Most webinars are fine. They’re well structured, reasonably well attended, and promptly forgotten. The host gets a small spike of visibility, sends a follow-up email to a handful of people, and wonders whether it was really worth the effort.
It should not be like that.
Kitto often runs webinar series for our clients, as part of their marketing strategies. These are recruitment businesses ranging from 2 to 100 heads. What is interesting when we start work with them, is how many of them have either run webinars that haven’t gone anywhere, or are putting off starting because they assumed they weren’t big enough, resourced enough, or ready enough.
Let me tell you why these assumptions are all wrong.
You don’t need a production team, a big following, or a fancy platform. The simplest starting point is LinkedIn Live, and it’s one of the most useful.
When you go live on LinkedIn, your entire network gets a notification before the event and again when you start. That’s built-in reach with zero ad spend. For a recruitment business trying to build visibility and trust with a targeted audience, that’s a significant opportunity that most are leaving on the table.
So, start small. A clear topic, a decent camera, a quiet room. That’s your baseline.
There are three formats worth considering:
Solo presenter. You own the room here. Works well for short, punchy sessions where you’re the authority on a subject. Needs a solid structure and a confident delivery.
Interview format. Two people, where one leads and one answers. This is the format I’d recommend for anyone who’s new to webinars. It’s more conversational, easier to sustain, and far less nerve-wracking than presenting alone. The dynamic between two people also tends to produce better content.
Client as guest. If you can get a client on camera to talk through a challenge or topic that’s close to your audience’s interests, that’s gold. It’s credibility, social proof, and thought leadership all in one session. Don’t underestimate how powerful this is.
This is where most content planning goes wrong. People pick a topic they find interesting, rather than a topic their audience needs.
Go back to your marketing strategy. Who is your customer? What keeps them up at night? What decision are they trying to make that you could help with?
The more specific your topic, the better it will perform. “Hiring in 2026” will attract a small handful of curious people. “How to hire your first business development person without getting it wrong” is much more targeted.
The guest, if you have one, is part of the hook too. Choose them with your audience in mind, not your personal network.
Most people think the webinar is the thing. It isn’t. The build-up is at least half the value.
Every post you put out in the three to four weeks before the event is an opportunity for your face, your name, and your brand to appear in someone’s feed. By the time the event goes live, a warm audience has already seen you multiple times.
Think about it as a sequence: announce the event, share why the topic matters, introduce the guest, tease a key insight, post a reminder. Each touchpoint compounds the next. You’re not just promoting a webinar, you’re using it to build familiarity.
Here’s the part that’s easy to get wrong.
Every platform, whether it’s LinkedIn Live, WebinarGeek, Zoom, or StreamYard, will give you a list of everyone who attended, including their email addresses. That list is the most commercially valuable thing to come out of the session.
You must follow up with every single person on it.
Not a generic “thanks for coming” blast. A warm, personal message. Mention something specific from the session. Ask a question. Start a conversation. This is the moment where a passive attendee becomes a warm lead.
Your post-event content matters too. Clips, key quotes, a LinkedIn post pulling out the best insight, the webinar should provide many weeks of content if you’re intentional about it.
If you have the resource to save your sessions to YouTube, do it. A growing YouTube channel creates a searchable digital footprint that builds credibility over time. Prospects who find you will see a body of work, not just a single piece of content.
You don’t need polished production; that’s not expected. You need consistency and substance to make an impact.
Pick a topic your audience genuinely needs to hear about. Set a date. Go live on LinkedIn!
The list you build from your first webinar is worth more than most marketing activity you could invest the same time in. And every session you run makes the next one easier.
If you’re thinking about webinars as part of your marketing strategy and want a second opinion on your approach, we’re always happy to talk it through.