Networking done? What next?

In my previous article, Networking Roadmap for Comms Pros in Canada, I shared my tried-and-tested tips that have been my go-to strategies for the past five years. These practices, carefully refined over the better part of a decade and consistently followed, played a crucial role in carving my graph in Canada’s vibrant MarComm industry.

But let’s be honest: networking is just the beginning. Once you’ve attended events, shaken hands and exchanged LinkedIn profiles, you might ask yourself, “What’s next? Is that it? Does networking alone take me to my ultimate career goal?”

Here’s the kicker: Networking is a stepping stone, not the finish line.

Remember the term “cold calling”? It genuinely is a cold effort. And in my experience, that is not what yields real results at all, personally or professionally. The real magic begins when relationships are born. When we take a step to go beyond the surface-level interactions and create a genuine connection with our “network” (and I mean that in a singular and plural sense here). Creating those real, warm and authentic connections turns professional acquaintances into trusted mentors when they invite you to become collaborators and even become your friends who have your back and cheer for your success!

In this article, I’m sharing how I’ve evolved my approach from basic networking to intentional connecting. Read on to find some actionable steps toward building those authentic and meaningful connections:

Prioritize relationships over transactions

Networking often focuses on quick wins: exchanging business cards, collecting LinkedIn contacts or pitching your skills. But true connection comes from understanding and being genuinely interested in the other person you’re talking to.

What I do

At industry events, I aim to leave with one or two meaningful conversations instead of a dozen rushed introductions. Plus, after the event, I usually follow up with a personalized LinkedIn message. The idea is to continue a good dialogue because, honestly, no one enjoys a sales pitch disguised as friendliness.

Research and prepare

Before reaching out or attending events, doing your homework is always a good idea. Understand who you might meet, the organizations they represent and the current industry trends. Informed conversations show you’re serious about building relationships, not just fishing for opportunities. Plus, being prepared makes you feel more confident!

What I do

If there’s a specific person I admire or want to connect with, I engage with their content on LinkedIn before meeting them. This increases my recall value and establishes a real connection at the word go!

Quality over quantity

Forget the pressing need to collect business cards. A few genuine conversations at an event are far more impactful than trying to meet everyone in the room.

What I do

At IABC/Toronto events, I always aim for two to three quality conversations, and not around work, but some personal anecdotes to find common interests to get a fun and engaging conversation going. It could be a commonality of volunteer work or a movie genre we both indulge in.

Give before you take

Connecting isn’t just about what others can do for you—it’s about what you can offer them. Whether it’s sharing insights, offering help on a project, or simply listening attentively. People remember those who take the time to understand them. And when you can, offer something in return—advice, resources, or even encouragement.

Example

During a casual coffee chat, I once offered to help a senior communicator optimize their LinkedIn profile. Months later, they helped me move to my new apartment. If you live in a city like Toronto, you know what a HUGE help that is! Giving always comes full circle.

Find common ground beyond work

Shared interests outside of work can be a foundation for connection. It’s easier to bond with someone when you discover you both love hiking, cooking or cheering for the Raptors.

Example

I once connected with someone over the correct sequence of watching the interconnected 21 Marvel movies leading up to the final Avengers, and soon after that event, they introduced me to my next potential employer (true story!)

Invest in industry communities

Join organizations like IABC, CPRS or niche groups in your field. Volunteering is a particularly effective way to deepen connections within these communities naturally.

What I do

Volunteering with IABC/Toronto has not only helped me build a robust professional circle but also helped me find mentors, my current job, and some very dear friends who genuinely have my back and continue to cheer me on to go beyond my comfort zone and convert my aspirations into achievements! I know of someone who has literally fought for me (again, true story!)

Be patient and consistent

Heard of the term, “speed networking”. That’s never worked for me. But consistency has. Perfection takes time, and genuine relationships can’t be rushed.

What I do

I show up regularly—whether at events, online forums or through messages. Sometimes, even a simple “Heard about your latest campaign at work. Would love to learn more when we get a chance to talk next” shows personal effort and thoughtfulness.

And who doesn’t want genuinely nice, thoughtful and observant people to work with?

Trust me when I say this: at one point, I have personally felt lost in Toronto’s bustling communications industry. But step-by-step, by focusing on connecting rather than just networking, I created a professional community that supports and uplifts me. The key is authenticity. Know what you want? Then go for it.

Talk, connect and approach every interaction with the intention of building a relationship, not just expanding your contact list. If I can do it, so can you!