4 Important Categories in Networking

According to a 2022 survey, 42% of professionals found their current jobs through some form or effect of networking. This includes things like a referral, applying to openings shared in their network, etc.

One study also found that a user’s weak ties on LinkedIn can increase job transmissions and impact job mobility—even more than closer connections.

These are just a few examples of how networking can greatly benefit you. To excel in your career, you should understand four important groups that should be in your network—gatekeepers, influencers, promoters, and communities.

In this article, we will provide you with a better understanding of who these groups are, why you should consider networking with them, how to network with them, and the benefits you can get by connecting with them.

Gatekeepers are individuals or entities who control access to resources, information, or influential contacts within an organization or industry. Typically, they act as intermediary employees who determine who can gain access to certain information or to a decision-maker within the organization.

Especially within the professional field, nurturing relationships with gatekeepers is crucial, since they have the power to control access to important resources. Having a well-established connection with gatekeepers will allow you to gain a competitive edge. In a professional context, gatekeepers might include executive assistants, receptionists, or hiring managers.

How to network with gatekeepers

Typically, gatekeepers can be easily found in any industry. They often serve as the first point of contact for executives or represent the initial interface of a company.

To network with them effectively, it's important to understand that they are intermediaries rather than obstacles.

The following steps outline how to approach networking with gatekeepers:

Approach gatekeepers with respect

Treat them with professionalism and courtesy.

Gatekeepers like receptionists or assistants do not hold much power; instead, they are simply doing their job to receive outreach. So, be patient and polite when speaking with them.

Name-drop a connection

If you share a mutual connection or acquaintance with the gatekeeper, mentioning their name can serve as a point of reference.

This can help establish rapport and credibility, facilitating easier initiation of conversation.

3. Clearly communicate your intention

When reaching out to gatekeepers, clearly articulate your intention and the purpose of your contact.

Be transparent about what you hope to achieve and how you believe the gatekeeper can assist you.

Don’t lie, provide value to them

Avoid exaggerating or misrepresenting yourself when networking with gatekeepers. Instead, focus on providing value to them. Offer insights, information, or assistance that showcases your expertise and credibility.

Have some background knowledge about them

Before reaching out to gatekeepers, familiarize yourself with their background, interests, and priorities.

This will enable you to tailor your approach and conversation to their specific preferences.

Benefits of networking with gatekeepers

Networking with gatekeepers allows you to access numerous benefits. Here are a few of them:

• Access to key decision-makers: Gatekeepers often control access to influential individuals within organizations or industries. By networking with gatekeepers, you can gain access to decision-makers who can help advance your career or business objectives.
• Gain insider information and insights: By building relationships with gatekeepers, you can gain access to insider knowledge that can help you make informed decisions and stay ahead of the competition.
• Get referrals and recommendations: Many gatekeepers are well-connected individuals who often know other professionals within their network. Connecting with them will increase the likelihood of receiving referrals or recommendations for job opportunities.

Influencer is an individual who has the power to affect opinions of others because of their authority, knowledge, or relationship with their audience. They may:

• have large followings on social media,
• respected expertise in their field, or
• strong connections with key stakeholders.

However, in a company, an influencer traditionally refers to a junior-level employee. Typically, they are often asked to research options before their superior is briefed.

Although they don’t have authority or budget like the C-level, their role is important in shaping the decision-makers' opinions.

How to network with influencers

Recognizing their importance, how can we connect with influencers? There are several ways you can engage with them, including:

Familiarize them with you

Build a relationship with them by introducing yourself professionally.

Make sure they understand what you do and your expertise, so they may consider you as the fit solution for their company’s needs.

Show your interest

Offer value to the influencer by sharing valuable insights that align with their field. Show genuine interest in their work and find ways to make concrete contributions within similar areas.

Actively attend industry events

Attend industry events, conferences, or meetups where influencers are likely to be present.

Take advantage of networking opportunities to introduce yourself, exchange contact information, and start building relationships in person.

Showcase social proof

Showcase social proof of your credibility and expertise to the influencer. This could include:

• testimonials from mutual connections,
• examples of your work or achievements, or
• endorsements from reputable sources.

Benefits of networking with influencers

As they have an important role to shape people point of view, networking with influencers can offer several benefits. Some of them including:

• Increased visibility: Associating with influencers allows you to tap into their existing circles and expand your reach to a broader network. This increased visibility can help you gain exposure for your expertise.
• Gain credibility and trust: Influencers often have established trust from their employer. By networking with influencers, you can leverage their endorsement or recommendation to enhance your own credibility and trustworthiness.
• Being acknowledged for your expertise: Networking with influencers can bring you within their radar when they seek expertise in your mutual industry area. You’re more likely to be recognized for your expertise, evidenced by the track record of your achievements collected by the influencer.

Promoters are individuals or entities who actively advocate for or endorse you within their network. They may recommend you for job opportunities, introduce you to valuable contacts, or endorse your skills and expertise.

Promoters play a crucial role in building social capital and creating opportunities for mutual benefit within a network.

Within the working areas, promoters can be:

• your boss,
• mentor,
• colleagues,
• followers on social media, or even
• your own friends.

How to network with promoters

Connecting with promoters can help drive buzz and foster your personal brand among their network. Here's how to effectively network with promoters:

Offer value exchange

Provide value to promoters by offering benefits in exchange for their support and advocacy.

This could include exchanging industry insights with colleagues, giving credit to a mentor for their guidance, or offering personalized perks.

Focus on your quality

Continuously develop your skills and abilities, which will attract more people who aspire to know or work with you.

You might actively offer assistance on a friend’s project, optimize your professional profile on social media for networking, or engage in discussions about your industry's topics in forum discussions.

Provide tools and resources

Equip promoters with the necessary tools and resources to effectively promote you.

Creating valuable content, such as sharing your opinions in LinkedIn posts, providing free access to data surveys, or sharing industry-specific materials, makes it easier for promoters to share with their networks.

Benefits of networking with promoters

Networking with promoters can help you communicate your profile to their connections. Other benefits of networking with promoters also include:

• Reach a wider network: Promoters actively advocate for you within their networks, helping to increase your professional visibility and reach a wider audience.
• Open doors to connections beyond promoters: Promoters have extensive connections, including those in higher-level positions within a company. Building a good relationship with promoters may allow you to connect with other key individuals within the industry.
• Word-of-mouth marketing: Promoters engage in word-of-mouth marketing, which is highly effective in influencing people. Positive recommendations from promoters can lead to an enhanced reputation and increased credibility for you.
• Long-term relationships and advocacy: Building relationships with promoters can lead to long-term partnerships and advocacy, as promoters become loyal advocates who continue to support and promote you over time.

Community is a group of individuals who share common interests, goals, or identities. They can exist both online and offline and provide opportunities for networking, collaboration, and support.

Professional communities, such as industry associations, alumni networks, or online forums, offer platforms for connecting with like-minded individuals to share knowledge and opportunities.

How to network with communities

Networking with communities involves connecting with groups of individuals, both online and offline. Here are some strategies for effectively networking with communities:

Identify relevant communities

Identify communities that align with your interests and industry. Look for online forums, social media groups, networking events, or professional associations where you can connect with like-minded individuals.

Engage and participate

Engage with the community by actively participating in discussions, sharing insights, asking questions, and offering help or advice to other members.

Attend events and meetups

Attend community events, meetups, conferences, or workshops to network with members in person.

These face-to-face interactions provide valuable opportunities to build relationships with them.

Provide benefits to the community

Provide value to the community by sharing valuable insights, resources, or opportunities that can benefit other members.

You can also help or collaborate on other members' projects by sharing your relevant experiences and skills.

Follow up and stay connected

Make sure to follow up with community members to maintain the connection.

Connect with them on social media, send a personalized message, or schedule a follow-up call to nurture the relationship with them.

Benefits of networking with communities

When you’re actively networking with communities, you can gain many benefits that help you advance your career. Some of the benefits include:

• Access to resources and support: Communities provide access to a wealth of resources, trend updates, and support from individuals who share common interests. Networking within communities allows you to stay updated and relevant to the newest trends in your industry. Additionally, this can also open up opportunities to receive assistance when needed.
• Professional development opportunities: Engaging with communities can lead to professional development opportunities such as workshops, seminars, or training programs. You can gain valuable learning experiences and skill-building opportunities that might help you improve your performance.
• Access to job opportunities: Communities often serve as platforms for sharing job postings and industry news. Networking within communities can help you stay informed about the newest job openings and connect with hiring managers.

Having a network that includes those four groups or categories is essential for career development, as it provides broader access to career opportunities. Additionally, this can also help you build your professional reputation and visibility in your industry.

Furthermore, these connections can expose you to new perspectives, ideas, and insights. Networking with individuals across different categories allows you to expand your knowledge and stay informed about industry trends and opportunities.

To begin building your network, start by nurturing relationships with people around you. Whether it’s friends, relatives, colleagues, or acquaintances. Start with your inner circle and expand it step by step.

Don't forget the importance of optimizing your online profile. Also, while you're building connections, consider expanding your network to include people in the same industry from other countries as well.

Further reading:

• A new approach to building your personal brand
• 4 ways to harness social media for innovation
• Why networking is important [+ how to get it right]

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