Could ditching 'networking' make your events better?
The association that redesigned its events around neuroinclusive principles - and saw the changes boost engagement and help drive a 26 per cent rise in bookings for its flagship summit.
What if one of the simplest ways to make networking more inclusive was to stop calling it networking?
That is one of the changes UCISA (Universities and Colleges Information Systems Association) made when it redesigned its events around neuroinclusive principles – alongside removing background music from drinks receptions, introducing more structured conversations and giving attendees greater choice over how they participate.
The approach is based on recommendations from the Neuroinclusive Networking Guide, developed through the ABPCO Neurodiversity in Events Taskforce, which includes Welcome Brain Consulting, Meet Cambridge, and the Edinburgh International Conference Centre.
UCISA, which delivers more than 100 events a year, around 20 of them in person, began looking at its approach as awareness of neurodivergence among its attendees increased.
Siân Thomas, head of corporate engagement and events at UCISA, says: "We began to notice that many of our attendees identify as neurodivergent. It became a mission of ours to make our events more inclusive, as we want everyone to feel comfortable and confident attending a UCISA event.
“Not knowing where to start, I joined ABPCO and was introduced to WelcomeBrain, where I completed their training. This gave me practical, small changes we could begin introducing to make our events more neuroinclusive.”
Siân Thomas, head of corporate engagement and events at UCISA
Siân Thomas, head of corporate engagement and events at UCISA
Making networking less daunting
One of the most significant changes has been to rethink the traditional networking format.
Rather than expecting attendees to navigate an unstructured room and strike up conversations, UCISA creates smaller groups around specific topics. Attendees can choose the discussion most relevant to them, while a facilitator helps guide the conversation.
“We also stopped having background music playing during drinks receptions," says Thomas. "Not only does this mean less work creating a playlist and less money spent on AV, but it also means attendees can more easily hear the people they are talking to. Noise levels in a room are one of the top concerns when networking.”
UCISA has also changed the language it uses.
“We stopped using the word ‘networking’ - we now call these sessions ‘connect with colleagues’, or similar. It costs absolutely nothing and helps to reduce the anxiety attendees may feel when they hear the word ‘networking’.”
The organisation has also introduced more predictability into its events.
“We make sure sessions run to time, and we have a good host who, throughout the day, tells attendees it’s OK to leave the room if they need to, helping to remove some of the pressure attendees may feel. To support this, we introduced a chair briefing ahead of each event, and we write a script for each chair.”
Small changes, wider benefits
Thomas says one of the challenges has been communicating why some of the changes have been introduced to neurotypical attendees.
“Everyone is different, and so are their needs. We used the toolkit to identify and implement the changes that would work for the majority.
“Another challenge was helping neurotypical attendees understand the ‘why’ behind some of the changes, so good communication has been incredibly important in helping everyone understand the approach. These changes don’t just help neurodivergent attendees; they can benefit everyone.
“Having a good host has also been key in supporting this. They can clearly explain the structure of the day from the stage and reinforce that attendees have choices about how they participate.”
The approach has also extended to the exhibition experience. UCISA introduced communication badges, allowing attendees to signal how they wanted to interact.
“When we first started, a small handful of exhibitors felt that we were limiting who they could speak to when we introduced communication badges," says Thomas. "However, the changes have also resulted in higher engagement among both delegates and exhibitors, and our exhibitions now seem to have more of a buzz.”
UCISA has also introduced a buddy scheme for first-time attendees.
“The first-time attendees who opted in said they felt much more comfortable before the event, knowing that they would have at least one person there to spend time with.”
Is it making a difference?
The changes are having a measurable impact.
“Since introducing these neuroinclusive practices, we are regularly receiving feedback about how welcoming our events feel, and we’ve seen a rise in first-time attendees at our annual events," says Thomas.
“Our largest flagship event, the Leadership Summit, attracted 26 per cent more delegate bookings this year compared with the previous year. At this same event, we had multiple exhibitors comment that they felt delegates were more interested in talking to them and that the event had more of a community feel.”
What comes next?
UCISA is continuing to refine its approach rather than treating neuroinclusion as a one-off intervention.
“We will be encouraging attendees to list their top three topics they would like to talk about on their name badge.
“We are also introducing a five to 10-minute reflection period at the end of each day to allow attendees to reflect on what they have learnt and, if they wish, speak to the attendees next to them to share their key takeaways. We’re hoping this will foster more collaboration and help attendees leave our events with new connections.
“We’re also looking at the lunch breaks at our events, where attendees are typically standing while eating - another problem area identified by the toolkit. Creating space for people to eat comfortably before returning to connect with colleagues is the next step.”
For other organisers considering similar changes, Thomas says the starting point does not need to be complicated or expensive.
“Start small – there are so many simple changes you can make that cost little or no money. Read the toolkit – there are plenty of practical tips to get you started.”
UCISA's experience suggests that making events more neuroinclusive need not mean creating a completely different event. In many cases, it means questioning some of the assumptions built into traditional event formats - from what networking is called and how it works, to whether background music is actually helping anyone.
The wider lesson is clear. however: designing for different needs can ultimately make an event better for everyone.