Art of Branding

How come so many executive women don’t have a strong business network and most men do? Whether it’s from years of playing together in team sports, guys understand the value of a big team of helpers and use it to their advantage, that’s why they call it the “Old Boys Network.”

Here are 5 networking mistakes women make:

1. Favoring a small group of supporters over a larger, more superficial group.

It’s in our DNA to favor deep relationships studies show. But in the world of work, a small group of intense relationships is not as powerful as a large group of superficial connections.

The more people you know and who know you – even superficially – the better. It’s often these “soft links” – people that you don’t know well that lead to opportunity.

2. Not trading in the networking economy.

Networking is an economy – an economy of favors – one that men know well and women are just learning about. The networking trade works like this: I do you a favor and there is an unspoken understanding that if an opportunity arises you will return the favor. Favor givers are attracted to those who reciprocate and punish those who take a favor and don’t reciprocate. For an economy to thrive, there has to be active trade back and forth. Be an active trader in the networking economy.

3. Having mainly women in your network.

An all female network is a weak network. Since more men are in positions of power, make sure you have a good mix of genders in your network, too.

4. No follow up.

It’s one thing to go to a networking event, and quite another to leave with new connections who will become a part of your ongoing network. Make sure you’re not just collecting business cards. Follow up afterwards with an email note and build a connection.

5. Episodic networking syndrome.

A lot of women use networking as a job search tool. And it is. So when their jobs look dicey, they start networking. Then, they go off on their merry way until the next job dislocation. It’s sort of like yo-yo dieting. About the second or third time you do this, your network starts to feel used.

Successful networkers take a long-term rather than short-term view. Be one of them.