Technology doesn’t stand still. And neither should the leaders behind the companies that deliver it. To stay relevant and aligned with the pace of innovation, Pro AV integrators must evolve in every aspect of business, including the workforce. Your people power every success. Without them, there is no growth or relevance.
What does a workforce evolution look like? For starters, it involves attracting, retaining, and continuing to develop new talent. This evolution is becoming even more important as the founders and veterans who built their integration businesses—and this industry—begin to take a well-deserved step back.
A Different Kind of Hire
Progress in this area starts by rethinking what makes a “good hire.” Talent expectations have changed dramatically in recent years. The hallmark of a promising technician or installer position used to center around hands-on technical skills. Can they wire panels? Pull cable? Troubleshoot AV systems on the fly?
While those skills remain essential, they now share the stage with other critical competencies like:
• digital fluency and the ability to learn new tools and platforms
• data literacy and an understanding of how to interpret and act on information from connected systems
• an understanding of IP connectivity and how networks underpin today’s technology
• awareness of how to apply cybersecurity principles to protect connected environments
• strong collaboration and communication skills to ensure seamless delivery.
Hiring strategies are changing, too. Traditional recruiting efforts, such as job boards and employee referrals, are being supplemented with proactive programs that meet emerging professionals where they are. This allows integrators to tap a larger labor pool and build a more sustainable talent pipeline.
These more modern approaches include forming partnerships with community colleges and technical schools, building out internship programs with the help of NSCA’s Ignite to expose students to the industry early, setting up mentorship programs that turn curiosity into career growth, and collaborating with workforce development programs and initiatives, such as the Department of Defense SkillBridge program, to align talent development with real‑world industry needs.
Break Out of the Bubble
Despite its growing impact on the built environment and how humans live, learn, and connect, the work of Pro AV integrators still operates largely out of sight. When systems perform, they fade into the background—they don’t draw attention. (“Hey everyone! Look at this functioning fire alarm system!”)
Leadership in this era doesn’t always come with a certain title.
But this invisibility also means that the people who don’t work in commercial integration are unaware that it even exists. This disconnect creates one of our biggest workforce challenges: bringing new faces into the industry.
Only after you’re inside this “industry bubble” do you come to understand the creativity the work demands and the career possibilities that come with it. That’s why it’s critical to continue to raise awareness about careers in Pro AV. This requires reframing the industry as an engine for modern collaboration, safety, and experiences.
From secure campuses and hybrid work environments to immersive entertainment spaces and world-class stadiums, integrators enable people to safely connect and communicate every day. The narrative we put out into the world should reflect this broad scope. When it does, it helps young professionals see the industry as a place where career growth mirrors the pace of innovation … and a place where they can make a real and lasting difference.
Communication Over Compensation?
Attracting people to the industry is one hurdle. Once you’ve brought them in and built your team, you have another challenge to face: keeping them and helping them refine their skills.
Retention today hinges less on compensation (while it’s still a factor, of course) and more on communication and transparency. Compensation may draw new hires in, but clarity and connection are what keep them engaged and loyal.
Here’s a good example of how communication strengthens retention: When leadership spots potential in an employee—whether it’s for a promotion, expanded role, or the leadership track—that employee should know they’ve been identified and have a clear understanding of the path being mapped out for them. Otherwise, you’re assigning new responsibilities or expanding roles without explaining why. This can create burnout and frustration. Workers wonder: What’s the point?
When you let employees know how their growth fits into the company’s bigger picture, you’re helping them connect the dots between their effort today and their next opportunity tomorrow. It’s clear how their extra work will transform into visible progress that pays off.
In an environment where talent mobility is at an all-time high, this kind of clarity can be one of your competitive advantages.
Leaders for a New Era
Being transparent about future plans can not only help workers feel secure in their roles, but also help guide a strong succession plan. Without a strategy, transitioning tenured leaders out of the workplace can jeopardize everything they’ve worked so hard to build.
Building a succession plan doesn’t mean finding an extract replica of the leaders who are stepping down. While that may have been common practice in the past, it’s not the goal today. As you plan for the next generation of leadership, the goal should be to prepare successors who are ready to adapt and lead in a more complex and connected market.
Remember, leadership in this era doesn’t always come with a certain title. The most influential people inside an organization aren’t always manager or director-level staff members. They’re people driven by initiative, not hierarchy, which means they’re busy:
• solving problems quietly
• bringing others along with them by sharing what they’ve learned
• stepping up (unprompted) to take ownership of challenges
• looking for inefficiencies and proposing new solutions
• trying new ways to work smarter and move the business forward.
NSCA is also developing resources to address this leadership gap through initiatives like its Excellence in Business Operations (XBO) Experience. This annual event equips high-potential talent with the business, financial, communication, and strategic decision-making skills they need to lead with confidence.
The practice of investing in people shapes business resilience. Workforce development should be your growth strategy. A strong workforce enhances the customer experience, reduces turnover costs, and positions your company to adapt in a volatile market.
As you plan for tomorrow, be sure you’re investing in and developing people who have the courage and curiosity to help you build what’s next.
