How to create an event on LinkedIn: a complete guide for professionals. Creating an event on LinkedIn is no trivial matter. It’s not just a matter of filling in a date and a title, but of structuring a professional meeting place, whether digital or physical, with a genuine visibility and conversion strategy. Whether you’re a company, a freelancer or a training organisation, LinkedIn offers you a powerful tool for promoting your events to a qualified audience.
Here’s how to make the most of this feature.
Summary
1. Why create an event on LinkedIn?
Before even getting down to the technical side of things, it’s useful to understand what LinkedIn Events can really bring to your communication. Unlike other social media, LinkedIn is based on the logic of a professional network: each interaction is built within a framework of trust, with attention paid to the added value of the content shared. This makes it the ideal place to organise a business event, whether digital or physical.
Creating an event on LinkedIn means activating a high-potential visibility lever. You’re speaking directly to a qualified audience, made up of active members interested in your subjects, activities or skills. The organic reach can quickly grow thanks to the shares, comments and interactions generated, particularly if you relay your event via a well-structured post or publication.
Another advantage: the tool is free and easy to access, whether you’re an individual, a Page administrator, or a brand with an established network. Each LinkedIn event allows you to add all the relevant details: location, date, participation button, link to your website, or to a platform such as LinkedIn Live for online formats.
As well as broadcasting, the platform offers practical features for engaging your customers, partners or prospects: moderation, integrated messaging, a list of registrants, or even adding co-organisers. You can even optimise the visibility of your event using key terms, which can be exploited via the platform’s search engine.
Whether you’re organising a workshop, a webinar, a customer meeting or a business conference, LinkedIn helps you to target your audience effectively, establish clear communication and promote your partners. It’s a simple procedure to put in place, but one that has powerful repercussions, especially if you’re preparing a hybrid version of your event (face-to-face + live). You can even learn useful lessons from the engagement reports provided after the event.
In short, LinkedIn is not just a social network: it’s a fully-fledged events tool that fits in perfectly with your B2B communication plans.
2. Créer un événement LinkedIn depuis un profil ou une page
On LinkedIn, you can create an event from your personal profile or from a company page. The choice will depend on the type of project and the image you wish to convey.
If you represent a company, a brand or an institution, you should create your event via a Company Page: this strengthens your legitimacy and gives you access to visibility tools such as advertising or invitations targeted by sector.
To start creating :
- Connect to your LinkedIn account.
- On your home page, find the ‘Events’ tab (in the left-hand column for profiles, or via the management menu for Pages).
- Click on ‘+ Create an event’.
You can choose between :
- An online event, with a link to an external platform (Zoom, Google Meet, Microsoft Teams, etc.).
- A physical event, with a specific address to enter.
3. Fill in your event details correctly
Filling in your event details is an essential step. What you enter here is the showcase for your event. The clearer and more attractive your page, the more likely it is to encourage people to register.
Take the time to look after the following elements:
- Event name: short, punchy, self-explanatory. It should reflect the content while catching the eye.
- Date and time: specify the time zone if the event is online.
- Organiser: your profile or page will appear as the organiser.
- Description: get straight to the point while highlighting the content. Why take part? What will we learn? Who is taking part?
- Cover design: add a professional image, with the name of the event, your colours or the faces of the speakers.
- Type of access: private or public event? Depending on your strategy, you can restrict it to your contacts or make it open to everyone.
LinkedIn also allows you to add a link to an external registration form (such as a Google form or a Weezevent link), which is very useful for collecting email addresses or better organising logistics.
4. How do you run a LinkedIn event before the big day?
Once your event has been published on LinkedIn, the communication work is far from over. On the contrary, this is when the mobilisation phase begins. To take full advantage of the visibility offered by the platform, it is essential to regularly feed your LinkedIn event page with engaging and relevant content.
Here are a few simple levers to activate to capture the attention of your network and create momentum around your event:
- Regularly publish content related to the event: this could be anecdotes from the preparations, behind-the-scenes extracts, teasers, infographics or short videos.
- Introduce the speakers one by one, with a photo and a few lines about their background or their role at the event. This will build anticipation and enhance the value of your programme.
- Use the event’s Discussion tab to gather participants’ expectations, answer their questions and generate initial exchanges.
- Share the event in your news feed, in themed groups or directly via private messages to your most engaged prospects.
- Manually invite the most relevant profiles using the ‘Invite connections’ option. LinkedIn Pages can send out up to 1,000 invitations per week, enabling you to target effectively according to job function, sector of activity or professional interest.
- Offer a survey related to the theme of your event to create interaction beforehand. This will also give you valuable information about your audience’s expectations and motivations.
- Finally, don’t forget to include the link to your event in all your external communication channels: emails, email signatures, newsletters or multi-platform posts.
This build-up phase is crucial. The more your event is relayed on a regular and targeted basis, the more you will maximise registrations while reinforcing your professional brand image on LinkedIn.
5. The day of the event: fluidity and professionalism
For an online event, there are a few key things to bear in mind to ensure a smooth experience: make sure that the connection links (Zoom, Teams, Livestorm, etc.) are working properly, and arrange for someone to manage the LinkedIn event chat and answer questions in real time. Don’t forget to post a welcome message in the ‘Discussion’ tab at the start of the event to set a friendly tone.
If your event is face-to-face, the LinkedIn page can become an active relay for your communication on the ground. Publish a live story or video, share behind-the-scenes photos and invite participants to tag your page or use a dedicated hashtag. This extends the experience beyond the venue, and gives your organisation visibility.
6. What happens next? Extend the impact of your event
The event page remains accessible even after the big day.
Don’t leave it abandoned:
- Thank the participants.
- Share replays, media or highlights.
- Collect feedback or testimonials.
- Encourage participants to follow your page or subscribe to your newsletter.
Tip: use the history of your LinkedIn events to establish your legitimacy in a specific field. It’s a real showcase for your actions and commitment.
7. Increase efficiency with an integrated registration solution
If you’re planning to manage registrations, sell tickets or simply better structure your event on LinkedIn, integrating a solution like Weezevent is a particularly effective option. Indeed, Weezevent has teamed up with LinkedIn to offer a new feature enabling event organisers to create active professional communities on LinkedIn.
By adding a personalised registration link to your LinkedIn event, you instantly professionalise the attendee experience, while making organisational tasks easier.
With this solution, you can create free or paid ticketing, depending on the type of event and your target audience. You can also configure personalised forms: ideal for collecting relevant data such as the job title, company or sector of activity of participants. This information is invaluable for adapting your content or products, but also for planning well-targeted post-event follow-ups.
In just a few clicks, you can draw up a clear list of registrants, manage quotas according to the capacity of your room (if the event is face-to-face) or the number of connections (in the case of a webinar), and automate some of the follow-up. On the big day, the solution even lets you generate a QR code for access control, to make your reception more fluid and your entrance more secure.
Whether it’s a small group workshop, an online course, a product launch or a networking event, associating LinkedIn with an external solution like Weezevent is a winning combination. You put all the chances on your side to transform a simple LinkedIn event into a real professional success, both in form, management, and spin-offs.
Creating an event on LinkedIn may seem simple on the surface, but it requires a minimum of strategy and regularity if it is to bear fruit. Properly exploited, this tool can become a real lever for visibility, brand awareness and even lead generation.
Take the time to take care of the presentation, to keep the page lively right up to the big day, and to prolong the impact with appropriate tools.
Combine your LinkedIn event with a complete solution like Weezevent to centralise registrations, collect data and ensure professional follow-up of your participants.
