How to Network and Set Yourself Apart in a Virtual Environment

No one expected 2020 to bring what it brought.  But our resilient industry quickly adapted to keep things moving and went virtual.  Here we are, six months later, and virtual reality is our new reality.  And in this new normal, legal networking, job hunting and hiring are still taking place.  Like any curveball, we must adapt and learn how to successfully network and set ourselves apart to excel in the virtual landscape.

A.     Virtual Networking

You may be thinking, “how can I network when no one can meet in person?”  The good news is that most attorneys were already glued to their email.  So for many, e-communication (think email, LinkedIn) is and has always been the preferred method of initial contact.  Networking today therefore is as easy as an email, text, or social media message. But how to get started? 

i.                Utilize your existing network.

First, consider reaching out to your existing network to touch base.  In this environment, people are eager for social contact, so it will make someone’s day to hear from a colleague.  People may have a bit more time on their hands, increasing the chances of getting a response.  Covid has forced technological advancement on us all, so most people are familiar with video chats.  One idea is to set up virtual coffee dates using video chat, or just a quick catch-up phone call.

Important tip: remember to be human.  With everyone working from home, formalities are a bit more laxed, so ask people who you’ve already had a relationship with how they are, how their families are, and where they are staying during this time.  You are writing to them not because you need something, but because you want to hear how they are doing and see if you can be of assistance in any way. 

Let’s take a minute to clarify the purpose of networking.  The goal of networking is not to get something out of it.  If that is your objective, it will be obvious to the other person that you are only reaching out to them because you need something.  Rather, we network to build and foster authentic relationships based on trust.  Focus on how you can help your contacts – not on how they can help you.

ii.              Expand your network.

After you’ve sent initial emails, LinkedIn messages, and texts to your current network and friend group, think of ways you can make contact with new or secondary contacts.  For example, consider writing an article and emailing it to people once published, with a short intro about yourself and how you are connected if you have something in common.  Many of us have more free time now to write articles, and publications are always eager for content.  Spend some time finding the right publications and reach out to them to offer submitting content.  Going back to the content of your networking email, it comes down to what you can offer that individual - whether it’s an article you wrote or think applies to them, or a virtual event that you think they’d like to attend.  The responses that typically go unanswered are the ones that visibly require something from the recipient.

iii.             Market yourself generally.

And once you’ve reached out to your existing network and secondary network or people with whom you have a connection, start getting involved with your industry and market yourself to the public.  You can offer to speak on a panel, attend virtual events, and post content on LinkedIn and other social media.

B.     Virtual Job Hunting

Even though some industries have slowed down, many industries are continuing at the same speed or have even picked up during this time (think: technology and digital content).  The reality is that businesses are still hiring.  I know you may be saying, “yes, but there is more competition than ever and how do I stand a chance when I’m one of 100+ applicants?”  Just because there are many applicants doesn’t mean you have to give up before you even get started.  Rather, it’s time to get creative and strategize how to communicate to the company that you are the candidate they are seeking.   

Let’s take a step back so you can remind yourself of one important fact – there LITERALLY is no one else like you on the planet.  You are as unique as a snowflake and bring to the table your own personality and experience.  Now that you are reminded of your awesomeness, you understand that the issue isn’t that you are just like everyone else.   Rather, the issue is how not to look like every other person on paper.  The following are some tips on how to make your resume stand out:

i.       Make your resume stand out visually. 

Change your font to something other than Times New Roman, that is more stylized yet still professional (e.g., Cambria or Arial Narrow).  Also, you can make a stylized heading or include a design with your name and contact info.  But go with your gut – if you think it’s a little much, it probably is.  Keep it tasteful.

ii.     Tailor your resume to the job.

Do you only have one stock resume that you submit for each job positing?  If yes, consider changing your approach.  You should have multiple different resumes.  No one’s experience is limited to one type of experience.  Read over the description a few times and come up with a list of things you’ve done that match or are transferable to that description.  Reorganize your resume descriptions so that the applicable experiences are listed first.  You only have a few seconds to catch the eye of the reviewer, and if the first thing they read is off topic, you may end up in the discard pile before he or she gets to the applicable descriptions.

iii.    Add an “Interests” section. 

Fun fact: I did this and it ended up getting me my new job!  My company was looking for a trademark attorney and received various resumes.  What caught the eye of Tina Loza, the founding partner of my firm, Loza & Loza, LLP, was my “Interest” section where I wrote “Avid Peloton Member.”  It just so happened that Tina also loved Peloton.  She emailed me with a note that this caught her attention and she’d like to interview me.  Once I had Tina on the phone, I was able sell myself and convey to her why she should hire me. 

In short, because I added something fun on my resume, I was able to catch the attention of the hiring partner, which then allowed me to make the pitch and land the job.  I strongly suggest you do the same and get creative.

C.     Takeaways

In our new normal, it’s time to take lemons and make lemonade.  You can make the most of the virtual process by getting smart and staying ahead of the curve.  Most importantly, remember your awesomeness and keep on moving, even virtually.

Summary of tips:

·       Networking:

o   Reach out to your existing network to see how your contacts are and offer to catch up virtually

o   Find people with common interests or mutual connections and reach out to them with something to offer, like an article you wrote or an event you think they’d like to attend

o   Market yourself generally, share content on social media, and get out there virtually by attending virtual events

·       Setting Yourself Apart

o   Make your resume stand out visually

o   Make your resume more interesting by adding an “Interests” section

o   Tailor your resume to the job description

Francesca Witzburg is a partner at the IP firm Loza & Loza, LLP.  She specializes in trademarks, copyrights, and related transactions.  Francesca represents clients in various industries, including entertainment, fashion, beauty, luxury, technology, and consumer products.  She has counseled top businesses, celebrities, artists, athletes, and influencers.  Francesca is passionate about intellectual property and frequently writes, speaks, and teaches on the subject.  In her spare time, she loves to read, write, run, and Peloton.