I'm sure most, if not all, of you have heard the age-old mantra that "It's not what you know but who you know." When it comes to searching for a job, deciding on a career and building a network, this mantra couldn't be more accurate.

Today, social media has become ubiquitous. 

Check out these stats from Socialnomics.net:

· 96% of GenYers are on a social network

· Over 100 million users are on Facebook

· 80% of Twitter usage is via a mobile device

· 80% of companies use LinkedIn as a primary tool for finding employees

So, therein lies the importance of LinkedIn.

My first job out of university was through a professor of mine. If I had been using LinkedIn then, he would've been in my network. "Then" was two years ago - a lifetime for social media.

I rely heavily on my LinkedIn network to keep me connected with those I went to school with, worked with or met through an acquaintance. Those connections are priceless, whether or not you're a recent grad.

Right now - while you're still in school or recently graduated - is the most difficult time to build a network. At least that's the perception. Your friends, peers, professors, TAs, counsellors, part-time bosses, internship connections, etc., are all possible candidates for your network. Just run through that list in your mind and realize the potential of that network. Imagine how that network branches out and how many professionals they know.

There are 6,300 people who are two degrees away from me on LinkedIn - that means that they are friends of friends. 630,000 are three degrees away. I don't know any of them, right? But, given enough time, I could.

LinkedIn allows you to create and maintain a professional network. The real power is in your ability to sustain a good relationship with your network at a personal but professional level. So, when you're in the midst of that job hunt you can reach out to that network and let them know you need their help.

I would help you. Why? Because any network is built on the simple principle of reciprocity. Those who are part of my network are people I can offer value to and vice versa. Remember, in order to strengthen your network, you should not aim to abuse its power and connectivity, but rather offer as much as you expect in return.

Tips for starting (or reviving) your LinkedIn profile

If you don't already have a profile, visit LinkedIn.com and join. Do not set it up in a hurry. Give your profile the same time and courtesy you would give your résumé. It is, in effect, your online résumé and should be professional.

Complete your profile to 100%. This is not an easy task. What I like about this is LinkedIn encourages you to complete your profile to ensure that you represent yourself accurately and the content is high quality. The higher your percentage, the more likely you are to come up in relevant searches and the better impression you'll make on prospective employers.

Set up your public profile. Once your profile is complete to your liking, set up a public profile with a unique URL, preferably with your name.

Send out invitations to connect. Look up everyone you know and want to connect with professionally. Find out if they're on LinkedIn; if so, ask them to connect to your network. LinkedIn also allows you to send them a customized message, which is extremely handy if you want the invitation to be more personal or if you're reaching out to someone that is only an acquaintance.

Join groups relevant to your career. Groups are professionally-oriented discussion forums. You can set up your own or join existing ones. They offer the opportunity to engage in conversation, pose and answer questions, and connect with a completely new network of people with which you may have no affiliation.

Add applications and Twitter. If you have a professional blog or website, link to it. If you have a Twitter feed that is professional, link to it. LinkedIn offers applications for WordPress, Blog Link, Events, Tweets and more.

Never stop connecting. Continue to update your profile regularly. As you meet new people or reconnect with others, keep building your network. And integrate LinkedIn with your current social media and online job practices. Just remember to keep it professional.

Lastly, don't be afraid. It may be intimidating to ask someone to join your network. But what's worse is never asking and missing out on an opportunity. You never know who knows who, but LinkedIn can help you find out.

I recently went to the Partnerships for Employment job fair at RIM Park in Waterloo, Ont., to ask 20 recruiters and HR professionals if they read cover letters and, if so, what they are looking for.

Of the 20 employers I spoke with:

- 12 said they read the cover letter of each applicant

- Of those who answered the question, about half read the cover letter before the résumé and half after the résumé

- four employers claimed they quickly scanned the cover letter

- four employers admitted to not reading the cover letter at all

Only one employer out of the 20 I surveyed said they preferred to receive no cover letter. Whether it gets read, skimmed or ignored, it seems like the cover letter is still an essential part of a job application that shows you have made the time and effort to apply for the position.

 Writing a cover letter can be tricky business.  To identify some key cover letter dos and don'ts, I asked the same group of 20 employers what they look for in a cover letter.

Employers want to see these things in your cover letters:

- Include your degree title and school in the first paragraph

- Include the title of the position you're applying for and the company name in the first paragraph

- Make a personalized letter, if possible (do not write, "To whom it may concern...")

- List the company name and address in formal letter style

- Not more than one page

- No grammar or spelling mistakes

- Demonstrate knowledge of the company to show the recruiter you've done some research

- Create a targeted letter (if you've sent the same form letter to 10 companies, don't expect a call back)

- Highlight related skills and experiences, but don't copy word for word from your résumé

- Elaborate on related skills or experiences

- Include something unique about yourself

Based on the information I gathered from each employer, the most important part about writing a cover letter is to demonstrate that you have made a unique effort. Show the employer you understand what position you are applying for, what company you are applying to, and how your skills and experience relate to the job position.

 This kind of research takes time and effort on your part, but can be easily recognized as being different from a generic cover letter sent out to 10 different companies.

 Although there is no perfect formula for writing a cover letter, if you are able to demonstrate your understanding and enthusiasm for the position and company you are applying to, you will be on your way to landing an interview.

Everyone keeps telling me how important networking is, but I don't know anyone in the career I'm interested in. How can I network if I don't know anyone?

If you don't yet know anyone in your career of interest, there are several things you can do to get your networking ball rolling.

You may be surprised that you do actually know someone.

Most of the time, when I'm speaking with a student, after I ask a couple of questions, they find that they do know someone in their field of interest - they just hadn't thought of them yet.

Have you thought about:

Your professors? Might a professor you've worked with have some insight into your career field?

People you've volunteered with? Might your past supervisor or other staff whom you interacted with have knowledge about the field you're entering?

Guest speakers? Interesting guest speakers you've heard in class or at an event you went to may seem intimidating, but if they were willing to put themselves out there, there's a chance they'd be willing to talk with you one-on-one, too.

What about your friends' networks?

While you know all your friends and probably know a bit about some of their friends and families, your friends know lots of other people, too.

Have you asked all your friends: "Do you know anyone who works in [Human Resources/Accounting/Industrial Design, etc.] ?"  You may not have known that they have a cousin, aunt or best friend who works in exactly the career that you are interested in. Through this one degree of separation, you may find many new connections to start your networking.

What other networks are you already a part of?

While you may not know anyone else in your career of interest, you are in other networks.

Perhaps the best one to start with is the alumni network of your school and program. Alumni are often very pleased to help students who are from their alma mater. Check with your career centre and your alumni office to see if they have any alumni listings, databases or events where you can speak with alumni and, through them, connect with people in your career of interest.

Sometimes the very first step is the hardest, especially when starting to build a network into a new career field. But after that first step, the momentum builds and soon you'll see your network grow.

(GlobeCampus editor: You may also find opportunities networking with other recent grads. You can start with our LinkedIn group and go from there.)

Getting a job offer - especially your first job offer - is pretty exciting. However, just because you applied for and received the job, doesn't mean it's right for you.

It's important to consider the entire package, including the pay, benefits, perks, company culture, hours and travel distance. Reflect on every aspect of the job to ensure you and the organization you will be working for are both happy.

It is appropriate to ask for a few days to come to a decision on the offer.

How much should you get paid?

Tara Orchard, co-ordinator for career consulting at Wilfrid Laurier University, recommends conducting research on the appropriate salary range for the position, the organization (taking into account factors such as size and industry), the location, the current market and your own level of skills and experience.

Check out SalaryExpert or Glassdoor.com (USD) for going salary rates in different occupations. The Canadian Association of Career Educators and Employers (CACEE) also released a report on salary rates this year, which is accessible through your school's career centre.

Ask yourself: Is the salary the employer offered what you expected? Can you support yourself on this salary? Is this salary what you think you're worth?

Even if the compensation is what you expected, consider entering salary negotiations with your prospective employer. Candidates who negotiate often end up with higher salaries or better perks than those who don't.

However, according to Orchard, students and recent grads should be able to demonstrate "that their skills or experience background or some bonus skills justify more than the offered rate or the going rate."

Benefits and perks

Benefits and perks can bring a lot to your compensation package. Look into the details surrounding health and life insurance, vacation, sick pay, and other benefits such as product discounts, flex time and tuition reimbursement.

Orchard says, "Looking beyond the salary is important. Paying attention to the location, the work environment and other opportunities will be important in making a good decision."

Company culture

Company culture has a larger impact on your job than you might think. If the work culture does not mesh well with you, you will probably not enjoy work, not matter what your title is or how much you're paid.

If you visited the office at least once, try to remember what the environment and people were like. Ask yourself: How old are the other employees? What is the dress code like? Do managers encourage socializing and team camaraderie, or are employees expected to work independently?

Working hours, the commute and travel

A long commute to and from work can turn a 40-hour work week into 50 hours or more, so it's essential to know what your transportation options are, how long it will take you to get to and from work during rush hours, and how much it will cost.

"For some, the opportunity to work close to home, to walk to work, may be more important then another few thousand dollars a year for a job they have to drive 45 minutes a day to get to," says Orchard.

Also, if there are some opportunities to travel for work, you will want to know how frequently and to which type of locations, generally. You will at least need a passport, but you may also require other documentation.

Bottom line: Evaluate job offers as career opportunities

There is no magic formula for deciding if a job offer is right for you. Examine the quality of the opportunity in the context of your career, not just the money you'll be making.

Orchard says she thinks students' ultimate goal should be creating new career opportunities for themselves: "Be aware of the professional brand identity you want to build, and look for opportunities to build that by developing skills and seeking opportunities you will both enjoy and learn from. The best opportunities often come from what we call 'planned happenstance' - being open to and then prepared to take advantage of the opportunities presented to you to develop your career."

Poll: If it wasn't the right match, would you reject a job offer?