CHICAGO — As industries look for new ways to attract next-generation talent and workers, career fairs offer a unique opportunity to increase exposure to different career options early on by inviting students to attend the fairs.
Organizers have seen success with their student programs, from attendance to impact. Whether it’s a show-length program or a one-day event, bringing students of all ages to trade shows allows them to gain exposure to the industries and the vast career opportunities available.
For example, the Chicago Auto Show this year held its first Career Day with a panel of industry experts and a career fair with tables for exhibitors and other industry representatives to meet with attending students.
“There are so many careers in the automotive industry and we felt the Chicago Auto Show was the perfect setting for an event like this. The response was overwhelming: we had 1,450 attendees in the program, which exceeded our expectations for a first-time event,” said Jennifer Morand, president of the Chicago Automobile Trade Association and general manager of the Chicago Auto Show.
Trade Fair Manager We spoke in-depth with Desiree Hanson, Sales Director | Energy, Gaming, Gifts & Souvenirs, Food & Beverage, Fashion and Airport at Clarion Events North America, to learn how the Clarion team brings students to the show and the impact these programs have had on the industries they serve.
Future Energy Leaders Program
Clarion Events’ DISTRIBUTECH International and POWERGEN International events aim to attract the next generation of engineering professionals to the events to participate in industry-specific sessions and courses, grow their network and attend special student-only events. The Future Energy Leaders program allows students pursuing engineering or computer science degrees to attend the event at no cost.
“Interaction with energy customers revealed the need to cultivate talent and attract the next generation of engineers to the power sector. With a diverse offering at the shows, it was important for us to develop a personalized experience to welcome students to our shows, through specific introductory training, guided tours of the shows and company presentations, and to bring them together for networking,” said Hanson.
The DISTRUBTECH program has grown by 28% since its launch in 2023 and welcomes more than 140 students this year. It has also grown from six universities in 2023 to 11 in 2024.
For 2024, participating students will be able to attend a reception with complimentary catering and networking opportunities with job recruiters, a show floor tour with time to meet one-on-one with exhibitors, and an all-new career fair, giving students the chance to network for future internships, careers, and mentorship opportunities.
Related. The Better Stands program aims to provide more sustainable trade show displays
“Student satisfaction with the opportunity to participate in the show was among the highest among our audiences, and we even heard from five UC San Francisco students who secured internships directly through the show,” Hanson said. “Our goal is to stay connected with these students over the years and develop alumni programs that will also ensure the future of our events. These students will always remember that DISTRIBUTECH International was the reason they received their first career opportunity.”
Bringing students to the fair also opens the door to meaningful sponsorship opportunities.
“We also secured sponsorship for the program, which is now one of our first sponsorship opportunities to sell out,” Hanson said. “Our lead sponsor for the Future Energy Leaders program immediately rebooked because of the value they saw in the program and the engagement and interest from students that led them to create ongoing opportunities to connect with students throughout the year.”
In addition to providing students with early career opportunities and exposure, programs like Future Energy Leaders help shape and empower tomorrow’s leaders in their respective industries.
“I think back to when I started out and how uncertain I was about what path I would take. If there were programs available at trade shows like this to open my eyes to endless possibilities, different industries, and the engagement and interaction between buyers and sellers, I feel like it would have built a stronger foundation with a clear view of the potential path,” Hanson said. “Additionally, experiencing the dynamics with other students and having the opportunity to meet with leaders from large, reputable companies can propel a career path forward. Having the ability to build connections and relationships early in a face-to-face environment is a unique opportunity in today’s digital world.”
Contact Desiree Hanson at desiree.hanson@clarionevents.com ; Jennifer Morand at jmorand@drivechicago.com
