How do I manage LinkedIn content for more than one company?

31.8%

of US business owners currently own more than one business, in NORC's EPOP survey of 2023

Is it unusual to post for more than one company?

Not at all. Running several businesses is common. In NORC's 2023 survey of US business owners, 31.8 percent said they currently own more than one business. Founders also sit on boards, advise other startups and run side projects, all of which can show up in what they post.

The challenge is not whether you can do it but how to keep one profile coherent, so readers know what you are about and why they should follow you.

Can you have a separate profile for each company?

No. LinkedIn's User Agreement allows each person one account in their real name. A second profile would split your network, and duplicate accounts can be restricted. Use your personal profile for you, and give each business its own company page.

That actually helps. One profile means one network that grows with every post, whichever company the post is about.

How do you keep one profile coherent?

Find the thread that connects your companies. It might be the type of customer you serve, the problem you keep solving or the way you build. Put that thread in your headline and About section, so a reader understands why you run more than one thing before they see a post about either.

Then give each company its own small set of topics. One business might cover customer stories and the market, while the other covers how you build and hire. Plan the week so each gets a fair share, rather than letting whichever is busiest take over the feed.

How do you plan posts across companies?

Treat it as one calendar, not two. Decide how many posts a week you can sustain in total, then split them by what each business needs right now. A company in the middle of a launch may take most of a month, while the other gets one post a week to stay visible.

Recording helps here. One session where you talk through what is happening in each business, by voice or on camera, can supply posts for both, and keeps them sounding like the same person.

What should the company pages do?

Carry each company's own news. Product updates, job openings and announcements belong on the page for that business, where people researching it will look. Reshare the important ones from your profile with a line on why they matter, so your network sees them without your feed becoming a noticeboard.

If each business has a team, encourage them to post too. A co-founder or early hire who posts about one company takes pressure off your feed and gives that business its own voice.