your actual strategy must be shrewd.

Let’s get specific and explain…

Big Picture – Networking for Career Advancement

On the one hand, you must be friendly and offer value to everyone you meet, trying to help them out rather than begging for jobs or “hot leads”.

On the other hand, who you meet, and where you go to meet such individuals must be 100% deliberate and calculating.

That is, of course, if you are networking for career advancement.

Career Advancement Means Getting a New Position

Whether that means getting a better title, a higher-paying job, or a role at a more prestigious company, the goal is straightforward – it’s ALL about moving up.

First things first: career advancement almost never comes from your current boss.

Your boss is incentivized to keep you where you are, especially if you’re performing well. If you’re serious about advancing your career, you need to look beyond the person managing you.

Therefore, you need to meet individuals:

  • Parallel to your boss in your org chart (ideally different business units who don’t share the same boss or budget stream)
  • Above your boss
  • Ranked as your boss or above in other companies

The Big Picture: Networking Is About Access to Decision-Makers

Your goal in networking must be crystal clear: meet new people who have the power to either hire you directly or connect you with someone who can.

It’s about strategically expanding your circle to include those who can offer you your next big opportunity. It’s not about collecting a bunch of random contacts; Your focus should always be on finding and engaging with the people who can facilitate that critical next step – whether it’s a hiring manager, an executive, or someone influential in your industry.

Before You Begin: You Need to Know What You’re Doing…

To get the most out of your networking efforts, it’s crucial to approach it with a clear plan.

Of course, you should use our Networking With a Purpose worksheet for best results.

But, here’s the cliffnotes:

Setting Clear Networking Goals

Before you start connecting with others, understand exactly what you want. Know the specific job title(s) you’re after and the industry you’re targeting. Be precise about the companies you’re interested in. The clearer your goals, the more effective your networking efforts will be.

Targeting High-Value Mentors and Sponsors

Not all connections are created equal. Target high-value mentors and sponsors – those who have the experience, influence, and willingness to guide you.

Identifying Key Contacts and Influencers

Identify the key contacts and influencers in your industry. Who holds the power to hire? Who has the connections you need? Focus on building relationships with these individuals.

Have a Plan of Attack

Know what to say and how to say it. This means preparation! Have brief, confident scripts for the most common interactions you will need to navigate. Being ready to engage at any moment.

Nuts and Bolts: The Three-Pronged Approach

Once you’ve prepared using the guideline above, the actual “networking” of networking is pretty straight forward…

Networking, in practice, is fundamentally about meeting new people, and it boils down to three essential actions: Social Networking, Personal Branding, and Lead Generation.

Here’s what each means:

  1. Social Networking: Social networking is all about being social and interacting with others in real life. This means attending industry events, social gatherings, or informal meetups where you can engage face-to-face (including video calls). The goal is to create genuine connections and build relationships that can help you in your career.
  2. Personal Branding: Personal branding is essentially marketing yourself. It’s how you present your skills, expertise, and professional identity to the world. Make sure your online presence, particularly on platforms like LinkedIn, clearly showcases your value. Share insights, accomplishments, and relevant content that reflect what you bring to the table. This is basically “influencering”.
  3. Lead Generation: Lead generation is a proactive, sales-oriented generation of new business contacts. It involves reaching out to new contacts to create opportunities. This means making cold calls, sending targeted emails, creating advertising campaigns, and following up with potential connections.

Of course, you will likely end up combining these actions in your networking efforts: Attend a real life conference (social networking), give a speech in that conference (personal branding), and at the end of your speech ask your audience to follow you on LinkedIn (lead generation).

By understanding and focusing on these three fundamental actions, you can effectively generate new business contacts.

If you fail to understand and focus on these three fundamental actions, however, you can spend years partying with coworkers or attending “happy hours” beyond your count – only to remain empty handed and beholden to your boss for your next promotion.

Let’s get deeper into each of the three networking actions…

Social Networking is About Value

Social networking is fundamentally about value – both what you bring to the table and what you can gain from others.

Understanding Motivation

It’s crucial to understand what motivates people. Most individuals seek connections that offer them value in some form. The three primary motivations are:

  • Fun: People want to enjoy themselves and engage with others who share similar interests or experiences. If you can offer an enjoyable interaction or environment, you become a more attractive contact.
  • Status: Many individuals are driven by status and the potential to boost their social standing. Aligning yourself with influential figures or showcasing your accomplishments can draw people toward you, as they seek to associate with those who enhance their status.
  • Access to Fun and Status: People want connections that not only provide personal enjoyment but also open doors to greater opportunities and networks. Highlighting how you can help others gain access to exciting experiences or influential circles will make you a valuable asset.

Best Practices for Social Networking

  1. Make a Good First Impression: Your first impression matters. Dress appropriately, maintain eye contact, and offer a firm handshake. Approach conversations with confidence and a positive demeanor, setting the stage for meaningful interactions.
  2. Be Able to Articulate Your Worth: Clearly express your skills and what makes you unique – WITHOUT GIVING AN ELEVATOR PITCH because those are cringe. The point is to indirectly and covertly articulate your worth in the context of a regular social interaction. (You’ve already learned to speak the Language of Value, right?)
  3. Be Helpful When You Can: Always look for ways to assist others, especially early on in the interaction – be it sharing insights, resources, or introductions.
  4. Bring People Together: Position yourself as a connector by introducing individuals within your network.
  5. Always Follow Up: After meeting someone, don’t let the connection fizzle out. Send a follow-up message expressing gratitude for the conversation and suggest a future connection. (Pro tip: Don’t follow up like an uptight antisocial weirdo; this is not a cover letter. Be friendly and talk like a real person.)

Best Sources for Social Networking

The following is in priority order in terms of biggest benefit to career development:

In-Person Social Networking Opportunities

    1. Conferences
    2. Industry meetups
    3. Mixers & happy hours
    4. Workshops
    5. Professional associations
    6. Alumni events
    7. Community events
    8. Classes and seminars
    9. Social clubs

    Online Networking Opportunities

    1. LinkedIn groups
    2. Virtual events
    3. Webinars
    4. Online forums
    5. Professional blogs
    6. Slack or Discord communities
    7. Podcasts
    8. Online courses

    Personal Branding is About Fame

    Personal branding is all about establishing your presence, dominance and reputation in your industry.

    It’s about making yourself known and recognized for your expertise and value. It’s about cultivating and publicly exercising your influence.

    Here’s how to effectively build your personal brand:

    1. Build a Following on Social Media: Utilize platforms like LinkedIn, Twitter, and YouTube to expand your network and showcase your skills.
    2. Create Content: Regularly produce valuable content that reflects your expertise, whether through articles, videos, or posts.
    3. Collaborate with Others to Create Content: Work with peers to co-create content, amplifying both your reach and theirs.
    4. Attend Events to Give Speeches: Speak at industry events, positioning yourself as a thought leader and increasing your visibility.
    5. Engage with Industry-Specific Online Communities: Participate in online forums and groups related to your field. (This is great for distribution, especially early on – before you have a following and platforms start sending you traffic.)
    6. Leverage Influencer Partnerships: Align yourself with industry influencers to tap into their audience, enhancing your credibility and expanding your reach. (Pro tip: especially for executives, paying to tap into influencer networks is a viable tactic.)
    7. Optimize Content for Recommendation Engines: Understand how different recommendation engines operate (i.e. YouTube, LinkedIn) and create your content accordingly.
    8. Cross-Promote Wisely: Be aware that having 1,000 followers on LinkedIn and just 10 on Twitter can undermine your credibility on the latter; focus on building your audience in newer platforms before aggressively cross-promoting, or limit your activity on the weaker platform to sharing insights from your stronger platform, in order to avoid looking insignificant.

    Lead Generation is About Drive

    Lead generation is fundamentally about drive – the relentless pursuit of opportunities and connections.

    Understanding the Hustle

    Your ability to tolerate rejection is what drives effective lead generation. You will hear “no”, many, MANY, MAAAANY times when you do lead generation. That’s expected.

    In the context of networking, lead generation means reaching out to people and asking them something specific.

    Examples of Lead Generation for Career Advancement

    1. Ask for Informational Interviews: Reach out to professionals for informational interviews. These interviews can offer valuable insights and open doors to potential job opportunities.
    2. Warm Application Process: Bypass HR gatekeepers and directly connect with hiring managers or decision-makers – this technique is meant for decision-makers who are outside of your network. (See Launch Your Career for details.)
    3. Join Professional Associations: Become an active member of industry-specific organizations. (Applications are a form of lead generation.)
    4. Volunteer for Relevant Projects: Offer your skills for industry-related projects or nonprofits. This not only builds your resume but also connects you with people in your desired field, expanding your network.
    5. Leverage LinkedIn: Actively engage with professionals in your target industry. Comment on their posts and connect with a personalized direct message.
    6. Ask for Referrals from Existing Contacts: Reach out to people in your network and ask if they know anyone in your target industry who would be open to chatting. Personal introductions are more effective than cold outreach.
    7. Participate in Online Webinars and Workshops: Engage with speakers and attendees during Q&A sessions. Close the conversation asking for contact information for a future follow up.

    With each of these actions, you are actively building your list of contacts – generating new leads.

    Of course, meeting new people using the three strategies we outlined above is not the whole picture…

    Nurturing Long-Term Relationships

    Building a network by connecting with new people is only the first step; the real power lies in nurturing long-term relationships.

    This involves consistent follow-ups, creating value-driven connections, and leveraging your personal brand to reinforce those relationships.

    1. Consistent Follow-Ups: Stay in touch with your contacts through regular follow-ups. This keeps you relevant in their minds and shows you value the relationship.
    2. Value-Driven Connections: Focus on what you can offer others. Share resources, insights, or introductions to enhance the relationship.
    3. Personal Branding as a Networking Tool: Use your personal brand to get the attention of those in your network – content is a form of follow-up.

    Learn What Works for Freelancers

    Freelancers are perpetually on the job hunt. Their experiences tend to offer a glimpse into the future of the professional world – especially as job markets become more commodified and competitive.

    In many ways, freelancers are 15 to 20 years ahead of today’s full-time professionals. That’s why, the strategies that work for freelancers can be incredibly useful for anyone looking to advance their careers today.

    A research study involving 1,874 freelancers found a strong link between employability-enhancing competencies (i.e. career advancement) and relatedness fulfillment – the feeling of being connected and valued by others.

    And this finding reveals a secret key to more effective networking…

    Understanding Relatedness Fulfillment

    So, what exactly is this “relatedness fulfillment”?

    It’s all about feeling like you belong and forming meaningful relationships at work and beyond. Here are the key elements:

    • Being part of a community: It’s that warm feeling of knowing you’re a valued member of a team or social group, where your contributions truly matter.
    • Mutual respect and support: This means having interactions where you and others share genuine support and recognition. It’s a two-way street.
    • Human connection: Humans crave relationships that feel real – where people understand one another and where trust and emotional support exists.

    Why Does This Matter?

    This matters because effective networking is a powerful way to create, and if that’s not possible, at the very least emulate this sense of relatedness fulfillment…

    When you actively reach out and forge connections that satisfy this need, you create a network that not only fulfills people’s need for belonging but also enhances your employability.

    And when you become a source of “relatedness fulfillment” for others, you effectively gain an unstoppable advantage in your networking.

    THAT is the gold standard of effective networking:

    You personally becoming the source of relatedness fulfillment for your contacts.

    It’s not just about making acquaintances; it’s about building deep, meaningful relationships.

    In other words: you don’t want to be the person people network with because you can connect them with someone else (quid pro quo).

    You want to be the person people want to network with, because they feel like they can relate to you, because they feel like they belong to a community through their interaction with you, and because they want to be your friend.

    Conclusion

    Networking isn’t about collecting contacts; it’s about creating genuine relationships.

    When people connect with you on a personal level, they’re more likely to support you in your career development.

    Focus on creating real bonds rather than just seeking favors.

    This not only broadens your opportunities but also enhances your reputation within your industry.

    And it is WAY more fun!