From Campaigns to Connections: My Journey into Strategic Networking
If there's one thing advertising has taught me, it’s how to build strong messages. But over the past few months, I’ve learned that building strong relationships is just as important, especially in marketing.
As someone who’s led creative campaigns for over a decade across three continents, I thought I had a decent grasp on the industry. But this semester’s Marketing Seminar series gave me a much-needed shift in perspective. It reminded me that your next big opportunity doesn’t just come from a good idea. It comes from who knows you and what they know you can do.
A Classroom of Unexpected Mentors
I didn’t expect to learn this much from a guest speaker series. Each speaker had their own story, but two really made a lasting impact.
The first was Adriana Salazar, whose talk on building a marketing career in Canada was honest and practical. Her advice about showing up, crafting a personal brand, and genuinely following up after networking events hit home. She wasn’t just throwing buzzwords around. She showed us how these small actions opened doors for her. I found myself applying her strategies immediately, especially on LinkedIn, where I updated my profile and began commenting thoughtfully on others’ posts.
Then came John Cardoso, who flipped the script by talking about aesthetic literacy. As a creative director, I’ve always leaned on instinct to evaluate visuals. John gave me structure with his framework: clarity, emotional impact, and functional relevance. He made me realize that even in personal branding, how something looks affects how it’s remembered. I’ve already started tweaking my portfolio with that in mind.
These weren’t just industry veterans. They became indirect mentors, and their impact wasn’t just academic. It was personal.
Networking as a Strategic Practice
I’ve never been afraid to meet new people, but this semester taught me to do it with intention.
I began attending every event available, from speaker Q&As to marketing panels at George Brown. I made it a point to connect with at least one new person after each session, even if it was just a thank-you message on LinkedIn. It sounds simple, but that consistency helped me build a small, but engaged network.
I also reconnected with old industry contacts, not to ask for favors, but to share insights or trends I’d picked up through the program. This subtle approach led to meaningful conversations and a few project collaborations.
The biggest change was that I stopped thinking of networking as a one-time transaction. I started seeing it as an ongoing dialogue. It’s not about what can you do for me today, but how can we grow together over time.
Volunteering That Turned Into Opportunity
During the term, I volunteered as a mentor in a newcomer-focused creative group. Not only did it allow me to give back, but I also met an agency executive who invited me to guest speak at an internal team workshop. One conversation turned into a connection, and that connection became a warm lead for freelance work.
Volunteering gave me exposure. But more importantly, it positioned me as a resource, not just someone looking for a job. That shift made all the difference.
The Resources That Worked
While I explored plenty of platforms, three stood out:
LinkedIn: Obvious, but still unmatched. Updating my profile with key campaign results, posting consistently, and engaging with industry conversations helped me increase visibility in the Canadian market.
George Brown’s Career Centre: Their resume critique sessions helped sharpen my messaging for local employers.
Marketing Association of Canada (CMA Next): Adriana Salazar mentioned this in her talk. I joined, followed their events, and even reached out to a few CMA ambassadors for coffee chats.
Each resource served a different purpose. Together, they created a more complete ecosystem of support.
How I’m Keeping the Momentum Going
I’ve created a spreadsheet to keep track of every person I’ve networked with, where we met, and the last time we connected. I block off time monthly to follow up with a few people, even if it’s just sending an article or commenting on their latest post.
I’ve also committed to attending at least one industry event per month, even as I begin this next chapter. Whether it’s in person or virtual, staying visible is now part of my strategy, not an afterthought.
What Happened Instead of Co-op?
I didn’t land a co-op position, but I did secure something even more valuable: a full-time job as a PR writer.
And yes, networking played a key role. I had built enough presence and credibility online that when a mutual contact came across a job opportunity that matched my background, they reached out. The role aligned with my writing experience, brand storytelling skills, and my growing understanding of the Canadian marketing space. Without that visibility, it might’ve passed me by.
What I’d Tell Anyone Starting Out
If you’re entering the marketing industry, here’s what I’ve learned:
Networking doesn’t mean collecting business cards. It means starting conversations with genuine curiosity.
Show up with value, not just a request.
Document your wins. Share them. Let people see what you bring to the table.
Treat your personal brand like a campaign. It should be consistent, clear, and goal-driven.
And most importantly, people want to help. But they can’t if they don’t know you exist.
So, What’s Next?
I’m taking all of this, the guest speaker insights, the networking habits, the confidence, and applying it in my new PR writer role.
Whether I’m pitching a story or commenting on someone’s LinkedIn post, I know that every interaction counts. Creativity opens doors, but relationships keep them open.
About the Author
Hamid Bekhettou is a PR writer and seasoned communications professional with over a decade of international experience in creative direction and advertising. Based in Ottawa, he helps brands craft narratives that connect and convert. With a deep interest in digital storytelling and cross-cultural campaigns, he believes great content begins with genuine connection.