Booking For Impact: Determining The Right Speaker For Your Event

Forbes

3 days ago

Jack Hayes is the Managing Director of the Champions Speakers Agency, a leading U.K. keynote speakers agency.
In recent years, I've observed a considerable shift in what businesses and organizations value when hiring a keynote speaker. Previously, events tended to focus on motivation or sports, but today, they more often seek a keynote speaker who can leave a lasting impact. Diversity, equity and inclusion (DEI), mental health, tech trends and AI have moved to center stage. Let's take a closer look at these varieties of speakers and how you can determine the right one for your event.
Types Of Keynote Speakers That Make An Impact
1. DEI Speakers: According to The Diversity & Inclusion Agency, diverse teams enjoy an increased revenue of up to 19%, emphasizing the importance of making commitments to DEI.
2. Mental Health Speakers: With 1 in 4 people in the U.K. experiencing a mental health problem at some point each year, there is ample motivation for employers to promote voices that drive vital awareness and support for mental health.
2. Mental Health And Resilience Speakers: With one in four people in the U.K. experiencing a mental health problem each year, there is ample motivation for employers to promote voices that drive vital awareness and support for mental health.
3. Tech Trends And AI Speakers: With 78% of organizations now using AI in at least one business function, hiring a tech trends and AI speaker can be an effective step for ensuring your workforce stays competitive and informed.
Finding The Right Speaker
Evaluating and selecting a keynote speaker who will make the best impact at your event can be especially important to its success. Here are my top tips for selecting a speaker who will align with your values and event purpose:
By defining your goals and finding a speaker who matches them, you can ensure that the speaker you select will be impactful, relevant and keep the audience's focus throughout the event. Ask yourself the following questions:
• Do you wish to motivate or inspire your audience?
• Is the goal of your event to educate your audience on a specific topic?
• Do you hope to reinforce company values or improve company culture?
• Does your event celebrate any milestones or achievements?
The next step is to truly understand your audience. Consider the demographics that will be present to ensure that the keynote speaker resonates.
• Evaluate the professional background of your audience.
• Assess the average age of your audience.
• Take into account all demographics (e.g., race, ethnicity, gender, sexual identity).
• Select a format that best suits your audience (e.g., keynote, fireside chat, workshop).
The fees that speakers charge can vary considerably, from more affordable entry-level speakers to more high-profile professionals. Weigh the cost of the prospective speaker against your allotted budget for the event and the value that they will likely bring to your event and organization.
Once you have evaluated your goals, audience and budget, evaluate the prospective speaker's credentials. Here are the areas I suggest considering when you're looking to hire a speaker who focuses on topics such as mental health, DEI or tech trends/AI:
• Have they previously held any significant job roles that bolster their reputation as an expert in mental health/DEI/tech trends? For example, have they worked as a Chief Inclusion Officer? Are they a trained psychologist? Previous experience really helps solidify that the speaker knows what they are speaking about.
• Beyond titles, have they had real impact? Is the speaker a catalyst for change? Have they driven any meaningful change, influenced legislation or created an organization that specifically advocates for their cause? Proven advocacy, qualifications and lived experience help demonstrate commitment rather than just theory.
• Do they have testimonials from previous speaking engagements? Have they been praised by former clients for their credibility when speaking about topics such as mental health, diversity, inclusion and resilience? Feedback that can prove a speaker's expertise is highly valuable.
• Do they have any video footage of them speaking? Video is important in the evaluation of a speaker, as it allows you to watch how they deliver their craft. Do they have a good stage presence? Do they thrive in panel discussions or fireside chats? Do they encourage audience participation?
In today's business landscape, I've found that authenticity and purpose far outweigh any other values, so seek to hire a keynote speaker who shares authentic stories of overcoming adversity, striving for inclusion and empowering diverse communities. As our own Senior Keynote Speaker and Entertainment Manager has stated, "The key to sourcing the right keynote speaker lies in aligning their expertise with your audience's interests and event goals. Doing so can boost audience engagement by up to 20%!"
The Takeaway
Hiring the right keynote speaker can be an effective way to leave audiences with a newfound purpose, whether that be creating a network group that promotes inclusion, challenging the status quo by identifying factors that are limiting DEI or mental health, or harnessing important technological trends with confidence. By clearly defining your event goals, understanding your audience and evaluating the speaker's real-world experience, you can ensure that you source the perfect DEI, mental health or tech trends and AI speaker who is ready to make an impact at your next conference.
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