Channel firms are facing a skills crunch. According to the GTIA State of the Channel 2025 report, in their quest to meet today’s sophisticated demands around AI, cybersecurity, data services, vertical specialties, etc., four in 10 channel firms say they are struggling to find and compete for workers with the right skills. This continued imbalance between the supply of digital skills and the demand for expertise is pushing companies to rethink how they attract and retain talent.
Insights from a panel of hiring experts, paired with guidance from the GTIA North America Global Women in Technology (GWIT) Interest Group, provide employers with practical strategies to secure and keep top talent amid current hiring and workplace trends. (Hint: It’s not just about the work—it’s about the culture you create.)
Highlight Opportunities for Upward Mobility
“Everyone wants to grow,” shared Amy Kincaid, field practice group vice president at Robert Half. “Employees value any way you can highlight upward mobility.“ Today’s talent wants more than a job. They want opportunities to lead, learn and evolve. Make sure your growth pathways are visible and accessible. Growth looks different for everyone. Recognize that career development isn’t one-size-fits-all. Whether it’s title advancement, cross-functional exposure, skill-building, leadership roles or community involvement, make sure candidates see a path that fits their goals.
Put Empathy Into Action
“Empathy matters,” emphasized Heather Simek, a consultant with previous experience running an MSP. “Show empathy. Show you care beyond the number.” There was a period when companies moved away from relational significance and empathy was considered a lost art. Simek stressed that genuinely caring goes a long way with your workforce. “Treat them the way you want to be treated and they will be loyal.” Team members want to feel valued and seen beyond the bottom line. They want to know their contributions matter, not just to productivity, but to the culture and mission of the organization. When employees feel recognized as individuals with potential, they’re more likely to stay grow, and thrive.
Show You Know Who You Are as an Organization
The hiring process isn’t just about figuring out who the candidates are. Joe Rojas, COO at Start Grow Manage underscored that it’s also about making it clear who you are as a company. Rojas imparted this advice to employers: “Know who you are as an organization. And if you don’t know, figure out who you are as an organization.” This will go a long way to attract talent that aligns with your company culture and purpose. Your company’s purpose is to signal to candidates about what you stand for. Demonstrate those values consistently, starting from the very first interaction. Culture doesn’t begin at onboarding; it begins the moment a candidate reads your job post, visits your website or speaks with someone on your team. People pick up on your culture in every moment—it quietly influences how they feel about joining and belonging.
Build Fair and Equitable Hiring Practices
There’s a growing demand for employer transparency and bias-free practices and clear pay equity across all industries. Employers are facing unprecedented scrutiny from candidates, especially values-driven, younger generations, who expect greater accountability. Regulations around pay transparency and anti-discrimination have made equitable practices not just a matter of ethics, but also legal compliance. In the GTIA guidebook, Organizational Strategies for Hiring, Advancing and Retaining Women in Technology, the GTIA North America GWIT Interest Group shares actionable strategies for supporting a more equitable workplace:
• Implement bias training: Train hiring teams to recognize and reduce unconscious bias
• Use structured interviews: Ask all candidates the same questions with clear scoring
• Analyze promotion data: Track advancement patterns to spot and address gaps
• Access blind resume screening: Remove names and details to focus on candidate skills and experience
Top candidates are more likely to choose employers who show they’re serious about equity and rooting out bias, which matters in fast-moving sectors like tech where talent is in high demand.
Leverage AI to Recruit Smarter
No list of trends would be complete without AI. GWIT’s guidebook recommends using an applicant tracking system (ATS) to centralize applications, collect resumes from multiple sources and serve as a distribution hub that shares your job postings widely across a network of platforms. AI-enhanced ATS features, like smart resume matching, contextual keyword recognition and predictive analysis, help employers identify the most-qualified candidates faster. Additionally, with the AI-powered ability to redact names, gender, schools and other bias-prone identifiers, an ATS can help hiring managers assess candidates more objectively, keeping the focus on qualifications. It’s the kind of win-win that saves time and strengthens fairness.
GTIA Members: Download Organizational Strategies for Hiring, Advancing and Retaining Women in Technology in the Member Portal.
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