How to network strategically and authentically — part 1

Networking isn’t about being pushy or selling yourself. It’s about being intentional — identifying the right companies, the right people and making thoughtful, specific asks that lead to real conversations and opportunities.

I recently took Daniel Pink’s MasterClass on Sales and Persuasion. He surveyed 5,000 people and asked them what they thought of when they think about sales. The #1 adjective, hands down, was “pushy.” Not surprisingly, 25 of the top 50 adjectives were negative.

He also asked what they pictured when they thought of a salesperson and the overwhelming majority said a used car salesman.

Even though our instinctual response is negative, we all sell — all the time. In our personal lives, we persuade our family and friends on where to dine, what to watch, what to buy.

And this may surprise you, but 40% of our time at work is spent selling — influencing others for buy-in on ideas, securing approvals and resources.

When it comes to networking, people think of it as selling and even worse, having to sell themselves. They think they’ll have to pressure or force people to help them.

It’s no wonder networking is the number one thing our clients want help with.

And just to drive the point home, when people ask me what’s the key to a successful job search, it’s without question — networking.

Never fear, I’m going to share a step-by-step approach to networking, which will help ease you into it. And just like starting to exercise, it’ll be a bit painful at first, but then you’ll grow skills and confidence and soon develop a strong muscle.

Step 1: Identify target companies

Start by listing your target companies. If you don’t have any, begin with a brain dump of all companies that come to mind. Don’t filter or judge — let the ideas flow.

Once you’ve exhausted your list, expand your research:

• Look at news sites and business journals
• Review “best places to work” lists
• Explore curated lists like the GeekWire 200 for private tech companies

Then do high-level research:

• Check Glassdoor for company and CEO reviews, ensuring there are enough reviews to be credible
• Visit the company’s careers page to see hiring activity
• Review their vision, mission and core values to see if they resonate

Add companies that interest you. This is not your final list, but a strong starting point.

Your initial list should include 10 to 20 companies. From there, select the top 3 to 5 you’re most interested in for networking purposes.

Step 2: Identify target roles via job boards

You want to be opportunistic when roles align with your criteria.

Pick one job board and set aside time weekly to search for roles. LinkedIn is a strong option, though Indeed and Glassdoor can also work.

Prioritize networking for open roles first, then focus on your target companies.

The best advice: network and get a referral instead of applying online. This significantly increases your chances of getting a screen.

When you stay on top of postings, you typically have a couple of weeks to secure a referral. If a job is posted for less than a week, it often means they already have someone in mind.

Bonus: Define the criteria that matter most to you in an ideal role and company. This helps you stay focused on aligned opportunities and gives you a clear benchmark when evaluating offers.

While the role matters, adopt a company-minded job search. Join a company that is healthy, thriving and supports mobility.

At a strong company, you can create opportunities for yourself, which contributes to both fulfillment and long-term growth.

Step 3: Map out people to reach out to using a networking matrix

Networking is valuable beyond the job search, but during a search it helps you:

• Gain insight into a company
• Surface opportunities before they’re posted
• Get referrals
• Receive introductions to hiring managers and recruiters

To make networking effective, you need to be strategic — targeting specific people and making specific requests.

If you simply ask someone to “keep you in mind,” you’ve likely wasted the opportunity.

Here’s how to approach it:

• Select 3 to 5 target companies
• Identify 1st degree connections and list them
• If limited, identify 2nd degree connections
• List mutual connections who can introduce you
• Ask your 1st degree connections for introductions

If you have their email, use it. It typically gets a higher response rate.

How to find the right people on LinkedIn

First method: company page

• Search for your target company
• Go to the company page
• Click “See all employees” or similar
• Filter by 1st and 2nd degree connections
• Select people to add to your outreach list

Second method: title search

• Search by job title and company (e.g., “Customer Success Airbnb”)
• Click “See all people results”
• Filter by connections
• Select relevant contacts

Focus on people in the teams you want to join. If needed, start broader and work your way in through conversations and introductions.

Best practices for strategic networking

Ask multiple people for introductions to the same contact. You don’t know who will respond first.

If more than one person responds, thank the second person and ask them to put in a good word or suggest others to meet.

Expand your network across teams and departments to increase your chances of reaching key decision-makers.

This is what strategic networking looks like — identifying the right people, mapping your outreach and taking action.

What most people get wrong about networking

In years of helping clients with networking, one truth stands out: you can’t predict who will help.

People you expect to respond may not. And people you barely know may go out of their way to help and become strong advocates.

Instead of guessing, focus on reaching out and having meaningful conversations.

And don’t take a lack of response personally. It’s rarely about you. People are busy, overwhelmed or simply forget.

A good rule: follow up once or twice, at least a week apart, then move on.

Also, don’t overlook dormant ties — people you worked with years ago. They can often be even more helpful than close connections.

Once you’ve identified your companies, roles and target contacts and started reaching out, you’re building the foundation for a more effective job search.