The ‘new normal’ of networking: Adapting to a post-pandemic world

Does the timeless saying, "It's not what you know, but who you know," still hold true in today’s digital age? In a world where LinkedIn connections can number in the hundreds or thousands, what is the true value of a network? More importantly, how do you build and leverage one effectively?

According to Forbes, your web of relationships remains a crucial element of professional success – one often underutilized by women. Networking isn’t just about job-hunting – it can be the linchpin for scaling the ladder with your current organization. Building in-company relationships can help you tackle challenges like gender bias and unequal pay, find mentors, and gain advocates – all of which is crucial for career trajectory. Moreover, this web of relationships can be a diverse, collaborative community for sharing ideas and problem-solving.

Networking is a dynamic process, constantly evolving through each career phase. This is especially true today, following the shakeup of social norms and interactions these past few years.

The pandemic served as a reset button for many social interactions, professional ones included. The rise in social anxieties from prolonged isolation has made the return to traditional networking a bit more daunting. As we adapt to the "new normal," in-person networking is resurging, but the role of online networking is here to stay.

This shift to digital platforms offers global reach but comes with its own challenges, like "Zoom fatigue" and a lack of personal touch. Online platforms may take the gold for convenience, but they lack the nuance of face-to-face communication, a gap that's particularly challenging for neurodiverse individuals.

So, what's the key to successful networking in this hybrid world, where we need to be present both online and offline? In a word, Adaptability. Understanding both the art and the science of networking can help you recognize where you need to adapt your approach for the best possible results.

The Art and Science of Networking

Networking today requires recognizing that both you and your potential contacts may have changed your approach in recent years. Networking is both an art and a science: It's an art in reaching people and reading circumstances, and a science in the psychology and sociology of relationships.

The Science of Networking

Successful networking isn’t just about collecting business cards. It’s deeply rooted in psychology and social dynamics. This is where the principle of reciprocity comes into play. This is the idea that when you do something nice for someone, they’re more likely to return the favor. Professionally, this enriches the quality of your networking relationships.

It also helps you build social capital – think of this as your networking currency, or the value you get from your social circles. This social capital can be ‘spent’ to aid your growth both personally and professionally. One way social capital can be leveraged is toward social proof, which is the credibility or trustworthiness you gain when a mutual connection vouches for you.

'Strong ties’ – like friends and family – may be the greatest source of social capital and social proof. However, acquaintances, or ‘weak ties,’ often provide access to a broader range of opportunities.

Here’s how to lean into the science of networking:

• Utilize the Principle of Reciprocity: Make it a habit to share helpful insights or offer mentorship. You'll not only enrich your connections but also set the stage for mutual benefits down the line.
• Built and Leverage Social Capital: Engage in communities that align with your professional interests. Be active, be helpful, and watch your reputation grow, providing dividends later.
• Harness the Power of Social Proof: Leverage testimonials, endorsements, or mutual connections to establish credibility when reaching out to new contacts. People are more likely to engage with you if you come recommended or validated by others in their network.
• Balance your Relationship Portfolio: Maintain a healthy mix of new and long-standing connections. Your college roommate and that new connection at The WIT Network both have unique perspectives and opportunities to offer.

The Art of Networking

Now, leveraging the psychological and social dynamics principles to build a strong, effective network is an art – one that involves understanding what your contacts are receptive to in this new context.

Networking is often compared to dating, and for good reason: Both networking and dating hinge on making authentic, lasting first impressions, and fostering mutual benefit through shared interests and goals. Effective communication and timely follow-up are crucial in both scenarios to build and sustain meaningful connections. Your ability to provide that will set you apart.

• Be authentic: This one is simple: people value authenticity. No one likes to feel like they’re being sold to or that the interaction is transactional. Especially as more people suffer from "Zoom fatigue" and general digital overload, authentic connections are highly valued and more likely to lead to deeper, more sustained relationships. 
• Adapt Your Communication: Being able to express yourself effectively, actively listen, and engage meaningfully are key. Tailor your message to the platform and audience, whether it's LinkedIn, email, or in-person. Use clear, straightforward language and be mindful of non-verbal cues. Being more flexible and empathetic makes you more approachable, which is particularly important for reaching neurodiverse individuals who may interpret social cues differently. Adapting to these nuances can distinguish you and enrich your network.
• Commit to the Follow Up: Timely and personalized follow-ups not only show your professionalism but also increase the likelihood of developing a fruitful professional relationship. Keep in mind that as many as 15 touchpoints may be required before a contact becomes a connection, so regular check-ins (marked by meaningful conversation or the odd favor) go a long way to strengthening your network.
• Be Active in Your Community: Participate in industry webinars, online forums, and social media to remain engaged with your professional community. Active participation in your professional community demonstrates your commitment and can open doors to new opportunities.
• Take a Hybrid Approach: In a world that's rapidly digitizing, maintaining a balance between online and in-person networking is crucial. Online platforms offer convenience and reach, but face-to-face interactions bring the depth and nuance that are often missing in digital communication.

In this post-pandemic world, networking is both a challenge and an opportunity. The rules of the game might have shifted, but the field is ripe with opportunities for those willing to adapt. Start by reevaluating your current network, identifying your objectives, and selecting strategies that play to your strengths. Your network is your net worth, and there's no better time than now to invest in it.