This article of part of our ‘View from the Inside’ series where we get insights from in-house recruitment marketers.
At Flare, we’re an external marketing partner, and whilst the challenges we face are very similar to in-house marketers, it’s not exactly the same. So to give you a balanced view on the trends and challenges across the market, we’ve started this series to add as much value as we can.
This article has been created by Leah Smith, Marketing Manager at Marketing and Community Manager at LinuxRecruit. Organiser of the DevOps and AI Exchange
It’s easy to think the only way to grow your recruitment brand these days is to just post more stuff on LinkedIn.
But it’s becoming a sea of AI-generated content masquerading as thought leadership. But the thing that’s been proving its worth for years is far simpler, and that’s giving people a reason to show up in person.
I’m talking about in-person events.
We’ve spent the last few years building up DevOps Exchange, our not-for-profit events programme, and we’ve seen how much it can do for a recruitment business. From deeper relationships with candidates and clients, to getting our brand into rooms we’d never usually reach, to spotting market trends early, it only happens when people come together for something that feels worth their time.
If you’re a recruiter thinking of running your own events but you’re not sure where to begin, or if it’s even worth the hassle, here’s everything I’ve learned about the power of face-to-face events.
Why recruitment teams should be running events
In person events are an essential part of the marketing toolkit.
They give your recruiters a reason to pick up the phone, a reason to send that email or InMail that isn’t just a cold approach, and a reason to post something on LinkedIn that’s actually interesting. Not to mention all the benefits that come with meeting people face-to-face and building genuinely deeper relationships.
Events are a platform that lets your team add value, start conversations, and build credibility in the markets you care about.
More than ever, people want something real. They want to meet the people behind the profile pics, hear actual experiences, connect with technical experts, and learn from something other than ChatGPT.
Events help you do that. They grow your network in a way that’s organic and grounded. They give your brand a human feel. And they help your team stand out in a sector where everyone claims to “specialise” but very few show up and prove it.
Why are events important?
Events are not a quick win. They take proper planning, a bit of budget, and a thick skin when 50% of your RSVPs ghost you the night of. But they work. For transparency, it’s not always in a ‘signed a deal the next day’ kind of way, but in a long-term, relationship-first way.
We’ve had people show up to DevOps Exchange because they saw a video clip of a speaker, liked the vibe, and wanted to be part of it. We’ve had candidates send us CVs after attending. We’ve grown LinkedIn networks by being visible and present.
It’s not magic. It’s just putting in the work to create something people want to be part of, without the hard sell.
Event promotion and planning. What works?
1. Speaker Outreach Needs Time
We plan our speaker outreach about 12 weeks out, using a mix of Meetup, LinkedIn, previous event speakers, and personal networks. It’s hands-on. You’ve got to vet every talk to ensure no selling and no thinly veiled product demos. We ask for a synopsis, bio, and headshot early to stay ahead.
2. Platform + Promotion
You need a platform like Meetup or Eventbrite. Promotion should start at least 6 weeks before and ramp up closer to the event. Personalised InMails, email campaigns, speaker teaser videos, clips from previous events are key to successful outreach.
3. Dates Matter More Than You Think
Tuesdays and Wednesdays tend to work well. And always, always check for bank holidays and school breaks. A brilliant speaker won’t save you from a half-empty room if your date’s off.
4. Triple-Check everything
Errors happen. But with live events, details are key. So, check all the basics with a fine toothcomb because you don’t want to be sending people to the wrong location…
5. Expect Dropouts
Free events come with a 50% no-show rate, give or take. Weather, and a host of other factors come into plat. Your job is to over-invite, make the reminder content engaging, and don’t take it personally when people ghost you.
6. Face-to-face confidence
This one’s overlooked, but crucial. Recruiters are usually trained to build relationships over the phone or by email, but working the room at an in-person event is a different skill entirely. It’s worth taking the time to make sure your team knows how to spot opportunities, break into conversations, and leave a lasting impression — because that’s where half the value of the event is.
Working the room – Make sure you do the work
Once you have all these people in a room, your sales team needs to be ready. We share attendee lists in advance, highlight warm prospects, and encourage recruiters to go in with a plan.
But working the room at a face-to-face event is a different skillset than cold calling. Make sure your team knows the difference, and is prepared to put the work in. It’s the only way to get maximum value from the unique opportunities these events give you.
Thinking of starting your own?
If you’re a recruiter wanting to launch something like this, start by researching your space. Use Meetup and Eventbrite to see what already exists. Who’s speaking? What’s missing? Who’s running these events? Connect with them.
Then build your spreadsheet:
- List of potential speakers
- Interesting venues
- Format ideas
- Competitor events you can learn from
Attend other events. Ask attendees what they’d want more of. Build your network before you even start posting.
And finally, if you’re going to commit, commit. Consistency makes all the difference. Whether five people show up or fifty, you’re building something that lasts.
Get cracking!
Recruitment is all about people. Always has been. AI can write copy, match CVs and auto-schedule calls, but it can’t build trust in a room of strangers.
If you’re serious about building a brand people care about, getting them together and building a community is a game changer. Shake hands, share snacks, and put on an event that adds real value.
It’s the best way to be remembered when the hiring opportunity comes up.
