Dear Anna,

I’m struggling to adapt to the new normal. I’m starting to go into the office again on the odd day, and also set up regular meetings, and I know that the best way to share my work (I’m a creative) and get new job opportunities is to have meetings face to face, but I feel like I’ve forgotten how to do this!

Do you have any advice on how to navigate my way back into the real world again – and is it essential that I have to in order to have a successful career in the future?

Anon

Dear Anon,

There are two parts to this question: working out how best to handle the return to (a ­potentially new) normal, and the question of whether you have to make that journey at all.

Ultimately, the second part is easier to answer because networking is essential as a creative, not least because it’s a world of largely unpublicised jobs and personal relationships. I know that might not be what you want to hear, as I’m guessing you’re asking “do I have to?” because creatives are often a heady mix of introvert and extrovert. So leaping straight back into the socially driven whirl after such a time feels understandably daunting.

But there’s good news, as this huge, global forced reset has shown us with unavoidable clarity a bunch of stuff that was actually always possible. We don’t always have to be in the same room to have a meeting. There are many ways to share ideas. Networking these days doesn’t have to mean throwing yourself into a massive drinks event or pricey conference, where all you seem to do is gain a pile of business cards and a bit of a headache.

Give yourself a firm foundation – and the confidence that comes from that – by acknowledging that you have all sorts of expertise and skills to share

Networking is not about talking to as many people as possible and pitching at them. In fact, the most powerful networks are ­firmly two-way. As we’ve all found out over the past two years, only hearing one side of a Zoom call can be deeply frustrating and not at all fruitful. So thinking about what you give to any potential connection first should encourage the other person to engage and return – literally networking you together like an olden days operator at a switchboard.

Think about what you bring to the table. Give yourself a firm foundation – and the confidence that comes from that – by acknowledging that you have all sorts of expertise and skills to share. That’s why you have the job you have. Then be really precise about what you want from this connection, but don’t expect it all in one go. All relationships take time to build, whether they’re in person or online.

And online is key. A lot of the tools have always been there, but their utility and effectiveness have been thrown into stark relief by becoming literally the only available channel for connection. Think about how video conferencing has not just been normalised but become the default in the past 18 months.

As a creative I think the ­variety of platforms are a huge opportunity for you. Depending on what you do, and what you feel you need, you have a rich palette to work with: Instagram as your portfolio; LinkedIn for your thought leadership; Twitter for more temporal discussion and debate; The Dots for community building.

That’s what creativity is really about, isn’t it? Connection. Connection that takes work, not all of which is comfortable

To get the most out of online platforms, the same rules apply: map out what you want, be clear about what you offer, and make sure the networks you are building are two-way.

A former manager of mine is one of LinkedIn’s Top Voices 2020 – that’s a very big deal on a platform of that scale. My take on how he got to that place is ­because – unlike a lot of people on such platforms – he doesn’t treat it as a purely broadcast format. He asks questions, dives into comments, and seeks and responds to feedback. His posts aren’t always about his work but about the things that inspire and intrigue him, and as such they’re a great insight into not just his expertise but also his ­engagement with the world. He’s building relationships at scale in a way that he can manage and magnify where he needs to, and he’s learning about his connections in return.

You can take this principle as far, and apply it as broadly, as you want. In one way, writing this column is networking for me. Being a writer is not my job but I love engaging with the ­issues that people send in.

By diving deep into a knotty problem and drawing on my own experience, I’m hoping I am helping someone unlock progress on their own path. But a side benefit might be that I’m sharing a bit of who I am and how I think. This column in CR isn’t interactive per se, but I can make it so by sharing online and inviting feedback – opening up for ­another ­level of two-way connection.

Because that’s what creativity is really about, isn’t it? Connection. Connection that takes work, not all of which is comfortable. As the American writer and activist Susan Sontag put it: “Do stuff. Be clenched, curious. Not waiting for inspiration’s shove or society’s kiss on your forehead. Pay attention. It’s all about paying attention. Attention is vitality. It connects you with others. It makes you eager. Stay eager.”

Ultimately, you are here asking this question because you’re paying attention to your journey. That’s the best possible first step. Putting in the work – finding ways to stay eager – will help you to progress in your life, your profession and your practice.

Anna

Anna Higgs is head of entertainment at Facebook. If you have a question for her, send it via CR’s social channels, or email [email protected]