Are you well ensconced in your job and think that networking is an activity that you could do without? Think again. Are you actively networking but think that it is a lot of hard work and that it creates stress? Think again.

Networking is often discussed in business schools and even promoted in many business settings. However, more often than not, there tends to be a subtle or subliminal negative connotation to networking. This may be partly true if the networking is approached purely from the angle of WIIFM (What's in it for me?).

Most discussions on networking treat it almost as a discipline, with many rules and lists of dos and don'ts. There is a lot of emphasis on planning and focus but somehow all of these lead back to the tired WIIFM metric (i.e., maximize the achievement/effort ratio). This article offers a totally different perspective on this activity. First and foremost, don't worry about any metrics when indulging in networking, and note the use of the word "indulgence." That is what it should be treated as, a treat to be enjoyed. Networking, when done right, can be not only extremely positive but also very fulfilling and rewarding to the individual.

Networking Framework

Fig. 1 shows a framework of the aspects of good networking. While it is true that an activity like networking normally cannot be so clearly separated, the framework offers a guide and presents a different approach to playing the networking game.

Fig. 1-Networking matrix.

Typically, the negative connotations of networking arise as a result of the fact that most networking is approached with Quadrant 2 in mind. What can I get out of it? Whom do I need to see and sell to? Whom do I need to politely excuse myself from if I perceive that I am going to get nothing tangible out of the interaction? How do I maximize the limited networking session time to extract maximum benefit by doing some serious networking?

Often overlooked are the three other very important quadrants.

Quadrant 1 is the LEARN quadrant, where you are on the "fun" side of things. However, interestingly enough, this is still on the high-value side because you are learning something. And, even better, the more relaxed you are and the less "serious" about networking, the more your chances of learning something. What you learn may not be immediately useful, but it makes you a better person, and knowledge always has great potential to come in handy in the future. A typical example of this quadrant is when you bump into someone who is, at the outset, apparently in a totally different industry. This presents a wonderful learning opportunity. I am in the oil and gas industry, but the many things that I have learned just by listening to doctors has had fantastic application where I work. The mind gets challenged, and you are forced to think outside the box and true synergies can result.

Quadrant 4 is the HELP OTHERS quadrant, and it is very fulfilling. While there is no immediate tangible value to you, there is an element of "seriousness" in the fact that there is potentially tremendous benefit to the person you are networking with. A classic example is using your contacts or business knowledge to mentor, coach, or help someone in some way. But the effort must be sincere. Help if you can sincerely help, and be honest if you cannot. The single most important common thread to all networking is sincerity.

Quadrant 3 is the HAVE FUN quadrant and crucial to consider as well. This is when you approach networking with the intention of having fun and anything else that results during the networking session is a bonus. Almost all networking should be approached first from this quadrant. Approach the networking session with the firm resolve to have fun, but be ready to quickly move to any other quadrant as the opportunity presents itself.

The Who, What, When, Where, Why, and How of Networking

The framework presented above concerns the how and why of networking. This will not be complete without a little glimpse into the what, who, when, and where of good networking practice.

Already, the flavor of the what has been presented. Networking can be thought of as an interaction with other people, typically of a similar peer or interest group. An important point is that networking does not have to be perceived as an aggressive hard sell and be a painful experience. It may tend to become so with too much of a focus on Quadrant 2 alone.

In terms of the who, everyone should actively network and make a point of doing so. It need not be only the ardent job seekers that congregate at most of the so-called "networking" opportunities. Even a party is a wonderful networking opportunity. While great and good fun, a little attempt at sincerely trying to learn even at such an event can yield tremendous benefit. You will be amazed at not only what you find out but also the endless possibilities that arise when you go just a little deeper under the surface. Your colleague could be badly in need of some help with a particular area of expertise and this mentally clicks with another person whom you've met and, with a little more effort at bringing the two together, suddenly you have helped not just one but two people.

In terms of the when and where, here is some food for thought. Networking should almost be constant and dynamic, and an ongoing activity. As for the where, a good starting point is to choose a few casual and more formal events centered on your profession or some aspect of your profession. Once you attain a certain comfort level, delve into the unknown. You will be amazed at the amount you learn and sometimes the absolutely brilliant applications that you come up with. Some simple examples are MRI techniques from the medical field and option evaluations from the financial industry that have recently been applied in the oil and gas industry.

Seven Rules for Good Networking

• Find, make, or create time to network. Make it an essential part of your routine.
• Always keep in mind that networking is not only about selling but, more important, it is about learning, helping others, and simply for enjoyment.
• Strike a balance between the elements in the networking framework.
• Start off most networking sessions with the simple objective of having fun. Wonderful things can result, and the best part is that every session will then have a bonus associated with it.
• Always be on the lookout to go out of your way to help others. Remember, what goes around comes around.
• Venture into the unknown and network in sessions away from your comfort zone. The potential value addition to your job is enormous.
• Sincerity, sincerity, sincerity. Do not attempt to be someone you are not, and remember that sincerity is the easiest body language to pick up on.

Sundaram "Sundy" Srinivasan, SPE, is a Principal in the Schlumberger Oil and Gas Business Consulting Houston office. He has close to 20 years' experience in the oil and gas industry in strategic planning, customer interface management, business growth, and technology management. He has been an adviser to several startup companies in the U.S. and was one of the founding members of the Danish chapter of the IADC. He holds an MBA degree from the Sloan School at the Massachusetts Inst. of Technology and a Bachelor of Technology degree in mechanical engineering from the Indian Inst. of Technology, Delhi.