Why Networking Is Your Most Underrated Career Tool
People show up to networking events for all sorts of reasons. Whether you’re a business owner or happily employed, there’s a surprising amount of value to be found. But to really get the most out of it, you have to understand how to weave networking into your broader strategy, especially with marketing and social media.
This isn't just about collecting business cards. It's about setting clear goals for what you want to achieve, whether that's advancing in your current role or getting a new venture off the ground. For anyone thinking about , these connections can be invaluable.
More Than a Job: Networking While Employed
It’s surprising how many people with steady jobs don't use networking to grow in their roles and help their companies. If you're in any kind of business development or account management position, networking should be a core part of your strategy.
In the past, many managers only saw value in work they could directly observe and measure. But that mindset is shifting. As networking becomes a mainstream business practice, more employers are encouraging their teams to get out there. The very definition of work is changing—it’s becoming an activity, not just a place. A dynamic network will be a vital part of professional life for the next generation.
Job security isn't what it used to be. The old advice to get a good job and stick with it for a safe pension doesn't hold up anymore. You could say that being an employee is like being self-employed but with only one client. With that in mind, it's smart to explore every avenue to advance your career, secure your position, and become the best at what you do. This is especially true if you have a commitments.
Build Your Skillset Beyond the Office
Your education doesn’t end when you graduate. That diploma or degree is just the ticket to your first job; the real learning starts on day one. While hopefully your employer offers professional development, you can’t rely on that alone. The skills you need for your current job—or the next one—are often found outside the office.
Networking events are an often-overlooked learning environment. You can gain at least a basic knowledge of several key skills:
- Simply being in a new professional setting builds confidence for any event you attend.
- Everyone in an organization is part of its sales and marketing team, whether they know it or not. Being able to clearly summarize what your company does is a huge asset.
- If you've never been taught the basic mechanics of how a business runs, you can learn a ton from entrepreneurs about economics and operations.
- Even casual networking events have unwritten rules. Learning them early can save you from awkward missteps down the road.
Meet Peers and Stay Ahead of Trends
One of the biggest advantages of networking is connecting with people in your own industry in a friendly setting. Years ago, a group of real estate agents in my town used to meet at a local bar every Friday. It was a chance to chat, swap stories, and realize that competitors were just people. The big takeaways were seeing that others faced the same challenges and picking up useful tips I could apply myself.
Learning from people both inside and outside your industry is crucial. It’s easy for any organization to become too inward-looking. Networking provides a constant stream of new ideas that can give you a real edge. You can also get a feel for broader business trends. If your office is slow but everyone else is busy, you know it's time to act. If a change in legislation is coming, you can hear how others are preparing for it.
Find Your Next Big Opportunity
What if your next boss or your best future employee is in the room with you? I've seen people climb the career ladder and even change careers entirely to do something they love, all thanks to a connection made at a networking event. This is how a career becomes a reality.
That's why it’s so important to maintain connections, even when you're completely happy in your current role. Things can change unexpectedly, and having a network already in place gives you a head start. The key is to stay committed to your current work while keeping those relationships active, both online and in person.
A Business Owner's Essential Toolkit
For anyone running a or building a company, the benefits of networking might seem more obvious, but some of the most powerful advantages are often overlooked.
Most people show up to promote their business, and that remains a core benefit. In an age of social media, all business is now person-to-person (P2P). Building trusted, face-to-face relationships gives you an immediate competitive advantage. When people have a real-life connection with you, doing business becomes a much easier step. Regularly attending events—at least once a week—ensures you maintain these warm relationships.
Find Trusted Suppliers and Build a Virtual Team
Your business relies on suppliers, from your web designer to your IT support. Where do you find them? Over the years, I've built a database of people I trust, based on personal relationships and seeing how they work with others. Networking lets you find these trusted partners.
Think of it as a real-life Google. Instead of cold-calling the top search result, you can call someone you already know and trust. Good news travels fast in these communities, and bad news travels even faster. This gives you real-time information on who is great to work with and who to avoid.
Networking also allows you to assemble a virtual team for any project. As your business expands, you can bring in talent as you need it. I recently redeveloped my website and had no trouble finding the right graphic designer, developer, and blogging expert because they were already in my network. is much easier when you have a roster of trusted collaborators.
Networking as a Core Part of Your Marketing
Traditional marketing involves collecting contacts, sending materials, and following up for a meeting. Networking shortens that entire process. You can sit down with a prospect and have an introductory chat right then and there. This is a game-changer for any .
It also doubles as market research. You can talk to potential customers about what they want, test new ideas, and get feedback on how to package your services before you launch. This direct line to your audience is something no amount of online research can replicate.
Where Social Media and Real Life Connect
Not too long ago, there was no simple way to stay in touch with people between networking meetings. Now, platforms like LinkedIn and Twitter have completely changed the game. You can continue building relationships and passing referrals online in between your regular real-life meetups.
Some ask if online networking will replace face-to-face events. The answer is no. People still need to shake hands and look each other in the eye to build genuine trust. You aren't selling commodities like Amazon; you're likely selling a service. This is especially true for where personal trust is paramount. The most powerful approach is to join your real-life and online networking efforts. Use one to strengthen the other.
A Secret Weapon for Shy People
As someone who used to be shy, I thought networking wasn't for me. It took me a while, but I eventually realized it's actually perfect for introverts. If you're in business, you have to talk to people—there's no way around it.
Networking provides a structured, low-pressure environment to do just that. Good events are formatted to make conversations easy, so you don't even have to make the first move. The act of getting used to talking about your business in this safe setting can massively boost your confidence. You only have to be brave the first time. After that, you'll start seeing familiar, friendly faces.
