Why Networking Is More Important Than Ever—and How to Do It Virtually
Original photography posted at Unsplash by Daria Pimkina.
Original article posted at Architectural Digest by Stephanie Waldek.
While networking is helpful in essentially every professional industry, it’s particularly advantageous in creative fields like design, not only for meeting new clients but also for building a roster of peers who can be turned to for support or collaboration. Of course, the pandemic has thrown a wrench into traditional networking tactics, such as attending conferences or show houses. But the industry’s recent pivot toward the virtual might not be such a bad thing for networking.
If the world of virtual networking is still a bit foreign to you, here are some expert tips for maximizing your presence online to build your professional connections.
Leverage your social media platforms
There’s never been a more critical time to boost your visibility online. “If you don't already have a strong presence on various platforms where people can find you, now is a great time to start,” says Gioi Tran of Applegate Tran Interiors. “Become easy to find on Google, Facebook, Instagram, Pinterest, Twitter, or LinkedIn, and provide information about yourself and your brand.”
Once your accounts are optimized, be proactive with them, not only by posting your own content but also by interacting with others. “Spontaneous comments and replies start many interesting discussions,” says Rebeca Sena, an architectural marketing consultant at Getspace.digital. “They may result in new partnerships or teach you how to deal with certain business-related [scenarios] like handling difficult clients or implementing new design software.”
Create your own online group
Not feeling the social media world? Opt for creating your own little online group—perhaps a more private one for insider baseball–type discussions. “Invite people you know to a group conversation on Slack or Telegram to share your experiences, ideas, and skills,” says Sena. “Encourage your colleagues to add interested people they know and trust. It's amazing how quickly a small group chat can snowball to hundreds of involved members exchanging ideas and best practices.”
Take online classes
While some online classes on platforms like Coursera or LinkedIn Learning are just collections of videos for you to watch, others allow you to interact with your professors and your fellow students, which is a great way to build a network. “I’ve taken Zoom classes offered through Comm Collective, Schumacher, Sister Parish, Designers Today, and others,” says designer Isabel Ladd. “I was an active participant during the calls, asking questions and giving feedback. One panel led me to connect with a photographer, and I was even offered a chance to participate in a call with a high-end furniture line to give feedback on product launches.”
Subscribe to industry newsletters
Need help finding out what kind of online programming is out there? Tap into the knowledge banks of industry publications. “It is so important to sign up for the newsletters of design sites and magazines, so you are in the loop on the many virtual panels and programming that are happening online and on Instagram, and the conversations that are starting to develop on Clubhouse,” says designer Kendall Wilkinson. “I also believe that print magazines are an essential tool to read about what is happening in design worldwide, so there isn’t a better time to renew those subscriptions!”
Seek out a mentor
Don’t be afraid to ask for help if you need it, especially from someone who might have different expertise than you. “You are never too young or old to have a mentor. It’s very important to speak to someone who has experience in your industry who can help guide you through obstacles and offer advice,” says Monae Redmond, director of member services at the International Interior Design Association (IIDA). “As the pandemic continues to break down geographic barriers, now is a better time than ever to find a mentor who is poised to help you grow in your career, regardless of your current location.”
Engage in thought leadership by participating in panels or writing white papers
Assert yourself as an authority in the field. “Participation in the conversation is key to staying relevant. This includes sitting on panels and being involved in boards and committees where the conversations are happening,” says architect Michael Hsu. “Engaging in thought leadership when projects become more scarce keeps us top of mind and builds expert knowledge.”
Early on during the pandemic, Hsu’s firm, Michael Hsu Office of Architecture (MHOA), published a white paper about the future of experiential design in a post-COVID world. “The document was distributed to clients, friends, and media contacts with recommendations for strategic concepts and case studies outlining solutions for a variety of project types,” he says. “The result has been thoughtful conversation with existing and potential clients as well as colleagues, and it continues to prove beneficial 12 months into the pandemic.”
Just reach out
“It may sound simple, but it’s important to remember that you do already have a network in place—big or small—and that you shouldn’t hesitate to call on it,” says designer Michael Del Piero. “I am always happy to share resources or contacts with fellow designers who may be in need. If something is stumping me, I always think to my existing network and to who might have advice or a resource that may help.”
And if you want to expand that network? “Don’t be afraid to reach out to designers you admire,” says Gioi Tran. “Setting up a virtual meeting or phone call could provide the insight you need and build a meaningful connection as well.”