Networking is important. Yes, the cliches have gotten old…”it’s not what you know, it’s who you know” has been around since the Roman Empire (“Non quis vos teneo, tamen quisnam vos teneo”). You can argue about whether or not it is appropriate to operate that way, but the reality is there is some truth to it. Remember, though, that there is more value to networking than just finding a job.

Your employees are valuable because of their individual skills, but those skills need to be current and your team needs a modern vision of how to employ them. It helps to know what is going on in their field, what new ideas are emerging, what others are doing. Yes, they may be talking to their competitors, but if it advances their knowledge and abilities, that is a good thing, right? This is not networking to find a job, it is networking to learn.

When we think of social networking we figure we are already doing what we can. So long as we are on Facebook, LinkedIn, and Instagram, we are covered, yes? LinkedIn in particular has made it easy for discussion groups to spring up, with daily e-mails of the latest comments delivered every morning. We are all set, right?

Well, no. While online networking has a place, it is not the only form of interaction. There is another thing called “talking” that is pretty useful too.

You and your employees should get out and about in your field, mixing socially with others and learning what you can from their ideas and experiences. This is not about getting out and stealing business information from your competitors (and make sure you and your employees are careful not to give away proprietary information of your own). It is about interacting with others to spark ideas of your own.

Locally, you will find opportunities, and if not, then you should create them. Consider monthly happy hours for folks in your field, maybe at different bars around town so you mix networking with exploring. To accommodate the non-drinkers (or at least, those who drink but probably shouldn’t), consider a monthly lunch instead. These may exist; do some snooping online to see what you can find. If they do not exist, maybe you can start them. It works for Chambers of Commerce, you can probably make it work for folks in your particular field. The Drupal community has done a great job of this, supporting both local meetups and international gatherings. The fashion industry has a regular schedule of shows for the big players, and plenty of smaller shows for local designers or those breaking into the field. The Meetup site and app have made it so easy to find people with similar professional interests. Why not get out there and see what ideas are emerging in your field?

Consider, too, the professional associations for your field. These are more formal, and typically have more resources available to you in addition to providing ways to meet. The larger national and international groups will often have local chapters, especially in major cities, so look into these as a way to get together.

We mentioned earlier that if you do not find opportunities, you should create them. Start a Meetup group yourself, or lead an event through a Chamber of Commerce. You might also consider looking for leadership positions in some of your national groups. Why take this on? Because it will help you become known as a leader in your field, and will enhance the perception of your expertise. When talented employees are looking for a new place to work, when clients are looking for new providers, your name will be out there and you will be a known quantity in a far greater way than if your folks are simply commenting in online discussions.

Our online experience should supplement our real world experience, not substitute for it. Many of your employees, especially in creative fields, will thrive on contact with others, and for centuries that contact came in the form of face-to-face discussion. Despite all the advances in online communication, nothing has yet been invented that can replace the value of in-person conversations.