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Transactional vs. Relational Networking
Editorial by Christian Saint Cyr
National Director / Canadian Job Development Network
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Whenever I've coached job seekers to do informational interviews with an employer, I've always stressed the importance of authenticity and sincere interest.
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I've been asked for informational interviews many times and sometimes the person who's asked me to do it simply breezes through the questions as quickly as possible to complete the task and move on.
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I suppose people may do this because they want to respect a person's time and complete the process as quickly as possible but what we fail to appreciate not only the valuable insights that can be gleaned through this process but also the opportunity to build a relationship with potential employer, mentor or community contact.
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These days, it seems though both employers and job seekers have a low opinion of how networking is evolving. According to a recent survey by Harris Poll, 70 per cent of Canadian hiring managers and 76 per cent of job seekers say networking today feels more like a business transaction than a genuine personal connection.
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Employers believe job seekers are simply using this process as an opportunity to find work, rather than actually get to know local employers.
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The survey noted, 69 per cent of job seekers and 64 per cent of hiring managers say networking is primarily about identifying job opportunities, rather than building relationships, revealing a widening gap between what professionals want networking to be and what it has turned into.
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And while, social media sites like LinkedIn are intended to make networking more accessible, instead they’ve introduced a new layer of artificiality.
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When asked to evaluate online platforms:
- 76% of job seekers and 78% of hiring managers say online networking platforms have made interactions more transactional.
- Even though 38% of hiring managers think these platforms make authentic connections easier, most admit the interactions still feel impersonal and opportunistic.
- 78% of job seekers say it’s difficult to form authentic relationships in environments where the goal feels transactional from the start.
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For more than a year now, I've been saying that employers are exclusively looking for candidates who are ready on day one. This is supported by the data where 70 per cent of hiring managers now evaluate networking contacts based strictly on their influence or usefulness.
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If we think the spirit is willing but the technology is weak, we can be reminded the large majority of hiring managers (86%) and job seekers (82%) agree networking is critical for getting a foot in the door. Unfortunately, there’s mounting frustration with how it’s done.
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So, how do we create networking opportunities with employers who are reluctant to engage in them in the first place? How can we get networking to be less transactional and more relational. Let me introduce you to the 'Ben Franklin Effect'.
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Essentially, it's about winning people over by asking them for something.
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The Ben Franklin Effect is a psychological phenomenon in which a person likes someone more after doing them a favor. The effect can be explained with cognitive dissonance: individuals rationalize their helpful actions by assuming they must like the person, since their behavior would otherwise conflict with their typical behavior and self-perception. In this way, the effect shows how people adjust their attitudes to maintain consistency in their self-concept.
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Benjamin Franklin references this approach in his autobiography. He used this approach to address the animosity of a rival legislator when he served in the Pennsylvania Assembly. Franklin purposed to ask to borrow a rare book from this individual (even though he didn't really need it) and returning it with a note of great thanks. This changed the individual's regard for Franklin and it cemented their future friendship.
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So, what sort of favour could a job seeker ask of an employer? Do you have 10 minutes for a very short informational interview?
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Who can't spare 10 minutes? I've agreed to 10 minute informational interviews and some of them have lasted 30 minutes to an hour.
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Employers are going to be naturally reserved, if not suspicious of job seekers. By cold-calling employers and seeking informational interviews, job candidates can build their network, find genuine opportunities to connect with employers and break down the barriers to being 'seen'.
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And while this is a great opportunity to build connections, informational interviews, as well as all aspects of job search, must be genuine with positive motivations.
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If an employer perceives this is just a pretense to be considered for a job, it will actually hurt the person's chances to secure a job. I encourage job seekers to be curious.
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The greatest interviewers in the world are curious about their guests. They have a genuine interest in their story, what has taken them to this point and where they will be going from here on out.
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Years ago, I met with a successful business person and when I asked what was his greatest lesson in business, he said, "I never meet with anyone without a clear understanding of what I want to get out of this meeting."
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I believe no one should meet with an employer without a clear sense of what they hope to learn from this employer, their organization and what distinguishes them from their competition.
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And while this is great advice for job seekers, it's just as valuable for job developers and other employer engagement professionals. Nurture your sense of curiosity. If your questions are sincere and result in follow-up questions, they will go far in building a relationship with that employer.
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We’ll be discussing opportunities to make networking less transactional and more relational at our #MotivatingMondays meeting of the Canadian Job Development Network, Monday March 30th at 8:30am Pacific; 9:30am Mountain; 10:30am Central; 11:30am Eastern; 12:30pm Atlantic and at 1pm in Newfoundland.
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On the morning of Monday March 30th 'Click this Link' to join the session.
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TOMORROW IS THE LAST DAY...
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Ontario (June 18th/19th)
Atlantic Canada (June 25th/26th)
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To learn more, email Christian Saint Cyr, at: csaintcyr@labourmarketonline.com
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