Brian Feit, Founding Partner, BMF
According to findings from EventTrack 2025, EM’s annual research report on experiential marketing, eventgoers are preparing for an active 2025, with 56 percent of respondents planning to show up to more b-to-c and b-to-b events in the coming year than in 2024. Add to that the fact that 74 percent of Fortune 1000 marketers expect to increase their budgets, and it’s safe to say the industry is poised for a banner year.
For many agencies, this period of prosperity will require recruiting and onboarding more full-time, part-time and/or freelance staffers, with an emphasis on hiring people with today’s in-demand skills.
“There’s greater emphasis on soft skills, post-pandemic,” says Brian Feit, founding partner at BMF. “Empathy, adaptability and conflict resolution are crucial, especially when managing diverse teams in different geographies and time zones.”
For this edition of our quarterly column focused on trends in hiring and culture, we sat down with Feit to discuss cross-functional roles, mentorship and managing freelancers.
A Growing Need for Specialists
Specialists in hybrid event production, from livestreaming to virtual platform administration to on-site coordination, are increasingly being sought after at agencies like BMF, Feit says. There’s also a greater need for staffers who are able to take on cross-functional positions, like handling both client services and event production under one role.
And then there’s the ever-increasing need for professionals who have a firm grasp on event technology and platform integration. “Knowledge of event management platforms like Cvent and Eventbrite, and emerging tools like AI chatbots and AR/VR, for attendee engagement is becoming more important,” he says. In a similar vein, Feit says, people with experience managing cybersecurity for virtual events is also on the rise.
A Focus on Communication
For BMF, the ability to clearly communicate the right messaging at the right time to both internal- and external-facing audiences is at the top of the list when it comes to most-desired skills among new hires. “Non-verbal communication and feedback are key for remote and hybrid collaborations,” says Feit.
Other in-demand talents and areas of expertise, he says, include proficiency in sustainable event practices, a passionate, “can do” attitude, and the ability to take initiative and follow through on projects.
The Role of Freelancers
“The role of freelancers is growing significantly,” says Feit. “The shift is driven by the flexibility and specialized skills they offer, as well as the evolving demands of the industry. It allows companies to scale quickly without the long-term commitment of full-time hires, and support seasonal spikes like product launches or holiday activation. As a result, hiring freelancers helps reduce overhead costs associated with full-time employees. They also provide geographic flexibility and diverse creative perspectives, bringing in fresh ideas.”
But hiring freelancers has its challenges, too, says Feit, especially when it comes to ensuring a consistent brand message is delivered by each of the staffers. He also points to managing freelance contracts as it pertains to compliance with labor laws, and the possibility of building long-term relationships with people who may work with competitors.
Onboarding Processes
BMF makes a concerted effort to arm new hires with all of the tools, resources and team support they need to succeed in any situation and “be an immediate and integral part of their specific work stream.” The onboarding process includes assigning each new employee to a manager who helps them navigate the agency’s processes and helps remove barriers to their effectiveness.
New hires are also provided with consistent progress reports to give them an understanding of how they’re performing.
“Quarterly check-ins are an integral part of the performance management process so that new hires are getting feedback on what’s working and where they need to course-correct in the moment,” says Feit. “Annual reviews provide a source of celebration to ensure the employee knows where they stand, where they are headed and what’s the next game-changing idea they will be working on.”
Image Credit: iStock/Govindanmarudhai
