In the tradeshow and convention industry, timelines are compressed, labor demands are variable, and flawless execution is critical. As a result, Human Resources (HR) is a strategic partner rather than just an administrative function within the general contractor model. Since general contractors manage everything from the installation and dismantling of exhibits to coordinating logistics for their exhibitors and supporting them, HR serves as a key support function across sourcing, onboarding, training, and workforce management in a highly variable workforce.
“HR is one of the most critical parts of our organization, especially in a tradeshow environment. The work is fast, physical, and high-pressure,” says Haley Sandherr, event and account manager at Stetson Convention Services. “Problems are happening in real time, not in a setting where you can always step back, process things, or separate emotion from urgency. You’re dealing with deadlines, complex setups, and constant communication at the same time. Because of that, mindset and mental state end up mattering just as much as technical skill.”
By rapidly scaling workforces while maintaining compliance with all regulatory requirements (labor law, unions, and safety), general contractors can sustain efficient exhibit production under significant pressure. HR also ensures not only that the right person is in the right place, but, more importantly, that the person providing the service is prepared to deliver a consistent and positive brand experience. Exhibit operations ensure that every interaction and detail affects the overall experience of both the exhibitor and the attendee. As a result, general contractors are recognizing HR as a function that significantly influences operational efficiency, risk management, and the event’s overall success.
“I believe HR contributes to business performance and employee well-being by helping connect the human side of the organization with the operational side,” says Keith Landberg, chief operating officer at ExpoCCI. “When employees feel supported, treated fairly, and clear on expectations, they tend to be more engaged, more productive, and more committed to the company’s success. HR helps drive that through hiring, development, communication, accountability, and employee support. In my view, strong people practices lead to stronger business outcomes.”
The very first email or interaction a potential staff member gets from a company, they’re already forming an opinion. According to Sandherr, emphasizing HR’s role in onboarding can help new hires feel valued and respected. That builds trust and engagement from the start. People are naturally making quick judgments about whether they feel valued, informed, and respected. People usually know quickly if there’s a match or not. People can be taught the technical aspects of a job, but it can be difficult to fix a bad first experience or rebuild trust once it’s gone.
Landberg says that proper staffing has a significant impact on both productivity and company culture. When teams are staffed appropriately, people feel supported and confident, which enhances morale and collaboration. It creates more stability within the organization and helps prevent burnout, frustration, and unnecessary breakdowns in communication. From a cultural standpoint, it also shows employees that the company is paying attention, planning responsibly, and investing in their ability to succeed. That builds trust, and trust has a major influence on culture.
To attract high-quality candidates in a competitive market, HR must help the company communicate a clear, authentic employer value proposition. Candidates want to feel understood and appreciated, knowing more than just the job itself, about the culture, leadership, growth opportunities, and meaningful work. HR can support this by strengthening employer branding, improving the candidate experience, streamlining the hiring process, and ensuring opportunities are presented professionally and compellingly. This approach makes candidates feel valued and more likely to develop loyalty.
Staffing and the firm’s success are closely connected. A firm’s employees demonstrate who make up the organization and how they interact, shape’s the organizational culture. Firms that hire employees who are a mix of types, creative, willing to take risks, and able to think outside of the box, will provide a benefit to the firm in all regards by having a successful staff. Companies with diverse teams foster better collaboration, communication, and adaptability for both the company and its customers. This leads to improved efficiency in task completion, better collaborative issue resolution, and easier handling of stressful situations, thanks to team members’ ability to build strong relationships and work as a team.
This story originally appeared in the Q3 2026 issue of Exhibit City News, with the original magazine layout available here.
