Four practical networking strategies to capitalize on professional events

You may have heard by now (if not in my previous article then in plenty of others) that networking is vital for professional development and forward career momentum. In-person networking can be anxiety-inducing for many people and it’s easy to get caught up in the extrovert and introvert labels (i.e., the assumption that only extroverts can network effectively). The dichotomy of these descriptors puts us in one bucket or the other and may not feel right to many people. I believe that’s because many of us are somewhere on the ambivert spectrum in between the two extremes (here’s an article on this topic).

Whether you get energy from being around others or by being alone, you can learn how to maximize professional networking events to your advantage. Being prepared with a plan can make you feel more confident – and when you feel more confident you act more confident. Just as you wouldn’t go into an interview or a presentation without practicing, you shouldn’t go into a networking event without a strategy.

Try these 4 networking strategies to create a plan that aligns with your desired outcomes – using them could make your next event more successful. 

1. Do your homework

Assess your networking goals

Who is your target networking audience? Are you looking for a new opportunity? Full-time or side hustle? Are you looking for people in a similar field for collaboration or inspiration? Are you interested in learning something specific about a certain process, system, or clinical area?

Research the event and attendees

For small events, read up on the people attending. Start with the speakers and program planning members if they align with your target networking audience. Some events will publish a list of attendees you can review and connect with before your arrival; however, it may also be useful afterward, particularly if it’s a niche event where you would share common interests with all attendees.

For large events, read about the sessions, speakers, activities, and vendors to identify people in your target group; the additional benefit with this strategy is having knowledge about the event to discuss as you meet people.

Look for people in your professional network who will be attending; if you don’t receive an attendee list, reach out on your social media platforms and ask who is going. This is how Jerilyn Arneson, PharmD, BCOP and I met at the 2019 Medipreneurs conference. Your event may also have a mentor/mentee match program you can utilize.

Explore hot topics

Review recent pertinent news and make a list of talking points that you can elaborate on if they come up in conversation or that you can highlight during lulls. Some examples are healthcare stories in the main-stream media, clinical trial results, and new drug approvals.

Plan your schedule

What sessions are you interested in attending? Many events have an app that allows sessions to be saved in a personal schedule. I find this feature very helpful because the amount of programming can be overwhelming if you have to comb through the entire schedule to decide which session you'll attend next. Identifying your sessions ahead of time will allow that time in between sessions to be free for impromptu conversations.

2. Develop a specific strategy

Set a goal

Now that you know your target audience, identify a specific number of new people you would like to meet that have roles and/or skills that interest you. For example, “I want to meet 5 people that share my interest in non-traditional pharmacist roles”. This may be especially helpful for those who have introvert tendencies – be goal-focused. If it's a niche event, your goal can be more granular such as people working with artificial intelligence technology, at a startup, or who are podcasters.

Craft your pitch

Develop your elevator pitch – this is a brief summary of who you are (your background) and where you are going. It’s called an elevator pitch to remind you that it should be short; if you have a 30-second elevator ride with an ideal professional contact, how will you maximize that time? Once you develop it, practice! It should become second nature.

Have engaging questions prepared

Starting a conversation can be challenging. Having an engaging question ready avoids asking “what do you do?” which so easily rolls off the tongue but typically only gets you a job title. Knowing that I'm a clinical oncology consultant for a healthcare IT company doesn't tell you what I'm doing at that event or where I'm heading. Consider these questions instead: 

• “What are you passionate about these days?”
• “What brought you to this event?”
• “What are you working on that you’re most excited about?”
• “What are your thoughts on the recent news of…?”
• “Do you have any book recommendations on the topic of ...?"
• "What podcasts are you listening to?”

Plan for "unplanned" networking

Talk to people around you when standing in line, at the beginning and end of sessions, and during breaks. This is how I met my LinkedIn connection Jamie Joy, PharmD in person – a complete chance encounter that I sat in front of her at a HOPA session!

Dress the part

What you wear to events is highly personal, but I encourage you to think about 2 things:

1. Does your look communicate your personal brand? If you don’t have a personal brand defined, spend some time developing one. What do you want people to remember about you? What is your professional focus? How are you different from others in your field? Personally, I like to wear color. A preceptor from my PGY1 told me years later that she still distinctly remembered that I wore a bright blue blazer to my interview.
2. Will you be comfortable if you are standing for extended periods of time or if the temperature is too cold or too hot? Conferences are rarely the perfect temperature in my opinion, so I plan for both extremes.

3. Execute your strategy

Be like a croissant (or my favorite, a half-eaten donut)

Robbie Samuels has a great analogy about networking that encourages us to be more like croissants and less like bagels. He’s talking about the closed networking circles we get into at events that don’t allow new people to easily enter the conversation. Your colleagues have valuable information to share so provide an opportunity for them to easily engage! Seek out people who are standing by themselves, or ones that have just arrived, and invite them over.

Listen more than you talk

Listen intently and ask pertinent follow-up questions. If you are a talker, work on reeling that in. Pay attention to body language, people will show you when you should stop talking. Making eye contact conveys that you are paying attention and what they say matters so look at them directly.

Limit alcohol

Networking events often have food and drink available. It should go without saying that you should limit how much alcohol you drink but invariably there is someone there who stands out in a negative way; don’t be that person. If you fidget or talk with your hands, it may be helpful to have a drink in hand - seltzer water with lime is my favorite.

Smile and be optimistic

No one likes talking to a Debbie Downer, period.

Be aware of your surroundings

A difficult, but important task, in my opinion, is being aware of your surroundings (hello, croissant!) while paying attention to whom you are speaking. Networking events are laden with interruptions. Be aware of this and plan to have conversations cut short. If this happens to a subject you are passionate about, use this as an opportunity to follow-up with the person later, either at a future session or, even better, set up a call after the event.

 4. Wrapping up

Don't overstay your welcome - particularly, if you are talking with a speaker or popular attendee.

Ending a conversation can be just as difficult as starting one so consider using a transition question. Here is a great one from Robbie Samuels:

"I don't know that many people here. Is there anyone you think I should meet?"

Another transition is to connect with people immediately on LinkedIn before you part ways; this is particularly effective for those people that don't have a business card to give you. If you do not do this immediately, definitely do so soon after and include a brief a message about your conversation (“great talking with you about the service line you’ve developed!”). The whirlwind of conferences and events can easily be overwhelming so don't lose the opportunity to stay connected.

The importance of networking cannot be emphasized enough.

A strong professional network is not created overnight, and you cannot expect the benefits without putting in the work. Your network becomes more valuable the more you nurture and grow it – cultivate it now so it's there when you need it! And remember, networking is a two-way street so lend a hand and connect a colleague when able.

Need a place to start preparing for your next event? I created a networking worksheet to help you get organized - get it, and other resources, here.

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