1 Learn the concept
Two things launch a career: what you know and who you know. What you know is your skills and knowledge. Who you know is your network of people who can advise you, introduce you or recommend you. Many people ignore the second half, but opportunities often arrive through people. This lesson shows how to take stock of both and how to start building a network even if you are starting from nothing.
2 See it in action
- List your skills honestly, including ones from non-marketing work.
- List the people you know: classmates, teachers, former managers, mentors and community members.
- A network is built by being helpful and staying in touch, not only by asking for jobs.
- Weak ties matter: acquaintances often know about openings your close friends do not.
Worked example
A short message to a contact
Message: "Hi Sam, I am finishing a marketing course and I would love your advice. You moved from retail into marketing. Could I ask two questions about how you started? Ten minutes by phone would be great."
Why it works: it is specific, it respects their time and it asks for advice, not a job.
Follow-up: thank them in writing and share what you did with their advice.
Check: send three messages like this and track replies in your profile.
3 Study an example
Example scenario
A student realizes her former manager, two professors and a friend's older sister all work near marketing. She sends each a short, specific message asking for advice. One replies and introduces her to a hiring manager.
4 Apply it and download
- Write ten skills and ten people you know.
- Choose three people to contact this week and write a short message.
- Track replies in your workbook.
Worksheet Personal brand and career profile workbookOpen, print or save as PDF