Hate networking? Be a Connector instead

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Does the word “networking” fill you with dread? You aren’t alone. Mixers and networking events can feel like a nightmare – and who has the time? It may be tempting to skip them all together, but that has a huge set of risks. Studies have demonstrated how important a strong network is to career success: A strong and diverse network increases our chances of getting job s, exposes us to new ideas and opportunities , and boosts our compensation . That’s not something you want to miss out on.?

If you believe attending events is the only ways to strengthen your network, or even the best way to go about networking, think again. There’s another way to build a diverse and robust network, one that can be highly efficient and effective – and feel less like you are pushing yourself upon other people.?

Instead of heading to the next event, take a step back and think about how you might become a Connector. Being a Connector can more naturally expand your network by drawing others in – and attracting others to pull you into their networks.?

Who are Connectors?

Connectors cultivate relationships and build a strong network by acting as a bridge. Bridges are critical because they connect. And bridges that make important connections grow in value, which makes more people not only want to use the bridge, but in some cases have to use it. And if you are the Connector who creates or serves as a great bridge, you often attract a steady, predictable flow of people, enabling your network to constantly expand, deepen and refresh itself.?

Reducing the stress of “networking” is a good enough reason alone to explore being a Connector, but research shows how Connectors derive substantial advantage. Take the example of a company director who also oversees her company’s cross-functional innovation hub, which brings in monthly outside experts to speak. The director’s role enables her to reach out to anyone inside or outside her company, in fact many proactively come to her to get involved. As the insights and connections that her hub and work generates increasingly grows, she becomes even more valuable. Because of their position and value, Connectors (“bridgers” of social capital, in academic speak) can gain access and visibility to new ideas and important people, leading to the odds of proposing good ideas, receiving positive evaluations and recognition, faster promotions, and higher compensation.

To tap into your inner connector, think about what kind of new relationships you’re looking for. You benefit most from a network that is strong (others who are powerful, influential or connected) and diverse (others who provide views, information or networks that you don’t already have). Then, identify potential roles, positions or activities that allow you to connect unique resources between groups inside or outside your organization.

How to be a Connector at work

The key is take initiative and identify opportunities. A past client, who I’ll call Sam, struggled with networking. An associate brand manager, Sam felt awkward at events and often felt tongue-tied. She struggled with getting to know top executives in her company, and with widening her contacts outside in industry. The traditional advice to “reach out to them over coffee” got little response – and frankly felt like a constant, contrived effort.

Sam thought about how she might became a Connector.?

She identified value she could bring to her organization by detecting a gap in the company’s marketing knowledge: the millennial and centennial consumer market. She proposed to her boss that she initially explore the opportunity as a side project. She then leveraged that green light to became a Connector. It felt like she had a compelling reason to interview company executives as well as outside experts and consultants on the topic. The more people she met, the more insights she gained and could distill – and could in turn share with her organization, which continually increased her value. The VP of marketing asked to meet with Sonia biweekly, and company leaders often contacted her – or sent others to her -- after reading her regular insight reports.?

When the VP created a new full-time role for that market, Sonia was the natural choice. Her work on the millennial market had also helped her build a network outside the company, and recruiters started approached her regularly about marketing jobs.?

Once she got started, Sonia increasingly became a “go to” when people thought about the area. Resources flowed to her and expanding her network became easier. Being a Connector can work for people at all levels within an organization, and it can work for you too.?

Let’s talk about it

This week, explore how you can access the Connector inside you.?

To build on this, consider these questions:?

• What kind of people do you need and want to connect with??
• What insights or resources do you already have that could bring value to your organization – or what groups could be connected in useful ways??
• What is a first step to get started or explore the idea?

Share your answers in the comment section below or send me a message.

Powerfully yours,

Michael Wenderoth?

I help leaders ethically leverage power and politics to ascend.

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