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".

Boo! Are you scaring away opportunities or the competition?

Scare away your competition not your opportunities! Successfully managing an Executive Career requires the maintenance of a current resume, establishing a personal brand, career planning, networking, an impressive attire and an updated and professional online photo. If you wish to be noticed and to have a positive influence on those in a position to offer you new opportunities you must look the part!

Authenticity, transparency and a genuine brand are no longer optional. If you find this uncomfortable or insist on discussing your right to privacy, DO NOT consider setting your sights on an executive career. Establishing a false brand will eventually lead to a disasterous outcome! Just ask Tiger Woods. A conscious decision to withhold information, hide behind an alias or use anything other than a professional photo, is a clear indication that you have something to hide. Opportunities are not offered to those who lack credibility.

Exuding confidence, establishing a consistent and credible brand and presenting a professional appearance could scare away much of your competition and position you in the lead as a potential candidate in your job search. So go ahead and scare away the competition but don't scare away opportunities by wearing a mask, unless it's Hallowe'en!

Happy Hallowe'en!

Martin Buckland, Principal of Elite Resumes provides executive career management services for a global clientele.

For further information on job search resources please find the following professional advice from other members of the Career Collective, Collaboratively Helping Job Seekers:

Where Are the Wild Things, Anyway?, @WorkWithIllness

Is Your Job Search Making You Feel Like a Smashed Pumpkin?, @DebraWheatman

Hiding in Plain Sight, @WalterAkana,

Don't make these frightful resume mistakes, @LaurieBerenson

How Not to Be a Spooky Job Seeker, @heathermundell

A Tombstone Resume:Eulogizing Your Experience, @GayleHoward

The Top Ten Scary Things Job Seekers Do, @barbarasafani

Oh, Job Search Isn't Like Trick or Treating?, @careersherpa

A Most Unfortunate Resume Mistake No One Will Tell You, @chandlee

Oh no. Not the phone!, @DawnBugni

Halloween Caution: Job Seeker Horror, @resumeservice

Boo! Are you scaring away opportunities or the competition? @MartinBuckland @EliteResumes

Your Career Brand: A Scary Trick or an Appealing Treat?, @KCCareerCoach

How to avoid mistakes on your resume, @Keppie_Careers

Sc-sc-scary Resume Mistakes, @erinkennedycprw

A Flawed Resume is a Scary Prospect, @KatCareerGal

Job Search Angst: Like Clouds Mounting Before a Storm, @ValueIntoWords

Does Your Career Costume Fit You?, @expatcoachmegan

20 Great Canadian Leaders

Top leaders share insight and advice in achieving their success.

The ROI from a Professional Resume

There are few investments that are entered into without first evaluating the potential for a return on that investment. A decision to invest in renovating your home may result in an increase in property value or simply a more comfortable atmosphere to live in. In order to realize a significant benefit or a measurable return you will need to rely on your own due diligence to secure the best company for the job. You may choose to volunteer for a charity event or fundraiser, in which case the return on your investment of time will be a boost to your self-esteem, unless you discover it was not a reputable organization. A professional resume will also provide a significant ROI if you exercise your due diligence in hiring the right Certified Professional Resume Writer. As with any product or service, the best recommendation is word of mouth but don't stop there. Verify company history, certifications and review testimonials. Invest the time in discussions with the individual who will be writing your resume to ensure there is a comfortable exchange of information. After all, this professional will be working with you at great lengths to ensure you receive a professional resume that represents your brand, your value and your achievements to position you as a potential candidate who will stand out from the crowd.

Investing in a professional resume from a Certified Professional Resume Writer can provide a significant return on your investment by:

Increasing confidence and self-worth

Reducing the time required to find a job

Generating several job offers

If you have a substantial work history, you may find it difficult to recall all of the many accomplishments and successes you have achieved in your career. A professional resume writer is experienced at delving into your background and uncovering your most influential, significant and quantifiable accomplishments. Relaying these achievements in your resume and emphasizing your value to a potential employer should result in a boost to your self-confidence. HR Professionals and recruiters agree that confidence is one of the most significant factors in their decision making process.

It is not unusual for an executive job search to take up to 12 months or longer. A rule of thumb that continues to provide a reliable estimate is to allocate one month for each $10,000 in salary that is earned. Every month you are out of work is a significant expense and the sooner your resume gets you noticed, the better. Recruiters recognize a professional resume and the investment you have made in the management of your career adding to your credibility as a potential candidate. There will be no risk of elimination due to spelling, grammatical or formatting errors and HR professionals will acknowledge it as a professional document that warrants their attention.

Getting noticed in this highly competitive job market is imperative. In addition to reducing the time in career transition, which could be a significant return on your investment, a professional resume will generate more job interviews increasing the potential for multiple job offers and the opportunity to negotiate an increased salary.

What is the potential ROI in securing a professional resume from a Certified Professional Resume Writer? If a professional resume results in a higher salary and reduces your job search by as little as one month, what is the value to you? The potential for a significant monetary return on your investment in a professional resume is evident but it is also an investment in you, your career and your future. Your personal and professional success is priceless!