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Spread the net
The days of working for the same company for your entire career have gone. The pharma industry is as prone to restructuring, downsizing and redundancy as any other. To survive and prosper today, you need to network.
Networking in the traditional, non-IT, sense is increasingly the best way to help you find your next job, or climb the career ladder in your existing organisation. Some people appear naturally good at it, while others shy away from it. We hear colleagues described as 'good networkers' (sometimes with a hint of criticism). In reality, it is a skill and you can learn it. It takes time, but it does reap rewards, because there is a strong correlation between the size and relevance of your network and your job prospects.
Good networkers have higher visibility, share ideas more, are sought out for advice, are used as 'sounding boards' and have higher standing in the marketplace. Crucially, they also hear about moves and changes earlier than non-networkers.
Two worlds
Effective networking today takes place in both the real and virtual worlds, because the two support each other. A recent survey by CareerBuilder.co.uk suggested that 53 per cent of companies use social networking sites to research job candidates. Another claimed that up to 80 per cent of companies use LinkedIn as their initial recruiting tool. So now is the time to get your profile up to date!
This article will outline some practical tips and techniques, but remember that effective networking needs the right mental attitude. It has to become a way of life. You never know when you and the person you met at the party last night may be able to help one another.
What is a network? This definition captures the essence: "The building and nurturing of personal and professional relationships to create a system or chain of information, contacts and support".
The key words here are 'building' and 'nurturing'. There are two groups of people with whom you need to network: existing contacts and potential contacts.
I assume you are already networking with the first group through Facebook, LinkedIn, Twitter and so on, not to mention old-fashioned phone calls, emails and face-to-face meetings. If not, that is a place to start.
There are three steps to effective networking: look up; turn up; follow up.
Step 1: Look up
Do your research. If you are concerned that your role may be downsized (and who isn't?), think of it as an opportunity to change more than your job. Think more broadly than your own narrow field. Look into that new direction you talked about after a few beers, or those exciting, fleet-of-foot biotechs you read about recently. Complete the sentence: 'if I could work anywhere, doing a job I really enjoyed, it would be ...' This probably involves identifying a type of company first, then an area within it.
The next question is what and who do I need to know? The internet is a great place to start. Use advanced search on Google, or use Google Scholar to find academic leads. The affiliations and competing interests sections will lead you to companies in the area of interest.
Look for events, receptions, conferences and other opportunities to meet people in your target area. Their websites will give details. If you're employed full time, your opportunities will be limited by your existing commitment, so watch for evening social events through trade groups.
Step 2: Turn up
So, let us imagine you have decided to attend an evening gathering organised by a trade association. Like any campaign, you need a strategy and tactics.
Should you use a traditional or modern approach? An integral part of your planning is to understand the differences between networking approaches. Traditional networking is a system of mutual favours based on the premise that people for whom you do favours will return them. This is known as a transactional network.
It means that when you meet someone you decide quickly whether there could be mutual benefit. If so, you probably have a short chat to explore common interests and contacts, exchange contact information, and promise to talk further at some stage. If not, you move on to the next prospect at the event. Remember they are making the same judgement about you.
The modern approach is based on a merged network. Here your focus is less on one-to-one and more on the group. It means you take advantage of indirect contacts by widening your efforts to include each person's own network. So when you meet someone, you realise that although you may not personally benefit from knowing them, they may be useful to other people you know, and vice versa.
As such, even if there is no direct fit between the two people, each one can help the other by recommending seemingly useful contacts, either at that event or elsewhere. This is how LinkedIn and similar social networks function.
Think about what you want from the event. First, you need to get into the right frame of mind. Even though it is described as a social event, it is actually about business. Do not be embarrassed by that; focus on your objectives.
Consider whether you want to introduce yourself to one particular person, meet a small number of people and have a lengthy conversation, or meet and exchange business cards with as many people as you can.
Be prepared
Failure to prepare is preparing for failure. For a networking event, you need to be ready both materially and verbally. This means having your business cards accessible, ie not at the bottom of your handbag or in the laptop bag you checked in at the door.
You need to be able to produce them smoothly and quickly. Practise your 'elevator speech' of an introduction. The first time you speak to someone, they will usually give you their full attention, so make the most of it. Practise describing who you are and what you do, but make it memorable.
At the event
Your own personality will dictate how you move around the room, but here are some guidelines. If you know anybody there already, start with them and ask them to introduce you to others. Be a giver, not a taker; offer to introduce people to your own contacts, mention articles you've read, bloggers and Facebook pages you follow. Clever networkers know exactly how much they can achieve at an event. Realistically, it may be a recognition of mutual interest, an exchange of contact details and a promise to follow up.
If you want to be introduced to the master of that particular universe, find out where they are in the room, and work out a way to get to them. If you don't know anybody who can introduce you, edge yourself into the circle and pick up on the conversation. Make interesting or knowledgeable comments.
Step 3: follow up
Making the contacts is the hard part. A common mistake is to do nothing afterwards, or to wait for the other person to contact you. A pile of unused business cards is just an irritating heap to work round on your desk. Use them!
Contact the people you met as soon as possible after the event, reminding them of your discussion. If you promised to do something for them, like recommend a book or website, do it in your first message. However, don't be restricted by new technology; an even more effective way of cementing the contact is to pick up the phone and speak to them. It will make you more memorable than most of the other people they met.
Once you have moved from a contact to a relationship, you must nurture it. The most effective way is to tailor your approach to suit the individual. Some may welcome an occasional roundup of your activities; others will click on to your blog if you send a suitable teasing summary, while others still are most likely to respond to an email. The most important point is to be a giver, not a taker, and send or tell them something relevant to them. Then, when you need their help or advice for your next career move, they won't be negative and will be more inclined to help you in return.
The Author
John Clare is the chief executive of LionsDen Communications
To comment on this article, email pme@pmlive.com
