Smaller Circles Drive Bigger Career Moves

TLDR: One of the biggest struggles we hear is how to grow a network. I would argue that maybe your network doesn’t need to be bigger, it needs to be better. This post covers how to build a smarter, smaller network that you’ll actually enjoy engaging with while strengthening your personal brand and future proofing your career.

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Think back to the last time someone referred you to a dream client or dream job… where did it come from? I’m going to guess that it probably wasn’t a cold LinkedIn connection. What’s more likely is that it was someone who’d actually worked with you like a former colleague, past client, or launch partner who's seen you in action.

That's the power of what I call a micro-network, and I honestly believe it's the most underrated pipeline strategy and career builder for comms pros of all time.

A micro-network is intentionally small and typically made up of 10-ish people who have direct, personal experience with your work. They know your strengths, your working style, your personality. They've seen how you handle pressure, solve problems, and deliver results.

What makes a micro-network powerful isn't size, it's depth. These relationships span different industries, roles, and career stages, which means each person connects you to entirely different opportunities. Each one is a doorway to networks you couldn't access on your own and each one is powerful because they know you’re good at what you do.

Studies show 92% of people trust recommendations from people they know over any other form of advertising, marketing, content, or cold outreach. But beyond the data, micro-networks solve some real, practical problems that we can all relate to when trying to grow our own networks:

The successful consultants are already doing this, maybe even by accident. 

Go scroll through LinkedIn and you'll see it (and from here on out you won’t be able to unsee it). There’s a crazy amount of small groups of consultants and comms people who consistently engage with each other's content, share each other's wins, and openly collaborate on projects to build visibility together rather than competing for attention.

Interestingly enough, career strategist Dawn Graham also references micro-networking behaviors in her book Switchers, as a way to effectively build a network that helps you change careers without starting over. Our desired outcomes are different, but the sentiment is the same: small, consistent actions that strengthen existing relationships are more powerful than constantly chasing new ones. 

Platforms are also noticing AND responding to this concept. Sprout Social reported that 79% of professionals now prefer smaller, focused communities over broad networks, and we all know that LinkedIn's algorithm actively favors content from engaged communities over generic posts. The concept is there, so why aren’t we leaning into it.

To me, this shift of desire toward quality over quantity is signaling a correction in the market that people are leaning back into connection and community vs. trying to broadcast advice and see what sticks. There is too much content from too many people out there. So to stand out, this means you’re gonna have to look in, and know how to provide true value in the way that you nurture your existing network, not grow it.

The good news here is that you don't need to meet any new people and you can get started right now, because your micro-network already exists. All you need to do is identify and invest in it.

1. Start with a list. Think back over your career. Who has worked with you closely? Former clients, colleagues, project partners, agencies, announcement collaborators, journalists, bosses, old spokespeople you supported, speakers you sourced / trained for a panel you developed, etc. Who did you like working with and who saw you at your best? That’s a great place to start.

2. Get smart and deliberate about your 10. Each person should connect to a completely different network. Think of it like this: your former tech client knows startup founders; your agency partner knows brand directors; and your journalist contact knows media buyers. That's exponential reach through trusted people. Something like…

The BIG key to this is that everyone you pick should be someone you actually like and want to talk to all the time. The feeling also has to be mutual. Which leads me to my last tip….

3. Prioritize mutual value. Think of this step as how you would make friends on a playground. Be kind, be helpful, and you’re more likely to make friends by providing value. In the real world this looks like sharing their work, making introductions, and offering help before you need it. When you see someone in your micro-network facing a challenge you've solved, reach out proactively. I like to ask myself ‘who in my network should know each other?' and then make intros.

Micro-networks thrive on reciprocity and each person in this structure is the opportunity to connect to a different world. By remembering that community and value is built through support, you'll build a deeper network that spreads roots naturally.

Your micro-network is probably already in your phone. It’s people who don't need to be sold on your abilities because they've witnessed them.

Focus there and invest there, and the referrals will follow. At the end of the day, ten people who genuinely know your work will outperform a thousand who vaguely remember your name every single time.