I go to a lot of networking events, and recently I’ve been getting a lot of business cards from people who are, in fact, unemployed. Though this may seem counter-intuitive (aren’t business cards for people who have jobs?), the networking business card is becoming one of the most popular ways for unemployed people to simply and easily advertise their contact information and expertise to the people who may have job opportunities for them. So what are these cards, and what do you need to know to make them work for you?

Appearance
First of all, networking cards should have the look and feel of a traditional business card. Do not print them from your home ink jet printer. They will just look cheap, and so will you. A networking card, like the traditional business card, has to represent you after you are no longer in front of the person you gave it to. If the card looks cheap and unprofessional, your prospect will associate those values with you, and that’s the last thing you want. Instead of using a Microsoft Publisher template and a home printer, design something professional-looking—even if this means using a design annual for “inspiration”—and have your cards professionally printed on a press. I know that this is an extra expense, and if you’ve been laid of suddenly (or if you’ve been unemployed for a long time) money may be tight, but I cannot stress enough the importance of a good impression. If you’re going to use a networking card, make sure they’re helping your search, not harming it. Remember that people are always making assumptions and that in job-hunting, impression management is critical.

I also recommend leaving the back of your card blank (or virtually blank). This will give people a place to take notes about where they met you and what you discussed. If there’s no space to do this on the back of the card, they’re going to do it on the front, defacing your great design. For this same reason (i.e., providing a place for notes) you really shouldn’t use glossy paper for your card. Ballpoint pens won’t write on glossy paper.

Unique Value Proposition
Instead of listing a company and job title, a networking card focuses on your unique selling proposition. There are a couple of reasons for this. First of all, you don’t want to pigeon hole yourself into a single job title. Different companies use different titles to describe the same kind of work; if you use the wrong job title, you may be inadvertently excluding yourself from a position for which you are, in fact, eminently qualified. Secondly, you need to use this as an opportunity to explain what sets you apart in the field. What makes you different than every other graphic designer, copywriter or marketing professional out there. A unique value proposition explains why you are more than just a job title. This, combined with the elevator pitch you gave when you were out networking, will go a long way toward getting you the job you are looking for.

Some people recommend including two or three descriptive sentences, or a bulleted list of your experience and accomplishments, or a couple of testimonials from former employers or co-workers on the back of each card. I disagree with this approach for a couple of reasons. First, it tends to junk up the look of the card. Also, it tries to make the networking card a substitute for your resume. This is not the purpose of your card. Rather, you are providing a convenient and short promotion piece that tells what you do and why you’re good at it (your unique value proposition). Contacts who desire more information can refer to your resume web site.

Contact Information
Be sure to include all your pertinent contact information, including your name, phone number, email address, postal mail address, web site address, cell phone or fax numbers (if you have them). Your email address should be credible. If you normally use something that sounds like it’s a personal address, go ahead and get a free address that’s more professional. Preferably, this will just be your name @ your ISP. If you have a very common name, you may need to get creative with this. Whatever you do, make sure your email sounds like it’s coming from a serous professional.

If you don’t have a web site, add the address to your LinkedIn profile. The point is that you need to include a way for people to learn more about you and your work before they call you. If you don’t provide this information, you are taking a big risk that people won’t call you. After all, your prospect met a lot of people at the same networking event, and they probably don’t remember a lot about you. If all they can see from your card is that you’re one more web designer, why on earth should they call you? You need to provide someplace online for people to view your work history and samples. This will then determine whether or not they contact you. (And if you’re a designer, you really need to have an online portfolio. This is no longer optional.)

Using your cards
The real value behind having networking cards is the opportunity to ask for other people’s cards. Whenever you give a business card, ask for a business card. It is considered polite to return the favor of one business card for another, and this is the thing you really want. For all of your hard work in creating your networking card, in all likelihood, it’s going to end up in your prospect’s trash can at the end of the night. It’s nothing personal; there are just too many people looking for work right now for every hiring manager to keep every business card they receive. Unless you’ve made a fantastic impression, your card is probably not going to be kept. But if you can get their business card, then you’ve struck gold. You now have the ability to connect with this prospect by sending him/her a note including a reference to what you discussed the previous evening.

Another secret to using your cards is to ask for referrals. When giving a business card, people feel more comfortable when you ask, “'I would appreciate a referral, if you know anyone that could use my services.” Don't make people feel like they are on the spot. This approach disarms people much better than asking them, “Is your company hiring?”. People naturally like to do favors for people. Asking someone if they could do you a favor by referring your services to someone always places you in a better position with them. They will feel better about helping you. Give them 2 cards.

Some final notes
I’ve outlined a few good notes about networking cards here. As always, however, don’t take this as a strict prescription of what each networking card absolutely must look like. If you’ve got different ideas, mention them in the comments selection below. In the meantime, let me leave you with samples of a few great networking cards. Note: Brent Swanson actually runs a great freelance business, but his card does everything that a good networking card does, so I included it anyway, even though he isn’t looking for a permanent job.