Rachel Crick recently spoke with Holly Barnett, project manager for Touchpoint Meeting Services, on retaining Gen Z employees.

Holly Barnett graduated in 2020 from the University of Technology Sydney in Australia with a degree in business and a major in events. She is a project manager at Touchpoint Meeting Services, where she has worked since 2021. She is a member of PCMA’s 20 in Their Twenties, Class of 2026 and winner of PCOA’s Tim Birley Rising Star Award in 2024.

Q: How would you characterize the way Gen Z professionals perceive the events industry? 

A: To be honest, when it comes to the business and events industry, I didn’t even know it existed when I started thinking about my career. I think a lot of Gen Z people coming into the industry are thinking the industry is mostly about weddings and festivals. Whereas for business events, I feel like you kind of just fall into them. There were no preconceived ideas about that for me because I just didn’t know. But I think if you were to ask Gen Z what they think about planning conferences and incentive travel, it would almost come across as a little boring, even though it’s actually really fun. It’s a lot of fun to be on-site and managing a big program. It doesn’t necessarily have the glitz and glamor of festivals, but there’s so much job satisfaction when you finish an event.

Q: What are some strategies you’ve observed leaders in the industry using to make young professionals feel welcomed and valued?

A: I personally have never felt that the suggestions I’m putting forward are eye-rolled at. All the leaders I’ve worked with are willing to take a younger person’s perspective on board and have an understanding that, although we don’t have the most experience in the industry, there’s still life experience we can bring to the table. They also have opened up and avoided gatekeeping the secrets of the industry. I think as stressful as events are and as busy as we can get in the industry, it’s still really important to be willing to teach and take the time to explain the acronyms and the processes. The leaders I’ve worked with have been so happy to pass on their knowledge. Everyone in the business events industry knows everyone, and they’re able to point you in the right direction. I also think investing time in programs is good. I’ve been very lucky to now be part of the PCMA program, and I was also part of PCOA, Professional Conference Organizers Association. There are leaders in the industry who are championing these young people becoming part of the industry bodies, and you do feel like you’re being welcomed and wanted in the space.

Q: What do you think are some common issues that lead young professionals to move on from the events industry? What about factors that cause them to stay?

A: I think a big thing that I have observed is events is not a nine-to-five job. No matter how many structures you put in place for yourself, it’s not nine-to-five. There are times where you need to be on-site for 12 to 14 hours a day. So that in itself becomes really difficult, especially if you’re doing back-to-back events. Gen Z are typically looking for a bit more work-life balance. So, as amazing as events are, there are some times where work outweighs life, and there’s no way around that, in my opinion. When it comes to getting into the industry, I’ve seen a lot of entry-level roles advertised that request you have three years of experience or know how to use this event software, and that’s not an entry-level position. They’re asking for the qualifications of an event coordinator or senior event coordinator. So, having the willingness to take someone on who is freshly out of university would be my suggestion. And then you’re able to train them how you want and move them up into the company. For anyone coming out of university or making the switch, or even people just entering the industry later, the definition of entry-level may need to be looked at.

Q: How do you see the events industry adapting as more of its workforce is made up of Gen Z professionals?

A: I’ve definitely seen more of the hybrid work environment and being able to do your three days in the office, two days at home. COVID pushed us in this direction, and I think that will continue to stay. Gen Z in particular appreciates the flexibility. I see the environments becoming more flexible in terms of time off. I also think we have to go forward with technology even though it’s not as tested as we want it to be. When everyone shifted to online or virtual events, I did see the events industry continuing to be at the forefront of different uses of technology and being able to develop events that look completely different to the years before — not just with AI, but every week there’s something new that comes out that enhances programs. I think we will continue to stay flexible as an industry and continue to champion the use of new tech.

Q: How important are things like professional development and mentorship for these young professionals?

A: I think they’re very important. In an industry where you walk into the room and you’re the youngest in the room, and even if you’re working with people who may not be much older than you, you do sometimes want to talk to someone closer to your age. For professional development, I know there are a lot of programs that are hosting coffee catch-ups, where they say only people who have been in the industry less than 10 years can come. As amazing as it is when you’re able to speak to an established leader and someone who has been in the industry for a long time, it’s also nice to have conversations with people who are in there with you. It’s funny how many similar experiences people will have to you, and you can talk through how they worked through it. In particular, more opportunities to do that with other Gen Z planners would be great.