With at least 60% of job-seekers finding employment through networking, its no wonder that people are turning to their colleagues and acquaintances for advice and help in finding employment. The old adage, "It's not what you know, but who you know" rings true when it comes to sources of labor in todays economy.

The Traditionalists

In the recent past (and even today for some unbending traditionalists), if you were unemployed you would focus on perfecting your resume, scour through the classifieds, or spend $5K getting help from an employment firm only to end up with outdated job leads and generic career advice but still no job.

While these tactics are still important to employ as part of an overall job hunt, it seems like a lot of work and energy (never mind monetary resources we dont have) when you consider the 60% of people who are finding jobs via referrals and relationships theyve built.

Dinosaurs can Change

But even old Traditionalists can learn new tricks. Take my close colleague, J.M., for example an experienced traditionalist and professional in the insurance agency who is just now succumbing to e-mail technology and implementing it in his daily interactions with customers. Some people are slow to adopt new technology. J.M. is slower. So when I told him I was launching ViralCommerce.com (a social networking tool for professionals) and explained it helps people to create new contacts and build their network via their existing contacts, I fully expected him to turn and run. Instead, he replied (via e-mail) Give me a demo sometime. You never know. Dinosaurs can change.

And hes right. People change but only when the old way isnt working anymore. After all, the definition of insanity is doing the same thing over and over and expecting different results. No one wants to be insane.

Enter the Social Network

Social networks provide a fresh avenue for professionals to make new contacts without the time expenditure incurred attending mixers or scheduling lunches. Based upon the six degrees of separation theory, whereby you and anyone you could want to meet are separated by a maximum of six people/connections, social networks have become an extremely helpful resource tool for job hunters and employers alike.

Unlike sites built on classified ads, social networks like ViralCommerce.com promote traditional networking, building relationships by e-mail and interviews. Instead of hunting for a specific job, members of the network look to reach out and expand their network in turn expanding their job opportunities. Often, building connections with other members results in accessing top jobs that arent published in classifieds or traditional job postings.

The concept behind using social networks to find a job is easy: The more connections you make within the network, the more friends-of-a-friend you can meet, and the better your chances of finding an employer or key contact who can make an introduction resulting in employment for you.

Networking Online

Why do it all online? Why not take the concept and just apply it to your own existing inner circle? The answer: Diversity. Chances are, the people who are already in your network probably feel the same way you do about pretty much everything. You probably agree on most matters and likely have a large number of similar contacts. And those contacts that you dont already know, you probably werent even aware your colleagues knew. They didnt think to introduce you because the obvious synergy between you wasnt obvious to them.

Using a social network like ViralCommerce.com gives you access to your colleagues contacts without them having to determine who you would or wouldnt benefit from knowing. You can search through contacts and request an introduction with ease. In addition, because most social networks arent limited by demographics the diversity is incredible. Take ViralCommerce.com for instance, where you can request a connection with the Chaplain of the Oakland Raiders, a Norwegian Software Programmer, a Sales Professional representing Usana Health Sciences, or a Professional Recruiter from Illinois.

Mixing it Up

Of course, its recommended that you use online tools to complement, not replace, traditional efforts. Networks aren't an instant fix. It takes time to build relationships, but once theyve been established the pay off is great. Think of it as a whole new set of contacts and opportunities, or perhaps the tool that might just help you land your ideal job. After all, its not what you know its who you know.