One of the most frequently asked questions I receive from my audience is how to foster entrepreneurial aspirations on LinkedIn while maintaining your current job security.

Perhaps you have passions and interests that are above and beyond your current day job, but you're not quite ready to make the leap. You want to start fanning the flames of those interests and building up future personal brand leverage and capital, so when you can and are ready to make the leap into entrepreneurship, you're not jumping into a cold audience or rebranding from scratch. Rather, you're naturally seeding your audience to expect this as an eloquent transition, one where people will be excited and ready to purchase from you.

So how exactly are we going to do that?

Of course, the key concern is always, "If I start posting about certain topics I'm interested in on LinkedIn, my boss is probably going to think one of three things,"

1. I'm unfocused on my current job,

2. I am talking to recruiters, or

3. I'm thinking about leaving.

There are actually really great ways that we can overcome these concerns and start building your thought leadership on LinkedIn without tipping off your current company or giving any false ideas.

The goal is to make sure that your audience starts to view you as a thought leader. Here's how you can achieve that:

1. Build a Dual-Purpose Profile

First things first, it's important to note that you should never (ever ever ever) create two LinkedIn profiles. 

Having two separate profiles can be confusing and raise concerns among your connections. Instead, you want to build a profile that serves dual purposes by finding the common through line between your current job and your aspirations.

For example, if you're currently a customer success manager for a tech company but have aspirations of being a consultant for digital transformation, the throughlines could be an interest in technology, emerging technology, and technology that optimizes business.

By curating the newest trends and explaining what's helpful to your audience, you can establish yourself as a thought leader in these areas.  

2. Focus on Your Target Audience 

To effectively craft a subtle aspirational entrepreneurial profile on LinkedIn, shift your focus from yourself to your target audience. Research their challenges and questions, and address these themes in your content. By doing this, you'll provide value to your audience and position yourself as an expert in solving their problems.

Additionally, start communicating your passions and interests internally to your employer. 

When I was in corporate marketing, I made it very known that I was interested in learning from great CMOs and helping other marketers and business owners do the same by curating content and sharing insights.

I would also communicate to my boss about the associations I planned to join, and always let him know when I was speaking at an event. The audience at these events were *never* our company's audience either. So when I started creating content online to continue these insights and conversations, it didn't feel "out of left field" for me to do so. My boss was very aware this was a passion for me.

So often, we can eliminate raising red flags by first communicating our passions and plans about content internally. That way, people are "in the know" versus seeing you post on LinkedIn "seemingly out of nowhere" and feeling blindsided.

("Why is Jessica posting that?!" is not a likely retort if you've gotten ahead of it and communicated why.)

3. Develop a Content Strategy 

When it comes to your content strategy, it's important to strike a balance between promoting your organization and addressing the interests and questions of your target audience.

Here's a breakdown of how you can structure your content strategy:

 20% - 30%: Share updates about your organization and what you've learned through your work. This shows that you're actively engaged in your current job and keeps your employer informed about your activities.

70% - 80%: Address the interests and challenges of your target audience and stories that express your personal values (more on that next). Learn out loud on the platform by curating information, addressing specific pain points, and acting as an online teacher. You don't have to be the top expert in your field to build thought leadership. Aim to inform people who are a few steps behind you or present simple information that simplifies their lives and answers their questions.

Remember, the goal is to keep your content simple and valuable. Avoid creating complex content that may attract your competition and colleagues instead of your future prospects.

4. Share Personal Values and Stories 

In addition to your content strategy, it's important to share your personal values, personality, and stories that are happening in your professional life. This helps build the know, like, and trust factor with your audience.

By sharing your experiences and lessons learned, you're not putting out facts that are up for debate. Instead, you're sharing your unique perspective and providing insights that both your colleagues and future prospects can learn from.

Remember, storytelling is a powerful tool for building connections and establishing yourself as a relatable and trustworthy thought leader.

5. Network Without Noise 

Consider adding future prospects to your network on LinkedIn. While nobody can see who you're adding to your LinkedIn profile, this is a way to build up your followership without making people think that you're about to leave your current job.

This strategy allows you to do what I call "networking without noise." By connecting with potential clients and industry professionals, you're expanding your network and positioning yourself as a valuable resource without raising any red flags.

The Takeaway?

Building thought leadership on LinkedIn while maintaining integrity in your current job requires a strategic approach. By building a dual-purpose profile that gives you a wide enough aperture to discuss both your role and your interests, focusing on your target audience, developing a balanced content strategy, and networking without noise, you can establish yourself as a thought leader without raising concerns from your current employer.

Whenever you're ready, there are 3 ways I can help you:

1. Brand Accelerator Program Doors are now open for January 2024's LinkedIn training cohort where I work with 10 professionals at a time to boost their personal brand on LinkedIn. Average student results include 1430% increase in post reach. Sign up here to secure your spot.

2. The Brand Bootcamp Each month, I work 1-1 with 2 entrepreneurs to organize and audit their personal brand and build a custom content operating system with 12 months of planned content. Clients are accepted via an application process. Complete your application here. 

3. Content Labs Every Friday, join me for 90 minutes of high-powered content creation. You'll leave with 2 weeks of content at a time.