Know who to know in Juneau

Being well-connected in Juneau is often synonymous with being employed.

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"I've gotten jobs (in other places) by cold-calling. Coming here, I experienced frustration. I wouldn't even get calls back," Jess Parks said.

Parks moved to Juneau six years ago to work as a whitewater raft guide. Looking for a career switch later on, Parks struggled to get her job applications noticed in various fields despite good qualifications, she said.

Now, employed at last, Parks is putting her lessons learned to good use. She works as an organizer for the Knowledge Industry Network, or KIN, program, aimed at helping others make the precious connections crucial to succeeding in Juneau.

The group does that the old-fashioned way - by emphasizing politicking and socializing. In business circles, it's known as networking.

"If you can't beat them, join them," Parks said.

The Juneau Economic Development Council launched the Knowledge Industry Network as part of a statewide effort to connect young professionals with each other and potential mentors, as well as foster overall growth in the Alaska economy. The group is the brainchild of Juneau native and JEDC staffer Meagan Gleason, who faced a similar plight to Parks after returning to the area after college.

Know and go

• What: Knowledge Industry Network Pub Night.

• Where: Island Pub, Douglas.

• When: 5:30 to 7:30 p.m., Thursday.

• Cost: Free.

• Contact: Visit www.accessak.com or call organizer Jess Parks at jparks@jedc.org or 463-3662 ext. 34.

In Juneau - a town that is both aging faster than any other in the state and has a notoriously tough climate for business - the concept has quickly caught on.

"I think (networking) is really important. It is hard to make it in Juneau," said Christy Baseden, 25, the sole proprietor of Miners Postal - a company that does contractual work with the U.S. Postal Service.

"It is a good way to meet new people and learn what is going on and incorporate the younger crowd," Baseden said.

A June 22 launch event at the downtown bar Jaded drew more than 150 people. The Knowledge Industry Network also recently held two pub nights at the Island Bar in Douglas, and a "Venture Panel," featuring successful members of the local business community, at the Hangar Ballroom at Merchants Wharf.

Young professionals who attended the most recent event said they could see the benefits of networking and opportunities created by KIN.

"I wouldn't be in business if it weren't for connections," said Doug Arends, chef and managing partner of the Sandpiper Cafe on West Willoughby Avenue.

Networking is often confused with just plain socializing - particularly since some of the most productive networking can take place in casual ways by attending social events or volunteering.

To understand the difference, look at the intent, said Amy Lea, senior area manager for the U.S. Small Business Administration in Southeast Alaska.

"When there is a particular focus on the business and expertise that you can provide that goes beyond a friendship and looking at the particular skills you might offer (that's networking)," Lea said. "When you are just socializing, you are just out to have a good time."

And, she adds, they can definitely overlap.

"Networking is the essential part of marketing in Juneau, specifically because word of mouth is so important," said Jeremy Hansen, co-owner of the information technology firm HansenGress.

Nearly all the company's business comes through references, he said.

"Who you know in the business community is priceless," said Hansen's partner, Tyler Gress.

Hansen said it is sometimes difficult for young people in Juneau to understand the importance of networking in finding jobs because they want to be hired on the basis of their good ethics and strong academic or work background.

But whether people like it or not, many say making connections is just another part of doing business.

"It is the way people like to do business (in Juneau)," said Judy Kennedy, JEDC administrative assistant.

And besides, according to the experts, word-of-mouth marketing carries much more weight in smaller communities.

"Word of mouth sells more in Alaska than anything else," said Grady Saunders, founder and president of Heritage Coffee Company. "It's amazing how much we can do with a minimal amount of marketing in this state."

Sarah Alvarez and Michael Murray, a couple who moved last month from New York City to Juneau, said events such as the ones KIN hosts are particularly important for new people who want to hook up with other young professionals.

"It is important for young people so they are not working all the time," Alvarez said. "After work, you do want to de-stress with people."

• Brittany Retherford can be reached at brittany.retherford@juneauempire.com.