Having multiple LinkedIn accounts is becoming an increasingly common practice among professionals looking to expand their networks and opportunities. While in some cases this may be unethical or go against LinkedIn’s terms of service, there are legitimate reasons why someone may maintain more than one profile on the platform. In this article, we’ll explore the main motivations behind having a second LinkedIn account and whether it’s an advisable strategy.
Reasons for a Second LinkedIn Account
Keeping separate professional identities
One of the most common reasons people operate two LinkedIn accounts is to keep different professional identities separate. For example, a marketer who also does some freelance writing work on the side may want to have distinct profiles for each line of work. This allows them to clearly showcase their expertise and credentials in the respective fields without combining disparate skills on a single profile. Similarly, someone who works a full-time job but also has a side business might find it useful to have individual profiles.
Job hunting privacy
Many professionals want to keep their current employer unaware that they are passively searching for jobs or open to new opportunities. Having a secondary “stealth” account enables users to connect with recruiters, follow companies, and research potential openings without notifying their existing connections and network. This account is often kept private and anonymous for discretion.
Targeting multiple industries/regions
If someone works in a niche industry or has highly specialized skills, they may benefit from creating a tailored account to connect with an audience outside their core network. For example, an advertising professional in beauty might make a separate profile targeted specifically at luxury real estate contacts. This lets them expand reach without diluting their primary brand.
Experimenting with different approaches
Maintaining a second account can be a low-risk way to try new tactics and approaches to expanding your LinkedIn presence. The secondary profile functions as a sandbox where users can test out customized content strategies, publishing cadences, or ways of engaging their audience without impacting their primary professional identity. Lessons learned can then be incorporated into the main account.
Getting around connection limits
LinkedIn limits accounts to 30,000 connections. For well-connected influencers and thought leaders, this ceiling can be restrictive. Having a second profile allows users to connect with up to 60,000 people without appearing to “max out” their primary account. However, this practice falls into an ethical grey area, so caution is advised.
Downsides of Multiple LinkedIn Accounts
While maintaining two separate accounts may seem advantageous at first glance, the strategy does have some potential downsides users should be aware of.
Appearing disingenuous
If people within your industry start to become aware that you have multiple “secret” profiles, it can seem suspicious and raise doubts. Maintaining total transparency across all networks is ideal.
Difficult to manage
With limited time in the day, engaging with two high-maintenance LinkedIn accounts can quickly become unwieldy. It takes significant effort to keep profiles robust, active, and up-to-date. Most users have a hard enough time tending to just one profile.
Risk of mistake or mix-up
It’s surprisingly easy to accidentally tweet from the wrong Twitter account or post on the wrong Facebook profile. Similarly, users running multiple LinkedIn accounts risk sharing an update or connecting with someone from the wrong profile. This can be embarrassing.
Dilution of brand power
Focusing on one strong LinkedIn profile is typically better for establishing a professional brand and authority. Splintering connections and content across accounts diffuses your influence and reach.
Violates LinkedIn’s terms
While not heavily enforced, LinkedIn technically prohibits users from maintaining more than one account under their terms of service. There is a minor risk of account suspension if discovered.
Best Practices
For those who still see a compelling case to operate two LinkedIn accounts, some best practices will help maintain the benefits while reducing risks:
Be transparent
Don’t intentionally hide the fact you have multiple accounts from your close professional connections. Be forthcoming if asked.
Customize each fully
Make sure both profiles are robustly completed rather than just minor variations. Each should stand alone as a complete professional identity.
Use a distinctly different photo
Sporting an identical headshot across accounts is a dead giveaway. Use clearly different profile photos on each account.
Separate logins
Register each account with a different email to avoid mix-ups. Don’t use the same password.
Segment connections
Be thoughtful about which account you connect with someone on. Don’t link to the same person from both profiles.
The Verdict
In most cases, the vast majority of LinkedIn members are best served by focusing time and energy on a single, well-developed profile that authentically reflects their professional identity and qualifications. However, maintaining two accounts can be advantageous in some scenarios if executed with caution and care. Typical motivations like job seeking, expanding reach, or delineating different career focuses can justify the effort if done strategically.
Before opening a secondary account, be sure the benefits clearly outweigh the risks and that you can maintain appropriate segmentation. Also consider whether your goals could be achieved through other means like stronger content curation or profile optimization on a single account before dividing your presence across two profiles.
Frequently Asked Questions
Is it unethical to have two LinkedIn accounts?
Having multiple accounts is not inherently unethical as long as both profiles legitimately represent different aspects of your professional life and you are transparent about maintaining more than one profile. It can cross into unethical territory if accounts are used to mislead, manipulate or artificially inflate an online presence.
Can LinkedIn tell if you have two accounts?
LinkedIn likely has the ability to detect users registered with the same name, email, or other identifying info across accounts. They discourage multiple accounts in their terms of service but don’t outright ban the practice unless used deceptively. Still, it’s wise to assume LinkedIn can connect accounts registered with shared credentials.
Is it OK to use two LinkedIn accounts for job searching?
It is generally fine to conduct job searching activities like networking, applying to roles, or following employers from a secondary “anonymous” account as long as you don’t actively hide the account once establishing connections. Many professionals find this allows them to more privately assess options.
Can you merge two LinkedIn accounts?
LinkedIn does not allow users to officially merge two existing accounts. You can maintain two profiles side-by-side but they will always remain separate. The best option is to determine which account to focus on and let the other go dormant.
Is having a personal and professional LinkedIn account advised?
Maintaining completely separate personal and professional accounts goes against LinkedIn’s intended use as a single professional networking platform. Most career experts recommend listing side gigs, interests, hobbies, education, and other personal details on your main profile rather than diluting your branding across two.
Conclusion
On the whole, operating two distinct LinkedIn accounts requires vigilance to ensure segmentation, thoughtful relationship management and regular profile attention across both in order to maximize benefits and minimize risks. While valid reasons exist, most professionals are still better served concentrating their efforts into a single robust profile. An optimized presence with laser-focused branding and relationship building tends to get the best results on LinkedIn.