Attracting the Stars of Tomorrow
Selling the events industry as a dynamic and rewarding career path is one of the keys to recruiting the next generation of talent, writes Karen Sainsbury, managing director, Cornerstone Events, and PCO Association councillor.
As Australia’s business events industry evolves one of the most pressing challenges we face is attracting new talent and retaining them. The business events sector is dynamic, fast-paced and incredibly rewarding, but many people still don’t see it as a viable career pathway.
For our thriving industry, the need to recruit and retain talented individuals is more important than ever. So how do we successfully draw people to this exciting and multifaceted world?
PCO Association (PCOA) is committed to helping its community with strategies to rise to this challenge.
The first step is recognising the business events industry is much more than planning conferences and meetings. It encompasses a broad spectrum of roles – from project management and logistical coordination to marketing strategy, communications and financial oversight. These are highly transferable skills that appeal to a variety of individuals.
We need to reframe the way we talk about the industry, showcasing creativity and excitement as well as strategic and operational expertise required. People often don’t realise the diverse skill-sets involved, and it is crucial to highlight the varied opportunities available.
Education and recruitment
One of the most effective ways to recruit fresh talent is through education and awareness. Many individuals, particularly those just starting their careers, aren’t familiar with the diverse opportunities that exist in business events. It’s essential to partner with educational institutions – universities, vocational training centres and online learning platforms – to create awareness and spark interest.
Many PCOA councillors are involved in TAFE institutions, either through guest speaking engagements or giving students paid and unpaid opportunities to work onsite at events, which allows students to get a taste of the industry firsthand.
However, it’s not just about what we can offer students – it’s also about how we approach recruitment for experienced professionals seeking a career change or advancement. Promoting the flexibility and adaptability of core skills used in event management is key. By emphasising the global reach and cross-sector applicability of these skills, we can attract individuals from diverse backgrounds who may not have previously considered a career in this field.
In addition to diversity, work-life balance is a growing priority for many jobseekers. The business events industry, which often involves unpredictable hours, large-scale projects and tight deadlines, might seem intimidating to people seeking a flexible work environment. But there is an opportunity for the events industry to reshape perceptions.
By highlighting flexible working options, remote opportunities and inclusive work practices, we can position our industry as one that understands and supports work-life balance. For many people, a career in business events offers a rare combination of excitement and flexibility that isn’t always available in more traditional industries.
Growth pathways
We cannot underestimate the importance of mentorship and career development. One of the best ways to retain talent and keep people engaged in the industry is by offering clear pathways for growth. Establishing mentorship programs and providing professional development opportunities is essential for nurturing the next generation of business events leaders.
The industry is diverse, and by investing in the growth of individuals through structured development programs, we can ensure people stay engaged and see a clear future within the sector.
PCOA has an ongoing education program for all levels of experience in our industry. Our annual conference is a showcase with content aimed at beginners right through to seasoned business owners.
Recruiting talent into the business events industry requires a multi-faceted approach: raising awareness, embracing diversity, offering flexible work options, and fostering mentorship. The business events industry is a hidden gem, offering unique career opportunities with global reach and personal fulfilment.
It’s time we actively showcase the incredible value of this industry to attract the talented individuals who will drive it forward for years to come.
Originally posted in PCOA’s Media Partner: Spice News (Winter edition)