With rising living costs, unexpected layoffs, and economic uncertainty, relying on a single income stream can be risky, so consider your Act 2 sooner rather than later.
To build a financial safety net, many professionals are turning to side hustles, freelancing gigs, or startup ventures.
But what if you’re in a W-2 job and don’t want your employer or professional network to know you’re working on something extra?
That’s where the concept of a stealth business comes in.
If you’re planning to launch an Act 2 side hustle while staying discreet, especially on LinkedIn, here’s how to do it strategically:
1. Prioritize Your Act 2 Side Hustle Confidentiality
The golden rule of stealth mode? Keep your plans private. Avoid mentioning your side hustle on your personal LinkedIn profile or posting anything online that could draw attention from your employer or colleagues.
2. Create a LinkedIn Company Page—Strategically
You can build a free LinkedIn Company Page for your business but don’t connect it to the Experience section of your personal profile. Your business venture can exist while you remain professionally anonymous.
- Avoid using your real name or initials in the business name
- Skip listing your title under your current role
- Let the brand grow on its own while you stay behind the scenes
3. Choose a Discreet Job Title for Your Act 2 Side Hustle
If you’re moonlighting or consulting, opt for neutral titles like:
- Consultant
- Managing Director
- Freelancer
These terms are professional but don’t raise red flags.
4. Share Industry Insights, Not Business Promotions
Use your personal LinkedIn profile to position yourself as a thought leader—without directly referencing your business.
- Share articles, tips, or trends from your industry
- Avoid linking or tagging your business page
- Use hashtags for discovery (LinkedIn doesn’t promote them like before, but you can still share links such as: linkedin.com/feed/hashtag/yourhashtag)
- Here is the link you can use for our nonprofit hashtag #greatcareersphl: https://www.linkedin.com/feed/hashtag/greatcareersphl
Pro tip: I learned how to manually search for and follow hashtags from Kevin D. Turner, who shared this great workaround using direct URLs.
5. Let Someone Else Be the Face of Your Side Hustle
Consider having a trusted partner or family member as the visible representative of the side hustle business while you operate behind the scenes. This way, your brand can have a public presence while preserving your privacy.
6. Grow Your Network Behind the Curtain
Even without publicizing your business, you can still:
- Invite up to 100 followers to your company page
- Increase to 250 monthly invitations after LinkedIn provides that to you
- Connect with industry-aligned professionals and comment on relevant content
7. Join LinkedIn Groups Related to Your Side Hustle
Engage in LinkedIn Groups related to your niche or industry. Share value-driven insights and contribute meaningfully without mentioning your startup or self-promotion. Note, however, that your group posts will be in your feed.
8. Use Direct Messaging for Business Conversations
Want to reach potential collaborators, contractors, or clients? Use LinkedIn’s private messaging feature instead of making public posts. It’s a safer, more discreet way to start conversations.
9. Use NDAs for Serious Discussions
If you’re discussing your idea with investors, freelancers, or collaborators, consider using a Non-Disclosure Agreement (NDA) to protect your concept and strategy.
10. Hiring Help? Keep It Anonymous
Need extra hands? Post job opportunities as a “stealth-mode startup” to protect your identity and vision during the early stages of growth.
11. Know the Rules—Both the Company and LinkedIn
Before launching, review your employment agreement for any conflict-of-interest or non-compete clauses. Also, comply with LinkedIn’s User Agreement and platform best practices.
Starting Your Act 2 Side Hustle is Doable
I started my own business while working full-time, filing my fictitious business name in California in 1993, again in Pennsylvania in 1994, and then rebranding in 2024. You can build your future without compromising your present with intention, planning, and a little stealth.
Build That Side Hustle Smart, Build Quietly
Whether testing a freelance service, launching a consulting gig, or creating a small business, staying under the radar doesn’t mean thinking small. With the right LinkedIn strategy, professional discretion, and careful planning, your Plan B could evolve into your Plan A—and your second act could be your best yet.
NEXT STEPS
- Subscribe to my newsletter on LinkedIn™ for bright ideas on how to manage your career.
- If you need a resume or LinkedIn™ profile to get you to your next step, book a call to chat! Can’t beat a free discovery call!
- Join as a member at https://greatcareers.org/membership of the #1 business networking association on the Philadelphia Business Journal’s Book of Lists five years in a row!
- To support our charity at KeepOnSharing.com and use the referral code Career
- Follow #GreatCareersPHL
BIO
Lynne M. Williams is the Executive Director of the Great Careers Network, a volunteer-run 501(c)3 nonprofit organization that provides career development and networking connections for 1) job seekers in career transition, including veterans, and 2) employed and self-employed for career management.
Aside from writing keyword-focused content for ATS resumes and LinkedIn profiles, Lynne is writing her doctoral dissertation on LinkedIn for Job Seekers. She is a contributing author on “Applying to Positions” in Find Your Fit: A Practical Guide to Landing the Job You Love, along with the late Dick Bolles, the author of What Color is Your Parachute?, and is also a speaker on career topics.
