Face value F
Face-to-face networking is nearly twice as popular as connecting with people via social media. So why is networking such an undervalued skill?
ace-to-face contact remains the preferred way for professionals to network, despite the increasing availability of online networking tools, according to new research commissioned by Chamber member EY into the future of networking.
The research, comprising a white paper and a survey of 750 business
professionals at all stages of their career, found that those at the earliest stages of their professional development have the strongest attachment to in-person networking. Nearly 70 per cent of those at an executive level are networking in person, while only 36 per cent of executives network via social media platforms. Across all respondents, 56 per cent network in person, followed by email
(44 per cent), online/social networks (33 per cent) and finally telephone (28 per cent). Of those who do network in person, 71 per cent describe it as “very valuable”.
‘In the sea of digital overload, people crave human connection’
Liz Bingham, EY’s managing partner for talent in the UK & Ireland, said: “Networking is often put in a box and seen as a separate distinct activity, where business cards are exchanged and hands are shaken. Whereas in reality, it’s something we all do, every day, with our friends, colleagues, clients and acquaintances. At its most basic level, networking is about forming and maintaining relationships and this is often best done face-to-face.” Julia Hobsbawm, visiting Professor of Networking at London's Cass Business School and author of the EY whitepaper, Fully Connected, added: “In the sea
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of digital overload, people crave human connection, either one-to-one, or one- to-many. The ability to connect with another human, to develop trust, understanding, faith, belief and a relationship, happens best face-to-face.” But the survey found that only 53 per cent of business workers value
networking as professional skill and almost one in four respondents – ranging from executive to owner/directors – admitted they did not currently network. Many professionals also seem to struggle to manage their professional networks, whether on or offline. 51 per cent of respondents do not have a LinkedIn account; and of those that do only 50 per cent are in regular contact with no more than 10 of their connections. Ms Bingham said: “The so-called ‘soft’ skills, such as relationship building and time management, have to become core skills in today’s workplace. They are key attributes we look for in our new recruits. But for networks to succeed and be effective we all need to be prepared to ask for help and be prepared to return the favour. It’s a great privilege to be able to tap into relationships in that way, and not a sign of weakness which is how it can sometimes be perceived.” This attitude to relationships is not helped by a lack of networking
culture in corporate Britain. According to EY’s research, 73 per cent of professionals’ workplaces do not have either a networking strategy or training in place. Women-only networks didn’t fare much better. Despite the fact that these networks have long been hailed as a method of driving greater equality in the workforce, only 24 per cent of women (and 21 per cent of professionals) felt there was a need for women-only networks in the modern workplace. However, at a time when the average FTSE board has only 20 per cent female representation it may be too soon to do away with women-only networking.
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