A guide to networking in the ‘new normal’

Meeting face-to-face is the most authentic way to get a real conversation going, with virtual meetings hosted during the pandemic highlighting the importance of building those human connections that come from in-person events.

Tan Kuan Yan, CEO of Singapore-based event engagement hub Jublia, says there are definitely cautious sentiments with regards to people gathering together in a physical space at the present time, as people adjust to a post-covid era.

“We should learn from what we have all been through in the pandemic, and identify two types of needs; the ones that have not changed and the new ones that surfaced during the pandemic,” he says.

“For example, one that has not changed is the need to meet - how do we provide the most relevant opportunities for attendees to make meaningful conversations?”

Here are four networking tips for 2022:

Business matching programmes and more

Jublia’s Yan says there are certain networking patterns from just before the pandemic that may hint at what to expect as in-person events return.

“At that point, there was a stronger emphasis from event organisers on business matching programmes, to encourage better ROI for their exhibitors,” he says.

“These come in many forms, from boutique VIP buyers clubs to sector-based matchmaking, to large-scale business matching.”

AI-driven recommendations

Investing in technology such as artificial intelligence can open up networking opportunities. For example, AI goes beyond job titles and keywords and can flag up ‘matches’ for exhibitors based on an attendees’ interests or other events they have visited. 

“I see a continuation of where we left off before the pandemic, to evolve the attendance proposition to focus more on quality rather than just quantity,” says Yan.

Focus on one-on-one virtual networking

Fernando Lonergan, senior director, Australia & regional sales & solutions at BCD Meetings & Events says that attendee priorities for participating in a virtual meeting usually revolve around getting access to important information, be that via educational content or self-development from a motivational speaker.

“Consequently, the idea of networking is a much lower priority and often optional participation tends to be low,” he says. “As such virtual networking is often better considered as part of a meeting follow-up strategy to get one-on-one time with attendees.”

Implement safe measures on-site

A need that is definitely new post-pandemic is a stronger focus on health, with attendees entrusting organisers to implement robust health measures onsite. This could mean smaller breakout sessions to foster deeper, more balanced conversations, while still respecting people’s need to social distance.