I have lost count of the times that I have had to convince my executive clients that Linkedin was simply insufficient as an online branded presence.
Wonderful as Linkedin is as a networking tool, ultimately, everybody has the same commoditized profile image. It is hard to differentiate yourself. You profile can be enhanced and that's the subject of another blog post.
This infographic by Brafton builds the case for content as a search engine tool in a very visual away. I agree with them completely.
But, I don't expect any executive to hit the top of keyword searches on their expertise. That's not how they make a living. However, their content needs to as compelling and interesting as if their blogsite had long lists of Google Adsense ads embedded in it to make it money.
I setup blogs and coach my clients on how to blog in order for them to build a compilation of professional credibility online.
Resumes may be an introduction or conclusion to interactions with a headhunter, hiring manager, or networking contact. Inbetween they look for you online using your name for searching in social sites and in the browsers.
Your blog with your name will come up to top of that kind of search. What anyone reads on it will make an impression, hopefully lasting.
Effective job search and career advancement strategy is to focus and target your message delivery to the niche and business sector that would hire you or where you already live.
Good, unique, well thought-out content is better than anything you can say about your self on your resume or social profile.
We are all good at bragging. You can hire somebody like me to help you do that. Can you express and stand by your opinions and perspective? That is the real differentiator for your brand.