The Big Read: Networking in the digital age - how youths are using LinkedIn, other social media platforms to get ahead

SINGAPORE: When Mr Syukri Azman first reached out to the 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.

He now has over 7,800 followers on LinkedIn and has been given the title of “Top Voice” that the platform accords to particularly active members and experts in their field. 

“On LinkedIn, the professionals want people to hear their stories, and it’s easier to get connected with high profile professionals, because usually their profile is not managed by another person as compared to other social media,” he told TODAY. 

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 build a professional circle online. 

Since the COVID-19 pandemic, she has taken to networking with other professionals on LinkedIn and meeting clients around her age over Instagram, as her business heavily relies on referrals and a visible online social media presence.  

“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.

“As I engage on LinkedIn from Monday to Friday, more people see my work and how I have helped others before and read my posts and thus are more open to meeting me, a complete stranger, online.”

Similarly, Ms Sabrina Ooi, 33, co-founder and CEO of Calm Collective Asia, uses LinkedIn “extensively” to form new connections with human resources leaders and potential speakers for her company’s talks and events. 

The introvert also shares posts related to mental health, personal reflections and behind the scenes in her job as a workplace mental health and well-being consultant with her 38,000 followers on LinkedIn.

Yet even as social media provides new modes of networking, experts and employers say that networking in its traditional face-to-face form remains relevant, given the competitive job market and business conditions in Singapore.

Networking is also not just for job-searching, but important too for one’s career progression, which is why physical forms of networking are still well-attended, they add. 

“Today, while the mode of networking has changed quite fundamentally, the essence and purpose of networking have not changed. Networking is ultimately about establishing relationships,” said Mr Suhaimi Salleh, CEO of consultancy and professional training firm SSA Group.

“What is more important is not the mode of networking but the outcomes of the network,” he added. 

Here, TODAY takes a closer look at how the professional networking landscape has evolved as young professionals blend their work and personal lives online, and what one should do to build a network online.

SEEKING "AUTHENTIC" CONNECTIONS

Youths 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 networking platforms.

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.

She does so 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 

Ms Jiang said that she learnt how to network and build a presence online through writing posts on Twitter - now known as X - which was popular in the cryptocurrency space. 

“I got really comfortable with sharing things that I thought could be polarising, and people appreciate that, because they would rather you be real and say what you think than try to put out something that feels more edited or diplomatic.” 

Agreeing, 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.

Similarly, Mr Matthew Ng, 23, who works in marketing, knows that networking is “very important” in his industry as freelance jobs are mostly secured through referrals from people he has met. 

Yet the idea of networking “to climb the ladder of success” in more traditional environments like career fairs feels too transactional and formal for him. 

“I’ve seen other people network and being cutthroat about it, viewing people as dispensable in a way to help them get to what they want and it’s a goodbye after that,” said Mr Ng.  

“Being in the creative industry, most of the professional relationships are formed organically through friendships. I find it weird to go up to people and solely ask them about work, job prospects, salary ranges.”

For Ms Calissa Man, a 24-year-old working in the venture capital industry, building confidence to network and navigate conversations was a skill she had to actively hone. 

While she initially feared rejection and was not sure if she would be able to meaningfully contribute to her contacts, she has made an effort to reciprocate the advice and guidance she has received from mentors. 

“It's also about being authentic and generous to the newfound friends, mentors and sponsors you make along the way too. At its core, networking is a two-way street - that's something I strive to bring to every interaction, catch up or coffee chat.”

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

For 26-year-old Melissa Sta Maria, who is planning to make a career switch from sales to the media industry, reaching out to people in her target industry has equipped her with resume skills and a better sense of the companies she would like to join. 

“Through networking, people share the negatives of a job and they are very upfront about their health scares, work-life balance, which are things you don't hear about in the interview and through reading Glassdoor reviews.”

Agreeing, 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 contacts who offered up-to-date advice on how to price and scope her services as well as to protect herself as a self-employed person and not undercut others in the industry. 

NETWORKING ESSENTIAL IN COMPETITIVE LANDSCAPE

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. 

Ms Faatimah Haleemah Mohammad Ansaari, director of Universal Landscape and Construction, has noticed some younger employees having a fear of networking, especially with more experienced professionals, as they may feel like they may not be able to “catch up” during conversations due to their inexperience. 

Yet networking is crucial given the nature of the landscaping sector. 

“Most of the companies here are older companies, so they have the older mindset where the work is given to people who you have a good relationship with,” said Ms Faatimah.

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 pick 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.

He hosts internal networking sessions for his team to meet with suppliers, clients and collaborating brands, as well as interior design carnivals which allow his employees to network with homeowners directly. 

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

“If you are not tech savvy and social media savvy, you will lose out, so the impetus to take the initiative is definitely there,” said Mr Chin.

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. 

“For the employers, leveraging networks and referrals can streamline the hiring process, reduce costs, and provide them access to a pool of passive candidates who might not actively seek new opportunities but are open to them when presented by trusted contacts,” said Ms Do. 

More than career advancement alone, a well-connected network can help professionals stay up-to-date with critical insights about industry shifts, technological innovations and evolving best practices. 

“Professional networking is about finding the right mix of authenticity and strategic thinking. It's essentially about creating a network of contacts - your own ‘black book’ - who you can turn to for advice, inspiration, learning opportunities or introductions,” said Ms Do. 

"DEMOCRATIC" ONLINE NETWORKING 

While people traditionally network through physical engagements with limited prior information and a poorer quantity of connections established within a single session, digital networking platforms mean professionals today can establish their network with a click of a button. 

Networking practices like exchanging business cards have fallen out of fashion with younger professionals, who may think of it as “cumbersome” or “environmentally unfriendly”, said Ms Jessly Chew, associate director at recruitment agency Michael Page Singapore. 

“The online platform is a good way for professionals to discover the different types of communities available, preview the types of content or activity available and identify mutual connections with existing members. 

“This allows people to be more informed about the network that they are approaching and whether it’s relevant for them,” said Ms Chew. 

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 in Asia Pacific at executive search firm Randstad. 

LinkedIn is the world's “largest professional network” with over 1 billion members globally, including over three million users in Singapore. 

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 proportion of Gen Z professionals between the ages of 18 and 24 on its platform in Singapore has grown from 2.4 per cent in 2013 to 23.5 per cent in 2023. 

One “major shift” in networking is the confluence of online profiles and in-person networking as online platforms like LinkedIn gain credibility, said Mr Ang Yuit, president of the Association of Small and Medium Enterprises (ASME). 

“These days, people do Google you or check out your LinkedIn as a precursor to approaching you in person. Prospects and new contacts often check you out in quite some detail before and after meeting you before deciding how they should continue to engage with you,” said Mr Ang. 

Agreeing, Ms Do said young professionals should view their entire online presence as part of their digital networking strategy.

She pointed to a 2018 survey by employment site CareerBuilder which found that 70 per cent of employers screen potential candidates on social media, and 54 per cent have decided against hiring someone based on what they discovered. 

“The rise of social media has made networking more accessible and scalable, albeit with unique challenges,” said Mr Kenji Naito, CEO of recruitment firm Reeracoen Group.

Some of these challenges include information overload, with a vast amount of content and connections to sift through to identify meaningful networking opportunities, and difficulty maintaining sustained engagement over time as online interactions tend to be more fleeting.

“Young professionals often prioritise online networking due to its convenience and reach. However, there's a growing awareness of the need for authentic connections and meaningful interactions,” he added.

Mr Syukri, the sales effectiveness specialist who is a “Top Voice” on LinkedIn, said those who want to successfully connect with an online audience have to “play around a little bit” and share their personality beyond their day job on their professional networking platforms. 

Not only does he make it a priority to make new connections on LinkedIn and comment on posts that resonate with him, he also regularly posts commentary about current affairs, even on more “sensitive” subjects like religion and politics, as that reflects his values and helps him stand out in the “noisy world” of online networking. 

He recalled viewing an individual’s “heartfelt” story about saving enough money from his paycheck to buy his first bed frame which attracted a lot of views on LinkedIn.

While being vulnerable and sharing one’s personal life in a professional setting can seem daunting at first, Mr Syukri said being open to posting such content can be the key to building connections because others may relate to similar struggles.

Ms Pooja from LinkedIn also emphasised that building a network on the platform 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.”

ONLINE FIRST, THEN OFFLINE

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 offer nuanced and potentially deeper connections. 

“The internet has made professional networking much more dynamic and accessible than before, allowing professionals to transcend geographical limits and foster instant connections with others,” said Ms Dass of Randstad. 

“However, messages may lack subtle social cues and (genuineness), reinforcing the importance of human connection.”

Mr Ang from ASME added that most people still prefer meeting up in person, as body language helps to enable the 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.”

Certain sectors like law and finance may also emphasise formal networking events, while informal meetups or social media usage to connect may be more prevalent in the technology and creative fields, added Ms Do. 

Being in the venture capital industry, Mr John Tay, a 34-year-old head of partnerships at Tin Men Capital, needs to meet people in the startup ecosystem on a daily basis. 

“It is more important than ever to have an online presence. In Asian culture, it’s often frowned upon to stand out or be vocal. But in a sea of noise and signals, out of sight, out of mind. 

“You have to show up at events, and post content online consistently. Once you get the hang of this, you’ll realise that more people reach out to you.”

Mr Tay said that he prefers to conduct a “hybrid” of digital and physical networking, with about 80 per cent of his networking conducted in person. 

He meets at least three new stakeholders every week, through follow-ups from networking events, introductions from trusted contacts or from cold calls over LinkedIn, which he uses daily. 

This year, he co-founded a Startup Walking Tour with a friend, to bring foreign guests on a walking tour through a typical Singapore neighbourhood, while providing an “insider’s look” at Singapore’s tech ecosystem. 

Through the three-hour tour, he plans to give visitors a “solid download of local culture” and enable connections with local organisations which can facilitate business and investments through Singapore’s startups. 

With the rise of more flexible work arrangements, co-working spaces that mix private offices and communal areas also facilitate networking between solo entrepreneurs as well as employees of small- and medium-sized enterprises and local offices for multinational corporations. 

Co-working company JustCo told TODAY it has seen good attendance at its weekly members’ events. In JustCo's Singapore centres, they have held over 270 events in 2023 and 90 events so far this year.

“In the past, the more common type of networking event would likely have been organised by business chambers or agencies representing specific industries. At such events, professionals typically met people from similar backgrounds, and foster industry-specific collaborations,” said Ms Shirlene Sim, vice-president and head of JustCo Singapore. 

“However, the rise of coworking has provided a platform for people from all walks of life and sectors to come together and work efficiently in a shared workspace.” 

One outlier in the trend towards digital-first networking is Friendzone, a social organisation that runs community-centric events to foster peer support networks in various communities in Singapore. 

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

It also organises “Out of Office”, a networking series that caters to young professionals from various industries including technology and the social sectors, which attracts around 40 attendees per event on average. 

Mr Tham Jun Han, co-founder of Friendzone, said: “We have observed that many young professionals often feel lost and isolated as they navigate the complex dynamics of workplace etiquette and politics. 

“It's challenging for them to discuss these issues with colleagues who may be at different stages in their lives, particularly those who are more established in their careers.”

While acknowledging 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. 

To pair the strengths of its events with digital networking, Friendzone encourages participants to form their own chat groups post-event, and adds participants to industry-specific Telegram groups.

SO HOW DO I BUILD A NETWORK ONLINE? 

With experts expecting the future of networking to involve a further integration of digital tools, what can young professionals do to stand out in a crowded online space? 

Here are some top tips from young professionals and human resources experts:  

• Keeping it intentional and personalised: To prevent digital networking from feeling performative, begin with a clear goal and do research on the person you wish to connect with, then craft a more personalised message
• Quality over quantity: Avoid burnout by prioritising quality connections over the quantity of interactions. Have realistic expectations, as not every interaction will lead to immediate gains
• Don’t be afraid to get “real”: Showcasing one’s interests, values, and personality through personal anecdotes, hobbies, and sharing one’s struggles can come across as more relatable and spark various points of connection 
• Consistency is key: To maintain relationships, consider adding a calendar reminder to check in on what your connections are working on every six weeks, or break the ice by acknowledging the time gap with someone you may not have spoken with in a while 
• Engage your network: Some ways to keep up the engagement with your connections include re-sharing a connection's LinkedIn post with your takeaways, asking your network for tips to kickstart a conversation, and running a poll to get insights from your network 
• The wide, wide web: Various social media platforms can be tapped for digital networking beyond LinkedIn. For instance, Twitter is ideal for joining industry conversations. Those in creative fields can showcase their portfolios over Instagram, and professionals can find community among Facebook groups, while YouTube and TikTok can be platforms to share educational and engaging content
• Find your community: Join industry-specific online communities where professionals discuss trends and share insights. Attending virtual conferences, webinars and online networking events are also ways to expand one’s network
• Making connections inside and out: It is also important to connect with one’s colleagues and other departments, to better understand workplace dynamics and position oneself for internal opportunities. Connecting across industries can also expose one to new ideas, different ways of thinking and unexpected opportunities 
• Keep it up: Posting consistently, actively engaging, and remembering to send a simple follow-up message after you meet someone new, such as a “nice to meet you”, is key to building a connection that lasts

This article was originally published in TODAY.