Over the course of my career — 24 years — as a professional communicator — I was frequently responsible for community relations. What that amounted to was interacting with various members, and organizations, within the communities where my employer did business. This could be participation in Chamber of Commerce activities, fundraisers put on by local/regional non-profits, Rotary, and other similar activities.
One thing that always stood out to me was this: People attending these so-called networking style events often stay in their little clusters of friends and colleagues…the same people they see all day at work!
I understand it from an emotional level. A lot of people don’t like having to strike up a conversation with someone they don’t know, or barely know. It leaves one feeling somewhat vulnerable and exposed. It requires us to step out of our Comfort Zones and take a risk. I speak from experience here; I would prefer to be on stage speaking to a full ballroom rather than have to walk into it during networking time only to be faced with countless tight clusters of people already engaged in conversation and have to try to break into one of the conversations uninvited.
But this defeats the whole purpose! If I make the effort to attend an event in my community, I am there to mix and mingle and get to know people outside my company. It’s an opportunity for a group of employees from one company to spread throughout the other attendees and function as Chief Marketing Officers for your organization; telling stories about what you stand for, what you offer, how you serve your clients, how you grow and empower your employees. It’s a chance for them to make important connections with people who may become a critical resource, a new employee, a new client at some point in the future.
And, yet, we allow fear and discomfort to hold us hostage and stay — safe — in our little clusters of office mates!
I was blessed to have a co-worker (still a valued friend and mentor) who pointed out the importance of doing “missionary” work. When attending any external function with any colleague (one or many), he encouraged the others to go off on their own and meet new people…and would simply walk away from you and model the behavior if you didn’t get started on your own. It was simple and brilliant! A practice I carried forward in my various roles with employers after that point. I admit, however, it didn’t make me popular among my co-workers; they appeared to resent my insistence they step out of their comfort zone and interact with strangers…but it’s important for the business.
How do you think about “missionary” work and what can you do differently the next time you’re in a networking kind of situation?
How might it serve you in your future endeavors?
How might it impact your business?
Come back and tell me your stories — I want to hear them!
