E-job hunting: following new rules in an old game. (Career Advancement).

Kiss your paper resume goodbye. If you are looking for a job--create a top-notch e-resume. While basic job-hunting steps remain unchanged, technology has accelerated the pace and improved the efficiency of the overall process.

For a CPA looking for a new position, the Web can be a one-stop source of career-related information, allowing you to research companies and industries, widen your access to job listings and find career guidance. Likewise, e-mail can streamline your networking efforts and interaction with potential employers. To get maximum value from these tools, you need to know how to use them effectively.

UNCOVERING OPPORTUNITIES

Job boards and online newspaper ads can provide quick access to a variety of positions. You also can go directly to Web sites where you'll find information about a business' employment opportunities as well as their products and services.

When deciding which organizations to approach, you can dig deeper by studying their mission statements, histories and key managers. Pay attention to a company's style, or culture, since this will largely determine how well you'd fit in. Which qualities or aspects are emphasized in their collateral materials? Are they trendy and leading-edge, traditional or in between?

For a more objective perspective, performing a general search on the company name will allow you to gather information on the major issues with which the business is dealing. This also will help you write a more knowledgeable cover letter to accompany your resume, and more skillfully answer questions during an interview.

THE E-RESUME

Submitting an e-resume allows you to pursue potential job opportunities more quickly and with less effort than traditional methods. But using e-tools also comes with a higher set of expectations. Because of the ease of online job applications, businesses often must wade through an overwhelming number of responses. To get results, your resume must stand out.

Pay particular attention to format. While there's a good chance an attachment sent as a Microsoft Word document can be read by most recipients, this is not fail-safe.

Submit your materials as plain text (ASCII) or in rich text format in the body of an e-mail message in addition to your attachment. Saving documents this way also allows you to easily cut and paste if you apply via a company's e-form.

YOUR OWN WEB SITE

Creating your own Web site and including the link in your resume can be an effective way to distinguish yourself from other applicants. It offers you the chance to showcase major projects you've handled or positive comments you've received from clients or supervisors.

If you don't have the expertise to build a professional site on your own, seek help from someone who does or consider using template software such as Macromedia's Dreamweaver, Adobe's Go Live or Microsoft's FrontPage.

A confusing or poorly designed Web site leaves the same negative impression on visitors as does a vague or sloppy resume. Remember, your Web site should complement a traditional resume, not replace it.

THE STILL-VITAL COVER LETTER

Just because you're providing your resume online doesn't eliminate the need for a well-written cover letter. Online cover letters don't have to be as lengthy as traditional ones, but they're still critical if you want to make a good first impression. Your letter should direct the reader's attention to the most important elements of your resume.

In both your resume and cover letter, proper grammar and correct spelling are indispensable. While some may think such concerns are obsolete in the fast-paced world of cyberspace, these documents will determine whether you make it past the initial screening.

Hiring managers know that careless errors in a cover letter or resume are evidence of a lack of attention to detail--a quality that probably spills over into job performance as well.

ENHANCING YOUR NETWORK

You also can take advantage of technology to expand and nurture your network of business contacts--a major source of job leads for most professionals. Supplement personal interactions by keeping in touch with associates via e-mail.

Participate in industry-specific list-serves and online chats to meet new people who share your professional interests. And if a colleague gives you the name and e-mail address of a potential contact, it's often appropriate to introduce yourself electronically.

E-tools can be extremely useful as you search for new accounting and finance positions--maximize them.

Max Messmer is chairman and CEO of Robert Half International Inc, parent company of Robert Half Accountemps and RHI Management Resources. Messmer can be reached at www.rhi.com.