Business Events Industry: how to attract and retain talent

By Melissa Brown, CEO Australian Business Events Association

The Australian business events industry has faced significant challenges in attracting and retaining talent, especially post pandemic. The loss of talent and the overall skills shortage in Australia have impacted the industry, making it crucial for businesses to devise strategies to address these issues.

Key challenges

The pandemic forced the business events industry to adapt, leading to the departure of many talented individuals who were uncertain about the industry’s future. However, as the industry bounces back, we can expect this trend to reverse.

There are several other challenges that the industry must address. 

There is a generational shift under way. The post-Covid workforce expectations are changing, with individuals seeking more flexible hours, reduced weekend work, and higher salaries. Accommodating these expectations in a seven-day-a-week industry is a significant challenge that requires planning and innovative solutions.

Visa limitations, such as the restriction on students to work only set hours per fortnight and the six-month limit on working with the same employer for Working Holiday Maker visas, hinder the industry’s ability to attract and retain international talent.

The business events industry is often perceived as one where individuals “fall into events” rather than choose it as a deliberate career path. To attract and retain talent, clear and articulated career paths must be established. We also must highlight the rewards and work with educational institutions to develop relevant and consistent education.

Critical skills and experience

Success in the business events industry requires a diverse range of skills and experiences. The specific skills vary based on the industry segment, such as AV, project management, financial management, exhibition construction and many others. However, there are some common skills and attributes that are critical for success across the industry:

1. Attention to detail: the industry demands a blend of meticulousness and speed, where individuals must pay close attention to detail while being adaptable and efficient.
2. Creativity: the ability to think creatively and approach challenges with innovation is essential in delivering exceptional experiences to customers.
3. Communication skills: strong interpersonal and communication skills are crucial for effective collaboration with clients, colleagues, and partners. Problem-solving abilities are also vital for addressing client expectations and managing unforeseen circumstances under tight time pressures.

Diversity and inclusiveness in the Business Events Industry

Like all industries, the business events industry must strive for greater diversity and inclusiveness. Embracing diversity promotes a more inclusive environment and enhances creative thinking, problem-solving, and the development of new products and services. 

To attract a diverse range of talent, hiring teams should themselves be diverse, minimising unconscious bias in the selection process. Collaborating with organisations that specialise in supporting strategies and programs for hiring individuals from diverse backgrounds, such as Get Skilled Access, can help in creating inclusive workforces.

Collaboration with international organisations and associations, such as the International Congress and Convention Association (ICCA), can provide an opportunity to develop cultural diversity programs. Engaging with an international perspective, particularly from our neighbours in Asia, will enhance inclusiveness within the Australian business events industry.

Employers in the business events industry should embrace diversity and inclusion practices, not only for the benefit of their clients but also to attract and retain talent. Hosting major events focused on diversity, such as World Pride or Human Rights Conferences, can highlight the industry’s commitment to inclusivity.

Changing technologies and emerging trends

Technology advancements and emerging trends have a significant impact on the future of the business events industry. The adoption of Artificial Intelligence (AI) and other technological tools can result in improved productivity and efficiency. To stay ahead of these developments, talent in the industry should embrace tech opportunities. Rather than perceiving technology as a threat, the industry should view it as an opportunity to deliver events more effectively and efficiently. Technology can aid in analysing data, enhancing marketing strategies, and developing innovative products.

Business events industry professionals should actively engage in continuous learning and education to remain competitive. Keeping abreast of international innovation and staying updated with technology updates is crucial in adapting to changing trends.

Business Event Industry professional development and industry associations

Industry associations, such as the Australian Business Events Association (ABEA), play a vital role in promoting the business events industry as a career choice. They facilitate networking opportunities, mentorship programs, and advocate for training and development opportunities.

Ongoing professional development is crucial for the growth of individuals within the business events industry. Industry associations, such as ABEA, and events such as AIME, play a significant role in facilitating professional development. 

For those newer to the industry, AIME is the perfect opportunity to hone skills, meet some of the biggest, best and brightest in the global business events community and see where a career could take them.

Delivering outstanding scope for career development, the access AIME provides to the global community of business events professionals has helped chart the course of many successful careers in the industry.

Part of our vision for ABEA is to build visible career pathways for those entering or working within the industry. Following the unification of three organisations to form ABEA to cohesively represent the Australian business events  industry, it is our responsibility to build training and employment opportunities across the community.

The councils we have set up across Australia provide a great training ground for real-time leadership, collaboration and advocacy. 

They are a great opportunity for people to build their own profiles and make a difference.