Benefits of sending employees to professional conferences

Sending employees to professional conferences can provide various benefits.

1. Enhanced community reputation

When employees attend work conferences, they represent your company and its products or services. Sending your knowledgeable employees to conferences and other work-related events can help establish your company as an industry leader.

2. Valuable networking opportunities

Many professional conferences involve mixers, luncheons and other networking events. If your employees attend these events, they may receive input on product development and marketing.

Although many publications focus on the personal benefits of networking, it can also benefit employers. For example, your employee could meet a vendor who provides raw materials for 10% less than your current vendor, helping your company save money.

3. Increased innovation and creativity

At some work conferences, exhibitors introduce new technology designed to increase efficiency, reduce costs or maximize productivity. Attendees may feel inspired by what they learned, prompting them to experiment with new designs or source different materials for a project. When they return to the office, they can share the information with colleagues, helping to promote a culture of innovation and creativity.

4. Opportunities for market research

Before launching a new product or service, you should conduct market research to align with the needs of your target audience. Market research can also help determine what your competitors are doing. Although this type of research often consists of surveys and focus groups, employees may collect relevant data by attending work conferences.

For example, if your company sells B2B products, attending a professional conference can provide access to hundreds of prospective customers. Your employees can talk to other attendees about their needs, learn about gaps in the market and get ideas for helpful product features.

5. Improved communication skills

It’s common for conference attendees to lead workshops or give keynote presentations, making conference events the perfect opportunity for your employees to refine their communication skills. Even if an employee isn’t comfortable speaking in front of a large audience, they can build confidence by speaking to other attendees.

6. Stronger team connections

Sending employees to professional conferences can help strengthen team connections. When team members travel together, share meals and attend the same presentations, they can bond.

7. Increased employee satisfaction

Some employees feel more satisfied with work when they have the opportunity to try new things. Attending work conferences allows team members to get out of their regular environment and learn about current industry trends, which may reinforce their commitment to your organization.

Including conferences in your budget may even help you attract candidates, as some job seekers value participating in professional development opportunities.

8. Stronger learning and development program

A successful learning and development (L&D) program allows team members to gain knowledge and develop new skills. As a result, conference events could improve your existing L&D program. When attendees return, they may be better equipped to perform their job duties and more eligible for promotions.

Identifying valuable conference opportunities

You should choose each event carefully to maximize the benefits of professional conferences. Consider the following:

• Cost. Some conferences charge fees exceeding $1,000 per ticket, while others are inexpensive. While cost isn’t the only factor to consider, it impacts your overall budget.
• Goals. Consider what you want employees to accomplish. If the goal is for attendees to learn a specific skill, choose a conference with workshops or seminars devoted to that. If you want employees to network with prospective customers, consider choosing relevant industry events.
• Timing. Although professional conferences offer many benefits, you may not be able to send employees to an event during your industry’s busy season. For example, a conference scheduled for April 8 may not work for tax preparers, since they’re likely completing tax returns before the annual deadline. Check your company calendar to pinpoint any restricted dates.
• Reviews. When you spend money, you need to know it’s going toward something worthwhile. Before you register an employee for a work conference, read reviews from past events. It can also be helpful to ask your industry contacts for event recommendations.
• Location. The event’s location can impact your travel costs. Unless a conference has must-see speakers or can’t-miss workshops, you may want to stick with local or regional events.
• Hidden costs. Before registering employees for a professional conference, make sure you understand what the conference fee includes. Some event organizers bundle meals and accommodations into the ticket price. There may also be a fee for premium or VIP attractions.
• Content variety. If you’re sending one employee to a conference, it’s okay if every session is designed for attendees at their skill or experience level. If you plan to send several employees, however, the conference should appeal to attendees from varied backgrounds and seniority levels. For example, there should be sessions for entry-, mid- and senior-level employees.

How to make the most of work conferences

Professional conferences have many benefits for employers, but you may not be able to benefit from networking until several months in the future. Here’s how you can reap the benefits of work events right away:

• Schedule employee presentations. When employees return, have them give short presentations about what they learned. This way, other team members can benefit from the money spent on conference fees and travel.
• Publish a report. If you don’t have time for presentations or if attendees work at multiple locations, have them summarize what they learned instead. You might publish these summaries in an employee newsletter or send them via email to ensure all team members can benefit from the information.
• Follow up with prospects. If your team member meets a prospective customer while attending an event, have them follow up right away.

Request demos: In many cases, vendors showcase new products at professional conferences. When your team members return, ask them if they saw anything that might be a good fit for your company’s needs. Once you have the information, request a demo of each product to determine if it’s worthwhile to schedule a meeting with a sales rep.