Linkedin is a remarkable tool for building "The Brand that is You."  It is free to create an account, but don't let that fool you, or lull you into creating a half-assed profile.  As an active user, I constantly review potential contacts.  When I see the half-hearted effort with some basic data, no picture and three contacts, I often form an immediate impression - and it's not good.  I might..., just might,  contact that person to help improve their profile, but only if I view them as a strong potential contact.  Be aware, people will be checking your LinkedIn profile more and more, and if you don't measure up they will skip to the next contact.  It's like the difference between Black & White and Color...please don't be grey!

So, how do we build a profile?  Just like resume advice, there is plenty of it - sometimes conflicting, so I'm not going to dive too deep.  Instead I will share some of my thoughts, you can find many guides, webinars and articles on line.

1. Photo - If you are going to post a photo - and I think you should, since it's a human connection and a way for people to separate you from the crowd - post a professional shot, not a crop from last summer's beach photo, or a self-portrait in the mirror with flash accompaniment, or the glamour shot you had for match-making but never used.
   
2. Resume - you can post your resume summary here.  Most important are company names, titles, college.  Understand that LinkedIn is highly searchable, so your objective is to be found.  Company names will automatically tie you to and help you find others, and help others find you.
   
3. Links - you can be liberal with links.  There are several canned web site links and you can build links with a bit of HTML knowledge.  Link to your resume, to your prior companies, to associations etc.
   
4. Accomplishments - typical resume advice is to list accomplishments with numbers and %s.  In LinkedIn you are going for key words in the profiles section.  You can list your software experience, specializations, credentials, hobbies (someone may be looking for a sailing buddy/ CFO!).
   
5. Why am I here - Consider a section specifying what you are looking for.  Soar beyond the usual "Challenging financial position, yada, yada", and get specific.  Get creative too.  See mine at http://www.linkedin.com/in/davidkirkup
   
6. Specialties - Just in case you missed anything you can pile on with keywords here.  Cities worked, associations, skills, famous people, seminars... anything that will help people find you.

Other sections of the profile we will cover in future articles:

• Groups - join many as you can - I have 50!
• Recommendations - like Ebay - would you buy from someone with no recommendations?
• Q & A - Answer questions, and ask them to create discussions that showcase your credibility.
• Applications - Blogs, PPTs all add to your rep.

In future articles we will discuss Linkedin for Job Hunting, Using Groups and Searches, and the science of LinkedIn Domination.