For a start - no selfies. Your profile picture needs to look professional.

And avoid any temptation to embellish your credentials.

"The other big no no would be to connect with individuals who are not relevant to you. When they produce content on their profiles, it appears on your homepage," Rosenberg said. "There is no point having someone irrelevant to your profile sharing content with you.

"You should only be viewing content from professionals in your network who are producing content that is relevant to you."

A solid description of your role and some good recommendations from trusted former colleagues are also recommended.

All qualifications including university degrees and diplomas need to be highlighted and kept updated.

"Your profile has got to be something you are absolutely proud of," Rosenberg says.

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Of the three main social networking sites - Facebook, Twitter and LinkedIn, Rosenberg says LinkedIn firmly remains a professional networking site.

"Our mission is to connect the world's professionals to make them more productive and successful. The key word is professional," Rosenberg said.

"Facebook is more for friends and family and caters for a different audience and types of content."

However, in recent years LinkedIn has expanded its role from jobs and recruitment to being a distributor and publisher of professional content for members.

After posting pieces from the likes of Bill Gates, Sir Richard Branson and celebrities, it became obvious that LinkedIn members wanted more.

"The net result was we ramped up that information to 500 of the world's most influential people. And we have expanded that program whereby any of our members can write long-form content, not just a status update," Rosenberg said.

"That was the tipping point where we saw an increase in demand from our members.

"It could be articles that our members are writing or content from third parties. All of that appears on people's homepages."

Point of reference

​Rosenberg said LinkedIn has increasingly become a source of information for members.

"They go there every day to share insights and learn new things, not just to find jobs," he said.

"Many of our members are also leveraging the platform to get new career opportunities, to find new jobs."

When it comes to security for members, Rosenberg says any historic lapses - including the widely publicised 2012 security breach - have been addressed.

"We take security and privacy very seriously," he said. "That's an absolute priority for us."

Since Rosenberg opened the first LinkedIn office in Australia in November 2009, it has employed almost 300 people to work at its offices in Sydney, Melbourne and Perth.

As an international company with 30 offices around the world including the US and Ireland, Rosenberg says LinkedIn is "compliant" with global tax bodies.

LinkedIn golden rules:

1. Use a professional looking photograph for your profile picture - no selfies.

2. Describe your role

3. Include five good recommendations from former trusted colleagues

4. Highlight your degrees and qualifications

5. Don't embellish

6. Highlight extra-curricular activities including charity work to show you are well-rounded

7. Have a good summary up front and include the right keywords - not buzzwords - to help people find you through searches.

8.  Don't form random connections. Expand your professional network and only connect with people who you know and trust or who are relevant to your career or the career you want to be in.

9. Keep your profile updated with any new roles or promotions and stay in touch with your networks through status updates and by publishing content.

10. Share news and information on the site to keep your profile active and to learn about relevant opportunities.