career advice, career management, Careers, Job Search, job seekers, Networking

Success: Is it all about WHO you know?

Mary Rosenbaum | October 19th, 2015


Is it all about WHO you know and not WHAT you know? The answer is yes and no. WHO you know can help get you in the running for that promotion, that job, that piece of new business. WHAT you know will help you turn possibilities into reality.

Studies over the past couple of years have proven that larger, diversified networks have a significant impact on your career and your earning capability. The relationship between network size, quality and expected wages is positive. The results of studies over the past 20 years reinforce the fact that wage rates of the most well connected are 15% to 25% higher than those with few connections.

The importance of growing your network cannot be overstated. But the value of your network lies not solely in the numbers. The quality of its members is a vital component. Two of my past posts focused on growing your network and building your tribe. But what about the quality of your network?

Your network consists of two categories of members: those with whom you have close ties and those with weak ties.

Close ties are those relationships where people know you well and understand what you do. You already know many of their contacts and the type of information they can provide. Generally, you travel in the same circles, belong to many of the same social groups, and may even work in the same company or industry.

Weak ties are the opposite. You know them but are not close. You don’t travel in all the same circles therefore you are not familiar with their networks. Because they are not in your immediate circle, they have information and contacts that may prove to be valuable for you, your career and your business. In fact, it’s through weak ties that the majority of leads are disseminated regarding employment and business opportunities. In short, weak ties enable you to reach populations and audiences that are not accessible via strong ties.

Not to confuse things but “followers” on social media networks do not generally fall into the category of weak ties. Although the broad definition of weak ties may fit, you still have to have some form of relationship built on trust, contact, or experience in order for there to be any form of information and contact sharing that extends beyond the superficial. Unless you build a relationship beyond 140 characters your followers cannot be considered weak ties.

What can you do to increase your network in a purposeful way?

First and foremost, ensure that you continue to deepen your close relationships so that you can each act as brand ambassadors for the other. Although they may have more limited resources to share it’s always valuable to have people who are “in your corner.” Their role as advisors, supporters, and cheerleaders is vital to maintaining your confidence and continued professional growth.

To grow your network of weak ties, seek out opportunities where you can meet people from different backgrounds:

– join organizations not related to what you do

– volunteer at nonprofits outside your immediate community

– keep in touch with former colleagues since their network will be different once they leave

– strengthen relationships with “followers” and LinkedIn connectionsso there can be more meaningful reciprocity in sharing information and contacts

– attend events that interest you and are outside your immediate sphere of influence

– take new classes and expand your horizons

Grow WHO you know with purpose so you can showcase WHAT you know.

What other ways do you grow your network?

Want to discuss this in person? Contact me.

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Success: Is it All About WHO You Know?

Mary Rosenbaum | May 22nd, 2012

Is it all about WHO you know and not WHAT you know? The answer is yes and no. WHO you know can help get you in the running for that promotion, that job, that piece of new business. WHAT you know will help you turn possibilities into reality.

Studies over the past couple of years have proven that larger, diversified networks have a significant impact on your career and your earning capability. The relationship between network size, quality and expected wages is positive. The results of studies over the past 20 years reinforce the fact that wage rates of the most well connected are 15% to 25% higher than those with few connections.

The importance of growing your network cannot be overstated. But the value of your network lies not solely in the numbers. The quality of its members is a vital component. Two of my past posts focused on growing your network and building your tribe. But what about the quality of your network?

Your network consists of two categories of members: those with whom you have close ties and those with weak ties.

Close ties are those relationships where people know you well and understand what you do. You already know many of their contacts and the type of information they can provide. Generally, you travel in the same circles, belong to many of the same social groups, and may even work in the same company or industry.

Weak ties are the opposite. You know them but are not close. You don’t travel in all the same circles therefore you are not familiar with their networks. Because they are not in your immediate circle, they have information and contacts that may prove to be valuable for you, your career and your business. In fact, it’s through weak ties that the majority of leads are disseminated regarding employment and business opportunities. In short, weak ties enable you to reach populations and audiences that are not accessible via strong ties.

Not to confuse things but “followers” on social media networks do not generally fall into the category of weak ties. Although the broad definition of weak ties may fit, you still have to have some form of relationship built on trust, contact, or experience in order for there to be any form of information and contact sharing that extends beyond the superficial. Unless you build a relationship beyond 140 characters your followers cannot be considered weak ties.

What can you do to increase your network in a purposeful way?

First and foremost, ensure that you continue to deepen your close relationships so that you can each act as brand ambassadors for the other. Although they may have more limited resources to share it’s always valuable to have people who are “in your corner.” Their role as advisors, supporters, and cheerleaders is vital to maintaining your confidence and continued professional growth.

To grow your network of weak ties, seek out opportunities where you can meet people from different backgrounds:

– join organizations not related to what you do

– volunteer at nonprofits outside your immediate community

– keep in touch with former colleagues since their network will be different once they leave

– strengthen relationships with “followers” and LinkedIn connections so there can be more meaningful reciprocity in sharing information and contacts

– attend events that interest you and are outside your immediate sphere of influence

– take new classes and expand your horizons

Grow WHO you know with purpose so you can showcase WHAT you know.

What other ways do you grow your network?

Get my free report on Getting Visible and Getting Ahead. Learn more about my services, about me, or contact me for more information.

Connect with me on Twitter and LinkedIn. Let’s get to know each other better.

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Build Your Tribe of Supporters: Who Is In Your 150?

Mary Rosenbaum | November 19th, 2010

How many people do you know with whom you have a real relationship.? When I look at the numbers of contacts/friends/followers that some people have on Facebook, LinkedIn, Twitter it appears there are many people who have hundreds and even thousands on their list.

The proliferation of social media sites has created an environment where being “connected” with someone does not have the same connotation it once did. There seems to be some confusion about the value of these contacts and what it really means. Social media enables you to get the word out to vast numbers of people in a very short period of time. On such a vast scale, social media should not be confused with relationship building. Sometimes relationships develop, but those are isolated instances rather than common place occurrences.

Robin Dunbar is the director of the Institute of Cognitive and Evolutionary Anthropology at Oxford University, author of How Many Friend Does One Person Need? According to Mr. Dunbar, 150 people are the most any one person can be in a relationship with involving trust and obligation. These are relationships where there is some personal history, not just names and faces and perhaps the occasional shared tweet. The reason for this is simple, it takes energy, time, and mental capacity to build and maintain relationships. According to our brain capacity, 150 is the limit.

Beyond the 150 number, the tie that binds you to greater numbers of people are superficial and never extend beyond the occasional message, tweet, or shared photo. Social media has created a new way for you to “keep in touch” with those you would probably never have contact with again before these vehicles became so prominent.

The question I have is if you are spreading yourself thin by trying to maintain some form of relationship with vast numbers of people, are you diluting even the ones that would fall into the category of “real” relationships? Are you confusing followers with supporters?

I think instead of trying to grow your contacts or following by including large numbers of people who you cannot develop any sort of relationship with, your time might be better spent deepening the ones that could be part of your tribe – those who support you and what you do and those you can support in return.

The challenge is to increase the breadth of your relationships without sacrificing the depth. There are many ways to increase your tribe to ensure that the connections between all of you continue to provide value to everyone involved. So ask yourself:

Have I succeeded in deepening my relationships to a level where I can provide support?

How many meaningful relationships do I have?

Am I anywhere near my Dunbar number of 150?

Do I have the right people in my 150?

If not, what steps can I take to move myself forward?


Utilizing her experience of over 25 years Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru

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Personal Branding: Treat Your Blog as if it was a Gift

Mary Rosenbaum | May 26th, 2010

If you are like me you have probably received countless birthday or christmas gifts that were not what you wanted or even needed. What did you do with those gifts, put them in the back of your closet, returned them if you could, re-gifted them to someone else? One thing is certain, you didn’t use this gift or benefit from it in any way. In fact, you probably forgot about it as soon as you put it away.

If you want people to read your blog or newsletter you have to think of these communications as a gift. All too often I receive newsletters or blog postings that either rehash old news or reword something either they or someone in the industry has already written about. What they don’t include is anything of value for me. Value can be defined in many ways. For example, it can provide me with a new way of looking at something, or a new approach I can apply to my business or life, or even a story I can relate to.

If you have read my past posts on the value of a strong brand, writing a blog and the rules of blogging then you know that providing your target audience with some added value is more important than just getting something out there with your name on it. Your blog or newsletter should convey your opinions in your area of expertise. One of the benefits of writing a blog is to communicate your thought leadership (your personal brand) in a way that exhibits your expertise in a “show” and not “tell” fashion. Distributing a blog or newsletter that doesn’t provide valuable content can only hurt your personal brand – your reputation. Why? Because people will immediately delete your emails based on their past experience with you.

Just like everyone else, my email inbox is filled with newsletters, email blasts, and blogs. With the limited time we have and the surplus of information we receive make sure the communications you send out are worthwhile. Let’s make sure the delete button is reserved for someone else. If you follow these rules they just might help you keep your audience and grow your following.

1. Know what your target audience wants and needs. Look at the responses (if any) you get from your postings and determine how they can be better focused to improve the content you provide and the engagement you develop with your audience. Research the work of other thought leaders in your industry. Read the comments they receive, see how you can address some of the issues that are being raised, but with a different point of view.

2. Make sure you are not underestimating your readers’ sophistication or knowledge. There is nothing worse than providing information that is so “been there, done that, old hat”.

3. Are you addressing the right target audience? I know I receive emails from companies and individuals providing valuable information on hi tech products for large businesses, classes on becoming a fashion designer, and courses on passing the bar exam, among others. Just because you have someone’s email address it doesn’t mean they want to receive your gift of communication and knowledge.

4. Don’t overuse the send button. Unless you have something worthwhile to write about, don’t write. I know I have said in the past that consistency and constancy in communication builds credibility as well as a following. You should write at least one time per week to maintain that following. But having said this, there is nothing worse than writing just to publish – because you dilute the value of your blog and of your brand.

5. Connect with your readers in a way that resonates with them not only on a business level but on a personal level as well. The more authentic you are in your writing, the more your ideas will resonate with your audience.

Having the right formula – original ideas and content, well written text, reader connection and engagement, – will result in a growing targeted following.

What tools do you use to keep their finger off the delete button? Please share them with us.

Utilizing her experience of over 25 years Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru

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Brand Your Personal Brand in the Minds of Others

Mary Rosenbaum | April 30th, 2010

If you were to ask three colleagues, three friends, and three family members to describe your attributes, strengths, and abilities do you know what they would say? Would they all say the same things? There has been much written about personal branding, in fact, I have written and spoken a great deal about it as well. But have you thought about what it actually means?

Personal BRANDING is the process by which you determine how you want to be viewed by others and then go about BRANDING the words you want them to use when describing you. You are in effect BRANDING your “reputation” in the minds of others.

How do you do this?

1. Find out what others think of you? Have a conversation and ask them the questions that would bring out how they would describe you to others. If you want more detailed information, a 360 assessment is a great tool to use because it offers anonymity and that ensures a higher degree of honesty and accuracy.

2. Do a Strengths, Weakness, Attribute, and Talents analysis (SWAT) using information they provide and include your own self analysis. Once you have this information determine which skills, talents, abilities, attributes and strengths are ones that will further your career. Those are the ones you want to highlight. If there are weaknesses that might prevent you from attaining your goals, think of ways you can ameliorate them (take courses, connect with those who can help you overcome them, partner with people who can fill in your gaps). If they are not road blockers, just forget them and move on.

3. Do a comparative analysis of the skills and abilities you bring to your work. Try to determine how you are the same and what makes you different than your competitors. What gets you in the game – education, years of experience, similar skill sets – should be the same. What makes you different is a combination of what others think of you, special talents and skills you bring to your work, and the way in which you provide your service or do your job.

4. Develop an elevator pitch or personal branding statement that provides the listener with information on what you do, why you do it, what your differentiating qualities are, and the value you provide. You don’t have to be looking for a job or pitching a client to develop a strong personal branding statement or pitch. The reason you are doing this is so that you can “brand” this description into the minds of all you meet and already know.

5. Make sure your messaging is clear and consistent. Everyone should understand what you do and the value you provide. And it should be consistent for everyone you meet.

6. Always be on brand. Make sure that the work you do and the way you present yourself, on and off line are always on brand. It takes a great deal of time to build a reputation, to solidify your brand in other peoples’ minds. It takes considerably less time to destroy it.

Are there other ways you have in identifying your unique promise of value, your personal brand? We would love to hear about them.

Utilizing her experience of over 25 years, Mary Rosenbaum helps entrepreneurs and careerists position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @careersguru

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Blog Your Way to Success

Mary Rosenbaum | March 13th, 2010

In my last post on Social Media Marketing I discussed the importance of using a blog in your business whether you are an entrepreneur, a solopreneur, a small business owner or a professional interested in career management. In addition to increasing the penetration in your particular market, the benefits of blogging are many and include developing brand recognition, exhibiting expertise, creating greater inbound traffic to your website and business, and learning about the needs of your target audience (see an earlier post To Blog or Not to Blog for more insights).

According to Hubspot, companies that blog get 55% more visitors and 97% more inbound links. So if you want to grow your business and create greater credibility the time you spend on this endeavor will be well worth it.

Here are some typical questions, and hopefully some answers, on how to get started building a blog.

1. How can I develop the content?

Research and Read- You can’t get into the conversation if you don’t know what it’s about.

–         Join those groups on LinkedIn, Twitter, and Facebook whose members are people you want to reach – potential clients, customers, employers, and those who influence the decision makers.

–        Read the postings on these sites and learn about the issues, needs and wants of this community. What questions are being asked? What is being addressed? What is missing from the conversation that you believe would add  value to this audience? Which topics are over-exposed?

–    Which links are being resent and retweeted? What information and type of format resonate with your particular audience?

The research stage will provide you with ample opportunity to read and learn more about the community you want to join.

2. Once I have the content, then what?

–  Make it relevant.

–     Write as if you were having a conversation with someone.

–     Be authentic – write about what you know and what you believe.

–     Write about something you are excited about – excitement is contagious.

–     Be generous with information.

–     Always be on brand and on topic in every post.

–     Always edit, edit, edit and then proof read your work.

3. How often should I write?

Put reading, research and writing into your daily or weekly calendar in the same way you schedule other appointments or meetings.

–     Be consistent – write as often as you can, weekly, bi-weekly, bi-monthly.

4. How should I deliver the message?

By now you have seen many examples of ways to structure your blog postings. Although this is far from exhaustive, here are some ideas for structuring your content:

–         Articles on how-to in your area of expertise.

–         Provide resources and links that can help your readers.

–         Provide your expert opinion along with the opinion of others on current news and events of the day.

–         Discuss case studies or client issues you have successfully dealt with that might resonate   with your audience.

–         Connect your readers to articles, blogs, reports published by others.

–         If applicable, write about aspects of your personal journey and how you got to here from there.

–         Use video to deliver your message.

–         Interview a thought leader in the industry.

–         Use some combination of all of the above.

5. How do I get people to read what I write?

–    Participate in your community of groups – comment on other postings, answer questions generously, establish credibility and visibility.

–    Once you have gained credibility and trust, inform your groups whenever you publish a new post.

–     Learn from each posting which subjects and styles resonate with your audience based on comments they provide, number of visitors to your blog, and retweets.

I know these lists are far from exhaustive. I welcome any additional ideas you have for creating a blog that is interesting, well read, and delivers the message of who you are and what your personal brand is all about.

Follow me on Twitter @careersguru

Utilizing her experience of over 25 years, Mary Rosenbaum helps entrepreneurs and careerists position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead

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Social Media Marketing is Here to Stay

Mary Rosenbaum | March 5th, 2010

When I started up my executive recruitment business in the early 80’s the only way to expand and develop my business was through real world marketing and by extension, word of mouth marketing. Much time was spent meeting with prospective clients, candidates, and those who influenced the decision makers. My marketing plan was centered almost exclusively on in-person meetings and presentations. Although my business grew over the 20 years I spent building it, I can only imagine the growth I could have achieved had social media marketing been around in those early years.

Real world marketing is still vital to growing your business and making those sales. However, in today’s world you must incorporate social media marketing in order to obtain many of the in person meetings and presentations that help you close the deal. Because consumers are inundated with messaging coming at them from all directions, they have developed screening mechanisms preventing old world marketing tools from being as effective as they once were.

What are the benefits of social media marketing?

–         Build trust, credibility and relationships in the virtual world in far less time than in the real world.

–         Reinforce your personal brand in ways that demonstrate your expertise – build brand recognition.

–         Find and build a like minded community that enables you to learn new tools and share ideas.

–         Engage your target audience across geographic borders without leaving the comfort of your keyboard.

–         Convert virtual relationships into real world contacts easier than through cold calling or other previously relied upon methods of spreading the word – they already know you and what you can provide.

–         Gain visibility in a more focused targeted way.

How do you start participating in the social media world?

–         Create a blog that reinforces your brand and demonstrates your expertise – this is where you give away information that your potential clients/customers WANT to know about. Crafting your blog so it markets your expertise rather than sells your service is the key to success.

–         Join Linkedin, Facebook, and Twitter to engage and communicate with your target audience as well as your like minded community. Use these networks as a way to disseminate your blog postings, share ideas with others in your field, and respond to questions in your area of expertise. This will help you will increase your universe of potential clients, get the word out and create word of mouth buzz.

–         Participate and comment on other blogs that relate to your area of interest and expertise – demonstrate generosity as this often results in reciprocity.

What social media tools do you use to get the most visibility in your target market? Please share your ideas and comments with all of us.

My next posting will focus on how to write a blog that helps expand your following and your business.

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To Blog or Not to Blog, Benefits and Rules of Blogging

Mary Rosenbaum | February 1st, 2010

I am always being asked about the value of writing a blog. Is it worthwhile to spend the time especially since there have recently been a spate of articles on the proliferation of blogs and the diminishing value of their content? After all, how many different ways can similar ideas be presented and how do we know there are sufficient readers out there to make the time you spend writing worthwhile?

What would your purpose be in writing a blog? If you are an entrepreneur, a small business owner, a sole practitioner, or a careerist, the odds are that you want to grow your business, grow your reputation, gain greater visibility, and/or promote your career. What better way than to write about the issues affecting your clients or your industry in a way that helps your readers and provides them with some insight into how you think and what you know.

From a personal standpoint I know that writing a blog has solidified how people view me and my services in addition to generating new business. Writing and maintaining a blog enables me to:

1. Get my point of view out there for others to read and comment on

2. Convince or introduce people to new ways of thinking

3. Solidify my brand – what others think of me in their hearts and minds

4. Gets my name out there in front of people I may not have been able to reach otherwise

5. Provide other experts’ opinions and writings to my readers through links and references

6. Start a conversation and create a community with like minded people

7. Get input because I am always interested in learning from the experiences of others

In order to achieve these goals I make sure that I follow these rules when I post on my blog.

1. Don’t try to sell them anything. It should not be a sales piece for you or your business.
2. Offer information that would be valuable to your particular audience.
3. Be consistent, stay “on brand” to solidify how others view you and what you offer or do. If they expect you to write on particular topics, meet their expectations.
4. Maintain continuity and post regularly, if not every week then at least every other week.

5. Never bad mouth others (unless they are criminals or are already viewed as “bad guys” by the world).

When done correctly blogging can be a valuable tool to growing your career or business; but promoting your blog is critical to making the time you spend writing worthwhile. Using Twitter, Linkedin, Facebook, as well as publishing on a variety of content related ezines you increase your readership exponentially.

Are there other benefits you derive from writing a blog? Are there other rules you adhere to when writing your posts? What other ways do you promote your blog?

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Does Your Business Need a Tune Up?

Mary Rosenbaum | January 27th, 2010

If you own a car you know that like it or not your car will need to visit the shop for a tune up sometime this year. Whether your car is a 2009 BMW or a 1995 Dodge for it to function at peak performance the engine has to be checked out and cleaned, the oil changed, the tires rotated, and the windshield wipers replaced. When was the last time you gave your business a tune up?

If you want your business to operate at maximum efficiency – getting new clients, getting former clients to come back, getting the type of word of mouth that helps generate revenues as well as buzz – then it’s probably time for a check up. Here is a check list I use periodically to help ensure that the time I spend growing my business is time well spent.

1. What is your reputation – what are people saying about you and your business?

Is what you hear in line with your brand, with what you expect others to think about you?

This is a great time of year to check in with your former clients to gain a better understanding of :

– whether you delivered on what you promised

– how the work you did for them impacted their business or their lives

– what needs they currently have and how you can help

This should provide you with some good information (possibly some great quotes to use in the future) as well as demonstrate your concern and follow through with your clients.

In my experience following up with past clients has always resulted in new business – either repeat business from my client or a new referral. Additionally, continued input on how you are performing is always a prerequisite to continued success.

2. Is the message you are sending still resonating with your target audience?

Have the needs of your audience changed? Even if it’s a slight shift are you capturing the need in your pitch, your presentation, your power point, your blog, your tweets, and your website? Try to look at your website with new eyes. In fact, ask others to review it to see if it’s still current. A website has to be dynamic and change with the changing times; as does the messaging you put out through social networks or through any formal presentations you make.

3. Are you using the right tools to get your message out? Are you in the right places?

Yes, marketing in general and social media in particular can be very time consuming but if done properly it can provide a lot of visibility for you and your company. That’s why targeting the right audience and focusing your message on that audience makes it easier for you to get your hands around where you should be spending your time selling. The world is a big place, but a laser focus enables you to figure out where you have to be to get in front of those people who need to know about you. So take a look at where you spend your time speaking, blogging, tweeting, linking in. What return have you gotten on your investment of time? As I said earlier in this blog, change can be good and is often a necessary part of growing a business. A constant review of your communications plan is vital to ensure that you are reaching the right people at least most of the time.

So even if the service light doesn’t come on and you think you are firing on all cylinders, get that tune up so that you are working more efficiently with better focus and better results.

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Staying Authentic and On Brand for the New Year

Mary Rosenbaum | December 17th, 2009

This is a great time of year to take stock and see if what you are doing is working for you and if it’s not, what needs to be done. For me what I do professionally is so much a part of who I am that my resolutions blend between the personal and the professional. So these are some of the beliefs I live by and the resolutions I am making so I can stay on track as a human being, a coach, a strategist, and an entrepreneur.

1. Create the life I want to live and make it happen.

2. Keep my plate full because the more I do, the more I can do.

3. Do the work I love. I know when I do work I love I am excited about it and that excitement is contagious and has a magnetic quality that brings people to me.

4. Work with people that appreciate my work and from whom I can learn to be better at what I do.

5. Always give clients 100% of what I can deliver and know that that is what they deserve.

6. Keep change a constant in my life by looking for new ways to grow and new things to learn so that I stay motivated and energized.

7. Be open and say yes to new possibilities, new alliances, and new relationships.

8. Never compromise my values even though sometimes it seems like it’s the easier way to go.

Happy Holidays to all my readers and let’s hope of a New Year that’s filled with health, promise, excitement, prosperity, and happiness.

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