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Equality in AV: Next steps?

In a companion piece to last issue’s focus on industry inclusivity, David Davies finds out what steps can be taken to ensure that more women regard pro AV as an appealing career option

Regrettably, but not unexpectedly, last issue’s article on gender equality in AV (Installation, Nov/Dec 2024) provided what might politely be described as a ‘mixed outlook’ with regard to the current pace of change. Whilst recent data points to a gradual narrowing of the disparity in pay, and the positive impact of multiple initiatives aimed at improving opportunities for women in a famously male-dominated industry, the general consensus was that there is still a long way to go.

The AVIXA Women’s Council

Joé Lloyd, senior director of business development at AVIXA and co-author of the organisation’s 2022 report Pro AV: Are Women Fully Welcome?, is very positive with regard to the impact of women’s groups on inclusivity. “While it is fair to look to ESGs [environmental, social, and governance] to amplify inclusivity, women’s groups such as the AVIXA Women’s Council create a community atmosphere,” she says.

“With a ‘if you can see it, you can be it’ ideal, the council represents women and their allies in all stages of their careers. It educates on important topics, ranging from technology and sustainability to education, certification, and women’s health – a programme for all genders working toward inclusivity and culminating in allyship and the inclusion of men. In no uncertain terms, women’s groups are a benefit to our industry, and we invite all to get involved.”

But this positivity is tempered by additional comments she made that were published in the Nov/Dec edition of Installation: “While the industry continues to make strides in equality, at AVIXA we unfortunately do not see equality in either the percentage of women in the industry, compared to their male counterparts, nor pay. With the InfoComm 2024 records showcasing only 14 percent women in attendance, it is a clear indication of the disparity, which does not even begin to counter the lack of diversity within the executive suite and boardroom.”

With all this in mind, we spoke to a blend of new contributors, and several who participated in the previous article, to ascertain why they think more women aren’t pursuing tech installation roles at this time; the measures that could be taken to encourage a higher number of women to pursue careers in installation specifically, and AV as a whole; and the role of industry organisations in supporting the ambitions of women and optimising their access to a full spectrum of roles.

Sadie Groom is founder of gender diversity organisation Rise and chief executive of PR and marketing company Bubble Agency. Asked to consider why more women aren’t pursuing tech roles at this time, she alludes to a lack of industry visibility at school and college age as a fundamental problem.

Avixa TV live

“There are a number of reasons for this, but primarily they don’t know that the industry exists and how exciting it can be,” she says. “There are few role models and schools are not teaching children about careers in AV, and then further pathways aren’t known, or the courses are not attractive.”

RESTRICTING FACTORS
Claire Pullen, brand manager at systems integrator Strive AV, also pinpoints the lack of awareness of technology, and even fear, as restricting factors for women. “I don’t remember being encouraged to look at tech as a career when I was at school,” she recalls. “And when I took my first job in IT at the age of 19, I was one of only three women on a sales floor of over 100 and it was daunting to say the least. Female engineers would probably be in a similar small percentage of the workforce and risk being mocked, or not taken seriously by their male counterparts.”

Shabnam Shaikh – an AV technologist who shared her career success story at the AVIXA Women’s Council event held during InfoComm India in September 2024 – has similar thoughts: “I think fewer women pursue tech installation roles due to perceptions and stereotypes that these jobs are male-dominated or require physical labour. There’s also a lack of representation and mentorship, which can make it hard for women to see themselves in such roles.”

UPGRADING EDUCATION
When it comes to the kind of steps that could be taken to make the AV installation business more appealing to women, there is significant agreement around two primary measures: improving the image and accessibility of careers in AV, and offering more training courses geared towards women.

“Basically the AV industry needs to PR itself to the world to make it look attractive and show off role models,” says Groom, who also urges more “simple” steps such as opening up work experience places.

For Pullen, installation training for women would be a good idea because they are a small minority in this area. “Seeing other women on the course may help recruitment,” she says – which sounds somewhat chicken and egg…

Shaikh has several recommendations: “Companies can host workshops or internships specifically for women to demystify the field and show the creative and technical aspects of the work. It’s also crucial to highlight the problem-solving and collaborative nature of these roles, which appeal to many women. Lastly, creating inclusive workplaces with mentorship programmes and flexible policies can make the installation role more attractive and accessible for women.”

Chance Turner is director of recruiting at AVI Systems, a leading US-based AV integrator and solutions company. He says: “It’s vital to ensure more companies get involved in groups specifically for women in the industry like the AVIXA Women’s Council, which has grown significantly in recent years. We have quite a few women at AVI Systems who are very active in that group. We have two talent acquisition specialists who attend almost every event that takes place in Dallas, Texas. There are several others across the country who represent AVI Systems in their local markets.”

Meanwhile, from his recruitment perspective, Turner says there is a need for corporate recruiters to put more effort into targeting women when filling installation positions. “Companies can also post positions on jobs boards geared towards women in technology/construction, or advertise within women-specific groups on LinkedIn and other digital platforms,” he continues. “It’s also wise to become more involved in recruiting from colleges and trade schools so younger people understand all the opportunities our industry provides as it expands. Even if installation isn’t specifically what you want to do long-term, it’s a great way to get a foot in the door and learn the industry from the ground up.”

SUPPORTING SUCCESS
Our contributors also proffered a range of thoughts about how to support women as they move through different phases of their careers. Flexible workplace policies, improved access to mentoring, and more opportunities to celebrate achievement are among the suggestions. “To help women build successful careers in AV, a combination of mentorship, training, and workplace support is essential,” says Shaikh. 

“Mentorship programmes can provide guidance and role models, showing women the diverse career paths in AV, including design, installation and management. Access to certifications like CTS can help build confidence and technical expertise. Flexible workplace policies, such as accommodating work hours or remote options, can help women balance personal and professional commitments, especially in demanding phases of life. Lastly, creating an inclusive company culture where women’s contributions are valued and encouraged is key to fostering long-term success in AV.”

POSITIVE INITIATIVES
The initiatives championed by Rise in recent years provide a great example of what can be achieved – with Groom hinting that more is in the pipeline, too: “We offer mentoring, career accelerator training clinics, awards to celebrate women, advocates and companies, and a C-suite programme. Financial support is needed, as well as time from mentors (male and female) and companies being able to provide venues [for events]. Watch this space for some news in early 2025.”

There is also a reminder of the ability of individual companies and industry organisations to play an instrumental role in supporting the careers of women – including enabling them to restart successfully after a hiatus. Notes Shaikh: “In my career, both my company, Solution India System, and AVIXA have been instrumental in helping me restart after my nine-year career gap. When I decided to re-enter the AV industry, my husband encouraged me to pursue the CTS certification through AVIXA. To support my decision, Solution India System not only provided me with the resources, but also helped me to get enrolled in the CTS online prep course. The comprehensive training and resources provided by AVIXA were crucial in rebuilding my technical skills and confidence. 

“Additionally, the AVIXA community gave me opportunities to connect with mentors and industry professionals who provided valuable advice. With the support of my family and company, I was able to successfully transition back into my role as an AV design engineer.”

CONTINUOUS LEARNING
This positive experience also underlines the importance of continuous learning in the AV industry, Shaikh says: “With technology constantly evolving, organisations like AVIXA provide not just certifications but also opportunities for ongoing education and networking. This is crucial for staying ahead in the field, and I’m grateful to have had access to such resources to rebuild my career.”

It’s also vital not to lose sight of the macro trends now shaping more positive corporate cultures in AV – and beyond. Integral to this is the realisation that companies stand to benefit hugely from a philosophy that prioritises finding the best people regardless of gender, race, ethnicity or age.

INCLUSIVE CULTURE
As Turner notes: “We want good people who align with our values and to grow the company. We also understand the importance of diversity in how it’s healthy and beneficial for the company long-term. I think AVI Systems has done a great job of creating a gender-inclusive culture in which everyone is respected and valued for their contributions to our company. Disrespect toward women, or anyone else working at AVI Systems, is not tolerated.”

It seems that, in general, the willingness to make the industry more gender-inclusive is increasingly present – and there are both industry-wide, or individual company, initiatives to back this up. But it could be that something else – perhaps more ‘multi-agency’ collaboration that revolves around the key trade events and gatherings – is still required to turn the next corner and begin to build an industry that is diverse in every way.