Post a webinar as a LinkedIn Event

Post a webinar as a LinkedIn Event on your company page. Sessionboard fills in the title, time, description, speakers, cover image and your registration link. Then it keeps the LinkedIn Event up to date until the webinar starts, and people who register through LinkedIn land in the webinar like everyone else.

Why use it

LinkedIn is where your speakers’ and members’ professional networks already are. A LinkedIn Event shows up on your company page, can be shared and promoted, and shows who is going. With Sessionboard you don’t copy details across by hand, and every registration still lands on one attendee list with its join link, reminders and Pathways history.

Before you start

You connect LinkedIn Events once for your organization:

Connect

In Apps → Event channels → LinkedIn Events, click Connect and sign in with a LinkedIn account that is an admin or content admin of your company page.

Pick the page

Choose the company page your events are posted from.

Allow posting as the page

Approve the second LinkedIn prompt, which lets Sessionboard post as that page. A LinkedIn Event is only visible once the page has posted it.

Until this is done, the webinar’s Overview shows Connect LinkedIn Events or Finish LinkedIn setup, and the Webinars page shows a small Promote webinars on LinkedIn card. You can dismiss the card.

Create the LinkedIn Event

Open the webinar

On Program → Webinars, open the webinar. You can also do this right after publishing, from the Published dialog, or from the Pages tab.

Click Create LinkedIn Event

The Post this webinar as a LinkedIn Event card sits under the provider card on the Overview. Click Create LinkedIn Event.

Check what will be posted

The dialog shows exactly what goes to LinkedIn: the cover image, title, time, Speakers, Register link, Description and the Page post.

Create it

Click Create LinkedIn Event. For a draft webinar, the button says Create when published. The LinkedIn Event is then posted when you publish.

Within a minute, a LinkedIn Events card appears under Channels on the Overview. It has Open on LinkedIn, the post’s impressions and clicks, and how many people registered through LinkedIn.

What gets posted

Title, start and end time, as an online event.
Description: the webinar’s description, then its speakers with their job titles and companies. Only speakers shown publicly on the run of show are listed.
Cover image: the webinar’s background image. Without one, LinkedIn uses its default image.
Register button and link: your registration page. The link is tagged utm_source=linkedin, utm_medium=event and utm_campaign=webinar-<id>, so sign-ups are attributed to LinkedIn.
Page post: a short post from your page announcing the event, with the time and speakers.

How people register

By default, Register on LinkedIn opens your registration page. People register there as usual. They get the confirmation email with their join link, and they show LinkedIn as their source under People.

If your LinkedIn connection includes LinkedIn’s registration form, the dialog also offers LinkedIn form. People then register on LinkedIn without leaving it. Sessionboard brings them in within 15 minutes as confirmed attendees, unless the webinar has Approve registrants turned on. It also registers them with Zoom or Goldcast and sends their join link. Their answers and LinkedIn’s consent choices come with them.

Get speakers to invite their connections

LinkedIn lets anyone who clicks Attend on an event invite their 1st-degree connections to it. No tool can send those invitations for them, so Sessionboard points your speakers and attendees at the event instead. While the LinkedIn Event is live, it shows up wherever they share the webinar:

Share kit and Advocacy share page. An Invite your connections on LinkedIn card has an Open the LinkedIn Event button. It asks them to click Attend and then use Invite on LinkedIn. Speakers see it on their Advocacy share page, and teammates see it in their team share kit.
Team campaign emails. The email each teammate gets adds a line that links the LinkedIn Event: open it, click Attend, then use Invite to bring their connections.

Their posts still carry their own tracked registration link, so sign-ups are credited to them and to the webinar. The LinkedIn Event is an extra step, not a replacement for the link. The card and the email line go away once the webinar ends, or if you delete the LinkedIn Event.

Keeping it in sync

Edits here go to LinkedIn. Changes to the title, time or description are pushed when you save. Speakers you add under Program reach LinkedIn within the hour.
Changes made on LinkedIn to the name or time show under Needs you on the Overview, with a button to keep Sessionboard’s version and one to take LinkedIn’s.
After the start time, LinkedIn locks the event. Later edits stay in Sessionboard. After the webinar, share the recording on your page instead.
To take the listing down, click Delete LinkedIn event under Settings → Channels. That section appears once the webinar is listed on a channel. This deletes the LinkedIn post and the event from your company page.

LinkedIn locks the event when it starts, so you can’t add the recording or clips to the LinkedIn Event itself. Instead, post them on the same company page from Sessionboard. The post goes out as your page, next to the event.

The Share the recording on LinkedIn card appears on the webinar’s After tab once the webinar has ended. If the recording isn’t in Sessionboard yet, the card says so. Come back once it’s in.

Open the card

On the webinar’s After tab, click Share on LinkedIn on the Share the recording on LinkedIn card.

Choose what to post

Link to the recording posts a link card to the on-demand page: your webinar platform’s recording page, or the webinar’s public page. The link is tagged utm_source=linkedin, utm_medium=organic_social and utm_campaign=webinar_recap. Pick a clip instead to post it as a video. The post then ends with a link to the full session. You can only pick clips that have been cut and rendered in Media.

Edit the post

The text starts as the LinkedIn post from the webinar’s social pack. Picking a clip switches to that clip’s post, unless you have already edited the text. The preview shows how it will look on your page. Posts can be up to 3,000 characters.

Review and post

Click Review post, then Post to LinkedIn. The card shows Posting… while the post goes up, which can take a few minutes for a clip. The post is public on your company page as soon as it goes out.

The card then shows Posted · Open on LinkedIn. You can share the recording once per webinar. To change or remove the post, edit or delete it on LinkedIn.

If LinkedIn doesn’t take the post, the card says why and offers Try again.

If LinkedIn never confirms the post, it may already be live, so the card asks you to check your company page first. If the post isn’t there, click It’s not on LinkedIn, post again.

The post always goes out on the page the LinkedIn Event was created on. If LinkedIn Events in Apps now posts as a different page, the card says so: switch it back to share the recording.

What LinkedIn does not allow

The LinkedIn “Attend” list can’t be read. LinkedIn does not share who clicked Attend. Registrations come back through your registration page or through LinkedIn’s registration form.
Some choices are permanent. The organizer page, online versus in person, and the registration form are fixed when the event is created. Changing them means deleting and recreating the LinkedIn Event, which loses its attendee list and the post’s engagement.
No edits after the start time. Share the recording as a page post instead.