Due to its sheer size, it has almost become the default global network for professionals to connect, engage and share ideas. It has more than 175 million registered users.

From day one, LinkedIn was set up expressly to provide an easy-to-use portal to exchange ideas and network with like-minded individuals. Its tone is more formal than Facebook or Twitter, which seems to escape some people.

For job seekers, it’s a brilliant place to showcase yourself and your personal brand. But if you break any of the following guidelines, you’re not doing your personal brand any favors.

1. Don’t use anything other than a professional-looking photo.

Use a photo that preferably only shows your head and shoulders. Remember, LinkedIn is a professional platform. You should reserve photos of you downing a beer or you in your bikini for other social platforms, like Facebook (maybe).

Some people don’t have photos at all. It makes me think they have something to hide. We live in a visual world and people want to see what you look like.

2. Don’t lie.