When UNLEASH America opens its doors for the second year next week, organizers expect to build on what they consider a solid start in 2018.
“We expect everything to be bigger,” said China Gorman, managing director, America, for UNLEASH group. While she declined to share specific numbers on attendees and visitors, Gorman believes “all of those will be more plentiful than they were last year.”
In 2018, approximately
1,500 people attended the conference, including 115 presenters and
representatives of 100 exhibitors. While the numbers were small, exhibitors and
attendees gave the event generally good feedback, complimenting the range of presentations
and the quality of foot traffic on the exhibition floor.
One exhibitor said that even though traffic was “uneven to sparse,” last year all who visited his booth “were good-quality people and we had some good conversations.” Another vendor said her company came away with “a positive outlook on how [UNLEASH] will grow and evolve.”
HR Tech and the Future of Work
UNLEASH America positions itself as an event that’s more
forward-looking than its competitors. As work and technology shift, Gorman
suggests, “the whole talent piece” of running a business is shifting, as well.
She sees UNLEASH as “carving out a new space” which isn’t only about HR
technology, but “is really about the future of work, the future of organizations,
the future of the relationship between employers and the people who do the
That doesn’t mean UNLEASH is taking its eyes off the
technical component of HR. Instead, it’s putting tech in context. Technology
has a critical role to play in the future of work, Gorman says, but “it’s not
the only part and it’s not the only thing that we have to take into consideration
and plan for and innovate around.”
To grow the event, Gorman’s strategy seems to be about
building on key aspects of UNLEASH America’s approach last year. For one thing,
UNLEASH continues to curate not only its presentation schedule, but all of the “constituent
populations” who attend, she said.
UNLEASH is aimed squarely at decision makers, influencers and
senior leaders at companies seeking technology products and services. Every
registrant is vetted to make sure they wield the influence they claim to, Gorman
said. The idea is to make the event “the single biggest gathering of senior-level
business leaders” involved in the creation of organizational dynamics that
emphasize quality work, culture and retention.
“Our marketing, our outreach, the PR that we do is all
targeted toward the top of the house,” Gorman said. “That’s a really critical
differentiator with other conferences in our space.”
Like the HR Technology Conference and other trade events, UNLEASH
takes pains to make sure the only companies selling on the show floor are those
who’ve invested in an exhibit or sponsorship. “For sure, [others] don’t get to
come because we’ve got this large number of exhibitors and sponsors who’ve made
that commitment to have access to our attendees,” Gorman said.
UNLEASH America will be held at the Aria Las Vegas on May 14 and 15.
Sign up for our newsletter here.
Image: UNLEASH America