The events and tourism market accounts for 12.93% of the national GDP. It moves close to R$ 1 trillion per year and is more representative than the automobile, oil and pharmaceutical industries (according to Fórum Eventos).
Live marketing agencies, hotels, operators, restaurants, bars (and many others), which were never priorities in terms of investments, incentives and public policies to promote the aforementioned areas, were some of the first victims of the covid-19 pandemic. For these segments, the pandemic lasted almost two years.
According to ABRAPE – Brazilian Association of Event Promoters, 880 thousand events were canceled between 2020 and 2021, causing direct losses of around R$ 230 billion. A “thump” like that is not overcome in a few months. The wounds are still healing, while there are clear signs of recovery.
Everything indicates that between 2022 and the beginning of 2023, Brazil will return to the average pre-pandemic pace, of holding about 1,600 events per day. But this journey promises to be painful. The disorganization of value chains, as a result of the pandemic, acted strongly in the sector.
In a country with more than 12 million unemployed (according to IBGE, March 2022) it would be expected that this market would attract large contingents of professionals. And attract. There are 25 million jobs. However, the status today is a shortage of people to fill part of the 500,000 vacancies lost between 2020 and 2021.
The executive producer opened a catering industrial; a planner he returned to live with his parents in the countryside; the creative is working for two agencies in Portugal, one in Brazil and one in Sweden, working from home (and from Thursday to Sunday at the beach house he rents with three other friends).
The upholsterer of the scenography company is now in a furniture industry, he is CLT, working at the factory from Monday to Friday, at fixed hours. The designer has set up a creative hub with four more friends and is meeting demands from digital agencies all over Brazil.
All these professionals were forced to do so, and many times, they found a new and more rewarding reality than before, working in fixed positions in our market. And unfortunately, they’re right.
Who wants to work on an event project with short deadlines, even shorter budget, assembly and repairs that go through late nights. And the height of absurdity, jobs that are often built for competitions for which agencies are not paid, generating ideas, effort, dedication, which for the most part, end up in the trash.
The yellow light is turning red for the leaders of the sector of live marketing and its human resources executives.
Aware (I hope) of the comorbidities of our industry, and pressured to change, we need to believe in the countless possibilities opened up through the transformations of society, and re-signify what really matters to companies and the people who work in them. We need to create innovative solutions, truly putting people at the center of our business, so that we can once again become the desired companies to work for.
A good side of this transformation process is that our market is largely made up of small and medium-sized companies, which have the advantage of being more flexible and light to process changes. We need to remember that this is an industry that works with challenges in a positive way, that promotes changes, creating bridges of connection based on motivation, knowledge and the multiple and creative experiences it promotes. And that’s why this journey increasingly needs to humanize processes, understand the value of purpose to attract people and good business.
An industry full of opportunities in technology, an ace in the virtual world, with applications and platforms that include and connect people in this increasingly hybrid and digital world. Where the home office, for example, showed that companies and people, in general, are prepared, are responsible and like to work independently. A new model that has no reason to force people to be subjected to a regime of bureaucratic and rigid work. Today’s professionals want flexible schedules that provide a better quality of life. And we are privileged to be able to offer this.
Another way to reinvent and make our job market more attractive is to create safe environments in our companies, so that people can be who they are. Include and embrace differences, recognizing the strength and perseverance of young people who grow up and survive on the periphery; black women, single mothers or other profiles of brave professionals, experienced with the challenges of life, who will certainly complete the strengths and strategies of our agencies; observing the value of LGBTQIA+ people; people with disabilities or people 50+.
Research attests that real representation and diversity improve the organizational climate, the quality of decision-making protects business results.
Finally, it is mandatory to eliminate predatory practices from the market and ensure the management of companies’ results, so that they can align their remuneration policies to match the most attractive industries on the market. We need to pay more competitive salaries and promote bonuses based on results to attract people.
Definitely, this is also a “no” journey. The account will not close if agencies continue to accept bids job a job unpaid, long payment terms and briefings speculative, among other practices.
In this sense, the ESG campaign launched by Ampro this week is in line with what needs to be done to rearrange the live marketing value chain, which will naturally make our business attract trained and motivated professionals in the amount we need. .
In Brazil, the entire service industry is in a very complicated situation. That’s why, as citizens, we need to do the right thing and think of solutions that also make sense for the people who work and who generate so much wealth from them.
And as entrepreneurs, we must have the awareness and practical attitude to value our industry and what we do with such dedication. Because it won’t be the customers, the government, or the live marketing professionals without our support that will do it. Makes sense, doesn’t it?
*Ronaldo Bias Ferreira Jr. It’s smanaging director of one Creative Diversity (https://www.linkedin.com/in/ronaldobias/ — https://linktr.ee/Ronaldobias). Graduated in social communication and marketing, he is a businessman, entrepreneur and founder of the Mestre Diversidade Inclusive (MDI) training program, in partnership with Pearson Educacional. He is a permanent member of the board of the Brazilian Association of Live Marketing (Ampro), columnist for Promoview and Portal Eventos, and works by expanding the voice of protagonists, as a strong ally of diversity, equity and inclusion in the corporate world.
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