Have you ever heard that phrase: ‘So-and-so only got that job because they have connections?’ The phrase, often said with irony, reflects an increasingly current reality: networking has become an essential tool for professionals in all fields.
However, a less known but equally powerful concept is gaining ground in the national market: netweaving. Although both focus on creating and strengthening connections, their approaches differ significantly and can impact your career in complementary ways.
According to a study cited by Global Mentoring Group, research conducted by Harvard Business School revealed that over 70% of job openings are filled through personal networks. This data highlights the importance of cultivating and maintaining strong professional relationships.
However, in Brazil, networking is still underutilized. A survey of 650 executives conducted by the Institute of Content Development for Executives (IDCE) revealed that many Brazilian professionals do not fully explore the potential of networking in their careers.
For Ana Tomazelli, psychoanalyst and President of the Institute for Research on the Feminine and Multiple Existences (Ipefem), the ability to build and cultivate strategic relationships has become an indispensable competitive advantage. ‘Today, business opportunities don’t just come from innovation but from the people you connect with. Networking is the entrepreneur’s new asset,’ says Tomazelli.
Networking vs. netweaving: what are the differences?
Networking is the process of building and maintaining professional relationships to exchange information, career opportunities, and market growth. It is often associated with corporate events, communities, trade shows, conferences, and digital platforms like LinkedIn.
The essence of networking is objective: to identify influential people in your field and position yourself as a relevant professional. However, to be effective, it requires a balance between sharing knowledge and showing genuine interest in others—something that often happens in times of need, like losing a job. Who hasn’t heard, ‘I need to reactivate my network,’ during tough times?
On the other hand, netweaving is a more subjective approach, initially, to establishing connections. ‘Here, the main focus is not what you can gain but how you can serve others with what you have. It’s about connecting people meaningfully, acting as a bridge that facilitates interactions benefiting third parties,’ Ana adds.
In netweaving, reciprocity arises naturally. By promoting the growth of others and building relationships based on real empathy and generosity, you are remembered as a reliable and collaborative reference, while also avoiding the perception of self-interest—only reaching out when you need something.
‘Though different, the two tools do not need to be mutually exclusive. On the contrary, they can work synergistically. Networking helps increase your visibility and access opportunities, while netweaving deepens relationships and creates a network sustained by trust and future support,’ explains Tomazelli.
For example, a professional can use networking to meet people at an event and later adopt netweaving by supporting those people in connecting with other contacts who can add value to their journey. This combination balances personal development with altruism, generating both immediate and long-term benefits.
How can networking and netweaving be used and implemented in your career?
To implement networking, start by attending events, joining communities, and interacting on platforms like LinkedIn. Identify people who share similar professional interests and maintain regular contact. Practice your personal pitch to make a good impression and show genuine interest in others’ achievements and challenges.
For netweaving, look for opportunities to be helpful to your network. This could include introducing two colleagues who might benefit from connecting or sharing useful tips and resources. Show empathy and be willing to collaborate voluntarily, creating a cycle of reciprocity and reinforcing your position as a trustworthy and supportive professional.
‘Combining these practices in your routine not only increases your chances of career advancement but also fosters a more collaborative community, where relationships are built on trust and collective growth,’ highlights Ana.
While networking opens doors, netweaving strengthens the foundations of those connections. Incorporating both into your daily professional life not only boosts your chances of success but also contributes to a more collaborative and humane work environment. After all, in the business world, relationships build the foundation for sustainable growth.
