Hate Networking? Here’s the Right Way to Build a Referral Community

Your business network by itself won’t guarantee a successful career transition. Sure, we all know that your “network is your net worth,” but having a big list of contacts on your phone, computer, or LinkedIn profile is only half the story. To get what you want out of your network, you have to activate that network and turn it into a community.

The Difference Between a Network and a Community

A network will stand by and watch you fail. A community will pitch in and help you succeed. That’s the crucial distinction. 

A network is everyone you know. It could be someone you just met at a networking event, off-site, conference, or social gathering, or someone you’ve known and worked with for years. But just because you’ve got them in your contact file doesn’t mean that they are ready, willing, or able to help you in your career transition.

A community, on the other hand, is a group of people who are aligned around the same values, experiences, points of view, and other commonalities that bind them together with a sense of purpose. If you’re part of a community or you build a community around you, those people will be predisposed to support you because of what you share.

The more you give to your network/community, the more you’ll get back. This includes making introductions, providing support or feedback, sharing relevant information, or promoting an initiative or an event.

Why LinkedIn Is The Place

In the U.S., almost 100 million people are active monthly LinkedIn users. That’s a pretty big business community. LinkedIn is a totally unique resource for engaging with other professionals. Behind the marketers bombarding your inbox and people feverishly applying for jobs, it’s the only place where you can truly scale your professional community.

Your LinkedIn profile is an opportunity to share not just what you do but who you are and why you do it. You can include much more information than in a two-page resume, including links to your work, background, and interests. You can tell your story and make it accessible to those with whom you want to build your community.

Know What You Want: What’s Your Career Intention?

Use your LinkedIn About section as a mission statement to define and express the purpose behind the work you do—or want to do. Be aspirational. This will attract other people with similar goals and interests who are facing similar challenges.

Over time, you’ll find opportunities to connect with these people about work opportunities. You’ll get to offer your support or ask for theirs.

Mid-Career Community-Building Advantages

Your experience in life and work is increasingly valuable. Put that leverage to good use.

You already have an extensive network from all of your years in the workforce. Reconnect with people and catch up with them. The heart of your community is likely within that group of people with whom you shared important experiences. 

Take a risk and ask them deeper questions. Are they happy with their lives and careers? What challenges are they facing? Are they in a career transition? What is their sense of meaning and purpose, and how are they applying that to their work?

Yes, you’re building a professional community, but don’t compartmentalize your personal identity. Dare to be vulnerable, transparent, and authentic. And keep your sense of humor about it all. I mean, we’re all just trying to figure it out, right?

Your Community-Building Next Steps

Here’s where LinkedIn comes in really handy as your central connection hub. If any of your connections are not yet on the platform, invite them!

Connect to Your Top 50 Contacts

You don’t have to feel overwhelmed by this process. Browse through your existing connections and flag the people you just know are the right people to be part of your community. Don’t overthink this. You’re looking for that intuitive “hit” that tells you: “Oh, yes, they’d be great!” Here are some thoughts and feelings to look for in deciding whether or not to reach out:

Values

Do they have integrity? Do their profile and story inspire your respect? Do they appear to be open, or do they appear to be insincere?

Their Connections

Who’s in their network? If you’re on a paid LinkedIn subscription (I recommend it!), you’ll be able to see their 1st level connections (your 2nd level connections). Is this a group you’d like to be part of? Are they also good people with potential value to your community and career?

Aspirational

Are they living their dream (or working on it)? You want to connect with positive, growth-minded people. You have many years ahead of you. Living and working from a positive perspective is key to your success, so your community needs to reflect that.

How to Reconnect With “Dormant” Contacts

Many people are concerned about reaching out to people they haven’t talked to in years. The reconnection process seems strange and awkward.

Don’t feel bad. After all, they haven’t reached out to you, either. Context is the key. Send a note acknowledging that it’s been too long since you were last in touch. Explain that you are paying more attention to your LinkedIn network and thinking more intentionally about your career and what lies ahead. In looking through your connections, their name popped up and you felt inspired to reach out.

In most cases, the person will be pleased to hear from you and may even apologize for not having reached out earlier.

Surprise! Weak Ties Work Better

You would think that the people who’ve known you the longest and the best will be your most steadfast friends and champions. Counterintuitive as it may sound, the reverse is true. It is actually your so-called “weak ties” who perform better as connectors and supporters.

There are bound to be exceptions to this statistic. But manage your expectations. Don’t get your hopes up for the value of long-standing friends and colleagues when the chips are down and you need help finding a job or overcoming a big challenge.

This is also a reason to reach out to new connections. Don’t build your community exclusively with people you already know. Use your growth mindset to research and explore people from different backgrounds, different ages, and related industries. Take a learning attitude and be open to what you’ll discover.

You Don’t Need a Big Community

In 2008, Wired co-founder Kevin Kelly wrote an essay positing that to be successful in the digital age, a creator needed only “1,000 true fans.” That small number of dedicated friends, subscribers, believers, customers, etc. would be the core of a sustainable community. The  loyalty and dedication of those fans would amplify and evangelize the creator’s message and value, leading to more opportunities, greater reach, and ultimately, trust.

Let’s apply the same concept to your community. To get the career transition traction that you need and want, you don’t actually need 1,000 “fans” (or community members). Imagine what kind of activity, engagement, and referrals you could get if you started with 50 aligned, engaged members. Imagine if that number grew to 100 - or 200!

You don’t have a moment to waste - and everything to gain. 

Take the next ten minutes to open your LinkedIn profile, identify just one person you haven’t contacted in a while, and send them a note. This is where it starts. Go!