Technology has hugely impacted the events industry, particularly with the rise of virtual and hybrid events. Technology is evolving so fast that the emerging role of the event technologist, also sometimes known as an event technology specialist, is rapidly becoming essential.
However, the role of the event technologist isn’t yet universally adopted in the events sector. In research conducted by Hanover Research, commissioned by Cvent, currently, only 24% of organisations have a dedicated event technologist, yet 82% of organisations say this role will become more valuable over the next five years.
Read on to find out more about the role of the event technologist, the findings of our research, and how to recruit the right event technologist for your team.
What is an event technologist?
The role of an event technologist is constantly evolving; however, it requires a strong understanding of the event planning and execution process and a deep knowledge of event technology.
Event technologists are experts in using technology like event management software and state-of-the-art audio-visual equipment to optimise the event experience for both attendees and organisers. To maximise event ROI, these technologists require a deep understanding of event design and planning.
While they play a crucial role in enhancing the entertainment and engagement value of events, their role also includes drilling into event data analytics and helping to make strategic decisions.
💡 Want to learn more about the role of an event technologist? Check out these insights from our experts:
Why are event technologists important?
Event technologists are vital for event success as they use technology to streamline processes, enhance attendee experiences, and adapt events to changing trends and demands.
By integrating innovative solutions, event technologists play a pivotal role in delivering memorable and impactful events that meet the needs and expectations of attendees and stakeholders alike.
And if that wasn't enough, they're also responsible for building and maintaining the event tech stack.
Having a technologist on the team, whether in-house or outsourced, is now a crucial step for organisations to produce successful events and keep up with the rapidly changing marketplace.
What are the key skills of an event technologist?
The specific abilities an event technologist requires depend on the needs of the individual organisation, but they need to possess some or all of these skills:
Attention to detail
Events demand meticulous attention to detail, especially when it comes to technical setups and configuration. Small oversights can have significant impacts on the attendee experience.
Project management
Event technologists should have solid project management skills to coordinate and execute the technical aspects of events efficiently. This includes managing timelines, resources, and collaborating with different teams.
Technical proficiency
Mastery of event management software, audio-visual equipment, and other relevant technologies is crucial.
Communication
Strong communication skills are vital for interacting with both technical and non-technical stakeholders. This includes effective communication with clients, event organisers, suppliers, and other team members.
Leadership abilities
Effective leadership skills are needed to effectively coordinate technical aspects, communicate requirements, and inspire team members, ensuring events run without a hitch. In dynamic situations, event technologists need to be able to make quick decisions, resolve conflicts, and adapt to challenges.
Understanding of marketing goals
The most effective event technologists have a clear understanding of marketing too. They need to align the technology with event goals and audience preferences, ultimately enhancing engagement and driving campaign success.
Understanding event trends
Staying updated on the latest trends in the event industry, including virtual and hybrid event formats, ensures that event technologists can incorporate cutting-edge technologies and methodologies.
Do I need an event technologist?
Hiring an event technologist offers numerous advantages for your team. With their specialised knowledge of event technology, they ensure smooth execution and minimise technical hiccups.
Their adaptability means they can navigate changing technological trends and incorporate virtual components for hybrid or fully virtual events to keep experiences relevant and accessible.
Using technology creatively means you enhance attendee experiences, leave a lasting impression and increase event satisfaction. It’s also the case that efficiency streamlines event planning processes, saving time and resources. Their innovative ideas ensure your events are cutting-edge and impactful.
The pros and cons of outsourcing vs. hiring in-house
Hiring in-house
More than half of organisations recruit in-house event technologists to keep organisational data private (63%) and their brand consistent (53%). These are powerful drivers, but there are many more reasons to add an in-house event technologist to your team.
Internal event technologists are better able to translate the value of new tech in a way that resonates with key stakeholders. They understand the objectives of the organisation and have insights into the workings of internal departments to navigate obstacles and bring stronger ROI.
Moving projects forward is easier internally than bringing in external technologists. In-house technologists understand the company culture, local cultures and how to move projects through the various internal business units more effectively than agencies can.
Organisations have more control over their data than when outsourcing to agencies. When contractual relationships end, there’s always a chance that the agency may not hand over all the data or dispose of all the data that should have been deleted.
Event technologists can also help organisations comply with the data protection regulations. With in-house experts, companies can put software platforms through their own security approval processes to ensure compliance and meet data privacy and security standards.
Outsourcing
Outsourcing the role of an event technologist can offer some real advantages for organisations.
According to the research, 83% outsource to access specialist technical expertise that an agency can provide. 54% outsource so they can get access to a broader network of vendors. Less surprisingly 46%, outsource to access more resources than they possess in-house.
By outsourcing, organisations without this expertise can tap into the expertise of seasoned professionals who specialise in event technology.
It can be cheaper too. Outsourcing eliminates the need to hire full-time staff, reducing salary, benefits, and training overheads. It can also avoid the need to invest in expensive equipment and software. It also removes the learning curve that might be needed when creating an in-house role.
Outsourced event technologists offer flexibility, so you can scale services according to the specific needs of each event. Whether it's a small seminar or an international conference, organisations can easily adjust resources as required.
Outsourcing the functions of event technologists allows you to focus on your core competencies and strategic objectives while leaving the technical aspects of event management to professionals. This gives internal teams a chance to allocate their time and resources more efficiently.
External suppliers often have robust contingency plans and resources to mitigate risks associated with technical failures or emergencies during events. Knowing that potential disruptions are managed by experienced professionals can provide peace of mind for organisations.
How to hire the right event technology specialist
If you want to hire the perfect event technology specialist, you need to take a strategic approach. Follow our step-by-step guide to ensure success in your search:
- Define job requirements: Explicitly define the precise talents and background you need. Include mastery in event planning software, fluency in audio-visual technology, and familiarity with current industry advancements.
- Craft a detailed job description: Because a formalised event technologist role is relatively new to most organisations, it’s better to avoid over-explaining the responsibilities and required skills in job postings.
- Come up with a comprehensive job description that highlights the key responsibilities, qualifications, and expectations for the role. Be specific about the type of events the specialist will be handling, and the organisation itself.
- Seek relevant experience: Look for candidates with a proven track record in event technology. Prior experience in managing similar events or projects is crucial to ensuring they can excel in the role and tackle any challenges that may come up.
8 Interview tips when hiring
1. Technical proficiency
Ask questions that will reveal the candidate's technical skills, including their knowledge of event management tools, audio-visual equipment, and any other specific technologies relevant to the types of events you run. It may be appropriate to set some practical tasks to help assess abilities.
2. Adaptability and innovation
The events industry is dynamic, so you need to look for candidates who demonstrate adaptability and innovation. Ask questions that enable them to demonstrate their ability to integrate new technologies and keep abreast of industry trends.
3. Problem-Solving skills
Event technologists often encounter challenges during events. Assess the candidate's problem-solving skills and ability to think fast on their feet. Ask probing questions about prior occasions when they drew on their problem-solving skills.
4. Communication skills
Strong communication skills are essential. The specialist must effectively communicate with both technical and non-technical stakeholders, including clients, event organisers, and vendors.
5. Cultural fit
Consider the cultural fit within your organisation. The right specialist should align with your company's values and work well with your existing team.
6. Portfolio and references
Ask for a portfolio showcasing their past work and ask for references. This provides tangible evidence of their capabilities and allows you to validate their experience.
7. Interview process
Conduct thorough interviews, including technical assessments and situational questions to evaluate their problem-solving abilities in a real-world context.
8. Continuous learning
Ask about their commitment to continuous learning and staying updated on emerging technologies in the event industry. Ask them where they think the next trends will likely emerge and why.
By following these steps, you increase the likelihood of hiring an event technology specialist who’ll not only meet your needs today but is also equipped to adapt to future event tech advances.
How to set your event technologist up for success
Organisations that take the event technologist role seriously have already set them up for success. Here's how you can join them.
1. Build a culture of innovation
In organisations which encourage innovative behaviours and a curiosity for technology solutions, the path is already set for event technologists to become immersed and valued.
2. Develop a technology strategy
These organisations understand that hiring an event technologist never goes ahead of having a clear strategy. To reap the benefits of an Event Technologist, have a plan in place before job ads are published.
3. Establish clear KPIs
A technologist’s value can be determined in several ways. Ultimately though, value depends on how much they impact organisational efficiency and event objectives.
While it’s easy to measure the success of a software implementation, it’s just as important to measure the impact on attendee experience, revenue, learning, behaviour change and other key event goals too.
Success should also be measured with one eye on the overall event technology strategy, so place KPIs against event objectives.
Event technologists also need to be measured against organisation-wide KPIs. Include things like delivering efficiencies or resolving user issues across departments. Sometimes a reduction in user questions (or complaints) can signal a big win.
Improvements to event planner workflows and internal buy-in and adoption are common features of KPIs for event technologists.
4. Design an onboarding programme
The organisation should communicate the value of the event technologist’s role to the wider team. Share how to tap into their expertise. They need to show the level at which the technologist works and also to whom the technologist reports.
5. Provide ongoing professional development of hard and soft skills
You should encourage your event technologist to attend relevant events to learn about new technologies. This will help them keep up to date and enable forward planning to meet those KPIs and objectives.
The future is bright with event technologists
Advancements in AI and event technology are unlocking a new world of opportunities for organisations with event technologists.
The ability to bridge event technology with organisational aims is a potential game-changer.
It doesn’t matter whether your event technologist is appointed in-house or outsourced. The event technologist is a must-have role for organisations that want to develop and grow.
To discover more about the role of event technologists and the opportunities it provides for your team, download our guide, The Evolving Role of the Event Technologist.
