Pay a Conference a Call: Making Connections at Industry Gatherings

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IF YOU WANT to learn about the future of your industry, find a job, or just make yourself look like a rock star at your company, there's only one way to go: Attend a professional conference.

Most industries have some sort of annual gathering that industry pros attend to learn and network for a few days. Marketers attend conferences such as Ad:tech; librarians hit up the American Library Association's annual shindig; lawyers have dozens of events worldwide to choose from. And employed and unemployed alike can score key connections, learn new skills and even land a job through one of these events. But look sharp — it's easy to get overwhelmed and feel like you've wasted loads of money unless you go in with a plan.

With many professional conferences costing hundreds of dollars a day, you want to make sure you're not wasting your hard-earned cash. And that's even before you add in transportation and hotel costs. If you're footing your own bill, there are ways to lessen the pain, says Melissa Fireman, founder of Washington Career Services.

Many conferences give volunteers free registration badges, for example, and "volunteering at the sign-in table of the event means you get to meet everyone," Fireman advises.

Where shouldn't you scrimp? On the hotel, experts say. Booking in the "official" hotel may cost more up-front, but if you have to hop in a cab every time you want to drop some swag off in your room, costs will soon add up, says blogger Jeremy Schoemaker, an entrepreneur, marketer and veteran conference-goer (who blogs at Shoemoney.com). Splitting the cost of a room with a colleague is a much better choice.

Once you've arrived, the best way to make the connections you need is methodically, conference-goers agree. Start with a plan, Fireman suggests. Research conference attendees and exhibitors ahead of time by nabbing a copy of the program or exhibitor directory, which is often mailed to registrants. This goes for both job seekers and pros who are representing their companies.

Last month, for the Federal Office Systems Exposition (FOSE) 2010 conference, Melody Woodward, an executive account manager at Federal Schedules, went to meet with old clients and find new ones. FOSE is the longest-running government tech event in the nation, so it's a great place to drum up business. "When I leave my office," she says, "anybody is a potential new client. We always are open for new business."

Woodward's best prep tip is to talk to everyone, even competitors. While you might consider them your competition, they might also be your best friend. And never run out of business cards: Even an informational panel could turn into an informal networking session.

Donna Chatman Owens was searching for a new job at FOSE after being laid off from Lockheed Martin. "I study the companies, identify the ones I want to see and target the ones I really want to see first, because there are a lot," she says, before approaching a job fair booth. "I've heard a lot about you," she tells the booth staffer, who is obviously flattered.

Targeting, and prior research, is especially important at a conference, where the atmosphere can be pushy, says Jim Dooley, the senior director of administration and HR for Kestrel Enterprises, a D.C.-based IT services firm. Many of the jobs he hires for require specialized skills or security clearances, but, he says, "people will insist on giving their resume to you anyway," which doesn't leave him with a positive impression. He suggests "being aggressive without being overbearing," and learning when "we don't have any openings for you" really means just that.

Finally, don't ignore smaller companies in favor of the ones everybody's heard of. You're likely to make stronger connections, and perhaps more fruitful business contacts.

"As a small business, we each wear a lot of hats," explains Dusty Codd, senior director of Computer Technologies Consultants, who was helping to staff his company's booth at the FOSE job fair. "We have the business decision-making folks here, rather than just a designated career fair person. We know what our needs are," he says, so CTC can make decisions about job seekers on the spot.

However, do temper your expectations. Contracts aren't signed overnight, and jobs don't appear out of nowhere. Fireman, the career counselor, agrees: "It could happen that you're going to be invited for an interview, but I don't necessarily feel that people get job offers directly from conferences." Codd, too, says his company is looking for more of a relationship with potential hires, not a "short, quick fix" for talent shortages.

Finally, don't underestimate the physical strain of being on your feet instead of perched in an ergonomic office chair. After a couple days of wandering exhibit halls and shaking hands with hundreds of people, you'll be glad you wore comfortable shoes, says Diana Dibble Kurcfeld, president of Design to Delivery in Bethesda, a government procurement consulting firm. She was attending to network and find new technologies to use at her company. "It sounds strange, but after 22 years of going to trade shows," she says, "I've learned that it's impossible to network when your feet hurt."

Written by Express contributor Rachel Kaufman
Photos by Jacqulyn Maisonneuve