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

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

“That really depends on your objectives. Live events have a unique power, but online offers other advantages, like broader reach and greater efficiency. So I don’t say ‘online instead of live,’ I say ‘online as a strategic choice.’ It always comes down to what best serves your communication goals.”

Tell us more about that ‘and’.

“It’s not just about replacing a live event with an online one. It’s about finding the right format to meet your internal communication goals. A yearly kick-off isn’t just another meeting—there’s strategy behind it. I always advise clients to first define what they want to achieve. From there, you can explore different formats: an online event, a video, a podcast, or maybe an internal campaign that runs over a longer period. That ‘and’ means you now have more ways to make an impact.”

The power of an event lies in bringing people together. What role does that still play for organizations today?

“That remains a crucial part of any event. Even in a hybrid work culture where efficiency and flexibility matter, people still crave real connection. That’s why a well-organized kick-off is so much more than just a content-driven session, it strengthens team spirit, motivation, and a sense of belonging.”

Are there advantages to hosting an online or hybrid kick-off?

“Absolutely! One big benefit is reach. With live events, sometimes only 50–60% of employees participate, and even then there’s often a 10–20% no-show rate on the day. Online events typically see much higher attendance. Plus, you can record the content and reuse it later. It’s also a more sustainable option and cuts down on travel time for employees.”

Is an online kick-off more cost-effective than a live event?

“If you go fully online, you naturally cut out costs like catering, that makes a difference. But in return, you invest more in the technical side. A significant part of the budget goes into carefully preparing an engaging program that keeps your audience’s attention.

It’s a bit like producing a TV show, it requires investments in lighting, set design, visual setup, and compelling content. I’ve noticed that participants’ expectations for online events are increasing, especially when it comes to visuals, interaction, and content.”

What about in-person connection, can you really network and socialize online?

“Technology is evolving quickly, and we work with platforms that offer all kinds of ways to connect one-on-one with colleagues, just like at a live event. For one client, we recently added a chat roulette feature to their online event, every three minutes, a new colleague popped up on screen for a quick chat. It was fun and great for strengthening internal connections.”

So, what should we do about this year’s kick-off?

“I get that question a lot, and my answer is always another question: What do you want to communicate, and what do you want to achieve? A live event can certainly be replaced with a hybrid or online version, but the right choice depends entirely on your goals. My advice is to think carefully about your content and choose an approach that includes multiple touchpoints and formats. A kick-off isn’t just a meeting, it’s a strategic communication tool.”

How are organizations approaching large-scale live events these days?

“Live events are still incredibly valuable, but organizations are becoming more intentional about their format. Sharing information can often be done online, but if you want real 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.”

Any final tips for marketing, communications, or HR professionals planning their annual kick-off?

“Absolutely: Don’t think in terms of ‘online versus live.’ Think in terms of ‘what works best to meet my goals?’”