University of Maryland - College Park Business Mgmt 367, Career Search Strategies in Business Guest Lecture topic: Networking for Success Presenter: Kathleen Berger

1. April 8, 2013
Business Mgmt 367
Networking for Success
Kathleen Berger
Northrop Grumman Corporation
Recruitment Marketing & Communications Specialist
www.linkedin.com/in/kathleenberger
@kathleen_eliz

2. It’s not just about
it’s about who you know and

3. Overview
WHEN/WHAT Networking 101
WHY The Power of Networking
HOW Building and Maintaining Your Network
WHO Your Personal Brand
Networking for Success
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4. Networking 101 – The Basics
• Network: an association of individuals having a common interest,
formed to provide mutual assistance, helpful information, or the like
• Networking: a supportive system of sharing information and services
among individuals and groups having a common interest
Formal vs. Informal Networking
Informal Formal
Informal networking can be Formal networks may include
done through coffee groups, organizations such as clubs,
friends, family, former industry and business
colleagues, sports clubs, networking groups and
churches and other community anywhere that brings them into
organizations you belong to. contact with lots of people.
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5. Networking 101 – Tips & Etiquette
• A handshake should be friendly and respectful, last 3-4 seconds or 2-3
pumps – avoid the ‗lady finger‘, two hand and ‗fish hand‘, don‘t use a
forceful grip
• Hold your food or beverage in your opposite hand (so that the hand you
shake with isn’t preoccupied or wet/cold)
• When someone introduces him/herself, repeat his/her name (this will
help with recall) – “Hi John, it’s great to meet you!...”
• If nametags are required, its recommended that you wear it on your
right side 2-3 in below your collar bone
• Have plenty of business cards handy and a copy your resume
accessible on the go
• If you plan on standing, wear comfortable (yet appropriate) shoes
• Avoid touching you hair or other nervous habits
• Stay home if you’re sick…but if you happen to sneeze or cough, turn
away into your elbow (warning: people will be grossed out)
• First impressions matter - don’t forget to be professional and courteous
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6. Networking 101 - Conversations
• Show passion around the topic/industry
• Listen actively, show interest, focus, don’t interrupt
• Ask questions (open-ended), inquire, compliment
• Smile, make and keep eye contact, exude confidence
• Think before you speak, clearly enunciate, be concise
• Be sensitive to non-verbal cues of your listener, be aware of your own body language
• Talk to as many people as possible, don’t waste time talking to “me-ers” or people you
already know
• Have a conversation exit strategy
How can I
help you?
What other
events do you
What do you like/go to?
Hi, I‘m Jane! do? Who do Why did you
you work for? get involved in
XXX?
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7. Networking 101 – Day to Night
DAY NIGHT
________LOCATION_______ ________LOCATION_______
Location matters. Go where you can meet RSVP early for parties related to your
people relevant to the industry. industry.
__________DRESS________ __________DRESS________
Your appearance speaks volumes about Keep it classy. If you wouldn‘t visit your
your credibility. Dress accordingly. mother wearing it, don‘t punish your
industry peers with distracting or distasteful
outfits.
_________SPEECH_________ _________SPEECH________
Your focus should be on matters of Stick with topics that keep conversation
business alone. Build partnerships during rolling such as music , TV or food.
the day by inviting others into your
network.
_________DRINK__________ __________DRINK________
Make sure the drink in your hand has Don‘t drink too much. Make sure to stay
caffeine, because you‘ll need it to stay hydrated – drink water in between
alert. cocktails.
_________PEOPLE_________ __________PEOPLE_______
Forge new relationships and partnerships. Introduce yourself to as many people as
Go after the movers and the shakers in possible. Bring plenty of business cards.
your industry that you don‘t already know.
_______PUNCTUALITY______ _______PUNCTUALITY_____
Punctuality matters. Arrive early. Ok to arrive fashionably late (within 30
mins of start time), but don‘t make it a
habit.
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8. The Power of Networking - Endorsements
Are your skills and experience not a
perfect match for the requirements
stated in the open job description?
Did you apply and not hear back?
Getting noticed is only the first of
many steps in getting the job you
deserve.
Networking builds strong
relationships which leads to
endorsements/referrals.
Endorsements matter. Strong
referrals from influential people
matter more.
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Networking Gets You Noticed

9. The Power of Networking – By the Numbers
Applicants hired from a referral will start their new position sooner than their counterparts –
referrals are hired 55% percent faster than those who come through a career site.
Referrals have greater job satisfaction and stay at companies much longer than their
counterparts – 46% of referrals and 39% of those hired through careers sites stay at a
company for three years or more, while only 14% of those hired from a job board stayed.
While only 7% of applicants come from referrals, this small number accounts for nearly half
of hires (40%).
Referrals are hired at a rate of 1 out of 3 applications for top-performing firms and 1 out of
10 at average firms. Compare that to an average applicant to hire ratio of 1 out of 18 from
all sources.
70% of employers felt referred hires fit the company culture and values better. 30% of
companies plan to invest more in referrals.
SOURCES: Staffing.org 2011, Jobvite index 2012, CareerXroads 2011 – 2012, Dr. John Sullivan and Associates research 2008-2011
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10. Get Connected - Building Your Network
• Socialize, get involved, participate
• Engage, be proactive, be present
• Speak, publish, have a voice
• Be creative, express yourself
• Stay authentic
Build Your Network Before You Need It
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11. Stay Connected - Maintaining Your Network
• Get organized, have a plan
• Follow up, create a timeline, keep constant contact
• Keep learning, stay knowledgeable about industry news/trends
• Pay it forward, become a resource
• Remain flexible, diversify
Nurture Your Network
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12. LinkedIn is Key

13. Personal Brand - Checklist
Assess your current reputation
• Google yourself; set up alerts to monitor and maintain online reputation; are you maintaining
a consistent, real image and personality across all media/websites/profiles?; get 360º
feedback
 Define or refine
• Keep information on your social media profiles and resume up-to-date; clean up negative
content online; engage in industry-specific/professional topics conversations to establish
credibility; establish what you want to be known for, your mission/vision, interests/passions,
values, strengths, needs, etc.
 Always be prepared
• Keep your resume handy; know the dress code, dress to impress; always carry business
cards; polish your communication style; create and practice your elevator pitch; be in the
know about industry news/trends
 Be smart
• Update privacy settings on social media; when posting online - think twice, publish once;
know your audience; act with integrity – take the high road; be consistent and
conscientious; establish time management for personal brand upkeep
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14. Personal Brand - Elevator Pitch
• Start by asking yourself a few questions:
– What is the purpose of the pitch?
– What value do you provide?
– How do you provide this value?
– What is unique about your offer?
– What is your target market?
• Follow 4 simple steps for crafting your pitch:
1 Begin with an ACTION PHRASE that is NOT a noun. (‖I am a X‖ — but don‘t use a ―label‖ in the blank. You
don‘t want people to put you in a box.)
2 Add a one-sentence statement about what you DO. (‖I do Y‖ — What do you help people or businesses
do? What is your degree or field of study?)
3 Give a statement of the SPECIFIC IMPACT. (‖People who utilize my process find Z‖ — list one or two things
from the perspective of your potential employer. ―I am looking to start my careers in/at Z‖ – what is your
target industry or firm? Include a statement of passion for the work/industry.)
4 End with a CALL TO ACTION. (‖I am looking to be introduced to A‖ — be specific! For example, request a
contact or connection. If you ask for something non-specific you are likely to get it. What good is that?)
• Practice: develop your elevator pitch; introduce yourself to your neighbor in 30-60 seconds
keep it short - stay authentic - make it memorable
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15. Elevator Pitch - Templates
Hello, my name is __________ and I am completing a __________ degree
in ___________ at UMD with a minor in _________.
I am interested in a career in (or position as a) __________ in
the ___________ field (industry).
I have been involved (during college) in __________
and developed skills in __________. I have also had an internship position
(employment) as a ___________ with __________ and discovered that I
really enjoy __________.
Could you tell me more about __________?
Hello, my name is __________ and I am (personal introduction)_______.
My interests are (relevant to listener’s needs) _________.
I know about your organization (I have done research) ________.
My skills/accomplishments are (I can do what needs to be done)________.
I would like an interview/meeting/referral (I feel confident you will benefit
from the meeting)_______.
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16. Elevator Pitch - Examples
―Hi, my name is Jane Doe. I am a University of Maryland student
who will be graduating with a degree in Marketing this Spring. I
am the content designer for our student news website and the
captain of my lacrosse team. I am interested in utilizing my
creative talents and leadership skills when I start my career. If you
know anyone in marketing around this area, I‘d love to meet them
to discuss potential opportunities.‖
―Hi, my name is John Doe. I‘m a recent college graduate from the
University of Maryland with a degree in Business Management. I
am looking to start my career in the defense industry in the DC
metro area. This industry fascinates me because I see the potential
of using my newly acquired skills in business management to
increase operational effectiveness and develop new business
strategy. You spoke of Northrop Grumman, which is a leader in this
industry. Would you know someone at Northrop Grumman that I
could talk to? I‘d like to hear more about Northrop Grumman to
better understand how my talents would be a fit in that industry.‖

17. Key Takeaways
• It’s not just about WHO YOU KNOW, it’s about who you know and
WHO KNOWS WHAT YOU KNOW
• Build your network before you need it
• Nurture your network
• It’s a small world– don’t burn bridges
• To get noticed, endorsements/referrals from influential people matter
• Be mindful of your personal brand
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18. Self-Promotion
Northrop Grumman Careers Facebook
Northrop Grumman Talent Network LinkedIn Group
Northrop Grumman Corporation LinkedIn Company Page
@NG_Careers
Northrop Grumman Media
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19. THANK YOU!
www.linkedin.com/in/kathleenberger
Questions?
@kathleen_eliz