With rising prices, unexpected layoffs, and increasing financial uncertainty in today’s economy, having just one income stream may not be enough. Starting a side hustle or small business can be a smart way to build a financial safety net—just in case you get that dreaded call from HR.

But what if you’re working full-time in a W-2 role and don’t want your employer—or anyone else, for that matter—to know you’re quietly building something on the side?

Welcome to stealth mode.

Here’s how to start and grow your business under the radar, especially on LinkedIn, the most visible professional platform:

Maintain Confidentiality

Your first rule? Keep your business plans to yourself. If you want to keep it low-key, avoid posting anything specific about your side hustle on your personal LinkedIn profile or any public forum that could raise questions or draw attention.

Build a Company Page—Just Not That Way

You can create a free LinkedIn Company Page for your side hustle but don’t link it to your personal profile.

• Do NOT add it to your Experience section on your personal profile.
  
  
• Avoid using your full name or initials in the company name.
   This helps maintain anonymity while still allowing your brand to gain traction.

Be Strategic With Your Job Title

If you’re moonlighting while holding down a full-time job, consider using a broader or more generic title for your side business—like “Consultant” or “Managing Director.” This title may be appropriate for freelancing or 1099 work.

Show Thought Leadership, Not Self-Promotion

Use your personal LinkedIn profile to share valuable insights, trends, and helpful content related to your side hustle’s industry—without promoting your startup.

• Use hashtags strategically rather than tagging your business page.

Note, however, that LinkedIn no longer promotes the use of hashtags anymore, so you need to do a workaround to search for and follow hashtags, which I learned about from Kevin Turner.

e.g., https://www.linkedin.com/feed/hashtag/greatcareersphl is the hashtag I use for the nonprofit, so the formula is https://www.linkedin.com/in/feed/hashtag/(add your hashtag name without the # symbol)

• Let a family member or trusted partner be the visible face of the business while you build from behind the scenes.

Grow a Network Behind the Curtain

Even if your company page isn’t linked to your profile, you can still grow its following:

• Invite up to 100 followers to start
  
  
• Then invite 250 more every month
   Connect with professionals who might be aligned with your industry or mission and engage meaningfully with their content.

Join Industry Groups Quietly

Participate in LinkedIn Groups relevant to your side hustle. Add value by sharing your knowledge and experience—but again, without overt promotion.

Use Private Messaging

Do you have a potential collaborator, client, or investor you want to talk to? Keep it off the main feed. Use LinkedIn’s private messaging feature to maintain confidentiality.

Consider NDAs for Conversations

Protect your idea if you’re having serious discussions with potential partners, vendors, or investors. Before diving into details, ask them to sign a Non-Disclosure Agreement (NDA).

Need to Hire? Go Anonymous

If your side hustle needs help, consider posting job openings under “a stealth-mode startup” to avoid revealing too much too soon.

Know the Rules—Company & LinkedIn

Review your employment agreement and HR policies. Make sure you’re not violating any moonlighting clauses or company conflict-of-interest rules. Also, stay within LinkedIn’s User Agreement guidelines.

It’s Doable—I’ve Been There

I filed my fictitious business name in California in 1993 and Pennsylvania in 1994 while juggling various W-2 jobs. Building a side business while employed is possible—you must be intentional and strategic.

Final Thought

Whether you’re freelancing, consulting, or slowly launching a full-blown startup, keeping it quiet doesn’t mean keeping it small. Just be smart about how you grow—and protect—your future while working in the present.

Your Plan B may become your Plan A in your Act 2.

Did you read the article from last week? Mastering LinkedIn Title for Entrepreneurs, Job Seekers, Professionals, Nonprofits & Terminal Degrees

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