Now you can network by using
an entirely new and faster approach.

etworking is a pyramiding strategy... one where you capitalize on one name to gain an interview with another. The most popular style of networking involves seeking informational interviews.

Your purpose here would be to get an appointment with executives and ask them to share with you some information about their industry challenges. Naturally, if you happened to be well connected, and you maintained a list of contacts into the hundreds, that could help give you a fast start.

Unfortunately, the problem with this is that it usually takes a long time. And, some people find it demeaning to approach friends and acquaintances to ask for help in finding a new career position. Nevertheless, it does work if you have the time and inclination to approach your job search this way. Hopefully, some of your discussions will result in referrals to another executive who might have something for you... and be able to use your talents.

While this traditional networking can work, besides taking time, networking people with a new job in mind has become overworked. Just about every executive has been networked over and over again. What's more, who has 45 minutes to an hour to devote to someone else? Or even 30 minutes?

Networking the new way

The growth of the Internet and social networking sites such as LinkedIn, Zoominfo, Zing and others, combined with personal marketing websites and the use of email... are ushering in a new era of networking. And, it is a much easier and more effective way to network.

All you need are some superior resumes and an attractive personal marketing website that display your formal credentials, accomplishments and transferable skills in an impressive way. Then, instead of asking for "an informational interview," you can just send off a well designed email with a link to your website.
People on the receiving end will get it and be impressed and you will have their time. And, you can use this method to contact hundreds of people in a very short time... people who have a high probability of being able to help you.

What kind of people? I'm not suggesting that you do this with your genuine personal contacts and real friends, who will look forward to visiting with you on a personal basis. However, they would also be very interested in seeing your personal marketing website.

But we all have what I refer to as acquaintances on another level. Here I'm referring to people who might be golfing partners, politicians, lawyers, ministers, investment bankers, etc., people who might legitimately be able to easily refer us to others based on a short telephone call (after seeing your personal marketing website).

You can also target industries of interest and get contact information on key executives who would be good targets. Influential alumni have also proven to be very responsive to this approach.

Other possibilities to contact include executive directors of associations who have many "lines" into their industries. Editors of business magazines and newsletters may also have an inside track on the needs of specific organizations.

Other good executives to target can be those who have been quoted in articles. This makes an introduction easy and natural. Also be sure to track down lost contacts in past organizations.

As far as informational interviews go, you can do that while abiding by some time tested rules. For example, your discussions must be kept brief, and you need to have your list of questions prepared. You will do better when you have researched a firm and are asking for feedback on ideas that may benefit them.

Networking through references

Mark was a VP who wanted to become a CFO. We helped make Mark aware of the power of his references. When Mark heard his company was to be sold, he felt his salary was $20,000 less than it should be.

Did his boss feel bad about paying him less than he was worth? Absolutely. Could Mark ask him to act as a reference, and would he raise him to the level he wanted, in return for staying for the last two months? Definitely.

Now, the boss had a friend in an accounting firm. Mark asked his boss if he would approach his friend as a second reference. Together, they had lunch. The accountant was happy to be a second reference. In the same way, Mark developed a third reference, his own brother-in-law.

When he launched a campaign, he had a good interview with the president of a small paper company. A conservative man, he asked for three references. Mark recontacted his references, so they were ready. After his boss had given him a glowing reference, the president mentioned that he was still uncertain.
When the second reference was called (the boss's friend), he told the president that in the right situation Mark could help save $1 million in taxes, and control costs. He had repositioned Mark as a broader-based financial executive.

Next, Mark's third reference supported the others and added a few points. The day after the last reference check, he got a call from the president, and guess what? His message was, "Mark, what will it take to get you?" He ended up as CFO at a much higher income.

Selecting your references

Most of the time, important references will be the people you reported to in the past, or the person you currently report to or their superiors. Choose the highest level reference, as long as you get an enthusiastic endorsement, and avoid people who don't communicate well. Also be sure to give them an idea of what to emphasize about your background.

References you select should know your achievements and have no hesitation in making strong statements. What they say is very important, but the enthusiasm and conviction they project is more important. Let them know that you have high regard for them and their opinions, and they will want to do their very best.

Also, make sure that your references know the full story. Here's an example. A woman who worked for me left to complete her MBA. She was competent, had a quiet manner, but could be forceful. When she started interviewing, she brought me up-to-date. She called after an interview to tell me that she felt they had some concerns about her quiet nature.

Armed with that information, I was ready when I was called by her potential boss. Before the question was asked, I mentioned that sometimes people could be deceived by this woman's quiet nature, but that she could be very assertive. The person responded that I had put to rest his one concern.

References can be your best sources of referrals. Leave each person a half-dozen resumes. Reassure them that you won't use them too many times. After calling them, send a brief note that shows your appreciation and summarize a few positive things they can say about you. You can even make a list of questions that employers might ask and suggest answers for them.

By the way, let references know as soon as you have used their names, and ask them to let you know when they have been contacted. Employers will sometimes ask them for the name of someone else who is familiar with you.

Handling questionable references

If someone is likely to give you a bad or lukewarm reference, you need to bring it out in the interview and supply enough good ones to offset it. For example, if the interviewer asks to speak with a reference who will be questionable, defuse the situation by explaining that you had differences of opinion on company directions. Remain totally objective and unemotional, and never imply negatives about that person. Also, if you are doubtful about what a reference might say, you might have a friend do a mock reference check to find out what is being said.

If the reference is neutral, don't hesitate to ask the person to furnish more positive information. If necessary, explain that any negative input is keeping you from winning a position and enabling you to support yourself and your family. As a last resort, you may have to imply that you will seek a legal remedy.

Fundamental guidelines for executive networking

Only network with superior materials. List people you want to see, in industries of interest, and find a way to meet them.

Always know what you want to say, the questions to ask, and the strengths to emphasize.

Be sure to exchange cards and talk with people wherever you go. Let them know you are thinking about something new.

Try to leave every meeting or discussion you have with new names.

Always remember the names of the front office and send a non-standard thank you note after each meeting. For example, mention an article you have seen where the firm is mentioned.

Remember, people know when they're "being networked." That doesn't mean they won't help, but don't try to fool them.

What some people say about our networking approach

"I have never been comfortable networking and for this reason have always been reluctant to contact associates about looking for a job. However, having a personal marketing website and sending emails made me a convert, and it works."

"Networking was essential for me. Before using your system, I never felt comfortable with the process, since I didn't like asking for help. This time I sent out the CEO biography with a cover letter to 150 people. More than 10 percent gave me leads."

"I wanted to be in the high-end furniture business, and my wife has a decorating business. Using your materials, we worked on her connections and my own, using two personal marketing websites. I had my first offer in six weeks, and a second 10 days later, and I have joined Drexel in a top sales position."

"What I discovered was that having a great website where my material could be viewed made networking an entirely different effort. When they saw my site, I found people helpful and interested. Most important, I developed a lot of situations to look into with your approach."

"My goal was to join an airline in a finance position. Having been an Air Force pilot gave me an advantage, but the key was networking, getting out emails that linked to my website, and using the phone. The position I accepted was with an airline."

"Your system did a lot for me, but what really helped the most was learning how to use my 1500 person Rolodex here in New York. My materials were excellent, but the personal marketing website gave me an instant distribution system, and it multiplied my contacts many times over. I got a job as executive director of a large nonprofit. I had activity from many sources, but the best were through networking." Thanks to the Internet and personal marketing websites... networking just got a lot easier.

Recapping this chapter. Many people don't like to do traditional networking. But the Internet, social networking sites and personal marketing websites are making networking easier and faster than ever before. If you don't have a personal marketing website... try it. It works.

Quick action steps. JMAC makes it easy for people to identify and contact influential alumni, as well as executives in selected industries. On your own use directories to get this information. Also, join social networking sites and appropriate professional associations, and refer people frequently to your site. Follow the guidelines and adapt the letter examples to your situation.

"Reach high, for stars lie hidden in your soul." — Pamela Vaul Starr

"If at first you don't succeed, try, try, try again." — W.E. Hickson