In July 2024, the eyes of the world turned to Paris to witness the largest opening event in global sporting history. On the Seine River, under the lit-up sky, boats bearing national flags carried parades of athletes through the city.
Behind the spectacle, thousands of staff, volunteers and contractors came together, working tirelessly to ensure the event's smooth operation. From recruiting temporary workers to communicating with them effectively, nothing can be left to chance.
"The workers and volunteers selected to be there are ambassadors for the event, and they are going to be talking about this experience for the rest of their lives," says Marcy Lehman, director, Employee Communications, Gallagher US.
"Even though it's a short-term role and there are rules that workers must follow, you want this to be a memorable event for everyone."
Key takeaways
- Seasonal workers at major events are de facto ambassadors, which makes recruiting the right workers even more critical.
- Establishing communication protocols, managing workloads, and prioritizing health and safety are critical to successfully managing a seasonal workforce.
- Retention of seasonal staff is essential to future success. Developing talent pools, offering growth opportunities, and enhancing employee experience can help with retention.
Undertaking an event of such magnitude requires a reliable and trained workforce, with many individuals hired on short-term contracts for the duration of the event.
"For organizations venturing into hiring a seasonal workforce for the first time, proactive planning is required," says Rebecca Starr, national managing director, Gallagher US. "The planning should define the scope of the event, the skills required and the diversity present at the event. It is also vital to seek insights from other talent leaders or HR professionals on their experiences and lessons learned. Streamlining administrative tasks like onboarding also ensures efficiency during their brief tenure."
The 2020 Tokyo Games saw 11,000 athletes compete,1 supported by over 70,000 volunteers and staff running operations.2 And this was a pared-down version of the games, taking place during lockdown.
With seasonal employees come greater flexibility, scalability and specialized skills necessary for the event.
Temporary workforce engagement enables efficient resource allocation but also brings bespoke demands. By nature, staffing for the international events, for instance, requires an international outlook and an emphasis on diversity and inclusion.
Recruiting and managing a seasonal workforce — the challenges
Short term, high demand
The complexity of skills needed depends on the complexity and scale of the event itself. Recruiting seasonal employees at large-scale events presents several challenges. These challenges include filling many roles within a relatively short time, competing with recruiters and employers for temporary workers, and guaranteeing competency and reliability among those recruited.
For seasonal employees, the roles available span a variety of skills and departments, each with specific focus areas and responsibilities. These positions could involve everything from managing key relationships such as VIP engagement, to opportunities in communication, marketing, and cultural and educational programs and activities.
Operational roles could also be offered in finance, legal, corporate events and services (including catering and logistics), technology and information, human resources, and corporate security.
Complex global labor laws
Catering to an international community requires having access to a global workforce. Complying with each region's employment laws, visa requirements and cultural considerations adds to the complexity of the hiring process.
Liability risks
The potential liability risks of recruiting and employing seasonal workers for major events could include accidents on-site or injuries occurring on the job. Frameworks should be in place to effectively deal with allegations of negligence or misconduct, failure to adhere to labor laws, and confidentiality breaches or data protection regulations.
Health and safety risks
Seasonal workers can also face health and safety risks. The nature of seasonal employment means temporary workers may find themselves in situations with limited access to healthcare, alongside additional risks such as exposure to physical injury and heat stress.
Security risks are another consideration. Large events in major cities inevitably bring a heightened risk of terrorism and crime. Managing this risk requires clear communications of emergency protocols with volunteers and temporary staff.
Looking after your staff
Adhering to best risk mitigation practices should include comprehensive workforce training, robust security measures, effective onboarding, and clear communication protocols to manage a seasonal workforce during a major sporting event.
Communicate with a diverse workforce
The global nature of the international events brings with it the duty of managing a culturally diverse workforce with differences in language and work practices. Clear communication protocols that are easily understood by a multilingual workforce are necessary.
Use visual aids and simple language where possible. Update staff regularly on event developments and any changes to protocols.
Gallagher's Marcy Lehman suggests continuing to communicate with seasonal workers long after the party has left town. "Viewing this interaction as part of the job lifecycle is essential, especially given the scale of the Olympics. Employers should prioritize staying connected with temporary workers, recognizing their role as ambassadors and the knowledge they gain."
Offer competitive wages and benefits
Implementing effective onboarding processes and providing competitive wages and benefits can reduce high turnover and enhance seasonal worker retention. The workplace environment also significantly influences this outcome. Establishing a positive atmosphere, maintaining clear communication and implementing reward programs are crucial factors in fostering motivated workers. For example, at major sporting events, rewards could include spectator passes for certain competitions.
Upskill through training programs
Set up comprehensive and relevant training programs tailored to specific roles. Practice pairing new hires with experienced staff to ensure proper guidance.
Conduct screening and background checks
Conduct thorough background checks on all seasonal employees and establish strict security protocols for handling cash, valuables and sensitive information.
Manage the workload
Ensure proper delegation of onboarding tasks and provide continuous support to supervisors in charge of seasonal workers. Where possible, allow for a flexible work schedule. Provide additional training and incentives to existing staff for taking on supervisory roles.
Practice staff retention
Create talent pools, offer training and opportunities for seasonal workers to develop and grow, and encourage their engagement for future events.
Focus on employee experience initiatives to develop a strong employer brand. Such practices can create positive and memorable work environments for seasonal workers and keep them motivated.
"Planning and being intentional about retaining seasonal employees for future events is crucial. Therefore, it is essential to have in place a system to keep track of their performance. It is also wise to carry out employee and employer assessments, where employees can provide feedback on their experience and employers can evaluate their performance.
"Organizers can attract students to apply for open roles by placing eye-catching posters across key campus locations and student organizations, highlighting the opportunity to gain experience or additional grades.
"Companies can also tap into recruiting firms or temp agencies that specialize in providing seasonal workforces, as they have a pool of ready-to-go employees."
Rebecca Starr, national managing director, Gallagher US
Prioritize health and safety
Establishing clear and effective safety protocols is imperative to safeguarding the wellbeing of seasonal workers.
Workers must have access to healthcare services, receive necessary travel vaccinations, and undergo regular health screenings. Provide comprehensive health and safety training to all workers and set up protocols for the event environment. Additionally, worksites must be equipped with adequate protective equipment and sanitation facilities.
Leverage AI and data
Integrating advanced analytics can enhance current recruitment strategies and provide higher-quality options. Data analytics will aid in optimizing resource allocation, and implementing predictive analytics of historical staffing data can help to set up contingency plans.
Adding seasonal employees to your workforce: The pros and cons
Having seasonal employees offers businesses flexibility in managing fluctuating workforce demands, which could be a key advantage during uncertain economic periods. Companies hiring temporary workers can scale their workforce up or down as required and avoid the costs of maintaining a full-time staff during slow business periods. The recruitment process is much quicker and less expensive, as seasonal roles typically require less stringent vetting. Furthermore, the opportunity to tap into international workers through visa programs expands the candidate pool, addressing specific skills shortages through a global supply.
However, employing seasonal staff comes with hurdles. These workers' short-term contracts result in higher turnover rates, necessitating frequent recruitment efforts and potentially disrupting operations during peak periods. Because of their temporary status, seasonal workers sometimes exhibit lower engagement levels, affecting productivity and team cohesion. Due to short training periods for seasonal employees, there's a limit to the complexity of roles they can effectively fill, which may affect overall job satisfaction and retention.
The need for bespoke insurance plans
Key coverage considerations for seasonal employees working include accident and health coverage, employers' liability and general liability insurance to safeguard against third-party claims.
Insurers and risk managers need to carefully review policies regarding additional coverage options for seasonal workers. Facilitating this may require endorsements or riders to current policies and the inclusion of options such as event-specific liability insurance and international travel insurance for staff traveling from overseas.
By collaborating with risk management experts, organizations can design a resilient framework to address the unique challenges of large-scale events and ensure the overall success and safety of everyone present.
"When an organization is managing a huge event, and in a short period, they're hiring a lot of highly skilled and capable individuals," adds Marcy Lehman.
"Although it is a temporary position, being a seasonal worker offers opportunities for career development. It's important to recognize that having certain premier events on a resume can be a game changer — it's truly impressive."
