The staffing industry can be defined by almost any standard as among the most diverse and fast-changing in the world. It extends across the entire economy, placing temporary, contract and permanent employees in an array of industries. It’s affected by labor shortages, changing job skills, demographics, technology, and geography, among other factors.
At the center of all this is the American Staffing Association, the industry’s source of advocacy, education, research, professional standards and community. The 57-year-old organization, based in Alexandria, Virginia, is the nation’s largest association of staffing agencies.
Publishing and marketing, including advertising and events, are among the industries that frequently rely on temporary and outside contributors. With that in mind, we caught up with ASA’s senior director of publishing and marketing, Marlene Hendrickson. Here’s a transcript of our wide-ranging conversation.
Marlene Hendrickson.
Fox Tales: What are the major trends in the staffing industry, both challenges and opportunities?
Marlene Hendrickson: Among the staffing industry’s greatest strengths are agility and adaptability. ASA members—companies that place temporary and contract employees in jobs with client companies—are strategic and insightful partners to both job seekers and companies seeking employees. So how does that translate to major trends, challenges, or opportunities in the year ahead for associations and other organizations?
Here’s a “nerdy” fact: Most may not know that staffing industry employment serves as a coincident economic indicator and a leading indicator of total U.S. non-farm employment. That means that staffing employment can pretty reliably predict overall U.S. economic and employment trends. As goes staffing employment, so goes the U.S. job market as it relates to the overall economy.
Staffing employment has remained in the strong range in recent weeks, with client companies getting ready for the holiday retail season. That creates opportunities for placing more job seekers and helping businesses meet consumer demands.
Fox Tales: What new technologies will be game-changing, and why?
Hendrickson: Artificial intelligence, generative AI, Chat GPT, and the like continue to be top of mind across so many industries, including staffing and recruiting. The ASA Convention and Expo, which took place just last month in Charlotte, North Carolina, featured educational sessions, Tech Talk demonstrations, exhibitors, and more, on the topic of AI and its potential effects.
One of our keynote presenters, IBM’s Paul Zikopoulous, is a high-profile generative AI expert, and he spoke specifically about AI and staffing. At the end of the day, staffing and recruiting is a very people-centric industry—people are the reason ASA members have made staffing their life’s work. ASA conducts a regular survey in partnership with The Harris Poll called the ASA Workforce Monitor. Recent results proved what we knew qualitatively: Job seekers prefer a personal interaction, rather than just uploading a resume that may or may not ever reach a real person. So while AI can certainly play a role in helping staffing professionals do their jobs, it can’t replace the human interaction that ultimately makes them uniquely effective.
Fox Tales: Has the process for matching workers with jobs changed in your tenure? How so?
Hendrickson: Upskilling job seekers so that they are qualified for specific positions continues to be an area that has required staffing agencies to be creative. They can forge partnerships with state and regional organizations to ensure job seekers are prepared and trained for open positions. In the end, both the job seeker and the client company win.
Fox Tales: Zooming out a little, what’s the state of the association world more broadly? I’m sure there are common challenges across the association world. In fact, our interview with Joe Stella for the October issue alludes to it.
Hendrickson: Associations—no matter the industry, no matter the membership formula, no matter the economy—are about people. They’re about bringing people together to help the individual and benefit the whole. That is ultimately what is so great about working in the association space. In many ways, working in associations remains a wonderful secret. How many times has an association editor, membership representative, or event planner been at an event or social engagement and gotten the question: You work for a staffing association? What’s that? People nod their heads if you say, “I work for Capital One” or “I work at an accounting firm.” But you tell them you work at an association and their head tilts.
That said, associations have historically struggled to keep up with the for-profit world—when it comes to technology, workflows, revenue generation, innovation, etc. What’s the answer? Effective, emotionally intelligent leadership that is open to new ideas, moderate risks, and new voices. Too many associations, I think, suffer from “we’ve always done it this way” leadership. Let the new college graduates speak and lead. They are only bright-eyed and bushy-tailed for a short while. Don’t waste it! Colleges and universities are doing a phenomenal job of preparing students for communications and marketing jobs. Recruit strategically and then get out of their way.
Fox Tales: Tell us how organizations like Fox Associates help your association, and by extension, the whole association space.
Hendrickson: Organization like Fox Associates are like a friend who is willing to help whether it directly benefits them or not. Members of the Fox team have been highly engaged and supportive members of the association community—and I’m sure they will continue to fill that role, especially during this pivotal time for association media and publishing. I have served in volunteer roles with Fox team members and their insights and willingness to help and engage are so valuable. Anyone who has worked in the association media and publishing space knows how powerful our community is, how smart, how innovative, how unified. I have great hopes for our next phase as we move into 2024. Our veteran leaders are ready, our stalwart community is ready, and organizations like Fox Associates and others will help us thrive.