the shortlist Ultimately, We’re in the Relationship Business by Hildegard Dodd, Director of Marketing, Sherwood Design Engineers
Most everyone in the U.S. workforce was affected by the “Great Recession” of 2007 – 2009. Many of my friends and colleagues were either laid off of good jobs that they had held for many years, or saw their pay or hours drastically cut in an effort to reduce company overhead costs. I too was eventually affected, and what helped me immensely at a time when I might have otherwise lost hope were my personal friends as well as colleagues in the A/E/C industry. They offered me support, consulting leads, and in the end, the information that led to a new position for me. I have spent many years cultivating relationships both in my life and within our industry, and I know now that many of those relationships will probably last longer than any job I have had or will have in the future. Flash forward to 2013…the market is becoming stable, jobs are returning, lone marketers within firms are able to hire coordinators to assist them in pursuits, and senior marketers are finally earning pay commensurate with their experience. This is all good news, but it also warrants a small warning…no job is secure and no firm can guarantee a person lifetime employment. Through my experience, I learned that one shouldn’t wait until a layoff or a self-motivated exit from a firm to lead a focused networking effort. Networking is often thought of when looking for work, either for yourself or for your firm, but it’s really about establishing and maintaining relationships. View it the same way you might look at insurance—you’ll be really glad to have it when you need it. Many times your network can help your career grow, create deeper industry knowledge, and expand your skill set, but more often, when done right, a good network can lead to great friendships and long-term industry camaraderie. Unfortunately, with the popularity of social media, many people feel that by connecting with people on LinkedIn, Twitter, or Facebook one can check off the networking box, but this should never be used as a replacement for face-to-face communication and interaction. It’s often easy, especially when out of work, to network in front of a computer screen, but getting up, getting dressed, and getting out will always be more rewarding…and more fun. And if you’re working, you’ll be glad you gave yourself a much-needed break out of the office.
Whether you have a job, are confidentially looking while currently employed, or out of work and looking, making time for the following will lead to positive relationship outcomes: Once a week, make a lunch date with an industry colleague. If you’re working, you may have more expendable income, but even if money’s tight, you can still afford an inexpensive lunch with a peer. If you’re looking for work, for the cost of a $7 sandwich for yourself, you might find out about a firm who’s hiring, who’s leaving their position, upcoming after-work networking events, or free training webinars being offered. If you’re currently working, don’t think you need to pay less attention to your colleagues. Even if I know I have a busy week, I always schedule at least one lunch with a new or existing connection. Knowledge sharing leads not only to more potential work for your firm, but assures that the leaders of your firm see you as a valuable asset who has their pulse on the industry. Once a month, attend an after-work networking function. If you’re working, ask your firm to add this expense to their marketing budget. Make sure the events are applicable to your industry and the work your firm pursues. If you’re looking for work, seek out free events, or ones that have minimal costs. When I was out of work, I would often call the organizer and tell them my situation. More often than not, they were happy to reduce or eliminate the cost for me. The key to these events is continued on the next page Page 4