Wanted: More Purple Cows

Wanted: More Purple Cows
Why Risk is the Key to Successful Networking

by Aaron Brown

Regardless of how many times students have heard that networking is the most critical element of a job search, they seemingly always hesitate to grow their own network. It’s as if the key to the future is across the road but students are the chicken that can’t figure out how to get there.

Ultimately, those that cross the road are the ones that are willing to take a risk. Renown author Seth Godin writes in his book Purple Cow that those individuals willing to take risks to be remarkable are the ones that will achieve success. In contrast, those individuals content with being black and white cows will remain as part of the pack with no unique characteristics.

In lieu of physically turning yourself purple, try these seven strategies when seeking to build your network:

Put yourself in situations where networking can occur: There is nothing reactive about building a functioning network. Students need to attend meetings and presentations by professionals who can be part of their network. They need to leverage the vast alumni directories available to them. They need to capitalize on memberships to professional student groups to gain access to the parent organization’s membership directory.

Take a risk and introduce yourself: The worst thing that can happen when attempting to build your network is that the person does not have time to talk to you or they do not return your e-mail. You’re essentially right where you were beforehand—you haven’t taken any steps backward. So, take a risk and go up to someone to (a) thank them for their presentation, (b) let them know you are fascinated by their company and would love to learn more, or (c) let them know that you saw their name in a directory and wanted to learn a bit more about their career as you think their opinions could benefit your career interests.

Leverage your position as a student: At this point in your career, people are going to be more willing than ever to help you. As professionals, we’ve all been where you are now. Professionals will make time for students who treat those professionals courteously and with the respect they deserve.

Seek to find common ground with the person: Bobcats are helping Bobcats every day. Despite our biased beliefs, Bobcats are not in every power journalism position around. In your networking conversation, find common ground with the person. This common ground can come in the form of hometowns, opinions on current trends, favorite local restaurants, similar people in your network, or even sports.

Don’t forgot to be normal: While you’re establishing common ground, don’t forget to be normal. There is no benefit in adding personal pressure while trying to establish a relationship. Being yourself will go a lot further than being an overzealous student who is obviously searching for anyone willing to give them an interview. In fact, many companies hire entry-level professionals as much for personality and cultural fit as they do for pure talent.

Give yourself another touch point: As you exit the conversation, find a way to build in another touch point with the newest member of your network so that it stays fresh. This touch point can be sending a brief e-mail telling the person that you enjoyed the conversation. It can be asking them if they’re coming down for Homecoming next year or if they’ll be at the same conference/event next year. Maybe the touch point is an e-mail to ask some more questions that you weren’t able to get to during the first meeting. Finally, don’t forget the reliable cup of coffee. It’s an unassuming, low pressure setting that enables personalities to show through. (If you don’t drink coffee, grab a hot chocolate or tea.)

Identify your sneezers: Forgive the unhealthy analogy, but the best networks include sneezers that will spread your story to other professionals who are not yet in your network. It’s through these sneezers that you’ll uncover the job opportunities that aren’t posted and the powerful people that can put you in situations to be remarkable.

Along with this opportunity to be remarkable comes the similar call be a Purple Cow; but you’ll never get there if you aren’t willing to take a risk in the first place. So get purple and get a job, or stay black and white and be ordinary.

Aaron Brown (BSJ ‘01) is an account supervisor at Fahlgren Mortine Public Relations in Columbus, Ohio. He is the vice president of the E.W. Scripps School of Journalism Society of Alumni and Friends. Aaron can be reached at aaron.brown@fahlgren.com.