"Will You Recommend Me?": 5 Tips for Professional Networking in the Era of Transparency
I recently posted "So I'm getting requests on Linkedin to professionally recommend people I haven't worked with or talked to in 15 years. Ahh is it just me or does this lack a bit of authenticity?". Almost immediately after posting this to Facebook and Twitter, I received a ton of responses, via posts to the thread on Facebook, replies on Twitter and private posts to my email accounts.
Comments ranged from Irene Koehler of Almost Savvy who stated simply in a reply on Twitter: "@TonyUphoff: It is wrong. Only recommend those you really know on LinkedIn". John Evan Frook, digital media pioneer, journalist and former colleague responded: "What is wrong with “this was 15 years ago but,” or working it that way. Does your hesitancy, given that context, reveal as much about you as them? Just consider, Tony". To Jeff Sweat of Yahoo -and a former colleague- who humorously poked me with " Just goes with the territory, Chief. By the way, we worked together 10 years ago. Just in case, you know, it happens to come up". There were tons more including some truly thoughtful responses as well as some screamingly funny ones that had me laughing out loud. Clearly this post struck a chord. Understandably so.
In this extraordinarily difficult economy, the need to professionally network is more important than ever. The question is, how do you best do this today in an era of increased transparency driven by the web? An automated, electronic form letter, asking for a recommendation lacks authenticity and ultimately credibility in today's world. Smacks of the log rolling that is common in book publishing where one author gushes over another authors recently released book; "ironically" with both authors sharing the same publisher.
The web has driven a whole new level of consumer information by enabling a limitless range of customer reviews. From movies, music and television, to hotels, cars and travel, to the best companies to work for it's simple to find unfiltered customer feedback and reviews. The web has also driven increased transparency however. While not infallible, it's easier to spot the inauthentic in today's web based world. Corporate marketing posing as a consumer review, the CEO blog that is ghost written and Twitterers for hire to name a few.
So based on the comments and input received from my post, here are 5 quick tips for professional networking in a web based world:
- Be Authentic. This is not a commentary on your resume' but rather on your references and recommendations. List people you have significant experience with and who actually have an up to date knowledge of your work and skills. The recommendations that start off with " I worked with Sally Smith 15 years ago at ACME Media and found her to be..." are a waste of time. They aren't taken seriously and frankly reflect poorly on both the recommender as well as the person being recommended.
- Understand the Difference Between a Reference and a Recommendation. A form letter recommendation has truly limited value. A list of professional references however, who have tangible knowledge of your work could be invaluable. Note to Linkedin here...Drop the "recommend me" feature and replace it with a "professional reference feature".
- Network Naturally, Not Just When You Need it Most. We have all been in situations where we needed to tap our network of professional contacts. Looking for a new job, trying to sell to new clients, reaching out for references on an applicant or for input on a business deal, are all instances where professional networks are invaluable. These networks serve as the lifeblood of all businesses. Networking by definition however is not a one time activity. It's ongoing. If I call or write someone I haven't been in contact with for many years, I shouldn't expect that they are going to have an up to date perspective on my work. As a result I should be realistic about their level of interest in wanting to help me. If there is some tangible business benefit for them, then the reintroduction will likely be met with openness and gratitude. If on the other hand, I'm looking for a business favor that holds no material value for them other than "goodwill" I have to expect that it will have limited priority for them. I also have to expect that my contact will cause them to wonder why if I saw them as valuable in my network, I haven't been in contact before now.
- Value Professional Reputations: Yours and Others. One response I received from the original post posed the question; "what's the harm in making a recommendation for someone who needs it, even if you don't know them that well?". In today's world it's obvious when someone doesn't really know the person they are recommending. Take a look at the vast majority of recommendations on Linkedin. They are worthless because they lack credibility. Reputations and careers are built on credibility.
- Don't Send a Form Letter. I don't imagine that most of you would send a form letter or email when applying for a job, or reaching out to a customer or client of significance. You would customize and personalize your approach to the person you are communicating with. If you feel that a recommendation via one of the online professional networking sites would really help you, reach out personally to the people you want to recommend you. If you haven't talked with them in awhile, drop them a personal email and or call. Let them know what you've been up to, update your experience with them and ask if they would be comfortable providing a recommendation or serving as a reference. If they say yes, provide them with a brief outline of your career highlights, noting the experiences you had working with them.
What would you add to this list? Networking in any format is a tricky process and one fraught with personal and professional complexities. Today it's more important than ever though and with the new technologies available even easier. Social media tools can be misused however and end up ironically creating an impersonal, automated experience that actually works against creating the kind of authentic, valuable introductions, referrals and recommendations that are essential in business. Let me know how you think professional networking works best in this era of transparency.
Tony Uphoff
Some really interesting discussions from the original post "Will you Recommend Me: 5 tips for Business Networking in the Era of Transparency". Several thought provoking responses to the blog as well as people posting to Facebook, Linkedin and to my email accounts, their thoughts on the topic. John Evan Frook wrote a particularly thoughtful post to the blog that is worth reading. John has an interesting take on the process for evaluating a recommendation and the criteria. Even if his "recommendation" at the end may or may not be misguided :).
Several key points have come out of this discussion:
- Recommendations are key to any relationship. The question is not whether to recommend. That now, as its always been, is a personal choice and decision. It's how to maintain your sense of authenticity and reputation in a world where the digitally distributed recommendation may lack credibility.
- There is a huge difference in transparency today. A recommendation on a site is a digital record that has wide distribution and virtually lasts forever. This carries for more complexity than the recommendation letter in a file or a phone call. In the process of visiting colleges with our daughter over the last year, I was amazed to see the looks on kids faces when administrators asked if they realized that colleges were looking at their My Space and Facebook profiles. These are digital trails that last and can be accessed way out of context from the original intent.
- The speed, power and functionality of social media is extraordinary in driving business and social networking. It can also become so easy that it actually declines in authenticity and value however.
Thanks to all of the people who added to the discussion here. Please feel free to keep it going.
T
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Reader Comments (5)
I think one can write a recommendation for people one worked with 15+ years ago. Depends on the kind of recommendation.
I'm thinking of one specific person I worked with 1985-95. He was my colleague and friend at first, later became my editor. We remain in touch occasionally. He's since switched careers. I can't judge his work in his new career, but I'm sure he's just as great to work for, and with,today as he was 15 years ago.
Excellent points. All too often, and especially today in the world of virtual networking, recommendations are seen as currency to get what one wants - an introduction, a referral, a reciprocal recommendation. I've heard from some who have written recommendations even though they felt uncomfortable doing so because it would have been more awkward to decline the request. This is really short-term thinking.
When recommendations are posted online, such as on LinkedIn, everyone can easily view recommendations I've written and received. All of these reflect on me. I'd much prefer to have a few from people who can speak about their first-hand experience with my work, than a lengthy list of comments from people who are happy to say what a nice person I am. Their comments would be of no value to someone hoping to get a sense of the quality or value of my services. Similarly, if I've written recommendations without sufficient basis or specific substance for others, this reflects poorly on me as well. With this in mind, I've received recommendations requests which I've declined and have received recommendations which, while I've appreciated them, have chosen not to post.
Your points about networking are also dead-on. When speaking to groups about networking, I almost always hear from someone who feels it doesn't apply to them because they are not currently seeking new employment. Networking should be seen as a long-term investment in your business and career.
Thanks for sharing the valuable advice and insight.
Hi Tony - great post & very helpful tips I'll be recommending and referencing to people who are looking for networking advice.
Just one to add to the list: Ask for Input. Rather than re-approaching old contacts with an open-ended request for an introduction or a reference, approach them with an idea or something (a resume, a letter, a job hunting strategy) that you would like them to react to. It makes it more likely that people will respond, and you will often get very useful advice and an opening to ask them for help in executing your strategy.
Uphoff -- when you wrote this, I could tell you were on to something significant. This is a really big issue in many ways. I am still thinking about it. In fact,
Yesterday, I thought of what you may find an interesting guideline. Since you are a runner, Tony, I think you can probably relate to how useful this kind of an exervice might be to the decision-maker's process because it is totally cerebral and can be done during work-out moments. Please consider whether this test strikes you as a method for deciding whether recommending someone from 15 years back might be useful.
After being asked for a recommendation, imagine yourself interviewing another person for an important job. Now, imagine that both you and the applicant have worked with the person who has solicited from you a recommendation. Then, have the person who has asked you for the recommendation come up during the interview because both you and the applicant had past dealings with that person.
How would you judge the candidate if they said something positive about the person, would you probe further, or instantly agree? Would the content of the positive comment matter?
How would you judge the candidate if they said something neutral about the person who asked for the recommendation? Would you be seeking additional information to see whether the content of their response matched your impression in this instance?
Finally, imagine the candidate says something negative about the person. Would you probe further, instantly agree or disagree?
As you know Tony, on your excellent Facebook profile, I said the last three recommendations I wrote were totally unsolicited by the recipients.
In addition, as I chase what I call ``My LinkedIn Revision,'' which to me means leadership of a meaningful digital-asset content creation department that develops great talent, specifically at a business we can all believe in, my only focus is on getting in the room with people who I have analyzed enough to know I want to help. I know, once in that room, I will get snapped up. By the way I conduct my life, and how everything I have learned has synthesized, those people will just know. In other words, I am no longer focused on getting recommendations because I do not think it reflective of this goal. I do not think the recommendations will help me find the destination, get me in the room or close the deal.
On the other hand, whenever asked for a recommendation in the future, I will certainly run the cerebral test described above. Further, I would in fact either give a recommendation out or deny one, regardless of the length of time it has been since we had the good fortune of making money together, based on that test.
If I did agree to give a recommendation, you can be sure it will be carefully crafted, and that the recommendation would work to present the person accurately. The reason for this is because, you are right, Tony. Those are our reputations on the line. Reputation defines the quality of relationships. And, relationships are the whole thing. One ought to consider the recommendations they write for people to be a digital asset that reflects upon the recommendation writer and recipient. Professionally, from here on out, you are the sum of your digital assets. e-Discovery will make this the case.
So, Tony, we are in accord on points No. 4 and No. 5 in your blog. Too, I think your second point -- the recommendation to LinkedIn that it revamp its website with professional recommendations -- shows why you would pass my test.
If someone said something negative about you to me in an interview, I would say to myself, ``I saw Tony raise money, manage budgets, manage people, produce profit and spur innovation. There are few people I have ever worked with who I can honestly say I saw do all five of those things.'' So, in that case, because the interviewee could not demonstrate that they had wrapped their head around those impressions during their tenure with Uphoff, I can't hire them because they don't have good judgment. Having thus completed this imaginative test, the end result of the exercise would be that you, Tony Uphoff, would get the recommendation, whether it was 15 years or less.
All good points. I personally know a few people who have issued recommendations on Linkedin to 20 or more people. To be honest, I have been in the field for more than 20 years and I don't know 20 people I would recommend. I know about 8 people, and of those 8, I know about 5 well enough to recommend them for a position that I would have to answer for were these people to totally blow the image I created for them in my recommendation.It's not just about knowing someone who did a certain job, but knowing that person well enough to know they are trustworthy and, most of all, consistent. Someone who performed well 15 years ago might be at-work retired these days (we all know the type; been at the job for 15-20 years and exudes the notion that the company owes them for work they did back then, even though they were paid for it then, so they simply exist on their past accomplishments with a chip on their shoulders, daring anyone to knock it off with the "I cannot be fired" attitude).
Recommendations should not be given or taken lightly, and to those people who asked you "what's wrong with it?" I would say "plenty". For one, it's dishonest. Why build your next career on a lie? Why offer the lie to others? Secondly, it lowers the meaning of a recommendation. Remember when car alarms would cause everyone to come out of their house to see what was happening? Remember when that stopped because everyone had their alarms set to sensitive? Suddenly the alarm meant nothing because everyone had a fancy one and they all tripped for reasons other than those they were intended for. These days, car alarms once again draw attention because the triggers have been corrected and people learned. Now if you hear a car alarm, you check it out. The same could be true for recommendations. In the past, recommendations were taken and given seriously. Then came the advent of the networking site and suddenly everyone has a cheat code called reciprocity. The meaning of the recommendation therefore has taken a serious blow, and it will not recover as long as sites like Linkedin propagate the fallacy of "more is better" in terms of recommendations and contacts. There are people who have given out 40 or more recommendations, and who have 1000 contacts. No one "knows" 1000 people. They might see and recognize the name, but why not just get a phone book and attach all the names to your contact list? Most of these people don't know you and wouldn't be able to ID you if they saw you, so what good is their contact information or their recommendation? It's less than "good", in fact, it's less than neutral, it's a deterrent for employers and not only for those who commit the fraud, but for everyone who uses the system. It's a poison that's all but shut down the effectiveness of many networking sites.
-Donnie