Why Networking Isn’t Enough: The Art of Building Allies in Your Career

In today’s challenging labor market, “networking” has become a common recommendation to cut through the masses of people applying online. We’re told to build our networks, grow our contacts, and “get ourselves out there.” But after years of coaching leaders and professionals across industries, I’ve come to see a profound difference between networking and building allies, and I want to share these differences in this month’s blog. 

Both are useful—both can open doors—but they serve different purposes. Networking is about exchanging information, while ally building is about exchanging trust and building true connections. As I often say in my work, the healthiest professional relationships are the ones that go beyond transactions and tap into genuine human connection. 

Networking tends to be goal-oriented—and often, that goal is finding a job or promoting something you’re selling. It’s about marketing yourself or your services and putting your name out there. And there’s nothing wrong with that, especially in times of transition or unemployment: networking is essential. It’s how many people get back on their feet and find their next role. 

But networking can sometimes feel salesy or one-sided. You might catch yourself rehearsing an elevator pitch or trying to make a great impression, rather than forming a meaningful connection. At its worst, networking can feel empty and a chore, because the focus is on what you can get rather than how you can help each other. 

It’s the difference between handing someone your business card and asking for something you need versus truly getting to know them and figuring out ways you can help each other now or later. Building allies is about mutual growth and authentic connection. It’s not about collecting contacts—it’s about creating longer-term connections. When you build allies, you’re fostering relationships that are two-way, helpful, and emotionally rewarding. 

Unlike networking, ally building isn’t something you do only when you need a new job. It’s an ongoing process that weaves through every stage of your career. You build allies when you mentor someone, when you show up for a colleague in a tough moment, or when you offer guidance without expecting anything in return. You can grow your allies and be an ally at any stage of your career. 

Understanding the difference between networking and ally building can shift how you approach your professional relationships—and even how your career unfolds. Networking may help you land a role, but your allies help you thrive once you’re in it. They provide the kind of psychological safety, collaboration, and trust that sustain you through turbulent times. When you invest in genuine relationships, you don’t just gain career advantages—you gain resilience, confidence, and belonging. These are the pillars of long-term professional wellbeing. 

In sum, both networking and ally building have their place and purpose. Networking can get you in the door; allies can help you stay and succeed. Keeping up with your allies once you have a job is key so that later on, when you need them, they are there. The worst mistake is to only network when you need something, as people can see through that. Remember to think of ways you can give back to your allies, versus just taking when you need a job or to sell a service. Doing so will empower you through the ups and downs of your career journey.  

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Dr. Laura Hambley is a thought leader on Career and Workplace Psychology, passionate about career development. She founded Canada Career Counselling in 2009, however has specialized in career development since 1999 through her Master’s research and counselling in different settings, including outplacement and career transition firms in Alberta.

Dr. Laura learned early on that effective career planning enhances wellbeing, confidence, and clarity in one’s work and life. Combining the expertise of Psychology with Career Counselling is what she sought to do as she founded and evolved Canada Career Counselling from Calgary to Toronto, Victoria, and Halifax, providing Career Counselling and Career Coaching to thousands of clients over many years.

Dr. Laura enjoys her work as a Career Counsellor and Career Coach to professionals who are in mid- or senior stages of their career, helping them navigate complex career decisions and pivots. Her extensive experience as an Industrial/Organizational Psychologist, enables her to understand and address the challenges faced by individuals, leaders, teams, and organizational cultures. Having consulted to a wide range of organizations since the late 1990s, and becoming a future of work thought leader, has enabled her to help individuals and organizations navigate the latest trends impacting today’s organizations.

Dr. Laura fulfilled her dream of having her own podcast in 2020, called Where Work Meets Life™, where she interviews experts globally on topics around career fulfillment and thriving humans and organizations. She is a sought-after keynote speaker for organizations, associations, conferences, and events.

In addition to her Master’s in Counselling Psychology (1999), Laura holds a Ph.D. in Industrial/Organizational Psychology (2005) from the University of Calgary. She is a Registered Psychologist with the College of Alberta Psychologists, as well as a member of the Psychologists’ Association of Alberta and the Society of Human Resource Management (SHRM). She also contributes to teaching, supervision, and research as an Adjunct Professor of Psychology at the University of Calgary.

For more resources, look into Dr. Laura’s organizations:

• Canada Career Counselling

• Synthesis Psychology