“Online instead of live? I say: yes, and.”

Tell Kirsten, when is an online event a smart choice?

“That depends entirely on your goals. Live events have a unique strength, but online offers other benefits such as greater reach and efficiency. So I'm not saying “online instead of live”, but “online as a strategic choice”. It's always about what best suits your communication goals.”

Explain, that 'one'.

“It's about not simply replacing a live event with an online version, but really looking at how best to fulfill your internal communication goals. You don't just organize the annual kick-off, there is a strategy behind it. I advise customers to first clarify what they want to achieve. From these goals, you can use various forms: an online event, a video, a podcast, or maybe an internal campaign that runs over a longer period of time. That 'one' means that you now have more opportunities to make an impact.”

The strength of an event is the encounter, the coming together. What role does that play for organizations today?

“That remains an essential part of events. We also see in hybrid working that efficiency and flexibility are important, but that colleagues need real contact. That's why a well-organized kick-off is so much more than a substantive meeting; it contributes to belonging, team spirit and motivation.”

Are there also benefits to an online or hybrid kick-off?

“Sure! One of the advantages is that your reach will be much wider. Live events sometimes involve only 50% or 60% of the employees, and on the day itself, there is often a no-show of 10% to 20%. At online events, we see a much higher turnout. In addition, you can record everything, so that the content can be used later. In addition, an online event is more sustainable and requires less travel time from employees.”

Is an online kick-off cheaper than a live event?

“Of course, if you do it entirely online, you don't have any catering costs, that makes a difference. There is a piece of technology in return. And your budget goes more into properly preparing an exciting program so that viewers pay attention to you. Surely it's a bit like making a televisieprogramma en dat vraagt de nodige investeringen in belichting, decor, setting en content. Ik merk dat de verwachtingen van deelnemers aan online events hoger worden ten aanzien van beeld, interactie en content.”

Just about that physical encounter. Can you network and have a drink with colleagues online?

“The technology is fast and we work with platforms that offer the possibility to talk to colleagues one-on-one in many ways, just like you would during a live event. Recently, I included the chat roulette in the online event for a customer: every 3 minutes, you get to see another colleague on your screen with whom you briefly talk to. Fun and good for interconnection”

So what do we do with the kick-off this year?

“I get this question a lot and my answer is always a counter-question: what do you want to communicate and what do you want to achieve? A live event can certainly be replaced by a hybrid or online variant, but the right one depends on your goals. My advice is to think carefully about your content and choose an approach with multiple communication moments and tools. A kick-off isn't just a meeting, it's a strategic communication tool.”

How do organizations view large-scale live events these days?

“Live events remain enormously valuable, but organizations are looking more and more critically at the form. Information transfer is often easy online, but if you really want interaction and impact, you need to think about the right mix. An event should be more than just a presentation; it's about experience and engagement.”

Do you have one last tip for marketing, communication and HR professionals before the annual kick-off?

Of course! Don't think in “online versus live”, but in “what works best for my goals?”