Most people think about their network only when they need something: a job lead, an introduction, a recommendation. That’s understandable, but it’s also exactly why many networks go cold at the worst possible moment.
I was reminded of this recently while reading a Kellogg Insight article on keeping your network warm. While some of the advice felt familiar, it surfaced an idea I strongly agree with and see play out repeatedly in my coaching work: a healthy network is a habit, not an event.
Like working out or eating well, networking only works when it’s done consistently, thoughtfully, and long before you’re under pressure. This matters whether you’re actively job searching or comfortably employed in a senior role. In fact, passive executives may have even more to lose when their networks quietly atrophy.
Here is how I coach clients to keep their network warm in a way that feels natural, sustainable, and useful to others.
Think Like a Resource, Not a Salesperson
One of the best pieces of advice I ever received was this: you want to be known as a resource, not a salesperson.
When someone sees your name pop up in their inbox, on LinkedIn, or on their phone, what do they think?
- “What does Pat want now?”
- Or “This might be interesting. I usually learn something from him.”
That distinction matters. People are far more open to staying connected with someone who consistently provides value than with someone who only appears when they need help.
Providing value doesn’t mean you never ask for anything. It means the relationship isn’t defined by the ask.
Make Networking a Habit, Not a Burst
One of the biggest mistakes I see is what I call networking in downpours: intense activity for a few weeks, followed by six months of silence.
Networks don’t respond well to that rhythm.
Instead, think in terms of a steady heartbeat:
- A regular post or insight you share
- An occasional check-in with someone you respect
- A pattern that signals presence, not urgency
This applies equally to job seekers and executives. If you wait until you’re in transition to “activate” your network, you’re already behind—and you’re also more likely to sound transactional, even if you don’t intend to.
Focus Your Message Instead of Trying to Be Everything
A warm network isn’t built by being all things to all people. Whether you’re using LinkedIn, email, or conversations, people need to quickly understand:
- What you’re interested in
- What you think about
- Where you add perspective
I often use a coaching analogy: if someone asks what kind of clients you work with and you say “everyone,” that tells me nothing. If you say, “I work with senior leaders navigating career inflection points,” now I know who you are.
The same applies to networking content. You don’t need to generate all the ideas yourself—you can share others’ work—but you do need a point of view. In a custom-expert economy, focus beats volume every time.
Don’t Ignore the Power of Weak Ties
One of the most overlooked ideas in networking is the power of weak ties—the people at the edges of your network.
These are:
- The person you met at a conference years ago
- A former colleague who moved into a different industry
- Someone you don’t talk to often, but genuinely liked
Many people hesitate to reach out to these contacts because they feel awkward or assume the connection is too thin. In reality, those weak ties are often the most valuable.
Why? Because they sit in entirely different circles.
Strong ties tend to know the same people you do. Weak ties open doors to new industries, perspectives, and opportunities—what are sometimes called a “new fishing hole.”
Related: Weaving Your Career with the Spider Web of Networking
Use Thought Leadership to Create Visibility (Without Noise)
I often encourage clients, especially those changing industries, to use consistent, low-pressure thought leadership as a networking tool.
A real example: my son works in contract analysis at a large medical device company. He’s good at it, but his passion is sports analytics. While finishing his master’s in data science, I encouraged him to start sharing analytical insights related to sports—nothing promotional, just thoughtful work.
Not every post landed. That wasn’t the point.
The point was proof of engagement. There are certain things you can’t fake:
- You’ve either written the posts or you haven’t
- You’ve either stayed visible over time, or you haven’t
Consistency signals seriousness—without a single cold outreach message.
Everyone Is Not Equal So Segment Your Network
Another practical step: stop treating your entire network the same way. If you have 1,500 LinkedIn connections, they are not equally relevant. Most people have:
- A core group (200–300) worth more intentional care
- A broader group that benefits from lighter-touch engagement
Segmenting your network allows you to:
- Prioritize energy where it matters
- Avoid burnout
- Be more thoughtful instead of more frequent
This is especially important for senior leaders, who often have large but unmanaged networks.
The Best Value You Can Offer: Making Sense of the World
If you’re wondering what “value” actually looks like, here’s a simple filter I use:
The most effective networkers help people:
- Make sense of complexity
- See patterns or cause-and-effect
- Understand what matters and what doesn’t
That might mean:
- Curating insights
- Offering a clear framing
- Connecting ideas across disciplines
It doesn’t mean constant offers, urgency-driven posts, or manufactured enthusiasm. In fact, that’s how you wear people out. People don’t mind hearing from you when they trust the signal.
Why This Matters Even When You’re Not Looking
For job seekers, this is obvious: warm networks lead to better conversations, not just more conversations.
For passive executives, the risk is quieter but just as real. Roles change. Industries shift. Organizations restructure. When leaders wait too long to re-engage, they often discover their network has gone stale without them realizing it.
A warm network doesn’t guarantee opportunity, but a cold one almost guarantees friction.
The goal isn’t to network more. It’s to show up better, more consistently, and with a clearer point of view.
Do that, and your network won’t need warming up—it will already be alive.
Thinking About What Comes Next
Keeping your network warm isn’t about visibility for its own sake. It’s about staying meaningfully engaged—so when change comes, you’re not starting from zero.
Whether you’re actively navigating a transition or steady in your role today, the discipline is the same: show up consistently, offer perspective, and be useful before you’re urgent.
If you’re thinking about how your network fits into a larger career strategy, I work with leaders through career coaching at Jody Michael Associates to help clarify what’s next—sometimes in preparation for change, sometimes to strengthen where they are now.