MODULE 2 - NETWORKING IN THE AGE OF SUPERFICIAL CONNECTIONS

Andy Thomas explores why networking has become a non-value-adding endeavor for many, investigates the behavioral indicators contributing to this trend, and proposes a roadmap for reclaiming networking as a powerful, mutually beneficial competency. Through illustrative case studies and a reimagined approach to networking, this piece advocates for a return to strategic, relationship-centered practices.

A case Study approach to respond to the following questions.

1. Why has networking become a non-value-adding, meaningless contact book enhancement method?

2. Why are people collecting contacts with all and sundry without pursuing meaningful relationships?

3. Why has networking become a tool for name-dropping and personal branding rather than genuine connection?

4. How can networking become more effective and mutually useful?

5. What are the signs of effective versus ineffective networking?

Reclaiming Value Through Intentionality and Mutual Benefit

The practice of networking has undergone a dramatic transformation. What was once a meaningful exercise in relationship-building, trust cultivation, and mutual benefit has, in many instances, devolved into a superficial game of contact accumulation. The modern professional world increasingly equates a large LinkedIn network or an overflowing contact list with success. However, this perception has led to a dilution of the true purpose of networking. Instead of forming authentic and productive relationships, many individuals are engaging in networking merely to inflate their visibility, boost their image, and name-drop influential connections they scarcely know.

The Degeneration of Networking: A Critique

Networking originally emerged as a professional skill to foster collaboration, mentorship, and shared growth. However, today’s networking culture often prioritizes quantity over quality. The emphasis has shifted from cultivating deep relationships to increasing the number of digital connections.

This shift is largely fueled by social media platforms and professional networks like LinkedIn. While these tools are powerful, their misuse has led many to equate networking with the passive collection of contacts. People increasingly connect with others indiscriminately—regardless of industry relevance, shared goals, or genuine interest—resulting in bloated contact lists devoid of actual value.

Moreover, some professionals use connections opportunistically. By flaunting names of senior leaders or influencers—whom they barely know—they seek to leverage these associations to enhance personal credibility or climb the corporate ladder. This performative networking not only lacks sincerity but also undermines the very essence of mutual benefit and trust.

Negative Behavioral Indicators in Today’s Networking Practices

Several negative behaviors have contributed to the diminishing value of modern networking:

Passivity: Many individuals wait to be approached rather than proactively seeking valuable connections. This reactive stance leads to missed opportunities and stagnated growth.

Example 1: Ravi attends a business seminar but chooses to sit alone during breaks, hoping someone will initiate a conversation. He leaves the event without having spoken to anyone new.
Example 2: nanya joins a professional LinkedIn group but never comments or shares content, waiting for others to reach out. Her visibility and connections remain minimal.
Lack of Engagement: Avoiding networking events or digital forums prevents meaningful interactions. Without engagement, relationships fail to blossom.

Example 1: Mehul registers for a monthly industry webinar but rarely shows up live or interacts in the chat, missing chances to connect with peers.
Example 2: Priya receives multiple invitations to local startup meetups but ignores them, believing her current network is enough. Over time, she misses out on emerging trends and collaborations.
One-Sided Focus: A transactional mindset—focusing solely on personal gain—alienates contacts and inhibits authentic relationship-building.

Example 1: During networking calls, Arjun dominates conversations by pitching his services without asking questions about the other person's needs or goals.
Example 2: Sneha connects with professionals only when she’s job hunting. Once she secures a role, she stops communicating entirely.
Neglect of Follow-Up: Initial connections, however promising, quickly fade without consistent follow-up, rendering the networking effort futile.

Example 1: After meeting an investor at a business expo, Dhruv promises to send a pitch deck but never follows up, losing a promising opportunity.
Example 2: Nikita has a great coffee chat with a senior executive, but she forgets to send a thank-you note or stay in touch, making the interaction a one-time event.
Lack of Strategy: Approaching networking haphazardly, without defined objectives, often results in aimless and unproductive interactions.

Example 1: Rohit attends a wide range of unrelated events without considering how they align with his career goals. His networking is scattered and unfocused.
Example 2: Tanya adds dozens of people on LinkedIn weekly but doesn’t personalize connection requests or set any purpose behind building her network.
Poor Communication: Vague or unprofessional communication reflects poorly and diminishes potential opportunities.
Example 1: Vikas sends vague LinkedIn messages like “Let’s connect for mutual benefit” without specifying who he is or what he's interested in.
Example 2: Shalini uses overly casual language and typos in professional emails, causing her messages to be ignored or misunderstood.
Cultural Insensitivity: Ignoring cultural nuances can damage trust and respect, particularly in global or diverse contexts.

Example 1: In a multinational project group, Karan dismisses a colleague’s religious holiday as unimportant, straining team dynamics.
Example 2: Rhea jokes about accents in a global networking call, unintentionally offending participants from other regions.

Case Study 1: The Corporate Climber

Rohit, a mid-level manager in a tech firm, prided himself on his extensive LinkedIn network. He often boasted about knowing senior executives from prestigious companies. However, when asked to connect a colleague with one of his "contacts," he faltered—he barely knew them. Rohit’s networking approach had been to add as many people as possible, hoping their status would reflect positively on him.

Over time, his reputation began to suffer. Colleagues noticed that his connections were shallow and transactional. When opportunities for collaboration arose, Rohit was frequently overlooked because others doubted the authenticity of his relationships. His contact book was extensive, but none of the entries translated into meaningful influence or support.

Positive Networking: A Competency-Based Approach

Networking should be grounded in competency-based behaviors that emphasize authenticity, engagement, and strategic relationship-building. The following positive behavioral indicators represent a constructive approach to networking:

Initiative: Taking the first step to reach out, introduce oneself, or request a conversation shows courage and interest.
Active Engagement: Participation in relevant events, forums, and discussions demonstrates commitment and helps build presence.
Relationship Building: Prioritizing the development of trust and mutual understanding creates a solid foundation for long-term collaboration.
Reciprocity: Offering support, insights, or resources fosters goodwill and encourages reciprocal help.
Effective Communication: Clear, professional, and empathetic communication facilitates smoother interactions and prevents misunderstandings.
Strategic Approach: Having clear goals—whether mentorship, industry insights, or partnership—guides purposeful networking efforts.
Follow-Up: Consistent follow-up through messages, coffee catch-ups, or emails maintains momentum in the relationship.
Cultural Sensitivity: Respecting cultural norms and adapting one’s approach builds trust in diverse settings.

Case Study 2: The Relationship Builder

Neha, an HR professional in a multinational firm, adopted a different approach. She would research individuals before connecting, personalize her messages, and follow up regularly. When she met a marketing executive at a leadership conference, she initiated a conversation about shared interests in diversity and inclusion. Post-conference, she followed up with a thank-you email and proposed a collaborative webinar.

Over time, Neha developed a robust network of professionals with whom she had genuine relationships. Her connections were willing to refer her, collaborate on projects, and even help with job transitions. Unlike Rohit, Neha’s networking competency was rooted in value creation and mutual respect.

Case Study 3: The Strategic Connector

Amit, a supply chain consultant, faced a unique challenge. His field required him to be in constant touch with professionals from diverse industries. Instead of indiscriminately connecting, Amit developed a strategy. He mapped out his key interest areas and identified industry leaders, peers, and potential clients within those spaces.

He joined relevant LinkedIn groups, attended targeted webinars, and frequently commented on posts with meaningful insights. When he connected with someone, he always explained the purpose of the connection and how they could mutually benefit.

His approach led to a tightly-knit network of professionals who regularly engaged with him. He became known not for the size of his network, but for its depth and reliability. He often facilitated introductions between contacts, further solidifying his reputation as a strategic connector.

Reimagining Networking: A Storyline for the Future

To reverse the current trend of superficial networking, we must adopt a paradigm shift. Networking should be less about image-building and more about impact. It should be about building ecosystems of trust, where individuals actively invest in each other's success.

Start with Intent: Before reaching out to someone, ask: Why am I connecting? What can I offer? What might I learn?
Humanize the Process: Move beyond titles and roles. Focus on stories, journeys, challenges, and achievements. This fosters emotional connection.
Invest Time: Networking is a long-term endeavor. Allocate time for regular interactions, appreciation, and support.
Practice Empathy: Understand the other person's goals and constraints. Don’t pitch or ask too soon—listen first.
Create Shared Value: Find common interests, suggest collaborations, or simply amplify others’ work. Mutual growth cements relationships.
Leverage Technology Mindfully: Use platforms like LinkedIn or Twitter as tools, not crutches. Prioritize meaningful interactions over metrics.

Case Study 4: The Community Builder

Farida, a freelance UX designer, realized that many professionals in her field felt isolated. She decided to create a community space for sharing design resources and career tips. Instead of cold-messaging strangers, she invited them to participate in discussions, give talks, or contribute articles.

Her platform grew organically, and through this effort, Farida formed genuine relationships with designers, recruiters, and product managers. Her reputation as a connector and thought leader led to new business opportunities, partnerships, and invitations to speak at design conferences. Her networking success stemmed not from collecting names, but from building a community.

Toward a Meaningful Networking Culture

Networking, when stripped of authenticity and strategy, becomes a hollow exercise. The current trend of contact-book enhancement and name-dropping undermines the core purpose of networking: relationship-building for mutual success. To reclaim the true essence of networking, individuals must approach it as a competency—one that requires initiative, empathy, reciprocity, and strategic intent.

Through the examples of Neha, Amit, and Farida, we see how effective networking involves depth over breadth, impact over visibility, and mutual respect over exploitation. Organizations, too, must promote a culture where networking is encouraged not for self-promotion, but for shared learning, collaboration, and collective growth.

In the end, networking is not about who you know—it’s about who knows you, trusts you, and wants to grow with you. Let us build networks that are not just wide but deep, not just visible but valuable, and not just for today, but for a meaningful tomorrow.