I recently came across a video post by one of my absolute favorite creators in experiential marketing asking what exactly is the disconnect between getting competent BAs and the current pool of approved applicants from agencies. I gave a very direct, albeit brief answer, but the more I thought about the question the more I don’t understand how people DIDN’T see this coming.
It was a LONG time coming and THIS is the reckoning in the industry that everyone feared during the pandemic.
Ironically, the actions POST pandemic are how you got there. Asking why there is a lack of moral or character in the HIRING pool without even wanting to acknowledge the lack of the same qualities in the AGENCY pool is absolutely ridiculous. Certain agencies made a VERY gallant effort to ensure that when the industry came back into full swing, they held as much power (and money) as possible. It’s not saying that there are not agency costs the MUST be addressed; there absolutely are. But when the client believes that they are paying an agency a substantial amount of money to cover all the logistical needs of the BAs and the agency is intentionally taking as many shortcuts to increase their profit, you are going to get EXACTLY the type of person you pay for in that situation.
The allure of working high profile events does not match the low wages, unthoughtful work conditions, and incessant attitudes of higher ups. The whole idea that you should be happy to even be there is gone: most people walking into the events industry now for the first time are doing it for either the hopes of a viral social media moment of behind the scenes access or as a last resort of employment where they hope to have to do a little as possible while still collecting a check. Stand out in the hot sun and try and TALK to actual HUMANS?!? For HOURS?!?! While you as an agency OWNER may think that $25/hr for that should be amazing (ESPECIALLY in the South), not providing the staff with anything other than water to complete the day makes that seem not even remotely worth it. You could have made the same amount of money doing DoorDash and NOT been in the sun and NOT have to talk to people.
The turnover rate in the industry was already high, but not having (and for the most part actively shunning) a clear and VISIBLE path to upward mobility means that there is not anything to aspire towards. There once was the allure of working hard so that you could be selected on a national tour team with everything paid. But the switch from having dedicated tour teams to hiring locally meant that, in almost every mid to small market, you would end up burning through your viable applicants within a year or two. Those who have a knack for this type of work and are in one of those type of markets will always find success in other people-facing roles, so after a while those people are going to move on to more lucrative opportunities. The one time perks (many of which are actually being stripped away anyway) don’t compare to a more long term secure job and the failure for agencies to accept that is their largest stumbling block.