Is networking stuck on your to-do list?

Most of us only think about our network when we need something: A job, recommendation, or introduction. We start frantically rifling through our mental rolodex for someone (anyone!) who might help, only to get a painful surprise: Our relationships, like the houseplant we forgot to water, look a little lacklustre. 

So when a Powrsuiter recently confided that she didn’t know why she needed to network, we suspected she might not be alone. When you have a good job, friends and no plans to change anything, isn’t it a big effort for very little payoff?

Actually, it’s the opposite.  

Networking has a branding problem

When comfortably in BAU mode, it’s easy to forget that the hardest time to network is when you need something. Starting from scratch under pressure – and relying on relationships you haven’t invested in – creates pretty tough conditions for connection. 

The people who benefit most from their networks don’t just reach out in moments of need, they build a diverse set of relationships over time. By investing before they need a favour, they unlock a whole raft of benefits that can be invisible to those going it alone. We share just three of them below.

But first, a disclaimer: When many of us picture networking, we imagine big rooms and draining small talk. That doesn’t have to be the case. There are plenty of low-effort ways to build relationships through small, consistent actions. 

OK, on with the benefits:
 

1. You can’t shortcut trust

We’ve all had a friend who disappears the moment they enter a new relationship, only to resurface after the breakup as if no time has passed. They expect to pick up where you left off, with you reinstating your role as on-call therapist… Until the next romance steals them back away.

Professional relationships are no different – just swap romances for jobs. If you only reach out when you need something, it feels transactional (because it is). Networking is a trust-building exercise, and humans are understandably sceptical when someone appears out of the blue with a request. 

Your personal brand will nosedive if you become known for only showing up in “ask mode”. However, if you’ve been consistently generous with time, insights and connection, you shift from stranger to trusted contact. And trusted contacts? People want to help them.
 

2. You don’t see the opportunities you’ve missed

Last week, we met up with a group of women at an informal networking event (yes, it can be as simple as a quick drink at a nice bar). One attendee mentioned that she’s starting to think about next steps, which sparked another to share an amazing role. 

Like many in the hidden job market, this position isn’t publicly advertised; it’s only accessible to people connected to the organisation. That one passing comment revealed an otherwise invisible opportunity – and led to a warm introduction. Boom.

When it comes to our careers, ignorance isn’t bliss, opportunities are. 

Many of the best projects, insights and roles never make it to official channels – they move through conversations and trusted referrals. If you’re not engaging, you’ll never even know they existed. 

Even when opportunities are advertised, a trusted recommendation gives you an edge. And in a world being rapidly reshaped by AI and automation, every advantage counts

Most Powrsuiters have “jungle gym” careers – we haven’t traversed a straight path to where we are today. Like any good jungle gym, the more potential paths you have, the better. Networking is a numbers game – most interactions won’t deliver immediate payback, but all of them have the power to alter the course of your career. By consistently investing in your weak ties, you’ll increase the number of paths available to you, even if you don’t even know where they might lead. 
 

3. You get fresh perspectives

During a recent peer coaching session, we paired a professional athlete with a consultant. Confused about what they’d possibly have in common, these Powrsuiters kept an open mind and entered the breakout room anyway.

They came out buzzing.

Unsurprisingly to us (we’ve been doing this a while!), two women from completely different worlds found they had a lot in common. More importantly, they both came away with a valuable new perspective on a shared challenge.

Most of us go through patches where we feel a bit stuck – on a decision, a challenge, or even just our own thinking. This is where a diverse network transforms into a powerful sounding board – if you use it. 

Trusted connections at different stages and situations can help you sense-check decisions, share how they’ve handled something similar, and help you see options you haven’t considered. Even better: These conversations count as networking – you’re strengthening relationships while exchanging value.
 

Like interest, relationships compound

We know you’re busy, but this is important: Networking isn’t something you do when you need something; it’s a long-term practice of building trust, visibility, and perspectives. Your goal is to curate a group of people who know and trust you – these relationships will open doors you didn’t even know existed.

Small, regular investments work – so, what will you do to build a connection this week?