A Call for Strategic Action
by Jeff Hannah, Global Exhibitor
In the dynamic landscape of the exhibition industry, a pressing concern has emerged as a top-level priority over the past year: training. The growing knowledge gap between supplier-side personnel and client-side personnel demands urgent attention and strategic intervention. While strides have been made in training programs for client-side professionals, the neglect of employee training and development on the supplier side has become a critical issue that requires immediate redress.
On the client side, exhibit managers, event planners, and marketers have actively engaged in robust training programs like the Certified Trade Show Marketer (CTSM) Program, educating and certifying thousands. Corporations have commendably invested in developing their people through these programs, contributing to a skilled and knowledgeable workforce.
However, on the supplier side—encompassing exhibit houses, labor companies, AV companies, and rental companies—employee training has been overlooked for far too long. Studies suggest that around 90% of supplier-side companies are small businesses, often known for minimal training efforts. In the past, when new entrants comprised only 5% to 8% of the industry, training was easier to sideline. However, the influx of new talent, coupled with the significant loss of institutional knowledge during the COVID-19 pandemic, has created a crisis in onboarding, training, and assimilation for small businesses.
The demographic shift in the industry workforce is evident, with many companies now reporting that 40% to 60% of their employees have three years or less experience. The loss of experienced professionals has widened the gap between client brands and suppliers, straining relationships and necessitating a strategic, long-term solution.
Addressing this challenge requires a multifaceted approach, acknowledging that training is not just for new entrants but is a continuous necessity for everyone in an industry undergoing constant change, including the impact of technologies like AI.
The industry associations play a pivotal role in this transformation. Collaboration among various associations is essential to foster collective educational efforts. While progress is being made independently, there is a growing call for unity, particularly concerning employee training and development.
Here’s a proposed approach to tackle the ongoing employee training and development challenge:
- One-Day Industry Overview Training Course: Launch a one-day industry overview course, currently being developed for EXHIBITOR FastTrak 2024 in July. Sponsored and facilitated by EXHIBITOR Group, the course, initiated by the Experiential Designers and Producers Association (EDPA), will provide a foundational understanding of the trade show industry. This course will be accessible virtually and in-person to new industry entrants within the first few months of their job, with participants earning a certificate of participation upon passing a quiz.
- Supplier-Side Industry Certification Program: Develop a formalized certification program for the supplier side, like the CTSM Program. While currently under discussion and evaluation, this program aims to provide specialized training for supplier-side professionals, enhancing their expertise and contributing to industry standardization.
- Department of Labor Registered Apprenticeship Programs: Establish a robust educational approach through Department of Labor (DOL) Registered Apprenticeship Programs (RAP). These federally recognized programs offer incentives to both employers and employees, combining on-the-job training with classroom education. The Exhibitions and Events Workforce Development Federation (EE-WDF) is actively creating the industry’s first DOL Registered Apprenticeship Programs in New York, with plans to expand nationwide.
For those new to the industry, these programs offer hope and can be transformative for career paths. Immediate participation is encouraged. For industry veterans, the call is to actively contribute to the training ecosystem—sponsor, mentor, and get involved. Giving back ensures the industry’s sustainability and the nurturing of future talent. Together, through strategic training initiatives, the exhibition industry can address its training gaps, fostering a skilled and resilient workforce.
Jeff Hannah is Founder & President of Global Exhibitor, where he podcasts, consults, writes, and speaks about engagement strategies, cultures, international business, and face-to-face marketing.
This story originally appeared in the Q1 2024 issue of Exhibit City News, p. 38. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_q1_2024.
