By Mary Tucker | Senior Communications and Content Manager | IAEE
When it comes to boosting your career, doing great work is only half the equation. The other half is making sure the right people understand the value you bring. For many emerging professionals in the exhibitions and events industry, that second half is the harder part: How do you talk about your strengths without feeling awkward? How do you stand out in a crowded field? And what do you say when it’s time to talk about salary, a promotion or a job offer?
Get the answers to those questions in IAEE’s upcoming webinar, Own Your Value: Personal Branding, Professional Positioning & Negotiation for Emerging Professionals, an interactive session designed to help those newer to the industry become more intentional about how they show up professionally. Participants will learn to identify and communicate their strengths, build an authentic personal brand, grow their visibility and form meaningful connections. They’ll also take on negotiation, with practical strategies for advocating for themselves with confidence and professionalism.
Leading the session is Necoya L. Tyson, CEM-AP, CGMP, CCEP, Senior Director of Conventions at the National Safety Council, Founder and CEO of Lightsey Event Solutions, and member of IAEE’s CEM Faculty and Board of Directors. With more than 20 years in the industry, she has seen what helps professionals advance, and what holds them back.
Here, Necoya shares why so many early-career professionals struggle to talk about their accomplishments and how to move past that hesitation. She explains what an authentic personal brand looks like in practice and breaks down the most common negotiation mistakes, while also reflecting on how owning her own value shaped her career.
Many emerging professionals feel uncomfortable talking about their accomplishments. Why do you think that is, and what’s the first step toward getting past it?
Necoya: I think a lot of emerging professionals struggle with talking about their accomplishments because they don’t want to come across as arrogant or boastful. We’re often taught to work hard, keep our heads down and eventually someone will recognize our contributions. But one thing I’ve learned throughout my career is that doing great work and making sure people understand the value of that work are two very different things.
The first step is changing how you think about self-promotion. It’s not bragging when you’re sharing your contributions or communicating the impact of the work you’ve done. You’re simply telling your professional story.
I encourage young professionals to start keeping track of their accomplishments, big and small. What problems have you solved? What have you contributed to? What have you learned? You don’t have to wait until you’ve managed a multimillion-dollar event or earned a director title to have something valuable to share.
You have to recognize your own value before you can expect others to recognize it.
You focus on building an “authentic” personal brand. What does that mean in practice, and how can someone with limited experience begin to define theirs?
Necoya: For me, authenticity means being intentional about how you show up professionally without trying to become someone you’re not. Your personal brand isn’t a logo, a catchy tagline or even your LinkedIn profile. It’s your reputation. It’s what people associate with your name and the strengths you bring to the table. It’s also how you consistently demonstrate those strengths.
You already have a personal brand, whether you’ve intentionally developed it or not!
For someone early in their career, I’d start with three simple questions: What do people consistently come to me for? What am I naturally good at? And what do I want to be known for?
Your answers are the foundation of your personal brand. You don’t need 20 years of experience to establish one, and you certainly don’t need to have your entire career mapped out. Your brand should evolve as you grow. You don’t have to know what you want to be known for forever. Start with what you want to be known for next.
Visibility and relationships are a big part of this session. What are one or two practical things early-career professionals can do on LinkedIn or at industry events to be seen and remembered for the right reasons?
Necoya: First, stop thinking you have to be an expert before you can contribute to the conversation. LinkedIn is a great place to celebrate professional milestones and engage with others in the industry. And, you don’t have to post every day or become a content creator. Start by leaving thoughtful comments, sharing a takeaway from an industry event or highlighting something you’ve learned on the job.
Second, be intentional about building relationships. One of the greatest things about our industry is the people! Organizations like IAEE provide incredible opportunities to connect with professionals at every stage of their careers. Attend events, introduce yourself, volunteer for committees and don’t be afraid to ask questions.
And please, follow up! Meeting someone at an event is just the introduction. The relationship is built through what happens afterward.
I always remind emerging professionals that networking isn’t about collecting business cards or LinkedIn connections. It’s about building genuine relationships.
Negotiation can feel intimidating. What is the most common mistake you see emerging professionals make when discussing salary, a promotion or a job offer?
Necoya: I think one of the biggest mistakes is walking into a negotiation without being prepared or, even worse, assuming they don’t have the experience or leverage to negotiate in the first place.
Too often, emerging professionals are so excited to receive an offer or be considered for a promotion that they accept what’s presented without asking questions. And I understand that excitement! But receiving an offer doesn’t mean the conversation has to end there.
Another mistake is making the conversation about what you need rather than the value you bring. While your personal financial needs are important, your strongest negotiating position comes from understanding the responsibilities of the role, the market and the contributions you can make.
And remember, negotiation doesn’t have to be confrontational. You’re not demanding something. You’re having a professional conversation about expectations, value and compensation.
The worst thing you can do is negotiate against yourself before the conversation even begins.
How should someone prepare to walk into a negotiation, whether it’s a salary conversation or a review of a basic contract? What research and questions should they have ready?
Necoya: Preparation is everything! Before entering any negotiation, you should understand three things: what you’re asking for, why you’re asking for it and what you’re willing to consider.
For salary negotiations, research comparable positions, comparable organizations/companies, compensation ranges, geographic differences and the responsibilities associated with the role. Be prepared to articulate your experience, accomplishments and the value you bring. You should also look beyond salary. Professional development, certifications, association memberships, paid time off, flexibility and opportunities for advancement can all be important parts of a compensation package.
For contract negotiations, my advice is simple: read everything and ask questions… ALWAYS! Make sure you understand the scope of work, payment terms, timelines, responsibilities, expenses and what happens if the agreement changes or ends. Don’t be afraid to ask for clarification or request revisions before signing.
Most importantly, practice having the conversation. Know how you’re going to communicate your request and be comfortable allowing the other person time to respond.
Negotiation is a skill, and like any skill, the more you practice, the more confident you become.
Was there an “a-ha!” moment for you when owning your value changed the course of your career, and what do you hope attendees will take away from the session?
Necoya: I don’t know that there was one specific “a-ha!” moment. For me, it was more of a mindset that developed throughout my career. I’ve always believed that you have to be an active participant in your own professional growth. You can’t sit back and wait for someone to recognize your potential or decide when you’re ready for the next opportunity.
Throughout my career, I’ve intentionally sought opportunities to stretch myself. I’ve volunteered to lead projects, taken on responsibilities outside my comfort zone or put myself in positions where I could learn something new. Those experiences helped me develop the confidence, skills and relationships that have opened doors throughout my career.
Looking back, I think one of the most valuable lessons I’ve learned is that you don’t have to have all the experience before you pursue an opportunity. Sometimes the opportunity itself is what gives you the experience.
What I hope attendees take away from this session is that they have more influence over the direction of their careers than they may realize. Don’t wait until you have a certain title, years of experience or someone else’s permission to start building your professional identity. Your career is yours to build. Be intentional about it!
