One person, two roles? How to design your Linkedin profile when you wear more than one hat

Mai Peksén
May 17
4 min read

To wear more than one professional hat - or work in multiple languages - is more common than you might think. Many of us are building careers that don’t fit into a single title or box. When it comes to Linkedin, the question is: how do you reflect all of this in a single Linkedin profile without confusing your audience?

Maybe you're a startup founder and also have a regular daily job? Or perhaps you operate in multiple markets – for example, you currently serve local clients in Sweden, but you aim global reach. Or you are a coach or trainer who offers services in multiple languages: currently in Spanish as your native language, but growing to be international (and therefore English). Then you’ve probably asked yourself: How do I position all of this clearly on one Linkedin profile without looking split and confusing my audience?

The good news is that you don’t have to choose between your roles! You just need to connect them under one clear branding that connects the dots.

Step 1: Identify your values and the common thread

Start by identifying what ties your work together. Even if your roles are different, your values are not. Ask yourself: What’s the common purpose behind of what you are doing? What are the values that describe you as a person and are the reason why you do the things you do? Maybe you help people grow, solve strategic challenges, build visibility or connect across industries. This is your brand foundation - your red thread - the central message that guides how you present yourself on Linkedin, no matter the language or role! When you lead with your unique perspective and values, your profile becomes more than a list of jobs. It tells a story.

How to put it in practice: use these keywords to shape your "About" section, headline and personal banner (profile cover photo).

Step 2: Customize your profile by language

Did you know that LinkedIn lets you create multiple profile versions in different languages. This is powerful tool if used right. If you work internationally or locally in different languages, this feature can be incredibly useful. For example, your English profile might emphasize your role as a global startup founder. Meanwhile, your Swedish version can focus on your consulting work with local clients. Each version should speak directly to the audience it's intended for - but both should reflect the same overall brand and mission. The key is not to translate word-for-word, but to adapt your messaging for each context while staying true to your core value proposition.

How to put it in practice: Your English headline could be: “Sales Strategist | Driving growth through smart sales processes and international B2B partnerships” This version highlights your strategic skills, global focus and B2B expertise - positioning you for international roles, collaborations or clients. And parallelly, your Swedish version might highlight your local work: “Försäljningsrådgivare | Hjälper företag att växa genom strukturerade säljprocesser och starka kundrelationer”. This version speaks directly to Swedish companies and decision-makers, using familiar terms and showing local understanding - all while keeping the core message: growth through effective sales.

Having two versions of your profile in different languages might also be a smart move for visibility and SEO since it can significantly improve your discoverability for the recruiter search on the platform. Here’s a sample how:

Recruiters often search in their native language. If you only have an English profile, you may not show up in Swedish-language searches - even if you're the perfect fit.
Adding language-specific keywords in each version helps LinkedIn’s algorithm surface your profile to more relevant audiences.
A localized profile builds trust with local networks while your English version supports global visibility.

The goal is not to simply translate content, but to tailor your message to each audience while keeping your overall brand consistent.

Step 3: Clarify and tell your story

Many professionals fall into the trap of listing each role as a separate identity. This can make you feel fragmented and confusing. I once worked with a client who described herself as both a leadership coach and a UX strategist - that might really sound like two different people. But when we looked closer into what truly connected these two roles was clear that it was her ability to help others navigate complexity and build structure. We rewrote her “About” section to tell that story. Instead of dividing her work, we framed it like this: “I work across two roles - one as the founder of a management consultancy, the other as an advisor to a IT company. What connects them is my passion for helping people show up with clarity, confidence and credibility online.” She was talking about your roles, but stayed rooted in her genuine character and personal brand. And that's what made her clear and memorable.