Aparna Vedapuri Singh: Network Right, Network Better
The power of networking is indisputable. Whether you work in a corporate organization, are an entrepreneur or an artist, networking is something you cannot ignore – it has the potential to bring you authentic visibility, deeply rewarding professional connections and rich learnings.
A lot of women turn away from networking; especially when they view it as a transactional interaction. Networking can seem inauthentic, opportunistic and daunting to most of us but with enough time and preparedness, and by viewing it as an opportunity to give as much as to take, we can begin to appreciate it and use it for our personal and professional growth.
Aparna Vedapuri Singh, Founder and CEO of Women’s Web, spoke to us, amongst other things, about how women can find networks that best suit their career goals and how they can break into male-dominated networks with ease.
What networking is not
We all have an understanding of the technical definition of networking – interacting with people who can help us meet our professional or personal goals. Now, let’s be equally clear on what networking is not.
> Networking is not a sales pitch
> Networking is not a job search tool
> We are not talking short term goals
While those goals are worthy in themselves, networking is not about them. It is about long-term goals and reaching out to people who can help you achieve them, or whose goals may be complementary to ours.
Why must we network?
To the proponents of networking, its benefits may seem obvious and straightforward. But for those who have even the slightest aversion to it, here are three reasons why you should take networking seriously.
> Access to grapevine: News of a lot of opportunities that women miss out on – job openings, unique exposures, global vacancies – often travel through informal channels (what we know as the “grapevine”) before reaching the formal channels. If you are not networking, you cannot access the grapevine.
> Access to new perspectives: Networking is a great source of knowledge about the new things that are happening in yours as well as a parallel industry, which you can adapt in your own business. Networking exposes you to perspectives that could help your career in the long term.
> Opportunity to communicate potential: Research shows that women are often promoted or not promoted based on their track record, while men are promoted based on their potential. Though some of this comes from gender bias, networking can be a hugely helpful antidote. Use it to communicate your potential so that others, especially leaders in your own organization, can evaluate you based on what you will bring to the table in the future and not just what you have done and achieved in the past.
Critical start point: clarity of purpose
Women tend to bear the double burden of work and home far more than men, and thus face a severe shortage of time. The starting point of effective networking is to be clear on why we are networking so we can be selective about where we network and with whom.
Networking is not just about showing up at an event and handing out business cards. Be clear on what you want from it. Your goals are likely to be different at different points in your career, so keep reevaluating them. As long as your purpose for networking is clear, you will use your time most productively.
Finding the right networks
With innumerable networks available to us now, here’s how you can decide which is a good fit for you and your needs:
> Clarity on what you are looking to gain from networking can help you narrow down your selection tremendously.
> Networks and events that other people in your industry (or a similar business) are a part of are often good indicators of where the value lies. See for yourself if they align with your goals.
Take the chance to speak
Aparna shares two important differences between the way men and women present themselves in a networking event.
> Men begin with who they are and what they do, followed by what makes their work/organisation unique – largest, most reputed, most revolutionary, etc. Almost all women, on the other hand, begin with, “What do you do?”, giving the other person the opportunity to speak first.
> The amount of time men speak about themselves far exceeds the time women do.
Point is, you may not always meet men (or women) in networking events who will ask you what you do – you cannot always wait for an opening to talk, sometimes you just have to create that opening yourself.
Effectively leveraging the networks we choose to be a part of boils down to how clear we are on what we expect to gain from them, and how well prepared we are when we show up. There are ways to take the edge off of networking and one of the simplest, most obvious ways is practice. So start now.
How to break into all-men or male dominated networks
> Go prepared: You must have a short, clear and articulate pitch ready about what is unique about you and what you do in context with that particular industry or networking event.
> Do your homework: Research the speakers, panelists and other attendees who you’d like to meet at the event. This way you will not only be able to shortlist who to connect with but also find common conversation points with them.
> Shortlist whom to meet: Don’t aim to talk to everyone in the event; that could be intimidating. Shortlist 3-4 people while researching, who will be most valuable for you from a long-term perspective and ensure that by the end of the event you’ve established a connect with them.
> Share responsibility: Urge employers and event organizers to create more inclusive spaces; it is not possible for individual women to do all the work themselves of breaking through male-dominated networks. For starters, they can have more women on the panels and speaker lineups, and choose event timings that make it possible for employees who have a life beyond work to attend the event.
About the Expert
Aparna Vedapuri Singh is the founder and CEO of Women’s Web, one of India’s leading platforms for women, by women. Featuring editorial content that revolves around career development, managing work and family, entrepreneurship, women’s health, and personal finances, Women’s Web is a supportive space where women see a reflection of themselves. Over the years, an offline network has also organically emerged that is entirely community driven and discusses aspects relevant to women’s professional and personal growth.
