Living in a rural or small urban area when you are looking for a new job might make you feel like you live at the edge of civilization. This is especially true when you are trying to build a network of people and organizations to help you find work.
There are numerous positive reasons to live in rural areas; however, when it comes to seeking a new job, many job seekers feel they are at a disadvantage. Public transportation is limited, if it even exists. Safe and affordable housing is virtually non-affordable. Support services for basic needs, doctors, etc., are difficult if not impossible to secure. The number of opportunities and posted jobs is not as plentiful as in larger urban centres. These and other barriers make finding work in these communities difficult at best.
Rural job markets are different than urban ones; however, there are opportunities and tools that can help you succeed. In rural areas, there is a stronger reliance on word-of-mouth referrals as well as personal connections or networking.
But what if you don’t know how to network? The following guidance will help you build your confidence and start leveraging your existing contacts.
Your existing network – Even if you have no idea how to network, you likely aren’t starting from scratch. Begin with people you already know, friends, family, neighbors, past coworkers, and local business owners.
Start by making a list of these people. Seek them out and have a conversation about how they are and the situation you find yourself in and let them know that you are looking for work. Tell them you are looking for opportunities either right now or in the near future. Tell them you are flexible and would like to begin by having a conversation with employers about how you and your skills could help them achieve their goals. People like to help, especially if you have built a reputation for doing a good job or helping other people yourself.
Additionally, ask for introductions to people they may know in the sectors you are looking into. If they aren’t hiring, maybe they can recommend someone who is.
Stigma, being outside your comfort zone, “bugging people,” and being afraid to fail – You may have difficulty asking for help. You may be embarrassed by being unemployed. You may be shy. You may not want to bother people. You may be afraid to ask people. All of these are reasonable concerns and fears; however, networking works, and for most people, helping someone they know makes them feel better. Additionally, change your point of view. If you could help someone you know, would you? Of course, you would, so accept help when you need it.
Put yourself out in the community – “Word of mouth” is a powerful method of communicating in rural areas, so leveraging face-to-face connections and using your reputation are strong tools that will make a difference. Make a point of attending fairs, markets, town meetings, local business events, and job fairs. All of these are good places to meet potential employers or people who know them.
Volunteer – One of the best ways to network is to get involved with your local non-profit community groups, clubs, and minor sports organizations. Interacting and helping these groups makes you known, shows your commitment, and can often lead to opportunities or referrals.
Volunteer with potential employers – While the goal of every job seeker should be paid employment. Often, there may be benefits to short-term volunteering with potential employers. For example, a certified technology teacher who is looking for opportunities may volunteer at their local high school to assist with the tech courses. This will allow them to get to know the teachers and principals and to keep their certifications current. Another person interested in social work may volunteer and join the board of a community charity that works closely with the organization they wish to be employed with.
Approach local organizations for an informational interview – Visit local organizations and ask for a few minutes to learn about how they got started, ask about opportunities, and ask for advice about getting started. Have a conversation while being polite and respectful. Prepare in advance and be prepared for some people to be too busy. Be persistent, though, ask if there is a better time, and be grateful even if that answer is “no.” Have your resume handy because having a good conversation may lead to a request for yours.
Useful networking is not just face-to-face – Living in a rural or isolated area does not mean you have to limit your networking. Thanks to tools like LinkedIn, online forums, Slack/Discord groups, Facebook, and other online communities, you can connect with people in your area and around the world. Do not discount the importance of having a strong social media presence just because you may never have used this tool in the past.
LinkedIn has a free version that is very powerful and allows you to engage in groups, post content, and connect with people and organizations easily. It is not Facebook, and to be truly effective, keep your profile up to date, like and comment on posts, ask questions, share your search, and try to add value to this online network.
Use AI search engines like ChatGPT to find online communities, Facebook employment sites, forums (i.e., Slack/Discord), and remote-work groups. These can connect you to opportunities beyond your local area.
Attend virtual industry events, webinars, career fairs to connect without travel.
Are there alumni networks or professional associations you can join? – Your high school, college, and/or university likely has an online community you can join. Likewise, if you have a professional designation, like being a Project Management Professional (PMP), there will be networking events, job postings, and member lists that you can attend and use to build your network.
Offer value and consistency – Successful networking isn’t a one-way relationship and isn’t simply about getting help to find a job. To successfully build a network, build relationships based on value. When someone needs help, be there. When a connection posts content, like, or comment on it. When someone celebrates a success of their own, congratulate them. After meetings, chats, or introductions, send a thank you note and stay in touch even when you don’t need anything.
The Hidden Job Market – It is said that only 20-30% of the jobs that are available at any one time are posted online. The remaining 70-80% of positions are filled through “word of mouth,” and by people leveraging the “hidden job market.” This is especially true in rural or smaller markets. If only 20-30% of jobs are listed but 100% of those people searching for jobs are applying for them, it makes strong sense to be networking.
Use local employment-support services – Use 211 to find government-sponsored non-profit organizations to help build your network and to help you find opportunities. Often these organizations can “open the door” for you to employers, training, and micro-credentials, and possibly job leads.
Connect with other job-seekers – Through workshops, courses, and your career counsellors, connect with and collaborate with other people by sharing experiences and ideas.
Take a short-term contract or participate in a community project – Consider adding an interim step to your job path and take a temporary position to build your skills, gain experience, and be noticed.
List your references on your resume – The conventional wisdom is that you do not do this … I believe it is wrong advice in a rural job market. The risk for employers when they interview people they don’t know is huge. As “word of mouth” is such a powerful influence, by listing your references, employers may know those people, and by having references, you might actually get an interview because you have listed them.
Continue networking after gaining employment – The benefits of networking do not end when you become employed. Take an active role in meetings, share your thoughts and opinions when asked, make a point of learning about the people you work with and around, and volunteer for training and extra assignments. If a volunteer is needed, make sure it is you. When courses, workshops, and tradeshows happen, ensure that your name is always top of mind.
Human beings are social. Networking has allowed our species to thrive.
Leveraging this behavior will benefit you in your journey of finding and keeping employment. Building strong relationships, providing value, and gaining a reputation as someone who can be trusted, who has humility, and is motivated, reliable, and dependable will make the search for employment easier and help you achieve success sooner.
Good luck,