Networking is absolutely vital to how successful you’ll be in your career and is considered your greatest asset, especially in sales, where the strength of your network is closely tied to how well you perform. With the rise of remote work, networking can be more difficult than it used to be. Still, no matter where you work from, there are many simple ways to connect with new and existing contacts, so long as you take the initiative to meet people, virtually or in person, and genuinely nurture the relationships you build. Here are 5 ways to strengthen and expand your professional network, along with what the data says about why this effort pays off so directly.
Key Takeaways
- Most jobs and opportunities never get publicly posted at all. The majority are filled through networking and referrals before they ever reach a job board.
- Referrals convert dramatically better than cold applications, both in getting hired and in performing well once hired.
- LinkedIn remains the single highest-leverage networking channel, but only when your profile and engagement habits actually support it.
- Your existing network is often more valuable than building a new one from scratch. Reconnecting tends to be underused relative to its payoff.
- Consistency beats intensity. A small, regular networking habit outperforms sporadic bursts of effort.
Why Networking Matters More Than It Seems
It’s easy to underestimate networking when so much job searching happens through visible postings and applications. The data tells a different story. Estimates from LinkedIn Talent Solutions suggest 70 to 85% of jobs are filled through networking and referrals rather than public job postings, meaning the jobs you see advertised are often a minority, and typically the most competitive ones, since everyone else is applying to them too.
Referrals specifically carry a real, measurable advantage. According to research, referred candidates are hired roughly 10 times more often than candidates who apply cold through a job board, and referred employees also tend to stay longer and perform better once hired. A separate analysis of over 15,000 job applications found that while referrals made up only 6% of total applications, they accounted for 37% of all hires, and 89% of hiring managers said referrals were an important factor when filling a role. For roles built on trust and relationships, like sales, that advantage is even more pronounced, since a referral effectively signals both competence and cultural fit before the conversation even starts.
1. LinkedIn
LinkedIn is without a doubt your highway to the world and the easiest way to connect with people professionally. First and foremost, make sure you optimize your profile and include all the information that gives real insight into your professional life. Even if you’re actively connecting with others on LinkedIn, an incomplete profile leaves a negative first impression the moment someone checks it out.
If you don’t already, it’s worth setting aside a bit of time each week to engage with other people’s posts, liking, commenting, and sharing relevant content, to expand your reach across first, second, and third-degree connections. Go as far as sending direct messages to people you admire or would like to work with. If you’re scheduling your first meeting with someone, read up on their profile beforehand to find something in common you can use as a genuine talking point.
2. Events and Trade Shows
Many industry events and trade shows are hosted virtually now, and they’re still a great opportunity to meet like-minded people. You can find these events by joining professional associations, following pages related to your industry on LinkedIn, or speaking with professionals who share your interests. These events don’t just help you meet new people, they also help broaden your knowledge and skill set in ways that further advance your career.
3. Current Network
People often underestimate the power of their current network and the opportunities it can present. Revisiting your existing contacts and deepening those connections doesn’t just help retain those relationships, it can also lead to referrals, reviews, and introductions to other industry professionals. Don’t be afraid to take the initiative and ask to be introduced to someone you’re interested in getting to know. Most people are genuinely pleased to facilitate a connection when asked directly.
4. Former Contacts
Getting back in touch with former professors, colleagues, business contacts, customers, suppliers, and university or college alumni is another great way to build a strong network, since you can bond over genuinely shared experiences. Because those experiences were often shaped by similar goals and interests, there’s no better way to be introduced to a new, relevant network of contacts.
5. Family and Friends
Friends and family are usually the most willing to share contacts they think could be beneficial for you, or connect you with people they know you’d be interested in meeting. It’s often the most successful method of networking, since there’s already an established sense of trust between everyone involved. Don’t hesitate to simply ask. The people in your circle may not know your current position or level of interest in meeting new people unless you tell them directly.
Quick Reference: Networking Channels at a Glance
| Channel | Best For | How Often to Engage |
| Broad visibility, staying top of mind | Weekly engagement, ongoing | |
| Events and trade shows | Meeting new industry contacts | Whenever relevant events arise |
| Current network | Referrals and introductions | Regularly, not just when job searching |
| Former contacts | Reconnecting on shared history | Periodically, low-pressure check-ins |
| Family and friends | Warm introductions with built-in trust | As opportunities come up naturally |
Frequently Asked Questions
How much time should I actually spend networking each week?
Is it awkward to reach out to someone I haven't spoken to in years?
Should I only network when I'm actively looking for a new opportunity?
What's the fastest way to expand my network if I'm just starting out?
Does networking really matter as much in sales specifically compared to other fields?
The Bottom Line
You can only do so much and get so far on your own, which is why it’s paramount to prioritize networking in order to broaden the opportunities you’re presented with. The key is to be sincere and to follow up with anyone you reach out to. Showing genuine interest is one of the easiest ways to make a good impression on someone. Networking doesn’t come naturally to everyone, and it’s certainly not a one-and-done deal. It requires time, effort, and real strategy, but the data makes clear it’s some of the highest-leverage effort you can put into your career.
