24-03-2025
Why There's No Substitute For The Power Of In-Person Networking
There's no denying that we live in an increasingly digital age. For many, this has had a direct influence on how they approach networking. One need only look at the growth of LinkedIn, which now claims over 1 billion members in over 200 countries and territories.
Many professionals now use LinkedIn or other online resources as their primary networking method, whether they are joining industry groups, looking for jobs or reaching out to potential collaborators.
While such resources have definitely opened up new opportunities and connections for many, they are still no substitute for in-person networking. Quite frankly, in-person networking has key advantages that can never be fully replicated in a virtual space.
Online networking events have certainly come a long way, but they still tend to focus on efficiency rather than true opportunities for connection.
As Aneta Pawlik, marketing communications manager at Female Founders, writes, 'Online events are organized to accommodate presentations and question time – and they tend to strip the social parts because, historically, it has been very difficult to connect with other people during webinars or live streams. And let's be honest; we have all been part of events where other attendees are happily not turning their cameras on and staying silent in the chat. This attitude makes it difficult to truly build relationships with other participants or speakers compared to in-person interaction.'
As a result, online networking events often result in one-way communication rather than true connections. Networking through social media can take time due to delayed responses. On the other hand, in-person events allow for more spontaneous and natural conversation. Body language, tone and other factors enable more natural conversation that build rapport and make interactions more meaningful and memorable.
Because of this, in-person networking lets you demonstrate your authentic personality and expertise. Your demeanor during these conversations can create a lasting impression that builds trust and connection much quicker than if you were to connect exclusively online. Even if you don't immediately start doing business with someone, that in-person connection will help you remain in their memory for when they need to consider business partners in the future.
Another advantage of in-person networking events is that they often provide unexpected opportunities to connect with people you wouldn't have met otherwise. These unplanned interactions can sometimes lead to the most important partnerships and connections — whereas online, you are generally limited to connecting with the people you originally planned to connect with.
For example, Caribbean event-planning agency Mystique highlighted the power of in-person events through its work on the Jamaican premiere of the Paramount Pictures film 'Bob Marley: One Love.' The event brought together 900 VIP guests, including the Prime Minister of Jamaica, Ziggy Marley, Rita Marley and Prince Harry and Meghan Markle. For the guests of this premiere, attending an in-person event provided the opportunity to meet actual royalty.
While you probably won't encounter royalty at your next industry-specific event, in-person networking opportunities can still provide chances to meet with similarly important people in your niche. You might bump into a presenter and get the chance to ask more in-depth questions about their area of expertise. You might meet a manager for a different company who is looking to partner with someone with your own skill set.
These spontaneous meetings can often be more worthwhile than planned activities and meet-ups, leading to lasting partnerships. On the other hand, simply attending an online webinar with little to no opportunity for interacting with other attendees will completely eliminate these kinds of opportunities. In that case, you aren't really networking at all, and potential partners may never even learn you exist.
Perhaps the most powerful advantage of in-person networking is that it is generally more likely to serve as a breeding ground for collaborating with others. As you connect with other businesses and individuals in a natural, in-person setting, these conversations that build rapport can also help you and others recognize common goals and interests.
Having time to talk together in-person can lead to more in-depth discussions where you share ideas and ways you can collaborate to make different projects a reality. And with in-person networking, it is much easier to find ways to continue the conversation even after the official portion of the event is over.
This isn't to say that online networking can't help you discover these opportunities as well. However, the inefficiencies of online networking can make it much harder to get to this point. Case in point: A study from the Journal of Experimental Social Psychology found that making a request in person is 34 times more successful than making that same request via email — largely due to the emotions conveyed during in-person conversation.
Better communication is foundational for stronger collaboration, and in-person networking can lay the groundwork for these partnerships.
Digital networking opportunities are undeniably powerful, allowing collaborators who are geographically distant to work together effectively. But don't neglect in-person networking. Meeting and networking in-person can help you build rapport and trust, while also creating unexpected opportunities that wouldn't have been available through a digital event.
By strategically using in-person networking, you can create new connections that lead to even more powerful collaborations.
