Business networking

Business networking is the practice of building relationships with individuals and businesses for professional purposes.^[1] It involves the strategic exchange of information and resources to create connections that can be mutually beneficial.^[2] Business networking can be conducted in person, online, or through a combination of both. Through repeated interactions, companies create deeper connections. This encourages knowledge exchange, mutual adaptation, and a commitment of resources, which can be both financial and social, to one another.^[1]

Business networking helps individuals achieve effective networking which can result in career advancement, building mutually beneficial relationships and knowledge sharing. There are two main approaches of networking: in-person events like conferences and online platforms like LinkedIn. Setting clear goals beforehand and following up with connections after the event are two methods used to maximize the value of the interactions.

Goals

Business networking offers a variety of advantages for professionals at all stages of their careers. Some goals individuals can achieve through effective networking include career advancement opportunities, gaining access to valuable knowledge and expertise, and building mutually beneficial relationships.^[3]

Networks can be a powerful tool for identifying new job openings, particularly positions that are not advertised.^[4] Connections can provide valuable recommendations and introductions to hiring managers. Networking allows individuals to showcase their skills and experience to potential employers. By building relationships with potential clients and partners at networking events, one can significantly increase awareness of their brand or business. A strong network can act as a referral source, bringing in new business opportunities through trusted recommendations.^[5] These connections can become a source of valuable knowledge and expertise. Through conversations and potential mentorship opportunities with experienced professionals, valuable insights can be gained into industry trends and best practices.^[1] Business networking fosters the development of mutually beneficial relationships. By connecting with like-minded professionals, organizations can build long-term, trusted bonds that offer support, advice, and collaboration opportunities.^[4]

Many businesses utilize networking as a key element in their marketing plans. It helps to develop trust between those involved and plays a big part in raising the profile of a company. Suppliers and businesses can be seen as networked businesses, and will tend to source the business and their suppliers through their existing relationships, as well as with the companies they work closely with. Penny Power states that networked businesses tend to be open, random, and supportive, whereas those relying on hierarchical, traditional managed approaches are closed, selective, and controlling.^[6]

History

Historically, there have been multiple forms of business networks, such as those among religious or ethnic groups, among small businesses, or between large companies and their subcontractors. Business networks have existed between firms as well as between individuals. Guilds, associations of merchants and craftspeople, were the main form of business network in North America and Western Europe prior to the Industrial Revolution.^[7][8] Beginning in the 1700s, chambers of commerce began to be founded.^[9] In the early twentieth century, service clubs such as the Rotary Club, Lions Club, and Kiwanis Club were founded as social organizations for business networking.^[10]

In the second half of the twentieth century, networking was promoted to help business people to build their social capital. Business networking by members of marginalized groups (e.g., women, African Americans, etc.) has been encouraged to identify and address the challenges barring them from professional success.^[11][12] Mainstream business literature subsequently adopted the terms and concepts, and promoted them as pathways to success for all career climbers.^{[citation needed]}

Before online business networking, in-person networking was the only option for business people. This was achieved through a number of techniques such as trade show marketing and loyalty programs. Though these techniques have been proven to still be an effective source of making connections and growing a business, many companies now focus more on online marketing due to the ability to track every detail of a campaign and justify the expenditure involved in setting up a campaign.^{[13][better source needed]}

Types

Business networking can be broadly categorized into two main approaches: in-person networking and online networking.^[14]

In-person networking allows organizations and entrepreneurs to connect with professionals face-to-face. Industry conferences and trade shows are a resource to meet potential clients, partners, and colleagues while also learning about current trends.

Online networking provides another resource to connect with professionals virtually. Platforms like LinkedIn are designed specifically for professional networking, allowing individuals to build their network, share their expertise, and participate in industry discussions.^[15] Online forums and communities focused on specific industries can be a valuable resource for connecting with like-minded individuals and asking questions about the industry. Industry-specific discussion boards offer another avenue for online networking, where individuals can showcase their knowledge, learn from others, and potentially find new collaborators or clients.^[15]

Strategies

Successful business networking relies on a well-defined strategy implemented before, during, and after networking events. By planning a proactive approach, professionals can maximize the value gained from these interactions and connect to a network that promotes career growth and business development.^[2] It is beneficial for organizations to establish clear goals for their interactions and to tailor the approach according to each connection one is trying to form. Researching event attendees beforehand, if possible, is beneficial.^[16] Identifying individuals whose work aligns with interests or professional goals allows for unique conversation starters. This demonstrates genuine interest in connecting and establishing rapport which can in turn increase an organization's or individual's reputation.^[1] Once the initial connection is made, following up after a networking event with a professional email that shows gratitude for the interaction and knowledge gained can continue the conversation and can begin the foundation for a strong business network connection.^[4]

Benefits

One of the most significant advantages is the potential for increased career opportunities. A strong network can provide opportunities such as unadvertised job openings through connections who might be aware of potential fits within their companies.^[3] These connections can also provide valuable recommendations and introductions to hiring managers or other individuals who are interested in forming business connections. Additionally, networking events and online platforms offer opportunities to show one's skills or an organization's capabilities and knowledge to a wider audience of potential employers, increasing overall visibility in the job market and business community.^[4]

Beyond career advancement, business networking builds brand awareness. By building strong relationships with potential clients and partners at networking events and through online interactions, organizations can significantly increase awareness of their brand or business.^[1] These connections can then develop into paying customers or business connections that can help expand an organization. A strong network acts as a referral source, bringing in new business opportunities through trusted recommendations from one's network members.

The larger the network an organization or individual has, the more access to knowledge and experience they have.^[16] This type of access proves to be valuable when attempting to expand the business into unknown territory or beginning one's business career. Learning from those who have been in a certain industry for a long time can improve chances of recognition from other brands and businesses who would want to form connections and builds reputation for the organization or individual.^[1]

Challenges

Networking can be an effective way for job-seekers to gain a competitive edge over others in the job market. The skilled networker cultivates personal relationships with prospective employers and selection panelists in the hope that these personal affections will influence future hiring decisions. This form of networking has raised ethical concerns. The objection is that it constitutes an attempt to corrupt formal selection processes. The networker is accused of seeking non-meritocratic advantage over other candidates, advantage that is based on personal fondness rather than on any objective appraisal of which candidate is most qualified for the position.^[17][18]

While social media offers a powerful platform for business networking, it still has its downsides. Social media interactions can sometimes feel superficial or inauthentic. Building genuine relationships takes time and effort, which can be difficult in the fast-paced online world.^[14] It can be difficult to maintain a balance of showcasing one's expertise and oversharing personal or confidential information and this type of oversharing can cause damage to an organization's reputation.^[15] Social media can be overwhelming, since it is filled with a constant stream of content. This can make it difficult for an organization or an individual to stand out and put their name out online. Social media can also be cruel to new content or those who post controversial topics, as these can also damage an organization's reputation.

See also

• Brown Skin Brunchin'
• Guanxi
• Personal network
• Professional network service

References

1. Öberg, Christina (April 2019). "The role of business networks for innovation". Journal of Innovation & Knowledge. 4 (2): 124–128. doi:10.1016/j.jik.2017.10.001. hdl:10419/260897.
2. Håkansson, Håkan; Ford, David (February 2002). "How should companies interact in business networks?". Journal of Business Research. 55 (2): 133–139. doi:10.1016/S0148-2963(00)00148-X.
3. Hoang, Ha; Antoncic, Bostjan (1 November 2001). "Network-based research in entrepreneurship". Journal of Business Venturing. 18 (2): 165–187. doi:10.1016/S0883-9026(02)00081-2.
4. Pierson, Orville (2009). Highly effective networking: meet the right people and get a great job. Franklin Lakes, NJ: Career Press. ISBN 978-1-60163-050-6.
5. Stocking, George W.; Mueller, Willard F. (April 1957). "Business Reciprocity and the Size of Firms". The Journal of Business. 30 (2): 73. doi:10.1086/294135. ISSN 0021-9398. JSTOR 2350827.
6. James, Bev (2011). Do it or Ditch it. London: Virgin Books. pp. 197–198. ISBN 9780753539996.
7. Deakin, Simon (March 2006), The Return of the Guild? Network Relations in Historical Perspective (PDF), University of Cambridge
8. Pearson, Robin; Richardson, David (2001). "Business Networking in the Industrial Revolution". The Economic History Review. 54 (4): 657–679. ISSN 0013-0117.
9. Bennett, Robert J. (2011). "Historical Overview". Local Business Voice: The History of Chambers of Commerce in Britain, Ireland, and Revolutionary America, 1760–2011. Oxford Academic. doi:10.1093/acprof:oso/9780199584734.003.0002. ISBN 9780199584734.
10. Charles, Jeffrey A. (1993). "From Fraternity to Service, Serving Business". Service Clubs in American Society: Rotary, Kiwanis, and Lions. Urbana: University of Illinois Press. ISBN 978-0-252-02015-5.
11. Stewart, Phillip J. (2023). Strategies for Minority Owned Businesses' Success (Thesis). Walden University. Retrieved 11 May 2025.
12. Aldrich, Howard (1989). "Networking Among Women Entrepreneurs" (PDF). In Hagan, Oliver; Rivchun, Carol; Sexton, Donald L. (eds.). Women-Owned Businesses. New York: Praeger. ISBN 978-0-275-93177-3.
13. Peter Symonds Why Offline Marketing Still Works in a Digital World Archived 13 September 2014 at the Wayback Machine, The Display Hub by Display Wizard, 28 July 2014
14. Indrupati, Joel; Henari, Tara (1 January 2012). "Entrepreneurial success, using online social networking: evaluation". Education, Business and Society: Contemporary Middle Eastern Issues. 5 (1): 47–62. doi:10.1108/17537981211225853. ISSN 1753-7983.
15. Dwivedi, Yogesh K.; Ismagilova, Elvira; Rana, Nripendra P.; Raman, Ramakrishnan (1 June 2023). "Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review". Information Systems Frontiers. 25 (3): 971–993. doi:10.1007/s10796-021-10106-y. ISSN 1572-9419.
16. Terziovski, Milé (1 January 2003). "The relationship between networking practices and business excellence: a study of small to medium enterprises (SMEs)". Measuring Business Excellence. 7 (2): 78–92. doi:10.1108/13683040310478011. ISSN 1368-3047.
17. Dobos, Ned (1 October 2013). "Just What are you Trying to Pull?". The Canberra Times. Archived from the original on 9 October 2017.
18. Dobos, Ned (1 September 2017). "Networking, Corruption, and Subversion". Journal of Business Ethics. 144 (3): 467–478. doi:10.1007/s10551-015-2853-4. ISSN 1573-0697.