The term "event producer" is old, tired and needs to be retired. Aside from being outdated, it has so many meanings now that it’s not really a position you can effectively recruit for. What one company deems an event producer is another event organisation’s content officer, project manager, planner... the list goes on and on!

You need to seek the kind of individual that lives and breathes the industry your event is based around, and is very active within it. These are the people who will truly know what our prospects want, and how to package and deliver it. To get these high quality experts on board you’ll need to discover them at work. The best way to source an industry expert is to think like one – so these are the places you’ll find them:

No surprise; events (maybe even yours!)

Consider an industry event the expert’s natural habitat. They’ll be the ones confidently networking, engaging with speakers and demonstrating a thirst for industry insights. This is where you’ll need to unleash your own networking skills, and approach people you know. You may have come across their name before or recognised them from their social media profile. Get chatting, swap details and if appropriate, let them know you’re looking for someone to drive your events, build a community and truly embody your brand.

Online communities

You should already be engaging with B2B online communities relating to the topic of your event, if you haven’t yet created your very own. If you’re not (you really must) then this is a great place to unearth someone who’s truly passionate and really knowledgeable about your event’s subject matter. You’ll identify an industry expert by the frequency with which they contribute, the conviction they have in what they’re saying and how other community members respond to them. You want someone who gets their facts right, keeps abreast of industry developments and is skilled at communicating this knowledge.

Social media

Any industry expert worth their salt will have a strong social media presence. They’ll be active across numerous platforms, show consistency and professionalism, and will likely have followers and receive a substantial amount of engagement. You don’t just want them to be well liked though. You’ll notice the kind of experts that engage with their followers rather than simply revelling in the adulation. Someone with a genuine interest will want to know more about the type of people that make up their fan or follower base.

Blogs and articles

A great endorsement of any industry expert’s know-how is being published by a relevant (ideally high profile) publication. If you do come across an article you think is of a particularly high standard, and suggests a real detailed knowledge of the industry, follow up with the author’s blog, and find out how deep their interest goes. When assessing a blog, seek out an author that publishes regularly, uses the right vernacular, and engages with their commenters below the line.

Word of mouth

Your peers and colleagues will all have attended industry events, networked with other professionals or even worked with them previously. Use them as a resource for your next hire and reach out. Find out who is well respected within the industry and look at the success they’ve had with their events. You will be able to gauge more from a personal recommendation (that you hear face-to-face or read on a LinkedIn profile) than from someone’s own assertion on their CV that they’re "a joy to work with" and "always meet or exceed expectations".

Average Joe conference producer or dynamic industry expert? The choice is yours...

If you don’t take these steps to secure an industry expert, and choose to trawl through CVs and undertake a long and drawn out interview process, you’ll probably still find someone who ticks all the boxes, knows how to talk the talk, and makes for a decent employee. But why settle? You’re essentially turning down the opportunity to recruit someone with genuine passion, serious credibility, and the potential to blast your event from mediocre to an absolute must-attend.

Image Credit: Edith Soto