If there is a word that freely circulates in the corporate environment but is rarely understood in depth, it isnetworkingRepeated exhaustively in events, lectures, and career manuals, the expression often takes on generic, almost empty tones.
In practice, knowing how to cultivate a good network of connections can be the difference between growing or stagnating in the market. "Networking is not about having contacts. It's about having meaningful connections that enhance reputations, that remember you when a good opportunity arises," says Paulo Motta, businessman and founder of The Networkers, which connects leaders from different sectors and moves over R$ 500 million per year in business.
According to The Adler Group consultancy, about 85% of job vacancies today are filled through networking rather than public advertisements. A survey by Harvard Business Review reinforces the impact of these connections: professionals with active networking have a 42% higher chance of getting a promotion. In addition to accelerating career growth, networking also broadens access to opportunities, strategic information, and contributes to the development of interpersonal skills, according to data from the Global Mentoring Group.
The businessman notes that the challenge lies precisely in the excess of superficial information on the subject: "People confuse networking with socializing.They think it's just about swapping cards or having many followers. And it's not. It is a construction process that requires delivery, listening, and clarity about what you represent.
Paulo, Marcos Koenigkan's partner in the Mercado & Opinião events in São Paulo, which bring together top corporate leadership responsible for 35% of the national GDP, is also leading businesses such as IMvester, Agência Blays, and Roga Village. With a track record marked by direct involvement in influence networks and business generation, he has accumulated practical experience on the subject. What I have learned over these years is that good people attract good people. But, for that, you need consistency and intention. You do not attract good connections if your presence in the market is superficial, he states.
In his view, effective networking occurs in three layers:
Visibility with purposeIt's not enough to just appear. You need to be remembered for what you deliver. In a market saturated with information and empty promises, standing out doesn't mean being the most seen, but the most relevant. Purposeful visibility involves consistency, coherence, and a well-defined professional identity. It's being in the right places, with the right content, and for the right reasons.
Shared reputationWho introduces you says a lot about you. And vice versa. At this level, networking ceases to be individual and becomes collective. The strength of the network lies in the trust that is built and lent. When a connection is made, reputations intertwine. Therefore, the importance of being surrounded by people who share similar values and act with credibility, which not only enhances the reach but also the significance of the opportunities that come.
Active reciprocity:Networking is not about asking. It's about offering before expecting a return. Here, the focus is on strategic generosity. Instead of activating the network only when you need something, the true value lies in being helpful, opening doors, sharing contacts, and contributing with intelligence. This stance creates an environment of trust and mutual recognition, where bonds are strengthened based on genuine exchange and not silent pressure.
Contrary to what many think, networking does not require big stages. You can start with small gestures, as long as there is genuine intention. "Sometimes, a well-placed message, a bridge built with generosity, or sincere feedback open doors that no sales pitch could achieve," he says.
With direct language and a focus on relationships that generate real value, Paulo argues that well-done networking goes beyond accelerating business: it repositions people and brands on the map of relevant decisions. In an increasingly competitive market, this could be the difference between being on the margins or occupying the center of the conversations that drive opportunities. The alert, according to him, leaves no room for doubt. "Networking is not optional today; visibility is power. If you don't build bridges, you're accepting to be invisible to the best opportunities in the market," he concludes.
