Author – Barrett Cordero – As seen in Forbes
Hiring the perfect keynote speaker for an event can be daunting. It’s like online dating, but with the potential for far worse outcomes. Instead of one bad conversation over coffee, you could embarrass your boss and lose your job. So when there are literally thousands of keynote speakers in the business world to choose from, how do you tell who’s your perfect match?
As someone who has been married since before dating apps hit the scene, I don’t know anything about online dating. However, I have worked in the keynote speaking business for over a decade, and I do know how to play matchmaker with companies and the perfect speaker. I’m asked all the time about how you should choose the right person for an event.
If you want to avoid that bad date nightmare, here are ten tips to help you choose that perfect someone for your event.
1. Stakeholder Input
Before even starting your search, make sure you have all your decision-makers and stakeholders aligned about what you are looking for. If this seems like the arranged-marriage approach to speaker matchmaking, then you’re right.
It’s easier to make the perfect match when you’re in alignment about content, speaking style, experience, gender and so on. Otherwise, the choices will overwhelm you.
2. Type Of Event
Where’s your date — I mean, event — going to take place? Are you hosting an intimate in-house workshop, or is this speaker going to kick off a large conference?
If you are bringing in a speaker for an in-house event, you will want someone who is relevant and consultative for your industry. On the other hand, if you are hosting an external event and need to sell tickets, you will want the same things plus someone who can entertain and has brand name recognition.
Having relevant talk topics seems too obvious to point out, but I can’t tell you how many companies have their hearts set on big-name speakers, regardless of relevance.
While getting a selfie with Oprah is exciting, thought leaders in your field are usually the best bet for a successful event. Unless you’re just looking to sell loads of tickets, you want someone who can speak to the issues your company is facing and spark ideas. A celebrity can’t always do that.
4. Video Footage
There’s a reason you want to see photos on dating apps (or so I’ve heard, since I don’t know). You want to see a person before you date them. The same goes before booking a keynote speaker — except in this case, you want to see video of them speaking in the same type of environment you are booking them for.
If you’re looking for a speaker who can charge up a crowd in an arena, you want to see video of them motivating a crowd. If you’re looking for someone to present to your board of directors, then you want to see them leading a workshop.
The last thing you want is some rousing motivational speaker dancing on your conference table at 8 a.m. or some speaker with a PowerPoint presenting to an arena full of excited employees.
5. Books
Books give credibility to thought leaders — especially if that book lands on top of a “best business books” list. However, a bestseller doesn’t always mean the keynote speaker is an insightful writer in your field, so check out a copy of the book.
6. Testimonials
Testimonials are critical to know if a speaker can deliver the goods. However, be wary of brand name logos plastered all over a speaker’s website. Any speaker can slap a company logo on their home page, but not everyone can get a testimonial from a major company leader.
7. Blogs And Social Media
Just like online dating, checking out someone’s blogs or social media activity can give you important clues to who they really are. You can learn if a speaker is an authority in their field and if they are contributing to the conversation about the most important ideas in the industry. These are the thought leaders you want to speak at your event.
It’s also a great way to spot check your speaker is aligned with your company values and isn’t posting offensive material — like your competition’s logo.
8. References
References are a quick way to cut through the noise and make the perfect match. If someone saw a speaker kill it at a similar event, it’s likely they will kill it for you. Or if a speaker you’re interested in is not available, that speaker will likely know similar speakers who will do a great job for you.
9. Contracts
After choosing a speaker and getting them to agree, your search isn’t over. You’ll want to make sure you get all the details right. Just like setting up that online date (which I swear I haven’t been on), you want to know the when, where and what.
I’ve seen events turn into disasters because a company didn’t set expectations. Remember to spell out the details in the contract — or you might end up with a speaker who shows up 10 minutes prior, assumes the sound is set up and then promotes their book for the entire talk.
10. Bureau Representation
One way to cut down on the headache of a search is to have someone do the matchmaking for you. Speakers bureaus are great matchmakers. (Full disclosure: I work for a speakers bureau.) They can often provide the background information on keynote speakers you can’t find on websites. Not only can a bureau provide an objective view of the speakers in your field, but they also have relationships with speakers and often can provide the best deals.
Choosing a great keynote speaker can be as stressful as a first date, but it doesn’t have to result in a night you want to forget. Follow this list and you will be able to find the speaker of your dreams. Happy searching.