LinkedIn. Are you using this valuable job search/networking tool?

In recent years the art of job searching has changed significantly. Your Internet presence should be extensive and notable, clearly portraying your brand, and emphasizing the value you can bring a potential employer.

The LinkedIn application is a great tool in your marketing arsenal. It is constantly being upgraded to provide the business networker and job searcher one of the best online tools to secure a new appointment.

When building your branded profile on LinkedIn make sure you avoid the following mistakes which can damage your brand image. First impressions count!

Not including a photo.

Make that instant connection, you engage a person's interest more with a photo. It reinforces your brand and persona, lending credibility.

Not personalizing your LinkedIn address.

When you sign up for LinkedIn you are allocated a default address with a string of letters, slashes and number after your name. To give a more professional and positive image take a minute to edit to your "Public Profile" to your proper name.

Not clearly portraying your brand, the unique promise of value that will have a memorable impression with profile viewers.

Ensure your profile contains pertinent key words in the headline that will elevate your searchable status and position you as a top candidate.

No recommendations.

Actively solicit relevant recommendations from your peers, vendors, employees and current or past managers. Try to obtain 2 recommendations per position. Testimonials speak volumes about you!

Not adding links to websites and other online media.

Always include links to the company, your personal website, blog, Visual CV, Twitter or Facebook. Never miss out on the opportunity to strengthen your online presence.

Not proofreading.

NO typos or grammatical errors are acceptable in any communications. What does a mistake say about you?

Not updating the profile frequently.

LinkedIn is an active and participatory application. It provides you with the opportunity to market yourself as an expert and define the environment you want to market in. To maintain your presence in the minds of your network, share information including articles and and blogs regularly.

Not joining and participating in groups.

Join appropriate groups, contribute  to conversations in groups, ask throught provoking questions, answer questions.

Inviting people you don't know to connect with you.

You want to connect with individuals who can bring value to your career. Past bosses, peers and employees who know you and could be referrals are ideal. So are other key stakeholders including Recruiters. The point of LinkedIn isn't to connect with as many people as you can. The quality of your relationships is more important than the quantity. Recruiters are now asking questions about your connections and their value to you!

Automatically accepting invitations.

Don't accept all invites! Look at how they could bring value to your business network and review profiles to make your own judgement.

Sending the canned invitation.

Don't send the impersonal invitation. Personalize it with a compelling and enticing introduction. Why do you want to connect with them and why should they connect with you? Far more impressive!

Not using the LinkedIn and Twitter interface.

This new addition is a way to succinctly double your message to the audience you have gathered. Use it, it works!

You should be embracing LinkedIn when gainfully employed as well as when you are in career transition.

Executive Career Management Advice

"There are plenty of career opportunities for today's executives and professionals, if they know the rules of the new job search game. Hear executive expert MARTIN BUCKLAND share the new ground rules. How has the face of resumes changed? Is it enough? What are the key ways we can leverage social media? What else do we really need to know if we are to succeed in landing our career aspirations?"

Elizabeth M. Lengyel, People Coach, interviews Martin on her radio show: BIZ Juice, "Straight-Talk With The Masters".