Photo by Jordan HarrisonThe Problem with Traditional Networking
Not all connections are created equal.
Sociologists distinguish between weak ties (brief, superficial interactions) and strong ties (deeper relationships built on trust and repeated interaction). Traditional networking formats—such as cocktail receptions, large expo halls, and high-traffic mixers— tend to generate mostly weak ties.
As Event Consultant and Creator, Julius Solaris notes on LinkedIn, “Throwing people in a room and expecting the magic to happen is a waste of money and energy.”
While weak ties provide access to new information and opportunities, strong ties are what drive collaboration, referrals, and lasting business relationships. These ties require more than a quick hello or a brief exchange of business cards; they need structured interaction, shared experiences, and multiple touchpoints.
Solaris advocates for formats that create natural entry points, such as structured networking sessions centred on shared interests, intimate peer gatherings focused on themes, and facilitated workshops that encourage meaningful discussion.
Organisations that redesign their events for strong-tie formation see dramatic improvements in attendee satisfaction and post-event engagement.
The International Federation of Library Associations and Institutions (IFLA) takes a global approach to connection-building at its annual World Library and Information Congress. With thousands of attendees from over 130 countries, the congress prioritises peer engagement across levels and regions. Participants are encouraged to step outside of their immediate networks, engage in topic-specific sessions, and join curated library tours that promote conversation and reflection.
The emphasis isn’t just on meeting new people. It’s on building lasting professional relationships, sharing solutions across borders, and staying connected after the event. By doing so, IFLA strengthens its global community and reinforces the value of membership throughout the year.
How Real Connection Happens
The proximity principle in social psychology reveals that repeated, meaningful interactions are the foundation of relationship building.
A single conversation rarely leads to a lasting connection. It’s the repeated, meaningful interactions that help people get to know each other, build trust, and start to collaborate. This principle explains why the most effective networking formats incorporate multiple structured encounters over time.
Effective design tactics include:
- Multi-day learning cohorts that keep the same groups together
- Conversation partners who rotate throughout an event
- Structured breakout discussions with the same peers across different topics
- Shared meals with guided discussion topics
- Technology and event apps that help attendees reconnect with people they’ve met
The European Association for International Education (EAIE), for example, has incorporated several participatory formats into its annual conference that facilitate repeated and engaging interaction.
World Café roundtables encourage attendees to rotate between tables, building on one another’s ideas and sparking evolving conversations across small groups. In fishbowl discussions, open seats encourage participants to step into the conversation, fostering a relaxed and inclusive atmosphere where dialogue flows freely across roles and perspectives. Ignite sessions feature fast-paced, five-minute presentations that provide more members with an opportunity to contribute, prompting follow-up conversations and connections throughout the event.
By designing formats that promote multiple touchpoints across themes and peer groups, EAIE creates conditions where familiarity and trust can grow, turning momentary contact into ongoing professional relationships.
Organisations that redesign their events for strong-tie formation see dramatic improvements in attendee satisfaction and post-event engagement.
Why Belonging Builds Connection
Psychological safety, a term popularised by Harvard professor Amy Edmondson, describes the conditions that allow meaningful connections to form—when people feel safe, included, and respected.
When environments are exclusive, overly hierarchical, or judgmental, networking tends to remain surface-level, as participants focus more on managing impressions than forming genuine connections. The implications for event design are profound: before focusing on networking tactics, organisations must first create environments where attendees feel they belong and can safely engage.
Practical applications include:
- Small-group formats that reduce social anxiety
- Facilitated discussions with clear guidelines
- Inclusive language and representation in all materials
- Opt-in depth discussions on challenging topics
- Physical spaces designed for comfort and conversation
The European Health Management Association (EHMA) offers a compelling model for fostering conditions that promote psychological safety. Its annual conference is an opportunity to share research or policy, and it’s designed as a welcoming environment for professionals across roles, sectors, and experience levels to connect.
The event’s structure and culture emphasise people-centred systems, equity, and open exchange. Tracks cover themes like human capital, workforce wellbeing, and social responsibility—topics that naturally encourage participants to contribute freely and engage as peers. In this type of setting, attendees are more likely to feel comfortable speaking up, asking questions, and participating in genuine conversations.
As noted by Professor Ann Mahon of the University of Manchester and EHMA Board, in a testimonial featured on the EHMA website: “The annual conference is a highlight in the calendar year, offering a friendly, fun and learningful environment for emerging and established members to engage, collaborate and meet up with old and new friends.”
That blend of relevance, accessibility, and inclusion helps reduce social pressure, making it easier for connections to deepen beyond surface-level networking.
What Actually Helps People Connect
In behavioural science, choice architecture refers to the subtle ways environments influence behaviour by reducing friction, guiding choices, or prompting action.
Even when events support strong-tie formation and psychological safety, many people still need a little help knowing where to start. Left to chance, they’ll often stick with who they know—or no one at all.
Evidence-based design tactics include:
- Name badges with conversation prompts such as areas of interest, challenges, or expertise
- Table assignments based on discussion topics or themes
- Structured introductions with guiding prompts beyond name and organisation
- Digital tools that recommend connections based on shared focus areas
- Physical layouts that encourage small group conversations and natural clustering
The European Association for the Study of the Liver (EASL) incorporates intentional networking design at its annual congress. Delegates are encouraged to connect through eight Track Hubs, each colour-coded and aligned with a specific topic area. These spaces act as informal meeting points where attendees can gather with peers who share their professional focus.
In addition to hosting networking sessions with experts and Key Opinion Leaders, the Track Hubs offer an on-demand option for selected sessions, providing a quieter environment for those who prefer it. Together, these thematic clusters, visual cues, and flexible formats help reduce social friction, making it easier for attendees to have meaningful and targeted conversations.
Takeaway: Connection by Design, Not Chance
As competition for professionals’ time and attention intensifies, associations that design events for meaningful interaction will stand out. The most successful organisations recognise that their fundamental promise is not just to share information, but to foster connection. By delivering on this, they create lasting value that keeps members engaged for the long term.