The key to effective networking: Why event hosts should focus on facilitating personal connections
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As an event host, you have a unique opportunity—and, arguably, a responsibility—to help your guests not just meet, but genuinely connect. After all, finding new, beneficial connections is often one of the core reasons your guests attend.
Today, many events gather groups of people who are relevant to one another, but the process of actually finding and connecting with others is often left entirely to the attendees. Whether they walk away with meaningful relationships or just a stack of business cards depends largely on their individual networking skills.
But as a hosting organization, this shouldn’t be left to chance. Facilitating connections is part of your value proposition—and it can transform your event into something truly memorable.
Why networking is harder than it looks
The challenge is twofold:
Many people find it difficult to approach strangers, initiate conversations, or make those conversations meaningful.
Even for seasoned networkers, conversations often default to surface-level topics like careers, roles, or, worse, sales pitches.
The truth is, for many attendees, networking doesn’t come naturally. “Traditional networking” alone rarely creates bonds that last or lead to meaningful, lasting relationships.
Real, personal connections are the key to successful business relationships
Human connection, however, is different. Personal connections—built on shared experiences, interests, or values—are what truly lead to stronger professional relationships. This type of connection creates much stronger bonds among guests. After connecting on a personal level, attendees are far more likely to stay in touch. Connections formed through personal common ground lay the foundation for trust and collaboration, increasing the chances of successful business relationships (Thye, Yoon, Lawler, 2002).
Additionally, while we often expect interaction with strangers to feel awkward, research shows that even brief conversations with people we don’t know can boost happiness (Epley & Schroeder, 2014). By creating and facilitating these moments, you enhance the overall guest experience and satisfaction, leaving your guests with a greater sense of fulfillment and joy.
The Payoff: Lasting Impact for Your Guests and Your Brand
When your guests leave feeling happier—thanks to the personal connections they’ve made—they’re more likely to stay engaged with one another and with your organization. Facilitating these connections demonstrates that you genuinely care about your community. This enhances your thought leadership as guests associate their positive experiences—and the meaningful connections they form—with you. By shifting your focus from simply leaving room for traditional networking to facilitating genuine connections, you create an experience that leaves your guests fulfilled and eager to return for your next gathering.
Remember: Connection is happiness, and happiness is contagious. This is the number one thing you want to make happen to truly increase the success of your event for everyone involved. Facilitate it, and watch your event—and your community—thrive.
A note on diversity in connections
It’s important to remember that people are naturally drawn to others who seem similar to them at first glance. However, in business, R&D, and beyond, diverse perspectives provide a more complete view and lead to enhanced results. A valuable next step is to actively counteract in-group favoritism and create opportunities for more inclusive and diverse connections.
Do you want to improve how you facilitate personal connections among your guests but feel unsure where to start or how to make it happen? I can help, whether it’s consulting on your current setup or designing creative new approaches tailored to your event.
Does this suit your organization or any of your projects? (juliette@colorfulmatter.eu)
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