Freeman CEO Janet Dell said Freeman has 5,500 employees spanning five generations, half of whom are women, and flexible work arrangements have become a key factor in attracting and retaining diverse talent.
Skift Meetings spoke with Dale, who has been in her new role for four and a half months. She is the first female executive to lead Freeman in its 97-year history; Carrie Freeman Parsons has served as chairman of the board for many years.
“Having a five-generation workforce brings a very broad and diverse range of ideas. You really have to take the time to understand what some of the broad stroke differences between generations are,” Dyer said.
As the baby boomers retire, she recognizes the loss of institutional knowledge but values the new perspectives of the new generation. “Losing intellectual property rights is a challenge, but the creativity and diversity of ideas from new talent is priceless.”
Freeman’s training is important
Dell pointed out that as digital natives, Millennials and Generation Z have different priorities in terms of flexibility and adaptability compared to the “digital hybrids” of previous generations.
“Digital natives want the freedom to work in a way that fits their lives,” Dyer said. Freeman enables flexibility by offering full-time, hourly and project-based positions.
The company provides its show floor teams with breaks from spending weeks on the road so they can recharge.
“This is more than just a nice-to-have, it’s critical to preventing burnout and maintaining long-term sustainability,” Dale said.
Additionally, several Aboriginal people view career development differently than previous generations. “It’s not just about climbing the corporate ladder like previous generations. They’re looking for growth opportunities that fit their personal goals and lifestyle,” she said.
Freeman addresses these differences through ongoing training to create an environment that meets the needs of employees, attendees and exhibitors alike.
To support talent development, Freeman has invested $3 million in training and mentoring programs, a move Dell believes is critical in today’s talent shortage.
“Everyone, whether in the industry or not, is facing a talent shortage. We focus on coaching to help people achieve their goals. Fortunately, the appeal of the events industry also helps us attract talent.
Freeman also uses artificial intelligence to enhance the event experience. By partnering with Zenus, the company collects real-time attendee data — including demographics, length of stay, and even emotional responses — allowing it to make on-site adjustments to exhibits. Dell believes that AI-driven predictive analytics will further benefit the industry and enhance insights into future events.
Zenus behavioral mapping technology was implemented to capture the emotions of IMEX 2023 attendees.
