The web’s increasingly social nature means we’re putting more of ourselves out there for the world to see: pictures, blogs, videos – it’s all there. Most do it for fun, sharing things with friends, and surely there’s nothing wrong with that. However, with almost half of employers today using search engines and social networks to dig deeper into their applicant’s backgrounds, we all have to be careful about our digital footprints.

Of course, some professions are more sensitive to online reputations than others. About 20% of employees surveyed said their companies actually have policies as to how they should conduct themselves online. But no matter what industry we’re in, we must always be aware that the things we put out there will be archived for many years, all for public consumption. Future employers may judge us based on these, whether we like it or not. On the other hand, if we take care of it, our online reputation can be our best ticket to a dream job. Here are some thoughts on how to establish your personal brand online.

Define your goals. All endeavors need direction in order to be successful. First, do a little introspection and ask yourself what you want to achieve and how you want to be known. Be genuine. Everything else follows.

Establish your credibility. After you’ve outlined your objectives, it’s time to build your name as a credible person in your chosen field. A professional blog can go a long way in achieving this. Some people have separate personal and professional blogs, while others mix it up. It will all depend on your comfort level. The more important thing is that you write with passion and make your posts useful to other people so that you’ll come across as an expert. It’s also advisable that you buy all pertinent domains, like yourname.com, yourname.net and yourname.org. It may sound like a no-brainer, but some well-known people have overlooked this, at times resulting in sites with offensive content in their name. (The recent ICANN ruling on domain names may also pose a problem, but we’ve yet to see.)

Interact with the community. Starting a blog by itself is not enough to draw people in. There’s over a hundred million out there competing for the world’s attention, so you have to let your presence be known. Comment actively on other blogs in the same industry and forge bonds with kindred spirits. Learn as much as you can from established people, and never stop building your network.

Your profile is your image. Use social networks to showcase your expertise, values, and varied interests. It’s no secret that employers like well-rounded people who appear professional and have great communication skills. Your Facebook and LinkedIn accounts, for example, are just some of the platforms wherein you can demonstrate those qualities.

Monitor your progress. Look into the search results of your name on Google. Now, many of us already do this, but the thing is you have to do it on a regular basis. Be vigilant and make sure you’re always on track, never losing sight of your defined goals. Of course, you’re always free to refine them as you go along. It’s a long road ahead.