How to Create an Event on LinkedIn as a Company

LinkedIn Events offer a direct line to your professional community, turning passive followers into active participants. More than just a calendar entry, a well-run event on this platform can generate qualified leads, build brand authority, and create genuine connections with your audience. This guide provides a complete walkthrough, from initial setup to post-event follow-up, giving you a repeatable playbook for success.

Why LinkedIn Events Are a Power Move for B2B Companies

Before getting into the "how," it's worth understanding the "why." While other platforms are great for broad consumer engagement, LinkedIn is the undisputed champion for professional networking and B2B marketing. Hosting an event here places your brand directly within the professional context your audience already operates in.

The benefits are clear:

• Targeted Audience Reach: You can directly invite your company page followers and specific connections who fit your ideal customer profile. No more guessing if you’re reaching the right people.
• Increased Brand Visibility and Authority: Hosting an educational webinar or an insightful panel discussion positions your company as a thought leader in your industry. It's a powerful way to show, not just tell, your expertise.
• Lead Generation Machine: By linking to a registration page, you can collect valuable information from attendees. These aren't cold leads, they are individuals who have actively shown interest in what you have to say.
• Community Building: The dedicated event page becomes a temporary hub for discussion before, during, and after the event, fostering a sense of community among attendees.

Before You Click “Create Event”: The Pre-Planning Checklist

A successful event is built on strategy, not just button clicks. Taking 30 minutes to organize your thoughts and assets beforehand will save you hours of scrambling later. Run through this checklist before you start.

• Define Your Goal. What is the number one thing you want to achieve? Is it lead generation? Brand awareness? Announcing a new product? A clear 'why' will shape every other decision.
• Know Your Audience. Who are you trying to reach? What are their biggest challenges? Tailor your topic, title, and description to speak directly to their needs.
• Choose Your Format. Will this be online or in-person?
  • For Online Events: Will you use LinkedIn Live for seamless integration, or an external tool like Zoom or a webinar platform?
  • For In-Person Events: Have the venue, address, and any specific instructions ready to go.
• Craft a Compelling Title. "Marketing Webinar" is boring. "The B2B Marketer’s Playbook for AI in 2025" is specific and intriguing. Your title is your first advertisement - make it count.
• Line Up Your Speakers. Identify who will be speaking and an alternate, if possible. Make sure they have a professional LinkedIn profile to tag.
• Prepare Your Visuals. The cover image is your event’s virtual billboard. Design an on-brand, professional header image. The ideal LinkedIn Event cover photo size is 1776 x 444 pixels.

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

With your checklist complete, you’re ready to build your event page. The process is straightforward, but each field offers an opportunity to optimize for better results.

Step 1: Get to the Event Creation Tool

First, navigate to your company’s LinkedIn Page. You must be an admin of the page to create an event on its behalf. Once on your page, look for the "Admin tools" dropdown menu in the top right corner. From here, select “Create an event.”

Step 2: Fill Out the Core Event Details

The first screen is where you lay the foundation. This information is what attendees will see first, so accuracy and clarity are important.

• Event name: Enter the compelling title you prepared earlier.
• Timezone: This will default to your current timezone, but double-check that it’s correct for your primary audience.
• Start/End date and time: Be precise. If it's a 45-minute webinar, don't set the duration for two hours. Respect your attendees' time.
• Speakers: Begin typing the names of your speakers. If they have a LinkedIn profile, they'll pop up, and you can add them. This links their profile to the event, massively increasing visibility as they often share it with their network.
• External URL (optional): Here is where you paste the registration link. This is the pipeline to generating leads. Whether it’s a Zoom registration page, a Hubspot landing page, or your website, this link directs people to officially sign up.

Once filled, click "Next."

Step 3: Add the Description and Agenda

This is your sales page for the event. Don't rush it. Use this space to convince people why they should give you their valuable time.

A great event description includes:

• A Strong Opening Hook: Start with a question or a bold statement that speaks to a pain point. (e.g., "Struggling to keep up with the latest social media trends?")
• Key Takeaways: Use bullet points to clearly list what attendees will learn or gain. Make it outcome-focused. (e.g., "You’ll walk away with: A framework for video content, a checklist for platform optimization...")
• Who Should Attend: This helps people self-qualify. (e.g., "Perfect for B2B marketers, startup founders, and social media managers.")
• Detailed Agenda (for longer events): Break down the schedule. Seeing a clear structure can make longer events feel more manageable and valuable. (e.g., 10:00 AM: Keynote, 10:30 AM: Panel Discussion...)
• Speaker Bios: Briefly mention your speakers' credentials to build authority and credibility.

Step 4: Publish and Start Promoting

Under the description, you’ll be prompted to upload your prepared cover image. This is a non-skippable aesthetic step. A great cover image makes your event look professional and legitimate. Once you have a visually appealing image uploaded and your description honed, hit the “Publish” button. Your event is now live, but your work is just getting started.

Your Event is Live! Promoting It for Maximum Attendance

Creating the page is easy. Filling the virtual seats is the real challenge. You can't just publish it and hope people show up. You need a promotional strategy.

The Initial Push: Your First Three Actions

1. Create the Announcement Post: LinkedIn automatically prompts you to create a post about your new event. Don't skip this. Customize the text to be exciting and tell people why they should register.
2. Pin the Announcement to Your Page: Pinning the post ensures that it’s the first thing visitors see when they land on your Company Page.
3. Manually Invite Connections (as yourself): The most underutilized feature! As a page admin, you can use your personal profile to send direct invitations to your first-degree connections. LinkedIn puts a limit on this, but it’s a powerful way to get the ball rolling with a highly relevant group of people.

Build Your Content Drumbeat

In the weeks or days leading up to your event, you need a steady stream of content to keep it top-of-mind. Don't just post the link over and over. Mix up your content formats and angles.

• Speaker Spotlights: Dedicate individual posts to each speaker. Include their headshot, a compelling quote, and what they'll be discussing. Tag them in the post so their network sees it too.
• Countdown Posts: Create simple graphics that say "7 Days Until...", "48 Hours To Go...". Use the caption to re-state one of the key benefits or takeaways.
• Behind-the-Scenes Content: Share a quick photo of your team planning the event or a short video from a speaker about what they're excited to share. This humanizes your brand.
• Ask Questions &, Run Polls: Post questions related to your event topic. For example, "What's your biggest challenge with AI marketing? We're tackling it in our event next week!" This sparks engagement and makes your audience feel involved.

Engage with Your Attendees

Your new event page has its own feed. Use it! Post directly on the event page to communicate with registered attendees. Share reading material, ask introductory questions, or post reminders. This warms up the audience and reduces the chance of no-shows.

Activate Your Team and Speakers

Your team is your biggest asset. Make it ridiculously easy for them (and your speakers) to promote the event. Provide them with pre-written post copy and visuals. A simple email saying, "Here are two post options and a graphic to easily share our upcoming event with your network" goes a long way.

Final Thoughts

Putting together an event on LinkedIn is one of the most effective strategies for B2B brands looking to connect directly with their audience, build authority, and generate leads. While the setup is simple, true success comes from the thoughtful promotion plan you build around it and the meaningful follow-up you conduct afterward.

Planning and scheduling that steady drumbeat of promotional content - from speaker spotlights to countdown posts - can often feel chaotic without the right systems. At Postbase, we built our platform with a visual calendar that lets you see your entire promotional schedule at a glance. It helps you organize your posts across all your social channels, ensuring your message is consistent and your schedule is packed, building excitement and driving registrations without ever feeling lost in spreadsheets.