Effectively Initiating a Networking Conversation
According to the Atlantic, cover letters became a standard tool for job seekers in the 1960s. Since then, countless articles have been published on how to write a set of compelling paragraphs that help a candidate stand out amongst the masses. With the rise of AI tools screening candidates for potential roles and, society’s limited attention span for consuming dense content in one sitting, it’s hard to say how many cover letters actually get read in their entirety. This is especially challenging for college graduates when experience is limited, and cover letters can get brushed over.
Does this mean we should scrap cover letters all together? Not necessarily as there are benefits to both the prospective employee and employer to have another tool when it comes to the interview process. However, relying solely on cover letters to introduce yourself to prospective employers can result in some lackluster outcomes. What is more impactful than sending out hundreds of cover letters and resumes happens away from the laptop. Serious job seekers should be spending 80-90% of their job search time networking- asking industry veterans for advice on how to enter the market, identifying people in their academic or social circles to make warm referrals or attending professional events or career fairs. Regardless of which avenue an aspiring young professional takes to build relationships, the cover letter is not the right lever to initiate a networking conversation. On the other hand, a concise personal narrative is a crucial first step in starting a meaningful dialogue about career planning.
The Outreach Narrative
Months before you are about to graduate with a BA in Marketing, your mom reminds you that the next-door neighbor you have had your entire life is in Advertising. It’s not clear if she or anyone she knows is hiring but she is a senior executive and at a minimum, she may have some industry insight or advice on how to prepare for interviews. Either way, she is a good networking connection, and it makes sense to ask her to meet for coffee. You have one attempt to set the tone for this meeting and while you can borrow a phrase or two from your cover letter, your outreach calls for something more personal and specific. Whether you send an email or make a personal call to ask for the meeting, a general framework to leverage in your outreach includes three components:
1. Assess the Formality: When networking with friends and personal connections, be congenial and authentic in your greeting. You don’t want to fabricate a layer of formality just because the nature of your email or call is professional. For all other contacts, begin with a brief yet polite salutation and a one liner that makes it clear you are reaching out in hopes of getting together.
2. Manage Background Information: This is not the time to give a play by play of what you have been up to for the last 4 years. Instead, you want to anchor your message with 2-3 factual statement about yourself, so the recipient gets a high-level view into your current situation and areas of interest. For example, you may want to share your major, the work or campus experience that solidified your career aspirations and a general statement about the industry and/or types of jobs you want to pursue. You should also reference and attach your resume.
3. Set up the meeting: Before jumping back in with a request to meet, share why you think their perspective is unique and/or how their experience is tied to what you want to do. Also, let them know your goal for the meeting. Don’t make the recipient assume the purpose of your meeting. Instead, be honest and open minded. For example, let the contact know that while you would love introductions to prospective employers, you would be just as grateful for feedback on your resume or general advice for someone entering this industry.
While not everyone will have the time to meet or even respond, many people will be happy to connect and share their perspective or lend their support. The more networking requests you make, the more networking meetings you will set up so keep the momentum going throughout the process. Also, be prepared that the outcome of the meeting can range from learning about an immediate job opportunity to a simple handshake and good luck wishes. Either way, there is a good chance you will gain some helpful perspective. Lastly, make a mental note about the way you approached these networking meetings so one day (in the not-so-distant future), when you get the call asking for advice from a soon to be college graduate, you say yes to the meeting.