How to Create an Event on LinkedIn

LinkedIn Events are one of the most effective, yet underused, tools for building community and authority in your industry. This guide gives you the complete, step-by-step playbook for creating, promoting, and managing a successful event on the platform, whether you're hosting an online webinar or an in-person workshop.

Why Bother with LinkedIn Events Anyway?

In a world of endless webinars and virtual summits, you might wonder if creating another one is worth the effort. On LinkedIn, the answer is a resounding yes. Unlike other platforms, LinkedIn gives you a direct line to a professional audience actively looking to learn, network, and grow their careers. It’s not about entertainment, it’s about professional development, making event attendees incredibly focused and engaged.

Here’s what makes LinkedIn Events so powerful for brands and creators:

• A Targeted Professional Audience: You’re not just shouting into the void. You are reaching people based on their job titles, industries, and professional interests.
• Builds Community &, Authority: Hosting events positions you as a thought leader. It creates a space for like-minded professionals to gather, learn from you, and feel connected to your brand.
• Organic Lead Generation: Every person who registers for your event is a warm lead. They’ve raised their hand to say, "I'm interested in what you have to say." This is far more effective than a cold outreach campaign.
• High-Intent Networking: Attendees aren't just there to passively listen, they're there to connect. It facilitates meaningful conversations that can lead to partnerships, new hires, or sales.

How to Create a LinkedIn Event: The Step-by-Step Guide

Let's walk through the exact process for setting up your event page for success. It only takes about 10 minutes, but getting the details right from the start makes all the difference.

Step 1: Find the “Create an Event” Button

First things first, you need to find where to create your event, and the location differs slightly depending on whether you’re creating it from your personal profile or a Company Page.

• From Your Personal Profile: On your LinkedIn homepage, look at the left-hand sidebar. Scroll down until you see the "Events" section. Click the small plus (+) icon to start creating a new event. If you don't see it, you may need to click "Show more" at the bottom of the list.
• From Your Company Page: You must be an admin of the page to create an event on its behalf. Go to your Company Page and click "Admin view.” In the top navigation menu, you’ll see an option for “Events.” Click it, and you’ll see a large “Create event” button. For more details on setting up your company presence, learn how to create a Company Page on LinkedIn.

Step 2: Fill Out the Core Event Details

This is where you build the foundation of your event page. Each field plays an important role in how your event is discovered and perceived.

Organizer

The first choice is who will be the host: your personal profile or your company page. There's no wrong answer, but the choice has strategic implications.

• Personal Profile: Best for building your personal brand, hosting networking events, or when you are the face of your business.
• Company Page: Better for official brand events, product demos, company announcements, or webinars where the company is the star, not an individual. This also allows multiple admins to help manage the event.

Event Type: Online or In-Person

Decide whether your attendees will join virtually or show up at a physical venue.

• In-Person: You’ll need to add a venue and address. LinkedIn also creates a map for easy navigation. This is perfect for local meetups, workshops, or conference side-events.
• Online: This is the more common option for webinars, talks, and global networking sessions. Choosing "Online" opens up a few more format choices.

Online Event Format

If you're hosting online, you have three options:

• LinkedIn Live: The event happens directly on LinkedIn. This is fantastic for engagement because attendees get a notification when you go live, and they can comment and react in real-time without leaving the platform. You will need to be approved for LinkedIn Live access and use a third-party streaming tool like StreamYard or Restream. Learn more about how to use LinkedIn Live for your events.
• LinkedIn Audio Event: Think of it as a Clubhouse or X Spaces, but for professionals. It's a voice-only conversational format that feels more intimate and accessible than a full-video production. Great for Q&,As, panel discussions, or informal "ask me anything" sessions.
• External Event Link: This is the go-to for most marketers. Use this if you're hosting your event on an external platform like Zoom, Teams, GoToWebinar, or a YouTube live stream. You’ll simply paste the registration or direct join link here.

Event Name

Your event name is your headline. It needs to be clear, compelling, and full of value. Avoid generic names at all costs.

• Vague Name: "Marketing Webinar"
• Strong Name: "The Content Repurposing Playbook: Turn One Video into a Week of Content"

Pro Tip: Include the key benefit for the attendee directly in the title.

Time Zone, Date &, Time

This seems obvious, but it's a critical detail, especially for global audiences. Double-check your time zone! LinkedIn automatically displays the time in the viewer's local time zone, which is a fantastic feature that prevents confusion.

The Description

This is your event's landing page copy. It’s your chance to persuade someone to register. Don't rush this part. A good description should include:

• A Strong Opener: Hook the reader by addressing a pain point or a powerful outcome.
• Who Should Attend: Call out your target audience (e.g., "For B2B marketers, agency owners, and freelance content creators...").
• What They'll Learn: Use bullet points to list the key takeaways. Make it clear what value they will walk away with.
• The Agenda: Briefly outline the schedule, especially if there are multiple parts or speakers.
• Speaker Information: Add a short bio for each speaker to build credibility.

Add Speakers

If your event features guest speakers, add them here. When you tag them as a speaker, they get a notification and can easily share the event with their network. This dramatically increases your event's reach and adds social proof. Their profile will be featured prominently on the event page.

Designing Your Event Page: Visuals Matter

First impressions count. An event page with professional, on-brand visuals signals a high-quality event and grabs attention in the busy news feed.

The Cover Image

Your cover image is the billboard for your event. The recommended dimension is 1776 x 444 pixels.

Follow these best practices for a great cover image:

• Stay On-Brand: Use your brand colors, fonts, and logo.
• Include Essential Info: Your event title, date, and time should be clearly visible.
• Feature Your Speakers: Adding headshots of your key speakers is one of the best ways to build hype and credibility.
• Keep it Simple: Don’t clutter the image with too much text or too many graphic elements. It needs to be readable on both desktop and mobile.

You've Created the Event. Now What? Your Promotion Playbook

Clicking "Publish" is just the beginning. A successful event relies on a strong promotion strategy. You can't just build it and hope they will come.

Start with Your Inner Circle: Direct Invites

LinkedIn allows you to invite up to 1,000 of your 1st-degree connections per week. Don't spam everyone you know. Create targeted lists of people who would genuinely benefit from the event. You can filter your connections by location, current company, and industry to find the right people.

Craft a Content Cadence

Plan a series of posts to promote your event in the weeks and days leading up to it. One post is never enough. Consider creating:

• An Announcement Post: The initial big reveal explaining the "what" and "why." For tips on crafting effective updates, read our guide on how to create a LinkedIn post.
• Speaker Spotlight Posts: Create one post for each speaker, tagging them and highlighting their expertise.
• Problem/Solution Posts: Create posts that agitate the pain point your event solves, then position the event as the solution.
• Behind-the-Scenes Content: Share a quick story or video of you preparing for the event to make it feel more personal.
• Urgency and "Last Chance" Posts: As the day gets closer, remind people to register before it’s too late.

Use the Event Feed for Engagement

Once someone registers, they're added to the event’s dedicated feed. Use this space to nurture your attendees before the event even starts.

• Post a welcome message.
• Ask introductory questions to get the conversation started (e.g., "What are you hoping to learn from this session?").
• Share a poll related to the event topic.
• Post reminders and the full agenda a day or two before. For strategies to boost interaction, check out our guide on how to engage on LinkedIn.

Mobilize Your Speakers and Partners

Make it incredibly easy for your speakers and sponsors to promote the event. Send them a promo kit that includes:

• Pre-written copy for LinkedIn posts.
• Ready-to-use graphics and banner images.
• The direct registration link.

Their endorsement and reach are some of your best marketing assets.

Go Beyond LinkedIn

While your main push is on LinkedIn, don't forget your other channels. Announce your event in your email newsletter, share it in relevant online communities, and post about it on other social media platforms where your audience hangs out. For a comprehensive approach to promoting your professional endeavors, explore how to promote your business on LinkedIn.

Of course, after you set up your LinkedIn Event, the real work of consistent promotion begins. To drive registrations, you need a steady stream of content across multiple channels, which can quickly become overwhelming. At Postbase, we solve this by making it easy to schedule all your event promo content from one place. I use our visual calendar to map out our entire promotion schedule - from speaker spotlights on LinkedIn to behind-the-scenes Stories on Instagram - ensuring we maintain momentum without pulling our hair out. If you're looking for a simpler way to manage your event marketing, check out Postbase.