In Nairobi's bustling business scene, Mitch Omondi struggled to find meaningful connections at networking events despite his efforts. Many events required costly attendance fees, leaving him questioning their effectiveness.
A mentor introduced Omondi to a different approach: focusing on fostering existing relationships rather than chasing endless new ones. Omondi hosted a small, intimate gathering centered around Kenyan art for his clients. The event fostered genuine connections and attracted potential clients without any sales pitches.
Derek Coburn's book, "Networking is not working," challenges the traditional approach to networking. He advocates for a strategic focus on adding value to one's network through personalized events, client and partner "double dating," and reconnecting with dormant ties. This approach deepens existing relationships and creates meaningful new connections.
Quality interactions are key to effective networking, not the quantity of events attended. Job seekers can benefit from organizing small meetups based on shared interests or reaching out to dormant contacts for insightful conversations. This approach conserves resources and increases the chances of making connections that lead to job opportunities.
Business professionals, HR executives, and company owners can use Coburn's principles to refine their networking strategies and hiring processes. By assessing candidates' relationship-building abilities and network depth, companies can identify individuals who will bring long-term value.
Coburn's research provides a fresh perspective on professional networking, emphasizing the importance of adding value to existing relationships and strategically expanding one's network. Mitch Omondi's experience demonstrates the power of this approach, offering a blueprint for success in East Africa's dynamic business landscape and beyond.