From music festivals and brand activations to conferences now branded as ‘festivals’, immersive and experiential events have become the beating heart of the industry. Audiences expect to be engaged, surprised, and wowed – and brands are willing to invest to make that happen.
What was once considered “cutting-edge” is now becoming the norm. Delegates no longer settle for sitting in a room and listening to presentations – they want to participate, interact, and be part of the story. This is why even corporate conferences, once thought of as the driest part of the sector, are adopting immersive tactics. “Corporate can be immersive and experiential – it’s no longer reserved for consumer-facing activations.” – Laura Sidhu, Senior Account Manager at Live Recruitment
The lesson here is simple: whether it’s an international product launch, a sporting fan zone, or a global exhibition, immersive experiences are now woven into the very fabric of event design.
The talent boom – but are they the right fit?
With this rise in immersive events has come a surge of people eager to build careers in experiential. It’s no surprise – the sector is seen as glamorous, fast-paced, and exciting, with events that look incredible on social media.
At Live Recruitment, we see this every day. These are highly desirable roles that always attract a high volume of applications. But that’s where the challenge lies: having a long list of eager applicants doesn’t always mean having the right candidates. “Many people are drawn to the glamour of experiential and want to get involved, but the reality is that you’re there to work – it’s not all backstage passes and getting to enjoy the experience yourself. Experiential needs people who are genuinely passionate about the experiences, not just those attracted by the surface-level appeal.” – Laura Kelly, Managing Director at Live Recruitment
For employers, this means getting clear on what kind of talent they truly need. For candidates, it’s about asking themselves whether they’re pursuing experiential for the right reasons.
The specialist skills in demand
Enthusiasm alone isn’t enough. The experiential space is evolving quickly, and agencies are now searching for specialist skillsets to deliver ambitious activations. Expertise in areas such as:
AR, VR and interactive tech
SFX and specialist production
Scenic and theatrical design
Digital integration and build
These aren’t just “nice-to-haves” anymore – they’re the difference between a standard event and one that becomes a talking point. As Laura Sidhu noted: “Everyone is doing experiential now – so businesses need to do it better to compete and stay relevant. That means better tech, better SFX and better digital. That requires specialists.”
At Live Recruitment, we help agencies cut through the noise. While applications may flood in, the real value lies in finding those with both the creative spark and the technical know-how to elevate an event.
More than just a job – it’s an attitude
Beyond technical skills, attitude remains one of the most important differentiators in this sector. Experiential events are competitive, high-pressure, and often demand long hours. Resilience, adaptability, and energy are as important as creative ability.
At the junior level, it’s about personality, drive, and the willingness to roll up your sleeves. At the senior level, it’s about combining that same passion with brand reputation, client management, and strategic thinking.
What unites the best candidates is their mindset. They don’t just “work” an event – they immerse themselves in it. They care about the audience experience, the details that make it memorable, and the impact it leaves behind.
Why this matters for the future of the industry
The growth of immersive events shows no signs of slowing. If anything, brands are pushing harder, trying to outdo each other with bigger, better, and bolder ideas. The question is no longer “should we make this immersive?” but “how immersive can we make it?”
This presents both a challenge and an opportunity for the industry. The challenge lies in finding enough specialist talent to keep pace with the demand. The opportunity is that those who have the skills – and the passion – are entering one of the most exciting phases the events world has ever seen.
The takeaway
Immersive and experiential events are here to stay. But with the sector evolving, the challenge isn’t finding people who want to work in the industry – it’s finding people with the right blend of passion, resilience, and technical ability.
That’s where Live Recruitment bridges the gap: helping agencies and brands secure talent that can deliver experiences that aren’t just memorable in the moment, but that spark conversations, create loyalty, and live on long after the event itself.
Because in the world of experiential, it’s not about creating something that looks good on Instagram – it’s about creating something unforgettable.