The Association of Event Organisers (AEO) has launched a coordinated, industry-wide campaign under the banner #ChooseEvents, aiming to promote careers in the events sector and attract the next generation of talent. The initiative brings together a broad coalition of organisers, venues, suppliers, agencies and industry partners from multiple global markets.
The movement seeks to address growing concerns around talent pipelines in business events, exhibitions and live experiences, positioning the sector as a long-term, viable and engaging career choice for students, graduates and professionals considering a change in direction.
Background and industry context
The initiative comes at a time when event businesses worldwide are rebuilding teams and capabilities following years of disruption. While in-person events have largely returned, many organisations continue to report challenges in recruiting and retaining skilled professionals across operations, marketing, sales, production, digital and data-led roles.
At the same time, the sector is competing with adjacent industries such as technology, media, advertising and hospitality for a limited pool of candidates with digital fluency, commercial acumen and experience in customer-centric roles. Many industry leaders have highlighted that awareness of events as a structured career path remains relatively low among school leavers and graduates, compared with more overtly promoted sectors such as tech, finance and consulting.
The #ChooseEvents movement is intended to tackle this perception gap by showcasing the scale, diversity and impact of the global events ecosystem—from trade shows and conferences to consumer exhibitions, experiential activations and hybrid formats.
Key elements of the #ChooseEvents movement
The AEO’s new campaign centres on industry collaboration, unified messaging and shared resources that participating organisations can adapt to their own needs. By bringing together hundreds of event businesses, the movement aims to reach potential candidates at scale and present a cohesive view of what a career in events looks like today.
Key features of the #ChooseEvents initiative include:
- Collective industry participation: Organisers, venues, contractors, technology providers, agencies and other partners are being encouraged to participate under a common hashtag and narrative, reinforcing that career opportunities exist across the full event lifecycle.
- Global scope: While led by AEO, the movement is designed to be relevant to international markets, reflecting the cross-border nature of many events and the transferable skills involved.
- Career storytelling: The campaign is expected to highlight real career paths and roles within events—such as content curation, event tech, operations, logistics, sustainability, data analytics and commercial development—to move beyond the stereotype of events as short-term or purely logistical work.
- Shared campaign assets: Participating organisations are being invited to align with the #ChooseEvents identity in their own recruitment, outreach and employer branding, helping create recognisable signals for potential entrants to the sector.
By unifying messaging and enabling consistent use of the #ChooseEvents banner, the AEO and its partners intend to build momentum over time and create a visible, sustained presence for event careers across digital channels, educational touchpoints and industry communications.
Industry impact and strategic goals
The movement targets several structural challenges that have emerged in the event labour market. Many organisations are balancing the need for in-person delivery expertise with increasing demand for skills in digital platforms, audience data, content strategy and commercial partnerships. Bringing new talent into the sector is seen as essential to support innovation in areas such as hybrid formats, sustainability standards and technology-enabled attendee experiences.
The #ChooseEvents drive also aligns with broader efforts by trade bodies and industry alliances to articulate the economic and social contribution of events. By framing the sector as a platform for knowledge exchange, trade, community-building and innovation, the campaign positions event careers as part of a wider ecosystem that supports multiple industries and global business growth.
For employers, a more coordinated visibility campaign could help reduce recruitment costs, shorten time-to-hire and broaden the diversity of talent entering the sector. For candidates, clearer signposting and shared language around roles and career progression may make it easier to understand how skills acquired in other industries can translate into events.
Why this matters for event professionals and technology providers
For organisers and venue operators, the success of future event strategies—particularly those involving data-driven personalisation, content-led experiences and year-round engagement—will depend on the availability of skilled teams. Initiatives like #ChooseEvents can help ensure that operations, marketing, sales and tech functions have access to a stronger pipeline of candidates who understand the evolving nature of live and digital experiences.
Event technology providers, in particular, stand to benefit from a renewed focus on talent. As platforms and tools become more sophisticated, there is growing demand for professionals who can bridge the gap between event design and technology implementation, from platform configuration and integration to analytics, audience engagement and virtual production.
By raising awareness of technology-focused roles within events, the movement can support the development of a workforce that is comfortable working at the intersection of software, content and customer experience. This is likely to be critical as organisers seek to leverage event data, integrate CRM and marketing automation, and deliver more measurable outcomes for exhibitors and sponsors.
The campaign may also encourage closer collaboration between event businesses and educational institutions, opening pathways for internships, graduate schemes, apprenticeships and specialist training programmes focused on event technology and operations.
Conclusion
The launch of the #ChooseEvents movement by the Association of Event Organisers signals a coordinated response to long-running concerns about talent attraction and perception of careers in the events sector. By bringing together a wide range of stakeholders under a common message, the initiative aims to showcase the breadth of opportunities available and position events as a dynamic, impactful and sustainable career choice.
For event professionals and technology providers, the campaign highlights the importance of investing not only in platforms and infrastructure but also in the people who design, deliver and evolve event experiences. As the sector continues to adapt to new audience expectations and business models, building a robust talent pipeline will be central to maintaining competitiveness and driving innovation across live, hybrid and digital formats.