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The Big Read in short: Networking 101 in the digital age

SINGAPORE — When Mr Syukri Azman first reached out to a chief executive officer (CEO) of a logistics firm over professional networking platform LinkedIn, it was out of curiosity to find out how the company managed to secure a tender from a multinational corporation in Singapore. 

Attendees at an internal networking session hosted by an interior design company, on April 16, 2024.

Attendees at an internal networking session hosted by an interior design company, on April 16, 2024.

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Each week, TODAY’s long-running Big Read series delves into the trends and issues that matter. This week, we look at how young professionals are leveraging social media and platforms such as LinkedIn to build a professional network. This is a shortened version of the full feature, which can be found here.

  • The emergence of digital platforms such as LinkedIn has reshaped how youths network professionally
  • Some do not hesitate to reach out to top executives, while introverted youths now have alternatives to build a professional brand
  • Young professionals who use digital tools to network tell TODAY that it is important to be authentic and describe how they strive for more meaningful connections
  • Physical networking still remains relevant, given the competitive job market and economy in Singapore, youths as well as experts also say
  • They also offer tips on how one can network effectively online

SINGAPORE — When Mr Syukri Azman first reached out to a chief executive officer (CEO) of a logistics firm over professional networking platform LinkedIn, it was out of curiosity to find out how the company managed to secure a tender from a multinational corporation in Singapore. 

Little did he know that the top-level executive would accept his cold call, and it would lead to a job offer. 

As the CEO shared his business journey in a casual meet-up in 2018, Mr Syukri realised that he could fill a “gap” in the company by establishing training practices, given his experience in talent development. 

A few weeks later, the CEO initiated another meet up and offered him a full-time position, which he accepted.

For Mr Syukri, 30, a sales effectiveness specialist in a global data and analytics company, digital networking platforms have been the gateway to not only unexpected career opportunities, but also a means to build a professional brand.

For other more introverted young professionals, the emergence of digital networking is a dream, compared to traditional modes of in-person business card exchanges and etiquette-laden self-introductions.

As an introvert who avoids large crowds and describes meeting multiple people a day as “socially draining”, personal wealth manager Cristelle Lim found it easier to network with other professionals on LinkedIn and meeting clients around her age over Instagram.

“When I first started in financial services, I got my first client from LinkedIn about three months into using the platform. It built my confidence that using social media is actually a way to network, and it is super effective for me until today too,” said Ms Lim, who is in her late 20s and has over 15,000 followers on LinkedIn.

For Mr Syukri Azman, 30, a sales effectiveness specialist in a global data and analytics company, digital networking platforms have been the gateway to not only unexpected career opportunities, but also a means to build a professional brand.

WHY IT MATTERS 

Employers and human resource experts say networking is arguably more important today for workers given Singapore’s openness to global talent, a competitive business environment and the current economic uncertainties.

Networking is also not just for job-searching, but crucial too for one’s career progression.

Yet even as social media platforms provide new modes of connecting people, networking through traditional face-to-face interactions remains relevant, with such events still well-attended. 

Mr Russell Chin, founder and managing director of interior design company Inspire ID Group, said that the industry has become “way more competitive” and will continue to be so, with around 4,000 to 5,000 interior design companies in Singapore. 

With home renovations typically costing S$30,000 to S$60,000, Mr Chin said the “human touch” and a rapport between his employees and their contacts is essential, as homeowners will select those they trust for such “big ticket” purchases. 

For his younger employees who are hesitant to build contacts, he exposes them to networking opportunities by taking them along to his own meetings.

Consciously building a social media presence featuring one’s work is also crucial, added Mr Chin, who recalled one of his designers landing an organic lead from a homeowner who saw a TikTok video featuring a house he had designed on his personal account.

Ms Tuyen Do, a principal career coach at The Happy Mondays Co, noted that a personal referral from one’s network can differentiate a candidate in a “sea of digital profiles”, given the “increasingly global and competitive” job market. 

Beyond job referrals, tips on working life from the connections they make helps young professionals navigate complex workplace dynamics and etiquette in the early stages of their careers. 

Ms Gwendolyn Say, a 24-year-old graphic designer, said that the connections she has built from her university days through classes and school projects have given her good advice on how to engage with clients. 

“A lot of the practical aspects of my job, I did not learn in school at all. It was specifically lacking for my degree, because so many people go into freelance work.

“We weren’t taught any structure, like what is the industry rate, how to write an invoice or what you should put in your quotation, things that are genuinely as important as your skills in design,” said Ms Say. 

These were skills that she built through friends who offered up-to-date advice on how to price and scope her services, to protect herself as a self-employed person and not undercut others in the industry. 

Ms Gwendolyn Say, a 24-year-old graphic designer, said that the connections she has built from her university days through classes and school projects have given her good advice on how to engage with clients.

THE BIG PICTURE 

Young professionals in their 20s and 30s from various industries who network actively told TODAY that they prioritise making genuine connections rather than having superficial, transactional relationships. 

This desire to see an “authentic” self in a professional setting also brings a greater openness to more informal meetings and personal content being posted on professional platforms.

Ms Phoebe Zoe Ho, 29, said that she became more open to networking when she viewed it as “making friends” within the context of work, rather than a “cold and calculated business manoeuvre”. 

“When I was younger, networking came across as something transactional, and the notion of meeting people with an ulterior motive seemed exploitative,” said Ms Ho, an art director and set designer.

While she knows of peers whose impression of LinkedIn is marred by superficial posts from people seeking clout or “posting for the sake of posting”, Ms Sherry Jiang, 32, said digital platforms have afforded her a space to connect with a larger audience through sharing personal, almost journal-like content that can range from discussing personal finance to documenting her startup journey. 

“Younger professionals are way more casual and informal. No more suits, handshakes and business cards. We want to actually get to know who you are,” said Ms Jiang, who is the co-founder and CEO of Peek, a financial product.

“That person has a whole bunch of other qualities to evaluate, which are important when forming business partnerships because you want to know if you actually get along with someone and share common values, and it's hard to do that if it’s just robotically talking about work,” she added.

Her most popular LinkedIn posts include:

  • “Practical and relatable” content about her “mess ups”, such as what she wished she knew about personal finance before she left her corporate job
  • An April Fool's joke about introducing a matchmaking element to her company's financial product
  • A personal update on her learning how to be a disc jockey 

THE BOTTOMLINE 

Being digital natives, young professionals are “much more comfortable” networking online and foster connections quickly with people around the globe, said Ms Jaya Dass, managing director of permanent recruitment at executive search firm Randstad Asia-Pacific. 

Ms Pooja Chhabria, a career expert from LinkedIn, said that its consumer research has shown young professionals to be the group devoting the “most time” to developing networking skills, with many indicating that they spend 30 minutes to two hours a month on honing the skill. 

A 2023 study by LinkedIn showed that the number of Gen Z professionals between the ages of 18 and 24 on its platform in Singapore have grown from 2.4 per cent in 2013 to 23.5 per cent in 2023. 

However, experts cautioned that online networking, with its far reach and ease of facilitating connections at a large scale, should not be seen as a complete replacement for offline interactions, which still offers nuanced and potentially deeper connections. 

Mr Ang Yuit, president of the Association of Small and Medium Enterprises, noted how body language can help to enable conversations to flow more easily, and the relationships to grow. 

“So, these ‘traditional’ modes of networking are here to stay. Digital platforms and social media have added layers to, but not replaced these so-called traditional networking modes.”

Experts cautioned that online networking, with its far reach and ease of facilitating connections at a large scale, should not be seen as a complete replacement for offline interactions, which still offers nuanced and potentially deeper connections. 

One organisation that focusses on physical networking among youths is Friendzone.

The social organisation runs community-centric events to foster peer support networks in various communities in Singapore. 

Since 2018, Friendzone has organised 250 gatherings which mainly attracts young professionals between the ages of 25 and 35. 

While co-founder of Friendzone Tham Jun Han acknowledged that digital platforms and remote work have changed the landscape of professional networking, he believes that in-person engagement remains “irreplaceable” in building lasting relationships. 

“While digital tools offer convenience and broad reach, they sometimes lack the depth of connection that face-to-face interactions can foster. There's an element of personal connection, such as non-verbal cues and spontaneous conversations, that only occurs in physical settings,” said Mr Tham.

Experts such as Ms Pooja from LinkedIn add that professional networking is not a numbers game, as having a large number of connections may not necessarily give one an edge over other professionals. 

“If you are considering connecting to someone you don’t actually know, you might actually consider following them instead. When you follow someone, you will still see any posts they share,” she said.

She advised professionals on its platform to consider connecting with people they have “trusted relationships” with, such as co-workers, alumni, and business partners and following global industry leaders to see their posts on one’s feed for educational content.

“Having the right network will improve the quality and relevance of your feed, the people who send you messages, and who engages with your content. Remember, you and your network are on a professional journey together, and the stronger your network, the further you can go.”

Ms Do the career coach added: “It’s essential to focus on the quality of your connections rather than merely increasing your follower count.

“More followers on LinkedIn don't automatically equate to more meaningful relationships. Thoughtful engagement is essential to transform these digital ‘names’ into ‘real connections’ with potential.”  

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