In Nigeria, there is a popular, often cynical, saying that every job seeker knows by heart: “It’s not what you know, but who you know.” This phrase is usually uttered with a sigh of resignation, suggesting a system where merit takes a backseat to nepotism and backroom deals. While there is a kernel of truth in the power of connections, this common interpretation misses the bigger picture entirely. The reality of the Nigerian professional landscape is far more nuanced. It’s not just about having an uncle who is a chairman; it’s about building a reputation and cultivating relationships based on trust, value, and mutual respect.
“Who you know” is not about cheating the system; it’s about understanding that in a high-context society like ours, referrals and relationships are the ultimate currency. A hiring manager in a Lagos fintech or an oil and gas executive in Port Harcourt is far more likely to trust a candidate recommended by a respected colleague than a random CV from a pile of a thousand applicants. This is human nature. Networking, therefore, is not a dirty word. It is the essential, often invisible, skill that separates the perpetually searching from the strategically hired.
But the networking advice you read on global websites often falls flat in the Nigerian context. The direct, transactional approach can come across as rude or disrespectful. There are unwritten rules, a subtle dance of etiquette and cultural intelligence that you must master. This guide will demystify the process. We will go beyond the generic advice of “exchange business cards” and delve into the unspoken rules of building a powerful professional network that can unlock the top jobs in Nigeria.
The Foundational Mindset Shift: From Hunter to Farmer
Before you attend a single event or send a single LinkedIn message, you must understand the fundamental philosophy of effective networking. Many people get it wrong from the start by approaching it with the wrong mindset.
Unspoken Rule 1: Networking is Farming, Not Hunting
A hunter goes out looking for a quick kill. They need a job now, so they blast their CV to everyone they meet, asking for favours from strangers. This approach is transactional, short-sighted, and often yields poor results. It makes people uncomfortable and eager to avoid you.
A farmer, on the other hand, understands that a harvest requires patience and cultivation. They carefully plant seeds, nurture them over time with water and sunlight, and build a sustainable ecosystem. Networking is the same. It is the long-term, patient art of building genuine relationships. You connect with people today who might be in a position to help you (or whom you might be in a position to help) two or three years from now. The goal is to build a community, not just a list of contacts.
Unspoken Rule 2: Lead with Value, Always
The most common networking mistake is making it all about you. “Can you help me get a job?” “Can you review my CV?” “Can you introduce me to your boss?” This is taking, not giving. The golden rule of networking is to always approach a new connection with the mindset of “How can I be of value to this person?”
Value doesn’t have to be monetary. It can be:
- Sharing Information: Send them an article or a report relevant to their industry with a note like, “Hello Mr. Adebayo, I read this recent report on the Nigerian renewable energy sector and thought you might find it insightful.”
- Offering a Genuine Compliment: “Dear Mrs. Eze, I was very impressed by the speech you gave at the TechCabal event. Your points on user acquisition in Africa were brilliant.”
- Making a Connection: If you know two people who could benefit from meeting each other, offer to introduce them.
- Engaging with Their Content: Leave thoughtful, insightful comments on their LinkedIn posts.
When you lead with generosity, you build goodwill and position yourself as a valuable peer, not a desperate job seeker.
Navigating the Nigerian Professional Landscape
General networking principles are universal, but their application must be tailored to the local cultural context. Nigeria has specific social rules that you must respect to be effective.
Unspoken Rule 3: Respect the Hierarchy and Use Titles
Nigerian culture places a strong emphasis on respecting elders and those in senior positions. This formality extends to the professional world. Addressing a senior manager or an older professional by their first name in an initial interaction is a major faux pas. It can be perceived as disrespectful and overly familiar—what many would call “see me finish.”
- Always use formal titles: Mr., Mrs., Dr., Chief, Engr., etc., until you are explicitly invited to use their first name.
- In emails and messages, start with “Dear Mr. Sanusi” or “Good morning, Mrs. Obi.”
- Show deference: Listen more than you speak. Acknowledge their experience and ask for their perspective. This is not a sign of weakness; it’s a sign of cultural intelligence.
Unspoken Rule 4: Master the Art of Rapport
In Nigeria, you do not jump straight to business. Relationships are built on a human connection first. Before you dive into your career pitch, engage in some polite “small talk.”
- Ask about their journey to the event, the traffic, or a recent major news event (avoiding controversial politics).
- If appropriate, a light-hearted compliment about their work or a recent achievement is always welcome.
- The goal is to establish a warm, friendly foundation before making a professional request. This builds the rapport necessary for a productive relationship.
Unspoken Rule 5: Leverage Your Community Power
Your most powerful networks are often the ones you already belong to. These communities come with a pre-existing layer of trust that you can leverage ethically.
- Alumni Networks: Your university alumni association is a goldmine. Reaching out to a senior professional who graduated from the same university creates an instant bond.
- Religious and Social Groups: Your church, mosque, or social clubs (like Rotary or Ikoyi Club) are filled with established professionals who are often willing to help members of their own community.
- Ethnic and Regional Associations: These groups are a core part of Nigerian society and can be a powerful source of support and professional connections.
The Actionable Playbook for Modern Networking
With the right mindset and cultural understanding, you can now apply practical tactics.
Unspoken Rule 6: Your LinkedIn Profile is Your Digital Ambassador
Before someone agrees to meet you, they will look you up online. Your LinkedIn profile must be impeccable. It should be a magnet, not a repellent. Ensure it has a professional photo, a keyword-rich headline, a compelling “About” section, and detailed, achievement-oriented descriptions of your work experience. A strong LinkedIn profile validates your seriousness and professionalism.
Unspoken Rule 7: The Follow-Up is Where the Magic Happens
Meeting someone is just the first step. The real relationship is built in the follow-up. Within 24-48 hours of meeting someone, send a personalized follow-up message.
A weak follow-up: “It was nice meeting you at the event.”
A powerful follow-up:
Subject: Great to Connect at the Lagos Business Summit
Dear Mrs. Dangote,
It was a pleasure meeting you yesterday after the panel on supply chain logistics. I particularly enjoyed your insights on overcoming challenges at the Apapa port.
As a follow-up to our conversation about inventory management, I came across this article on new warehousing technologies that I thought you might find interesting: [Link to article].
Thank you again for your time. I hope we can stay in touch.
Best regards,
Tunde Ojo
This email is perfect because it’s personal, it reminds them of your conversation, and it adds value.
Unspoken Rule 8: Ask for Advice, Not a Job
When you want to approach a senior professional for help, the worst thing you can do is ask for a job directly. This puts them on the spot and is easy to say no to. Instead, ask for their advice. This is flattering and much harder to refuse.
Your “ask” should be for an “informational interview” – a brief, 15-20 minute chat about their career and industry.
Sample Request via LinkedIn or Email:
Dear Mr. Elumelu,
My name is Chiamaka Ike, and I am a young professional deeply passionate about impact investing in Africa. I have been following your career and your work with the Tony Elumelu Foundation for several years and I am incredibly inspired by your vision for Africapitalism.
I know you are extremely busy, but I would be incredibly grateful for the opportunity to have just 15 minutes of your time for a brief virtual chat. I am hoping to learn from your experience as I navigate my own career path in this sector. I am not seeking a job, only your valuable advice.
Thank you for your consideration.
Sincerely,
Chiamaka Ike
If they agree, come prepared with thoughtful questions. At the end of a great conversation, they will often ask for your CV or offer to connect you with someone else voluntarily.
Conclusion: Build Your Circle of Trust
Networking in Nigeria is not the cold, transactional process it is often made out to be. At its heart, it is the deeply human and culturally resonant practice of building a community. It is about establishing a circle of professional trust, where your reputation for being valuable, respectful, and competent precedes you. It’s a long-term investment in relationships that will pay dividends throughout your career.
Stop thinking of it as “who you know” and start thinking of it as “who knows you, and what do they know you for?” Shift your mindset from hunting to farming, lead with value, respect the culture, and patiently cultivate your connections. This is how you move beyond the CV pile and get your foot in the door for the top jobs Nigeria has to offer.