Being intentional about networking – in both digital and face-to-face contexts – can help fuel our innovation and creativity , write Dr Michelle Rogan and Dr Anne ter Wal of Imperial College Business School .
Over the past year , we ’ ve been forced into new digital interactions with our friends , family and colleagues in order to stay connected . We ’ ve endured seemingly endless Zoom quizzes , suffered many technical malfunctions and tried to keep up conversations using oddly angled cameras and bad audio . Yet , despite the inevitable awkwardness , we ’ ve learned there are actually many ways to touch base with others that don ’ t require a great investment of time and effort and can still be remendously rewarding .
At a time when traditional networking has been impossible , digital interactions have made it possible for us to keep our networks in shape with some very simple but impactful actions . Whether by email , sharing a post on social media , or by setting up video calls and virtual meetings , we have kept one foot in the outside world despite being confined to our homes .
Thankfully , in the not-too-distant future , we ’ ll likely be able to shake hands with each other again over coffees and canapes , but what benefits will we take from our time spent networking virtually ?
The question we must ask ourselves now is which digital networking adaptations should we continue with , and which should we leave behind ? The answer depends on the type of future network we envision for ourselves . After living digitally , we now have the opportunity to audit our new networking patterns and cherry-pick the best bits .
There are three rules to keep in mind as you build your post-pandemic network .
1BE SPONTANEOUS
While digital communications provide the opportunity to expand our network by ruling out the need for physical proximity , there is a danger that , without physical networking opportunities enabling us to be ‘ in the room ’ with new people , we have only continued to engage with those already familiar to us .
If your interactions during lockdown have been limited to family and immediate work colleagues , consider making a conscious effort to interact with people outside of that narrow world . Take advantage of post-pandemic opportunities for spontaneous interaction .
It ’ s these spur-of-the-moment exchanges with colleagues , or the random connections we might make day to day , that are vital for fuelling creativity and innovation in our own roles . A conversation with a professional outside of your job role , or even your industry , can help you spot new solutions to problems , or lead to entirely new ideas . Such interactions help us see things differently , and they must be encouraged .
Too much similarity in your network can limit your job effectiveness – particularly when it comes to generating new ideas
2
BUILD
DIVERSITY
Diversity is a crucial element for developing a healthy network . However , we are naturally inclined to engage with those who are most like us . While this usually makes for effortless conversation , too much similarity in your network can limit your job effectiveness – particularly when it comes to generating new ideas .
But how can you begin to create bonds with people you have little in common with , or who might see you as ‘ other ’? Again , conscious effort must be applied . Thankfully , in this area , much of the work has been done for us due to the existence of so-called “ diverse-closed ” communities – members-only groups that unite people with varied interests and backgrounds with the intention of fostering strong bonds among them .
Universities and business schools are the physical examples of such groups at work . At Imperial College Business School , our students embody this kind of diversity within a close-knit group . Their differences – whether background , education , religion , ethnicity or politics – become a real asset and , as a result , they benefit from tight , deep connections and develop greater perspective .
Digital interactions can provide a similar function by helping us reach more people from further afield . There ’ s no need for us to stop this when normal life resumes , and we can still reap the benefits without disrupting our working . If we can complement our day-today spontaneity with intentional digital networking , we can have the best of both worlds .
Complementing our day-to-day spontaneity with intentional digital networking can give the best of both worlds
3
AVOID
OVER-NETWORKING
Operating in crisis mode throughout the pandemic has led to many of us prioritising network ties for the benefit of our companies in order to meet goals . As a result , our individual networks ( those professional relationships that exist not because of the current demands of our roles , but because of the unique value we bring to others ) are likely to have withered . Now is the time to rebuild those individual ties , not only to bring yourself back into the working world but also to identify new opportunities and build new knowledge – vital for innovation .
As the world reopens , our hunger for face-to-face social interaction will likely lead to an explosion in invitations to lunches , drinks and other gatherings . In an effort to keep up , it ’ ll be all too easy to fall into a trap of over-networking . Remember , social butterflies don ’ t necessarily make the best networkers – it takes time to build genuine relationships , follow through on promises and establish trust . The key is keeping in control and staying consistent . If you can accomplish this you can become a real asset , both within your organisation and outside of it .
Our relationships have been tested as never before during 18 months of lockdown – so giving your network a little TLC now will pay dividends in the year ahead .
Dr Michelle Rogan is Associate Professor of Strategy and Entrepreneurship and Academic Director of the MSc in Innovation , Entrepreneurship and Management at Imperial College Business School .
Dr Anne ter Wal is Associate Professor of Technology & Innovation Management at Imperial College Business School , and lecturer on the Idea to Innovation Executive Education programme .