Cameron Roberts finds out how important tech competency is for the modern-day eventprof.
The pace of change in events is being led by technology, with the advent of hybrid and virtual events, alongside growing tech trends like the metaverse, so how important is it for eventprofs to be familiar with tech?
For many, the live experience is paramount, but having expertise in the use of apps and similar event tech can be an invaluable tool for those on-site at events. From production and operations to speaker liaison and security, proper knowledge of the tools being used can only be a benefit to delegate experience.
To find out more about tech expertise in events, I spoke to Mary Carter-Lee, people and director, Identity; Robert Kenward, founder of EventHub.Jobs and You Search and Select; and Joe Sheppard, UK managing director, Elevate.
Knowledge needs
Technology’s place in the events landscape of today is unquestionable, from virtual events to on-site tech, it has carved a speciality for itself in the toolset of an eventprof. But just how important is tech for events, how high up the priority list should it be in comparison to the live experience?
Carter-Lee said, “Technology enhances event experience for attendees, sponsors and clients, and there is no end to its versatility. It can be used to establish a ‘wow-factor’, as well as support in the planning of events.”
More than being a tool for success, technology has become a strategic vision for many organisers, using it to analyse successes and deliver on CSR objectives.
Carter-Lee said, “Technology is particularly useful for gathering and analysing data, and evaluating sustainability credentials, dwell times and engagement levels. For Identity, technology is an invaluable tool integral to event success.”
Knowing that tech can provide advantages for organisers is one thing, but what about the level of knowledge needed to operate the programs? With eventprofs already needing to wear numerous hats, knowing all things about all techs seems like a tall order. While it is obvious that tech is changing the way that events operate, Kenward and Carter-Lee look towards a more holistic view on technology, rather than an in-depth knowledge of all solutions on offer.
Carter-Lee said, “Event technology is one of the sectors’ ‘magic tools’, so Identity encourages all our eventprofs to keep gathering tech skills. We don’t have to know every tech solution that’s available or every aspect of each solution, but it is good to have a strong working knowledge of what’s available, appropriate, and on the horizon.”
Kenward agreed, saying, “Being ‘tech savvy’ is not as important as tech companies say it is. Not everything new and shiny will have an impact. That said, eventprofs need to be aware of what’s out there and have a wide breadth of tech knowledge, but no-one should be expected to be an expert in every piece of tech available.”
The message seems to be one of traditional skills being supported by technology, rather than a tech-first mindset. I also wanted to know if there was a difference in personality or suitability for events between those who led with tech skills and those who put interpersonal skills first.
Sheppard said, “I think that personality is huge when you’re supplying people. You could argue that maybe a decade ago, if you were tech focused as an individual event person, you might be a certain profile. It might be that the person lacked the conversational skills because they were more invested in in-depth knowledge, experience and education around tech.
“Now it’s absolutely clear that it isn’t that way. People have a base level of expectation on tech in their everyday role.”
An eye for talent
When speaking about hiring practises for technology it was clear from our experts that technology can be taught, whereas interpersonal skills that make a great organiser are harder to teach.
Continuing this point, Sheppard said, “There’s ready and available training for someone to understand tech, social media behaviour and tone of voice. Those things are much easier to train than teaching someone to communicate better.”
For employers looking for experience in technology as a ‘must’ for a prospective candidate, Kenward advises a broader range of competencies be considered, rather than a narrow view for using specific platforms. He said, “Some employers have unrealistic expectations. They need to define what skills are necessities and which are a ‘nice to have’ and to be realistic, because tech experience is transferable.
“If a candidate has experience of using Hopin, but you use StreamYard, then their experience is valid and they will be able to get up to speed quickly.”
That upskilling in platforms is on the eventprof themselves and their organisation. Carter-Lee said, “Eventprofs can attend events and engage with other eventprofs, businesses, developers and influencers that are leading the way in event tech trends. Identity runs its own staff conference every year and a core aspect of this is an education forum for the team on new and emerging tech trends in the events space.
“Identity has also consolidated what it feels it takes to be a great leader into a management development programme. The aim is to place skills at the centre and address gaps as soon as they appear, maximising the potential as a business. This way, eventprofs are held accountable through effective leadership and are encouraged to develop continuously.”
While this change means that eventprofs will need to another feather to their collective caps, it can be seen as a broadening of skillsets. In this way the events industry is primed to tackle the talent-shortage in tech. By upskilling professionals already in the industry, this investment in people is also a vital component for employee retention.
Where are we now?
It’s easy to talk about how the industry needs to adopt technology, how these skills must be supplementary to existing competencies and how to upskill employees The real question is, where are we now?
Sheppard said, “The world is a different place, everything is available instantly and at the push of a button. I’m not, for one second, assuming that tech doesn’t matter. But I think it’s becoming part of life, the idea that like your nan couldn’t answer a text message a few years ago, we’re not really in that world anymore.
“The pandemic sped that process up, everyone was on Zoom, everyone was doing something that involved tech because the world needed you to behave that way. So, I think the gap has shortened in that sense, but I think the in-person element of bringing a brilliant event to life will absolutely require someone to have good people skills.”
In Sheppard’s view, at least, people are becoming more tech native, using social media and other technologies in their everyday lives and therefore becoming more competent in their professional ones.
As we move forward, technology will undoubtedly become interwoven in the event organisers toolset, but the core competencies that make events great are still at the heart of what we do.
