A huge number of jobs that are filled are never advertised to the public, or if they are, they’re filled by people who have a connection to the employer.

Your LinkedIn profile should leave no room for doubt about the kind of job you’re looking for and why you’re the best person for that position.

Your LinkedIn profile must be consistent with how you portray yourself elsewhere. Not only should your official résumé match the experience you list on LinkedIn, but it also should be consistent with Twitter and public Facebook information.

Your LinkedIn profile must include keywords for specific skills that match your desired job.

Make sure your LinkedIn profile has a targeted headline. Not only should the headline clearly state your career focus, it’s also the most important place to add a keyword or two, because this influences how you appear in search results

One of the great things about LinkedIn is it isn’t the same kind of networking that happens at conventions, where you’re wearing a name tag, trying to meet strangers, and awkwardly attempting to make small talk. LinkedIn is networking without the pressure.

When recruiters, co-workers, old classmates, and other people Google your name and click on a link to you on LinkedIn, your profile page is what they will see. They’ll learn about your work history, education, skills, interests, reputation, and other details you provide. It’s like your own 'Who’s Who' entry on LinkedIn.

How do you want the world to see you professionally? What kinds of work do you enjoy doing? Why are you on LinkedIn? Those are the questions you should think about when creating your LinkedIn profile, so it’s aligned with your personal brand. While marketing-speak like 'personal brand' feels fake to many of us, we’re really just talking about setting the right tone for your profile and positioning yourself for the kinds of opportunities you’re interested in.