Figure 13.14

Networking has the potential to open doors and create
possibilities for jobs and partnerships. Networking establishes
connections between individuals and access to information that one
might not normally have access to. Reaching out to strangers can be
an intimidating and nerve-racking experience. In business, the more
central you are, the more power you have. Creating connections and
ties to other people affords you the opportunity for power and the
ability to more closely control your future, so while at times
networking might feel awkward and uncomfortable, it is a necessary
and important part of establishing and maintaining a career.
Online social networking sites play an important role in this
networking process for individuals both professionally and
personally. With 1,200 employees in 2010, Facebook has 350 million
users around the world, and LinkedIn has over 60 million members in
over 200 countries. A new member joins LinkedIn every second, and
about half of the members are outside the United States. These
online sites have created new opportunities for networking and
allow individuals to branch out beyond their normal world of
industry, school, and business. The key is to avoid costly missteps
as employers have begun to search online for information about
prospective and current employees. In 2009, 8% of companies
reported that they had fired an employee for misuse of social
media.
Many of these online sites have become a tool for business. For
example, LinkedIn targets working professionals and provides them a
way to maintain lists of business connections and to use those
connections to gain introduction to people using mutual contacts.
Unlike other social networking sites, LinkedIn is almost entirely
used by professionals. The power of social networking flows in both
directions. Employers can screen applicants through their online
accounts and recruiters more than ever are using these sites to
view background information, individual skill sets, and employment
history, which can be cross-referenced with submitted applications.
Job seekers can review the profiles of those at top management
firms and search for mutual contacts. LinkedIn also provides
statistics about firms, which can be useful information for
individuals looking at potential employers.
Networking is about building your brand and managing
relationships. Using social networks as a vehicle to market one’s
self and make professional connections is becoming increasingly
common, as well as using loose ties or connections through others
to open doors and land jobs. In an increasingly high-tech and
digital world, it is important to be aware and conscience of the
digital footprint that we create. But with careful cultivation
these online networks can present many opportunities.
Based on information from Hof, R. (2008, October 28). Facebook
in a suit: LinkedIn launches applications platform. BusinessWeek. Retrieved March 23, 2010, from
http://www.businessweek.com/the_thread/techbeat/archives/2008/10/linkedin_launch.html;
Horswill, A. (2009). How to get a job online using social
networking. The Courier Mail. Retrieved
March 23, 2010, from LexisNexis Academic database; Lavenda, D.
(2010, March 10). 10 tips for safe and effective social networking.
Fast Company. Retrieved March 23, 2010,
from http://www.fastcompany.com/1577857/10-tips-for-safe-and-effective-social
-networking; How to use social networking sites for marketing
and PR. (2008, December 24). AllBusiness.
Retrieved April 23, 2010, from http://www.allbusiness.com/marketing-advertising/public-relations/11674037-1.html;
Ostrow, A. (2009, August). Facebook fired: 8% of US companies have
sacked social media miscreants. Mashable.
Retrieved March 30, 2010, from http://mashable.com/2009/08/10/social-media-misuse.
Discussion Questions
- How is online networking different from or similar to in-person
networking? Please describe your experience with both.
- What are the downfalls and benefits of social networking?
- In what ways are indirect ties as powerful and important as
direct ties?
- To what extent have you built your own brand? Is this something
that you have ever considered before?