How Freeman Manages a Five-Generation Workforce

With a workforce of 5,500 that spans five generations — half of whom are women — Freeman’s flexible work arrangements have become a key factor in attracting and retaining diverse talent, according to Freeman CEO Janet Dell.

Skift Meetings spoke with Dell, who has been in her new role for four-and-a-half months. She is the first female CEO who has led Freeman in its 97-year history; Carrie Freeman Parsons has been board chair for several years. 

“Having a five-generation workforce brings in a very broad and diverse set of ideas. You do have to put in the time to educate around what some of the broad stroke differences between the generations are,” Dell said.

With Baby Boomers retiring, she recognizes the loss of institutional knowledge yet values the fresh perspectives from newer generations. “It’s challenging to lose intellectual property, but the creativity and diversity of ideas from new talent is invaluable.”

Training Important at Freeman

Dell notes that Millennials and Gen Z, as digital natives, have different priorities around flexibility and adaptability compared to “digital hybrids” in previous generations. 

“Digital natives expect the freedom to work in ways that fit their lives,” said Dell. Freeman approaches flexibility by offering full-time, hourly, and project-based roles. 

The company gives its show-site teams — who can spend weeks on the road — downtime afterward so they can recharge. 

“This isn’t just a nice-to-have — it’s essential for preventing burnout and maintaining long-term sustainability,” said Dell.

In addition, digital natives view career growth differently than previous generations. “It’s not just about climbing the corporate ladder like previous generations. They’re looking for development opportunities that align with their personal goals and lifestyle,” she said. 

Freeman addresses these differences through ongoing training, fostering an environment that meets the needs of employees, attendees, and exhibitors alike.

To support talent development, Freeman has invested $3 million in training and coaching programs, a move Dell sees as essential amid today’s talent shortage. 

“Whether in this industry or not, everyone is facing a talent crunch. We focus on coaching to help people reach their goals. Fortunately, the appeal of the events industry also aids us in attracting talent,” she explained.

Freeman is also leveraging AI to enhance event experiences. Through a partnership with Zenus, the company gathers real-time attendee data — including demographics, dwell time, and even emotional responses — enabling on-the-spot adjustments to exhibits. Dell believes AI-driven predictive analytics will further benefit the industry, enhancing insights for future events.

Zenus behavior mapping technology was implemented to capture attendee sentiment at IMEX in 2023. The technology then generated objective data points showing engagement, dwell time, and movement.