DepositPhotos.com

Engineers obtain them, as do educators. Accountants strive for them, and doctors couldn’t practice without them. Certifications. They are not only turning people’s passion for gatherings into a lifetime career, but having a big impact on the meeting and events industry.

At their core, meeting and event planning designations help professionals demonstrate mastery of relevant skills and validate to employers, clients and attendees that they have honed the attributes necessary to successfully orchestrate meetings and events of all types.

Certifications are diversifying and establishing multidisciplinary event planning practices that offer everything from tradeshow planning to corporate-specific event planning to virtual and hybrid events. They are clearly the wave of the future for meeting planning firms of all sizes.

Increased Interest

At no other time in history has the technological environment so intensely fueled the way people work, how they are prepared for today’s workforce and how they are trained and retrained throughout their work life.

Meeting planners know that to remain competitive they must refocus their training strategies. This includes developing skills that are more consistent with the mission, values and strategy of the meeting and events planning industry.

Certification and continuing education programs have proven beneficial because they promote networking and bonding within the industry, bringing together planners from different silos to share experiences and learn from one another.

Kyle Jordan, CAE, CEM-AP, CMP, DES, director of meetings at The Institute for Operations Research and the Management Sciences (INFORMS), says that while certifications in the events industry are not strictly necessary, they are undoubtedly highly beneficial and recommended.

“Earning a certification indicates that you have a solid grasp of essential industry knowledge which enhances your collaboration with both suppliers and peers,” says Jordan, who has earned a plethora of designations including Certified Meeting Planner [CMP] and Certified in Exhibition Management [CEM], to name a few.

In Jordan’s opinion, deciding on the right certification really boils down to individual preferences and career goals. If tradeshows are your jam, the Certified in Exhibition Management (CEM) could be a perfect fit. Some meeting planners might find the Certified Meetings Professional (CMP) aligns more closely with their needs. And for those navigating the association world, the Certified Association Executive (CAE) certification offers a deep dive not just into meeting planning, but into the broader context of associations.

“Ultimately, I think it’s about choosing what best complements your career path,” Jordan says.

Jordan’s journey toward certification has always been guided by his desire to stay relevant and effective in his role.

“Whether it’s keeping pace with the latest industry trends or understanding the nuances of the market, I’ve chosen certifications that not only align with my current responsibilities but also position me well for future opportunities,” Jordan says.

Alison Huber, CMP, senior manager, travel and events at Baker Tilly in Madison, WI, believes that certifications are necessary in the events industry because they demonstrate commitment and knowledge and set candidates apart from one another.

“Particularly the certified meeting professional or CMP certification,” Huber says. “It demonstrates that you have the knowledge, and perform at the highest level of our industry. It gives you credibility and is considered a badge of excellence in the events industry. Often, it is the differentiator when selecting a candidate for planner or higher-level positions. The CMM, or certified meeting manager designation, is also widely recognized and important for those looking for director and leadership roles in the industry.”

The meetings and events industry is always changing so continuing education helps meeting professionals not only stay current, but also continue to evolve and elevate their skills and programs. After completing her associate’s degree in meeting and event Management from Madison Area Technical College, Huber joined the workforce for various state-based companies, working the required 36 months to apply for the CMP exam.

“The hands-on experience is crucial to learning the ins and outs of the industry. I’ve had my CMP for 15 years and it has helped me in every job along the way, from the initial application stage to my day-to-day work and communication with vendors,” Huber says.

According to Lenny Talarico, CSEP, CHE and CEO of Lenny Talarico Events, certifications in the events industry can certainly provide benefits, and while not necessary to be successful in securing work, they do communicate one’s professional credibility by instilling confidence in clients, employers and partners.

“They [certifications] provide a structured framework of knowledge, skills and best practices within a shared community of industry specialists,” Talarico says.

There are numerous certifications in all aspects of every industry. Certifications best suited will always be dependent upon one’s specific area of focus. Personally, Talarico is both a (CSEP) — Certified Special Events Professional, which focuses on proficiency in all aspects of special event planning and execution and a (CHE) Certified Hospitality Educator, a certification for post-secondary instructors who teach hospitality.

In Talarico’s opinion, most notably in meetings and events are the Certified Meeting Professional (CMP): a globally recognized certification that demonstrates competence in meeting, convention and exhibition management. The Certified Professional in Catering & Events (CPCE), and not to forget our colleagues in the world of Destination Management (DMCP), are other noteworthy designations. Also, growing in this new era of the rapidly evolving landscape of virtual and hybrid events is the Digital Event Strategist (DES).

“There is a famous proverb which states, ‘be not afraid of growing slowly; be afraid of only standing still,’” Talarico says. “Continuing education helps you to stay abreast of industry trends, evolving technologies and best practices. Personally, I could be the poster child for professional development. Nothing from my formal education or previous career was geared towards working in meetings and events. When I started in this industry, I chose to obtain certifications to deepen my understanding and to evolve alongside the changing landscape of meetings and events.”

For planners who are searching for solid continuing education opportunities, Jordan says versatility is key in the meeting planning profession, and he believes continuing education allows a planner to bolster their expertise in areas where they might not feel as confident, but it also gives them the chance to excel in the areas or aspects of the job they’re passionate about.

“We all have certain work-related tasks or functions we’d rather avoid, and they’re different for everyone, so my advice for continuing education is to lean into your strengths,” Jordan says. “Use continuing education to elevate what you already do well.”

Talarico adds that engaging with a network of professionals through industry associations offers the optimal path for advancing your career by connecting you with specialized ongoing education opportunities within the field. Attending local, national or international conferences not only provides exposure to thought leaders but also significantly contributes to a broader understanding of the industry from various perspectives.

“Living and working solely in the bubble of your local community isn’t the most progressive approach to expand your body of knowledge,” Talarico says.

Steps to Take

Before jumping on the continuing education bandwagon, some considerations should be made, including: thoroughly analyze your situation and set clear goals — ask yourself why you feel certification training is needed, what your desired outcomes are in terms of your career focus and what are the resulting benefits to you, your company and your clients; look for courses with a lot of interaction and practice built into the curriculum; weigh the pros and cons of different formats — onsite, customized, online or public.

Talarico recommends seeking out training organizations that provide flexibility to accommodate busy schedules and offer a diverse range of topics to cater to different professional interests and career paths. Things to consider include:

• Relevance to current industry trends and challenges, such as sustainability, technology integration and crisis management.
• Recognition and accreditation from reputable organizations and industry bodies.
• Practical application and hands-on experience to enhance problem-solving skills and real-world implementation.

Huber adds that meeting and events planners should look for areas of interest and those where you could use a better base of knowledge. Industry associations have been Huber’s best place to find the education she has needed. “Personally, MPI has been my go-to because of their presence in Wisconsin, but you may find your home in PCMA, FICP, or any of the other options in the industry,” Huber says. “Consider national conferences if you can, too. Because of the size and budget of those programs, there are more learning opportunities and sometimes higher levels of presenters to learn from.”

What’s Next?

Jordan stresses that certifications are not only here to stay, but are likely to become even more integral to the meeting and event planning profession. He expects that we will likely continue to see the rise of micro-credentialing, which will allow for specialization in virtually every aspect of meeting and event planning.

“This evolution in continuing education means that we will be able to adapt more swiftly and effectively to industry shifts and the evolving needs of our profession,” Jordan says.

Talarico believes certifications will continue to be an important facet of the industry in the future. They provide validation of one’s expertise, demonstrating a commitment to excellence and adherence to industry standards. They enhance professional credibility and instill confidence in clients, employers and partners.

“As the events landscape undergoes transformations, such as the rise of virtual and hybrid events, certifications will adapt to encompass these change,” Talarico says. “They continue to serve as a mark of expertise and adaptability, offering professionals a competitive edge in an increasingly dynamic industry.”

Meeting & Event Planning Certifications & Designations

Today’s meeting certifications programs are far more learner centered, innovative and relevant to immediate meeting planner and company needs than ever before. No longer simply a chance to renew an individual’s knowledge base, certification programs are increasingly used as strategic tools for companies and their employees to stay ahead of the game. At the same time, these programs also have been undergoing profound changes — resulting in a wealth of training options. C&IT