Job candidates are picky when it comes to choosing their references. Their potential new employers can discover a lot from those conversations. A growing trend many job candidates overlook is the importance of their online reputation. Whether you are in the job hunt or not, be careful about what you post to the Internet and keep your eyes peeled for negative postings made about you.

These days when a manager or human resources employee starts weeding through interview candidates, they often do a few basic Internet searches first. If they find any red flags, they may eliminate you from the candidate pool immediately, or ask you about the incident in an interview, making for an awkward or embarrassing conversation. Red flags include: information about alcohol or drug use, inappropriate photos or information, poor communication skills, trash-talking on former employers or employees, confidential information about past employers, inaccurate credentials, unprofessional screen names and links to criminal behavior.

Information like this can show up on blogs, in online newspapers and especially on social networking sites. Use a search engine and look up your name in quotation marks. See what comes up and look through the top 10 to 20 links, as this is what most managers examine. If anything questionable, outdated or untrue pops up, there are steps you can take to combat these negative links. But if you take a proactive approach to your online postings, you won’t have to fight your online image at all.

The youngest generations in the workforce and especially those not yet working have the most potential to find unflattering Web postings. What may be a funny photograph when you are 16 could somehow make its way onto the Internet and by the time you’re 24, it may not be so funny anymore. If you ever do spot something on a friend’s page, Web site or blog, ask that person to remove it. If you have no luck, many Web sites offer a “Report Abuse” or “Report User Harassment” form.

A general rule of thumb when it comes to managing your online persona is to only post images, comments and links to your name you would show your grandmother – or a potential employer. Do you think photographs of yourself playing beer pong or dancing in a swimsuit are indicative of your job performance? Probably not, but to a future employer, it’s precisely photos like these that flush you out of the candidate pool. Remember, whatever you post to the Internet is there to stay. Even if you delete harmful comments or inappropriate photos, they are often stored online semi-permanently.

However, keep in mind employers don’t usually search your name hoping to find negative results. They’re hoping to confirm your credentials and additional proof that you’re a good candidate. Control your online persona by creating positive content highlighting your expertise. For example, start a Web site or blog in your name to showcase your resume, portfolio and career aspirations. Think of your online persona as a way of branding yourself. Only post typo-free, edited text and include exemplary work samples. If you have any professional awards or certifications, include links to those Web sites to verify your credentials. While a personal Web site may seem egotistical to you, it’s a growing trend in the professional world and it shows you’re willing to go the extra mile when it comes to your work.