Stuart Ray, Head of Skills and Development, IABM
Is there a skills shortage in AV at present? If so, what skills are in short supply, and where (type of organisation, geography, etc)? What’s your own organisation’s experience of skills shortages?
It’s reasonable to assume that there is, given the increasing crossover between the AV sector and Broadcast (which is historically the sector represented by IABM). In a 2024 survey for the media technology industry, conducted by IABM, 80% of respondents said it was ‘difficult’ or ‘very difficult’ to recruit in the sector. While our survey was primarily focused on the vendor community, this does reflect a wider concern across the media technology industry as a whole.
These shortages were most keenly felt in software engineering, development, integration, systems architecture and broadcast engineering – at least two of which are as much part of the AV sector as broadcast.
IABM’s reach as a global trade association means our survey responses are indicative of an issue which is not just localized, but worldwide.
Why is there a skills shortage, what has caused or is causing it? Are AV employers sufficiently aware of this?
I believe the problem is rooted first in a lack of awareness of the wider AV / broadcast tech sector amongst young people from secondary school age and up. (A lack of awareness which is possibly also true of careers and further education advisers). Engineering and technology are key aspects of this industry, yet these broad terms are not often applied to us. Think ‘engineering’ as a young student and you are likely to be pushed towards civil, mechanical or electrical routes through university. ‘Broadcast engineering’, or ‘video engineering’ is not considered or offered as an option. Likewise, if you are interested in technology or computing, those routes are very popular in further and higher education, yet rarely offered in the context of media or AV. Those interested in production are encouraged towards arts-based courses, such as film or media studies, which do not focus on the technologies involved.
As a result, courses offered in HE are being squeezed. In the UK, many of the degree level courses in broadcast engineering or AV technology have disappeared, unable to recruit sufficient numbers to be viably sustained. Only a handful of such courses remain.
There are, however, thousands of graduates entering the market each year with computing-based degrees, but this talent is being wooed by higher salaries than can be offered in, for example, the broadcast sector. Our 2024 survey highlighted pay differentials between the average software engineer salary and a broadcast engineer salary of 35% in the UK. In Germany, the gap was smaller but still considerable at 13%. The gap was 60% in Canada, and an incredible 162% differential was reported in India. The skills our sector needs are also needed in other areas, many of which offer better pay.
Graduates are also coming out of a university sector much changed by the COVID pandemic. Lectures delivered online and recorded for consumption in the students’ own time are commonplace, perhaps breeding a ‘work from home’ culture. Perhaps also creating an expectation of a work life which is not reflected in the type of work we do in our sector.
As a sector we also tend to operate with long, unsociable hours, with a significantly freelance workforce. Going freelance at a young age is high risk and consequently rare. New entrants need stability and time to develop their skills before going into the freelance market – typically a route taken by those in mid-career or later.
Hence, we have an environment (in TV and broadcast at least) of an aging workforce, with a lack of new talent entering the pipeline.
What are the consequences of the skills shortage – e.g. in recruitment, retention, salaries, quality of work, effect on organisations’ service quality/profitability, etc? What’s your own organisation’s experience?
The consequences are potentially far reaching. With a smaller pool of talent available, competition for hiring and retaining that talent becomes ever more intense. Organizations need to think much more about how they can compete with an IT sector, for example, which pays better, and offers a more stable working environment. We have many people in our workplaces who simply love what they do – and that’s great – but does that love last when you are still working evenings and weekends when you have a family? The option of a 9 to 5 Monday to Friday (with working from home options) suddenly might seem more appealing!
What has been the AV industry’s response to the skills shortage, and do you think it has got it right? (For example, are companies mainly trying to hire skills ready-made, or train up their own? Are they trying to reduce the requirement for skills by automating processes (e.g. with AI) or changing what they do or how they do it? Are automated, AI-based recruitment practices hindering the search for the right staff? Etc). What’s been your organisation’s response?
IABM’s involvement with the AV industry is somewhat tangential – our interest lies in the increasing crossover of skills, expertise and equipment with the broadcast media industry. Ready-made skills are hard to find when you are looking at new entrants, so training is essential. There are however many skilled people already out there in the industry. The automation of processes through AI can be perceived as a worrying trend (what effect will it have on jobs?) but should perhaps be seen as ‘just another tool in the box’. Using AI to automate laborious manual processes is a good thing as it should free up time and space for people to do what people still do best – think creatively, outside the box, collaborate and develop new and improved methodologies and ways of working smarter. AI must be seen as a way of supporting, not replacing what we do.
How can employers recruit the skills they need? What is it that attracts skilled AV people, what motivates them? Are flexible hours or the ability to work from home essential? How does your organisation recruit skills?
Employers need to recognize that workforce expectations are changing and – certainly post COVID – there is a desire for greater flexibility in the workplace. This could include working from home and flexible hours, but should also include fostering a more inclusive and cooperative atmosphere at the workplace. What motivates the best of us is a desire to do a good job and be recognized for the work we do. To feel valued and appreciated.
What attracts skilled people? Salary is a big part of it of course – it’s the headline figure in most job advertisements. But an inclusive, supportive, encouraging workplace environment is a big plus too. The flexibility of working from home and variable hours is attractive as this does suggest a level of trust from the employer which is always valued.
In addition, how else can employers retain skilled staff? What do skilled AV people expect in terms of job satisfaction, career path, skills development, work-life balance, etc? How does your organisation meet these needs?
Retention starts with recognition. Skilled AV professionals want to feel valued, supported, and trusted. Clear career paths and ongoing skills development also play a vital role, helping staff feel they are progressing rather than stagnating.
How can employers create skilled staff, by training their own? What’s the best way to upskill an AV workforce? How does your organisation do it?
Training and staff development is essential. Yet sadly it’s often one of the first budget lines to be cut in difficult times. It’s easy to understand why – the immediate ROI is rarely there. But for longer term stability and growth, a constantly upskilling and developing workforce is key. New skills keep people motivated and makes them feel valued and supported. It gives another string to their bow. Of course, it also makes them more employable but as Henry Ford (a man who seemed to do fairly well in business) said, “The only thing worse than training your employees and having them leave, is not training them and having them stay”. If companies believe in their employees, they must support their development. If that support leads to them moving on, that’s a good thing – there is always someone else in the chain.
There are plenty of online e-learning courses on all aspects of the industry – IABM offer a range which our member companies make good use of. But in-person training, perhaps delivered to a team of people working a project together, is – for most – a much better way of learning. People learn off each other as well as the trainer, they build better working relationships and the opportunity for discussion and practical application of what’s being learnt to what they actually do is essential. Also, of course, a good trainer can assess current knowledge, skill level and learning styles, and amend their delivery accordingly, making for much more cohesive experience all round. David Ausubel, an American psychologist and thinker on education, stated: “The most important factor influencing learning is what the learner already knows”. This is something which e-learning courses cannot do – they are prescribed and fixed. In-person training allows greater flexibility and the potential for a much improved learning experience.
What formal qualifications and training programmes are available in AV and related skills? Are there university/college courses that employers can send their staff on? What’s the value of manufacturer training programmes, to both the employer and the employee, and which are the most sought-after, and why? What does your organisation do?
Universities offer a range of courses in subjects which are essential to the AV industry, but nothing AV specific. Type ‘AV’ or ‘Audio Visual’ into the search bar on What Uni and you will find zero results. But there are courses like ‘Live Event Technology’ at Southampton Solent University, or ‘Sound, Lighting and Live Event Technology’ at University of South Wales, which cover subjects integral to the AV space. The University of Derby offers a similar programme, but these are full time degrees and not suitable for existing employees. Manufacturer training programmes are of course useful and ideal for specific instruction on specific items of equipment, but more general offerings are also available. IABM offers E-Learning and taught training in IP, media workflows and more, for example, and these can be hugely beneficial as well.
To find more information on IABM AV Training please go to iabmimpact.com/training