Over the years I have noticed a trend with my clients and LinkedIn. When they get serious about finding a new job, they suddenly develop an interest in LinkedIn and with good cause. Over 90% of recruiters use the site regularly when sourcing new talent. HubSpot found that LinkedIn is 277% more effective than Facebook and Twitter for generating leads. Don’t get me wrong, plenty of recruiters use Facebook and Twitter depending upon their ideal candidate profile but for the vast majority of headhunters, LinkedIn is a significant factor.

Regardless of whether you are updating your profile or setting it up for the first time you want to remember that what you post on LinkedIn is your online brand. Just as you wouldn’t submit a poorly written resume or show up at an interview dressed inappropriately, you don’t want to appear less than professional online.

Here are some essentials:

A professional headshot where you appear friendly and approachable, and viewers can see your eyes. No slightly fuzzy group party shots, minuscule images of someone atop a mountain, or pictures of you 15 years ago.

A headline made up of potential job titles and key words that describe your skills and expertise. LinkedIn is generous in that it gives you 240 characters to make your point. Crafting the right headline is key to showing up in relevant searches. Don’t waste it.

Include an About section that draws the reader in. With so many other candidates vying for attention, make your profile one that stands out. The About section is a way to highlight who you are both personally and professionally. There are a lot of right ways to tell your story. If your career story is nonlinear, you can use the About section to tie it together. You can showcase a few unique accomplishments or share your work or life philosophy as one of my clients did to highlight how his approach to teaching was different than the norm. Share a few of your notable non-work experiences, your weekend passions and things that make you tick. Include a call to action, for example, “if you are looking for a trusted interior designer to help you create a warm, comfortable refuge, contact me at youremail@gmail.com. I am passionate about the results I deliver.”

Clearly communicate your experience, skills and talents in each Experience section. Never assume the reader knows what you do/did in any given position. Tell them what you love about your work, what you achieved and what you learned. Share your compelling career story.

Recognize that LinkedIn has a different flavor than your resume. It is less formal and is written in the first person. Don’t make the mistake of cutting and pasting your resume into the Experience sections. Warm it up.

50% of hiring managers use LinkedIn skills data to fill roles. LinkedIn allows you to list 50 skills. Don’t sell yourself short. List every relevant skill you can think of and attach each to specific positions where you used it.

Finally, use your network to connect you to hiring managers in companies of interest. Most large companies offer employees referral bonuses for recommending top candidates who are later hired. Who wouldn’t like a $1,000, $2,500 or $5,000 referral bonus?

Mary Jeanne Vincent, career expert and strategist, has a coaching practice in Monterey. She may be reached at 831-657-9151, mjv@careercoachmjv.com, or www.careercoachmonterey.com