Stop Underselling Your Event Business: Why Employer Branding Is Your Secret Weapon

After over two decades in the events industry, I've witnessed firsthand the evolution of our sector. From the bustling days of manual registrations to today's sophisticated hybrid events, one constant remains: our industry's reliance on exceptional talent. Yet, despite the dynamic nature of events and the outstanding individuals behind them, many event businesses still fall short in showcasing their true value to potential employees.

The Old-School Mindset: A Barrier to Attracting Talent

It's disheartening to see job advertisements and receive interview feedback from candidates that read like relics from the past:

• "Fast-paced environment; long hours expected."

• "Must be willing to go above and beyond."

• "You're lucky to be part of this team."

Such phrases not only deter potential candidates but also reflect a dated mindset. In today's competitive job market, especially within the events sector, candidates seek more than just a paycheck. They want to understand:

• Culture: What is the day-to-day environment like?

• Impact: How will their role contribute to the bigger picture?

• Team Dynamics: What makes the team excited to come to work?

The Current Recruitment Landscape in Australia

Recent data underscores the challenges businesses face in recruitment. According to the Recruitment Experiences and Outlook Survey (REOS) by Jobs and Skills Australia, as of March 2025, 45% of recruiting employers experienced difficulty filling vacancies. This figure, while an improvement from the 53% difficulty rate this time last year, still highlights significant challenges in attracting suitable candidates. (Jobs and Skills Australia)

Moreover, the same report indicates that up to 52% of recruiting employers were unable to fill their vacancies within a month as of March 2025. These statistics are not just numbers; they represent missed opportunities and potential revenue losses for businesses.(Jobs and Skills Australia)

The Power of Employer Branding

In an era where information is readily accessible, candidates conduct thorough research before applying. They explore company websites, social media profiles, and employee reviews to gauge the organization's culture and values. A strong employer brand can be the differentiator that attracts top-tier talent.

A compelling employer brand communicates:

• Authenticity: Genuine insights into the company's culture and values.

• Purpose: Clear articulation of the organisation's mission and how employees contribute.

• Growth Opportunities: Transparent pathways for career advancement.

Crafting a Magnetic Employer Brand

At TES Recruitment, we've assisted numerous event businesses in redefining their employer branding strategies. Here are actionable steps to enhance your employer brand:

1. Define Your Employee Value Proposition (EVP) Your EVP encapsulates what employees can expect from your organisation. It should highlight unique benefits, growth opportunities, and the overall work experience.

2. Leverage Storytelling Share stories that showcase your company's culture, successes, and employee experiences. Authentic narratives resonate more than generic statements.

3. Optimise Job Profiles Move beyond listing responsibilities. Highlight the impact of the role, team dynamics, and growth prospects.

4. Engage on Social Media Platforms like LinkedIn, Instagram, and Facebook are invaluable for showcasing company culture. Regularly post behind-the-scenes content, employee testimonials, and event highlights.

5. Solicit and Act on Feedback Encourage current employees to provide feedback on their experiences. Use this information to make informed improvements and demonstrate a commitment to continuous growth.

   
   

   The Road Ahead

   
   

   The events industry is poised for growth. The Australia event management market, valued at USD 16.4 billion in 2024, is projected to reach USD 45.7 billion by 2033. To capitalise on this growth, businesses must prioritise attracting and retaining top talent. A robust employer brand is not just a recruitment tool; it's a strategic asset that drives business success.(IMARC Group)

   
   

   Conclusion

   
   

   In the dynamic world of events, where every detail matters, your approach to recruitment should be no different. By investing in your employer brand, you position your business as a desirable destination for top talent. At TES Recruitment, we're committed to helping event businesses tell their stories compellingly and authentically. Get in touch with us to learn more about how to communicate and position your employer brand effectively.