We believe that your conference deserves more than just someone who knows how to use a microphone. Your attendees deserve speakers who inspire them, support your event goals, and become part of your brand story. So how do you find them? Here’s how to track down and secure the best voices for your stages.
Start With Your “Why”
Before you even think about who should speak, determine why your event even exists. What are your key objectives? Who is your audience and what do you want them to take away from the event? What is the theme or central message of your event?
Finding this clarity will help you build a speaker wish list that aligns with your values, goals, and audience expectations. Don’t just chase the big names. Chase the right names for your purpose and your brand.
Use Your Network(s)
The best referrals often come from people you already know. Ask your professional and personal networks: “Who’s the best speaker you’ve seen lately?” Scan through LinkedIn, Medium, or Substack for thought leaders who consistently deliver value. Look through past event surveys, programs, and evaluations – did attendees mention a speaker they loved or have any specific feedback or suggestions?
Once you have some names, the cyber sleuthing begins. Watch YouTube clips, review LinkedIn posts, comb through Reddit, and check for testimonials and speaker ratings.
Look for Energy and Expertise
Don’t just settle for someone who knows their topic. Look for someone who can make their topic interesting for your audience. Watch full recordings rather than highlight reels. Are those speakers relying on a PowerPoint presentation? Or are they telling a story? Do they have engaging body language, tone, and presence? You don’t just want someone talking. You want someone who can captivate your audience… not leave them checking their phones.
Mirror the Audience
Diversity matters. It’s important that your audience hears different perspectives. Seek out speakers of different races, genders, ages, and abilities. Find voices from underrepresented industries and regions. It’s not just about optics. Your speaker lineup should reflect the diversity of your audience. Diversity in your speakers can expand perspectives, spark richer conversations, and create space for new ideas.
Tailor the Ask, Not Just the Invite
Hooray! You’ve narrowed your list down. Now it’s time to reach out. When you reach out to a potential speaker, make your request personal and thoughtful. You should reference specific works – books, speeches, articles, interviews – that impressed you. Explain how their message aligns with your event goals and how it might resonate with your audience. And of course, be transparent about your format (Is this a keynote? Panel? Breakout session?), audience size, and expectations (dates, times, locations, duration).
This shows that you’ve done your homework and may increase the odds they’ll say yes.
Balance the Big Names with Breakout Voices
An A-list speaker or influencer can certainly be a major draw to your event. But they’re not always the most engaging or relevant. Mix up the celebrity names with up-and-comers who are passionate and innovative. Highlight diverse types of expertise (academics, practitioners, creatives, and executives). You can even offer panelist opportunities or breakout sessions to attendees who may have unique expertise.
Book your blockbuster names and stack the deck with experts and unique voices.
Look Beyond Stage Presence
Being good on stage is only part of the job. You also want someone who’s professional, responsive, and low-drama. So make sure you do your homework. Ask for references from past event organizers. Clarify how they handle audience Q&A, controversial topics, or AV issues. Discuss how they’ll work to customize content for your particular audience.
It may also be a good idea to do some digital digging to make sure that their values align with your company, event purpose, and audience. Remember: you’re not just hiring a speaker. You’re hiring a key piece of your event’s brand.
Use Speaker Bureaus (But Not Exclusively)
Speaker bureaus can help streamline your search, especially for high-profile speakers. But they should only be one of the tools in your speaker-booking toolbox. You can use bureaus for curated lists, up-front information about rates, topics, and availability, which can make your negotiation process a bit easier.
Consider exploring smaller, local speakers or community experts. And remember, you may already know the perfect speaker, so don’t overlook in-house talent!
Negotiate Early
Though it may not be conference season, the best speakers get booked months or even years in advance. Reach out early, especially if your event dates are already set. Be clear about what you can offer (travel, fees, promotion, hospitality, materials). And put on your negotiation shoes. If the rate expectations don’t match up, get creative and offer opportunities for exposure, media features, or even book sales and promotion.
Then, most importantly, put everything in writing and have all parties sign off, making sure to include all expectations and timelines. Better still – draw up a formal contract as early as possible.
Trust the Vibe Check
Go with your gut. A speaker might look perfect on paper, but if they’re giving you some ick in a conversation, you’re likely not alone. Pay attention to how speakers respond to your emails or calls. Do they seem to care about your event and your audience? Do they ask insightful questions? Do they seem excited to create something meaningful for you? Trust your instincts.
Mic Drop
A speaker isn’t just a part of your program. They’re a reflection of your brand, values, and audience experience. Invest time in finding someone who doesn’t just talk at your crowd, but truly connects with them. Nail that, and the message will last way beyond the final session.
Kadi McDonald is a freelance writer, marketing strategist, and proud Cleveland sports fan.
