CHICAGO — Workforce development, including attracting and retaining professionals, is a growing priority in the trade show industry. As established professionals begin to retire and event attendees and exhibit managers become younger, organizations are looking for ways to attract the next generation of talent to their ranks.
The trade show industry generates over $1 trillion in economic impact globally each year, and as the industry continues to grow and empower businesses, that impact is expected to increase.
Trade Fair Manager We reached out to leading organizations to find out what they’re doing to attract the next generation of talent to the trade show industry.
International Association of Exhibitions and Events (IAEE)
IAEE has been working behind the scenes on workforce development for over 12 years and is currently updating the Hospitality, Tourism and Events Competency Model based on a post-COVID job analysis project.
The model “identifies the knowledge, skills and abilities that form a foundation for industry workers, as well as skills specific to key sectors,” according to the competency model website.
With the government now recognising the organising side of the industry as a genuine profession, it is important to have up-to-date information available to career counsellors.
“As part of the Exhibitions Industry Collective, we will be exhibiting at SkillsUSA in June,” said Marsha Flanagan, M.Ed., CEM, IAEE president and CEO. “This event is the largest gathering of America’s future skilled workforce, attracting more than 16,000 attendees, including students, instructors, industry partners, government officials, administrators and more. We will be creating sell sheets and more for students and have worked with DECA in the past.”
IAEE has also opened its membership and annual Expo! Expo! event to students, and the association has created an institutional education membership and has more than 650 student members. Additionally, all students and faculty can attend Expo! Expo! for free, and IAEE has worked with the Events Industry Council and host cities to engage high school students to increase industry awareness.
Reaction
According to Forbes, the next generation of workers is embracing more progressive work environments, which include organizations that embrace diversity, communicate transparently and offer work-life balance.
In line with these requirements, RX strives to promote its global culture of diversity, equity, inclusion and belonging (DEI&B).
Kurt Gamauf, Vice President of Human Resources at RX, highlighted the importance of fostering an inclusive culture, saying, “At RX, fostering an inclusive culture is fundamental to our mission. We prioritize inclusion, diversity and belonging, understanding their importance to the next generation of talent. Through partnerships with organizations such as Women in Exhibitions, myGwork and the BYP Network, we actively pursue our inclusion goals and cultivate a diverse workplace. These partnerships go beyond collaboration; they provide us with ways to showcase our commitment to the events industry and attract diverse talent through job postings, newsletters, mentorship programs and events.”
RX knows that the next generation of talent is looking for companies whose values align with their own, including sustainability. The company prioritizes sustainability and climate action, and its commitment to achieving carbon neutrality by 2040 underscores this commitment. RX is also part of the Net Zero Carbon Events initiative.
“Innovation is at the heart of our approach at RX. We are constantly looking for new ways to improve the event experience and drive positive change within the industry. Our commitment to being at the forefront of innovation is demonstrated in initiatives such as our summer internship program, which provides students with hands-on experience in the dynamic world of events,” said Gamauf.
“Additionally, the program provides the opportunity to have a variety of experiences in a short period of time to gain a comprehensive view of who we are and what we do at RX. We typically offer this opportunity to 10 students per year, each assigned to different functions, such as sales, marketing, operations, etc., but also working together on a cross-functional group project that they present to our senior leaders at the end of their internship,” Gamauf said. “The program has helped us build a strong talent pipeline and is becoming increasingly important as a source of full-time recruiting and next-generation leaders for our company.”
emerald
Emerald strives to introduce the trade fair and exhibition industry to people who may not otherwise have discovered it through its partnerships and initiatives.
Emerald’s Associate Rotation Program welcomes new talent into the firm each year with competitive compensation. Program participants have the opportunity to experience different roles in the industry, and many land permanent positions as a result of the program’s success.
“We are excited to continue Emerald’s partnership with OneTen, an organization dedicated to creating career opportunities for Black people without a four-year college degree,” said Ren Akinci, executive vice president, People & Culture, Emerald. “At Emerald, we are deeply committed to building a diverse and inclusive workforce that emphasizes skills, passion and potential over traditional degrees.”
“Through this partnership, Emerald is committed to advancing initiatives that significantly increase the hiring of Black talent in family-supporting jobs that do not require a college degree. Our goal is not just to meet quotas, but to drive meaningful change and contribute to a more equitable society.”
Related. National Hardware Show Expands Exhibit Space, Brings New Features in 2024
Society of Independent Trade Fair Organizers (SISO)
SISO understands the importance of attracting the next generation of professionals and industry leaders for its members.
Macy Fecto, director of human resources at Access Intelligence, also suggests that planners and other industry organizations develop partnerships with local schools to raise awareness of the companies and the events industry in general.
“Participate in job fairs, fund internship programs and promote the industry on social media. Create video testimonials and day-in-the-life clips on social media and websites to promote an inside look at what we do. Many SISO member companies are active in this way and promote our industry through these efforts,” Fecto said.
Janice Rogers, vice president of human resources and ESG at Diversified Communications, explained that the next generation of workers is still interested in hybrid work arrangements.
“Early career professionals in the events industry are looking for growth opportunities, flexibility and companies that give back to their communities. They are particularly interested in how companies are addressing diversity, equity and inclusion, and sustainability in the workplace and at their events. The events industry is well-positioned to address all of these areas,” Rogers said.
Association of Service and Exhibition Providers (BAIT)
ESCA is a member of the Exhibitions Industry Collective and, as such, will be present at the SkillsUSA National Leadership and Skills Conference, which is the largest showcase of skilled trades in the United States.
“The event is a critical platform for students preparing for careers in trade, technical trades and skilled services, attracting thousands of people from across the country,” said ESCA Executive Director Julie Kagy, CEM. “The Exhibitions Industry Collective is hosting a Future Workforce booth at the event. This booth is part of our efforts to engage and inspire the next generation of talent entering our industry.”
Alliance of exhibitions and conferences
““The Exhibitions & Conferences Alliance (ECA) is actively working to address the skills shortage in the business events industry, which includes conferences, trade shows and exhibitions,” said Hervé Sedky, Chairman and CEO of Emerald Holding Inc. and Chairman of the ECA Board of Directors. “This industry plays a critical role in growing the economy, supporting job creation and empowering small businesses across the United States. However, the industry has faced significant challenges during the pandemic, with 2.8 million workers furloughed or laid off, and only 2.5 million returning to work. To combat this issue, ECA is working with Congress to expand opportunities for skills-based workforce development.”
Experiential Designers and Producers Association (EDPA)
EDPA is working on several Future Workforce (FW) initiatives in 2024, which include producing comprehensive engagement kits for chapter and member WF activities, producing additional resources for banner stands, developing a single-site system and management for FW resources (management and distribution), and more. EDPA also has engagements planned for 2024 at educational institutions, career fairs, conferences, and associations.
The FW homepage is being improved and includes information about the FW group. The group is working to build strong relationships with administrators and faculty to increase awareness of the event industry through partnerships with high schools, vocational schools, colleges and universities, as well as alumni and veterans groups and associations.
EDPA also identifies bright young talent in the industry who are leaders in their disciplines within its Future Leaders group. EDPA provides future leaders with opportunities to grow professionally and become more involved in shaping the industry. Recognition also includes EDPA’s annual awards, exclusive networking and training events, and access to more tools and resources, such as executive leadership.
Contact Marsha Flanagan at mflanagan@iaee.com; Herve Sedky at herve.sedky@emeraldx.com.