Hey Reader,

A few years ago, I thought I was doing networking right.

I was sending DMs. Reaching out to Heads of Recruitment, senior scouts, sporting directors, anyone who looked like they had influence.

I thought: “If I show them I’m keen, they’ll help.”

They didn’t.

And when I finally figured out why, everything changed.

The Shift: Networking Isn’t a Transaction

The mistake I made, and the mistake most people make, is treating networking like a trade.

You ask. They give.

Simple. Except it doesn’t work.

Football is a relationship-driven game. So if you approach someone like a cold sales pitch, you’ll be ignored, no matter how passionate you are.

The truth is this:

Networking works when you give first.

It’s about people helping people, not people granting favours.

That shift in mindset changed everything for me. Here’s the system I now use.

Connect With the Right People

Don’t aim too high, too fast.

If you’re looking for your first job in football, don’t chase Sporting Directors. Look for people just one step ahead, recruitment analysts, video scouts, academy performance staff.

These are the people whose journey overlaps with yours. They’re more likely to reply, to relate, and to want to help.

Use LinkedIn as your base. That’s where football professionals actually spend time. X (Twitter) and even Substack can help, but LinkedIn is where relationships start.

And don’t forget your peers.

Find others who are publishing analysis, posting breakdowns, or exploring scouting pathways, just like you are. Grow with them.

Warm People Up, Naturally

Before you ever send a message, make sure they’ve seen your name.

Engage with their content.

Comment on their interviews or podcast appearances.

Congratulate them on new roles, promotions, or awards.

Then, when you do message...

Keep it short. Three lines or less. And never ask for anything up front.

Most people fail here.

If your first message is a request, it will likely be ignored.

Build Real Relationships

When you do speak with someone, speak less.

Ask questions. Listen carefully.

Be curious about their story, not just their CV.

Where did they start? What courses helped them? Who gave them a chance? What do they enjoy outside of football?

People can tell when you see them as a stepping stone.

So don’t. See them as people. That’s how real connections are built.

Provide Consistent Value

You don’t need to be an expert to be helpful.

Forward a podcast you liked. Share an analysis thread they might enjoy. Connect them with someone relevant. Send them a job post that could suit a friend of theirs.

Being helpful doesn’t mean doing work for someone.

It means thinking: “What might they find useful?” and acting on it.

Do this consistently, and you’ll become the person others think of and come to first.

Track and Follow Up

This sounds overkill, but it works: track your connections.

If you haven’t spoken to someone in 6 months, reach out. Ask how things are going. See if you can help.

Without a system, you’ll forget.

And when you forget, relationships fade.

What It Led To (For Me)

Once I stopped chasing and started connecting, things changed.

• I landed full-time work in football
• I started a side business in the game
• I found mentors who’ve shaped my career
• And I made real friendships that I’ll carry for years

None of that came from asking.

It came from showing up, helping others, and building trust over time.

If you take one thing away, let it be this:

Give first. Ask later.

Most people won’t follow that advice.

But if you do, and do it consistently, your network won’t just grow.

It will thrive.

Have a great week.

Liam

Whenever you’re ready, there are two ways I can help you: ​Free 1-2-1 Breakthrough Call - Frustrated trying to break into football recruitment? Tired of rejection after rejection? No idea how to get your first role in professional scouting or analysis? Get your free Football Career breakthrough Call to create a clear pathway to reach your goals in the football industry. ​Recruitment Room - My online membership community helps aspiring and new football professionals secure jobs working in recruitment. Master the four pillars of scouting, analysis, online portfolio, and employment. Learn from industry experts through our workshops, hot seats, and live sessions.