The Sports Business Exchange

Today’s guest blog comes from Bess Brodsky, a seasoned sports industry professional whose career includes senior marketing and sponsorship roles at Madison Square Garden, US Soccer and ESPN. Currently, Bess is working as a career coach and freelance consultant in the industry, with a focus on career counseling and executive search in the sports, entertainment and media industries. In the week leading up to the Business of Sports New York Networking Event on January 13, 2010, Bess has graciously listed out some key items to remember about networking.

The word “Networking” conjures up both positive and negative reactions.  The word itself has to be the most used and probably least understood term used in the midst of a job search or career change. If you are effective at networking, it can result in an ever increasing number of people supporting and advancing your cause to reach your desired career goal. It is crucial to keep that single thought in mind when meeting people in yours (or other) industries. I say “other” industries because  “you never know who knows who”. It is one of the most effective means of finding a job, especially in the current marketplace.  So what is networking?

• Connecting with people and then nurturing those relationships
• Tapping into the hidden job market through other people (learning about opportunities never advertised!)
• Learning about career fields and jobs
• Pooling resources from an ever-growing number of sources (ones you never thought of)
• Figuring out how to be creative in reaching out and expanding your contacts

Networking is not asking for a job, walking into someone’s office, sending a resume or making a cold-call.

A few of the key benefits of networking are that most jobs are never advertised (it is estimated that about 10-15 % are advertised in print and another 10-15 % online). Through networking with others you not only are able to learn about specific positions, companies, industries, career fields and career paths, but you are also able to gain insight into current industry trends without the primary focus being to land a job. You gain a sense of the career field, the company culture and figure out if you are a “fit” with a specific company. By reaching out to your network, and expanding to others, you get your name out there and open doors to others. By letting people know you are actively networking, your contacts are likely to think of you when they hear about appropriate job opportunities. Finally, networking allows you to gain confidence in your ability to describe your interests, skills and value when meeting others. 

Networking is not for everyone and many people really hate it or simply don’t do it because they say they aren’t good at it. Here’s a list I recently read of why people hate to network: 

• Fear of rejection – using appropriate networks and techniques, this is unlikely. What’s the worst that happens if someone refuses to meet or speak with you? Move on to someone else, but don’t give up too quickly. An email and follow-up calls over the course of a week or two are not overdoing it.
• Fear of failure – there is no failure when the goal is appropriately set. What is your goal in networking? NOT to find a job, but to gain the exposure and to learn as much as possible, and to build relationships.
• Fear of sounding / appearing “stupid” – networking and informational interviewing are sound, legitimate job search techniques. If you are prepared (knowing yourself, knowing a bit about the target industry or company, and having intelligent questions to pose), you will effectively articulate your goals and come away from each “meeting” with information and additional contacts.
• Fear of bothering / taking up someone’s time – think of networking reciprocally! You are wisely utilizing someone’s time. Your contact would not agree to meet with you if s/he weren’t willing to help. That contact may come to you for help sometime in the future, and you will undoubtedly return the favor!
• Fear of making a negative impression – unlikely if you are well prepared for the meeting. However, just like a “real” interview, you might not connect with the interviewer. Focus on positives and the goals you have set for the meeting.
• Fear of being asked questions – It is very likely that you will be asked questions about yourself and your career goals. Be prepared to answer sincerely.
• Fear of overstepping boundaries – think of informational interviewing simply as a way to gather information; prepare questions that engage your contact and result in better mutual understanding. Stay away from inappropriate questions such as personal salary inquiries or requests for specific job help. Everything else that enhances your understanding of a person’s career, current position, company or field is legitimate.
• Fear that it is a barrier to a “real job” or that it doesn’t count! Too many people network their way to their next job through this process for it NOT to count! For younger people and career changers, this is the best means to learn about new career fields, jobs, companies, trends, and more. For other job seekers, it is a critical step towards making the connections that may count immediately or at some future time.

So, how do you take this advice and make it work for you at an industry/trade networking event like “The Business of Sports” that you may be attending this Wednesday?

You need to be focused on what your “elevator pitch” is when you meet people, but be sure to make it brief. Plan and practice your opener. Discuss with a friend, colleague, or counselor first if desired. More importantly, after you finish your pitch, take the time to listen and learn about the people you are meeting.  Many people just talk about themselves, where they worked, what they did and that is OK if you are responding to their question, but be succinct.  If their company or job is of interest to you, nicely ask if you could have their card to follow up with them. Do not ask them for a job right on the spot (which believe it or not people do). If you get a sense from listening to them that they may know someone at a company you are interested in, it is appropriate to nicely say something like, “Wow, that’s interesting. I was wondering in your role if you might know anyone at X company. Whom do you recommend I contact for additional information?” .  If they agree to help, YOU should offer to do the follow up.  This applies also when meeting someone during a networking meeting.  The people whose advice and assistance you are asking for are often busy.  If you make the follow-up easy for them, it will not be a burden for them to help you.  “That’s great, I’ll follow up with any email”.  They are helping YOU so it is critical to make this as easy as possible for the other party.

Make sure you have biz cards on you so people can follow up with you. As you meet people, or follow-up with them following an event, you should also ask if they are aware of any other trade/industry organizations that might be helpful in your networking efforts/job search.  Following the event, jot down a few notes on the back of the card to remind you where you met them and what the follow up action is. This might sound silly, but I attend a lot of events and it’s helpful to remember this info. And finally, when you get that networking meeting, remember to establish  your credibility and honesty.  State your background relative to the area of which you are speaking. Be clear you are involved in a job search.  Make sure your request is non-threatening. You are asking for information with no expectation of possible job openings or referrals.

Be yourself, have fun at the event and make sure if you tell someone you will follow up with them you do. Be persistent with your follow-up but not pesty!  Maintain connections. Nurture the relationships by staying in touch and letting them know where you “land!”   And last but not least, BE PATIENT.  Networking takes time but the benefits can be HUGE.  Good luck!!

Bess can be contacted at bessbrodsky@aol.com.