Human society, argues Earls, functions as a herd. Word of mouth is an essential part of the communication process in the human herd. He uses the Arctic  Monkeys as an example. They were not signed up to a record label, they achieved fame by making their music available as free downloads on the internet, playing gigs and relying on word of mouth communication between their fans.

When we encourage job seekers to network in order to find jobs, we are relying on the same word of mouth contact that dominates herd marketing. We often present networking as a way of making new contacts- and indeed it is that. But it is more than just contact making. Effective networking is having your contacts talk about you. Utilising the word of mouth processes that are inherent in the way the herd communicates. So that your reputation spreads, and even people you have not met start to take an interest in you.

This means that there need to be connectors and influencers amongst the people you network with. These terms, devised by Malcolm Gladwell in his book Tipping Point refer to the sort of people that know everybody and everybody knows, people whose personality is such that we pay attention to what they say.

It all sounds a bit arcane, but it is only common sense really. When we network we need to do so with influential people and in such a way that are sufficiently impressed to mention us to others. Networking remains the most likely way of getting a job. It is even more effective if we understand why it works and do it well.

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