War for talent

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With the Middle East planted firmly on the world's meetings radar and new venues and companies emerging to drive more business into the region, a war for talent is raging between companies eager to employ the best of the best.

One issue emerged during April's string of educational and networking events as the most threatening challenge facing the meetings industry: the war for talent.

The growing popularity, accessibility and visibility of certain destinations in the Middle East are putting pressure on governments and the private sector to provide the venues and infrastructure to cater to the demand.

And the investors are not letting the opportunity pass them by.

Major convention and exhibition centre developments such as the Abu Dhabi National Exhibition Centre (ADNEC); Dubai Exhibition World (DEW); Qatar National Convention Centre (QNCC); and the Ras al Khaimah Convention and Exhibition Centre (RAKCEC) are paving the way for a dramatic increase in the amount of international conventions coming to the region.

But with all the new capacity comes a need to equip new venues with the staff to make them work to the best of their ability.

"There is a lot of competition out there," said David Kliman, president, The Kliman Group and former president of Meeting Professionals International (MPI).

"The ones that do it right will focus on the human talent, rather than just the hardware and software."

Skilled meeting industry professionals are required not only for the venues, but by event and association management companies, professional congress organisers, destination management companies and other event support services.

Industry estimates put the number of staff required by the meetings industry in the Middle East alone at somewhere in the region of 60,000 over the next 10 years.

"The Middle East is witnessing a staggering development of its meetings infrastructure," explained Joyce Dogniez, CMM, director of operations EMEA, MPI.

"But infrastructure alone is not sufficient to deliver a true experience. The development creates a massive need for additional workforce within the region. The development of a qualified, trained and largely available workforce is crucial in an increasingly competitive global market."

MPI president Bruce Macmillan concurred during a seminar delivered at the Gulf Incentives, Business Travel and Meetings exhibition (GIBTM): "It's easy for the meetings industry to get caught up in being all about the new venues and facilities, but there is something more going on here than just that," he said.

"There is a great interest in diversifying the economy, whether it's leisure or business tourism. It's become a global meeting place for many different industries; that is why having a successful meetings industry is vital to the success of this region."

Prior to GIBTM, MPI held its first Gulf Meetings and Events Conference, which took place at the InterContinental Hotel Dubai Festival City from April 5-7.

According to Macmillan, MPI research has found that 22-27% of marketing budgets in major corporations are dedicated to meetings and events, representing mammoth buying power.

"The reason for that is that meetings and events deliver a higher return on investment," he adds.

"We need a rich and professional meetings industry. This is not just a place where the meetings industry comes together; this is the place where global businesses come together.

"We have the venues, clearly. Now it's time to grow the experts to unleash the potential in these venues."

Problems

Given the immaturity of the meetings industry in the region and the pace of growth, the supply of trained professionals has struggled to keep up with the demand.

The rapid expansion of the region has meant that skilled and experienced meeting professionals are a rare and valuable commodity, and employers have been prepared to pay a premium to have them on their teams.

Although some companies go to great lengths to bring in talented staff from abroad, forking out for flights and relocation expenses, others firms have been known to poach experienced professionals from other companies.

"Our problem - the war for talent - is not only here; it is worldwide," explained Roger Tondeur, president and founder, MCI.

"You have to either import staff then train them, or you get them from the other companies.

This is particularly challenging for large corporations like MCI who invest time and money training their staff: "When people come and work with us for a few years they become very attractive targets for other companies," said Tondeur.

"Companies will come over with attractive salaries and it puts the spiral of salaries up."

Tondeur predicted that MCI's team in the Middle East, which currently comprises some 25 meeting professionals, would require almost 75 new members of staff within the next three years.

The solution to the problem and the ultimate key to success in the war for talent lies in ensuring that expectations are met in two distinct areas; job satisfaction and career development opportunities, according to Tondeur.

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