Brendan Wong, LinkedIn Career Expert
“For many professionals, even in media, networking online can feel daunting, like stepping into a room full of strangers with no idea where to begin. But in today’s world, your career success often comes from the strength of your network and the doors those connections can open.
Whether you’re looking for a new role, career advice or industry insights, nobody wants to waste time on awkward, one-off exchanges. The good news? Networking doesn’t have to feel forced.
Think of it like Australia’s favourite ritual – grabbing a coffee. It’s casual, it’s social, and it’s about connection. You don’t rush through it; you take the time to enjoy the conversation. Networking works the same way.
Here are some practical tips and tools to make every connection count:
Start with a chat, not a pitch
When you meet someone for coffee, you don’t launch into a sales pitch – you start with a genuine conversation. Networking on LinkedIn should feel the same.
Join discussions already happening in your feed. If someone in your network posts something interesting, leave a thoughtful comment or share your perspective. It’s a natural way to reconnect without feeling transactional.
Before you reach out, take a few minutes to check their recent posts. It shows you’ve done your homework and helps you find common ground.
Make it a habit
Just like your morning flat white, networking works best when it’s part of your routine. Instead of waiting until you need something, build small habits into your week – comment on a post, send a quick congratulations, or share an article that might interest someone in your network.
A few pro tips
Personalise your outreach: Mention a shared interest or congratulate someone on a recent milestone.
Be specific: Instead of saying, “I’d love to pick your brain,” outline a few topics you’d like to discuss and why their perspective matters.
Keep it short and authentic: Think of your elevator pitch as a quick intro over coffee – clear, personal and memorable.
Use the right tools
LinkedIn offers features that make networking easier and more effective.
Catch Up tab: In the My Network section, this highlights when a connection starts a new job, celebrates a work anniversary, is hiring or even has a birthday – perfect conversation starters.
AI-powered writing assistant: This tool can help you draft personalised messages by surfacing shared interests and insights, so you can focus on making the message feel authentic.
Profile optimisation: Make sure your profile tells your story clearly – your About section, skills and featured content should reflect your expertise and personality.
Networking today is less about cold outreach and more about building authentic relationships. So, start small, stay consistent, and use the right tools to make every connection count.”