The American Supply Association has taken decisive steps to address one of the most pressing concerns facing the industry today: attracting the next generation of skilled workers.

Following discussions at the recent ASA LEAD meeting in Dana Point, California, where member volunteers emphasized the need to address shifting industry demographics, ASA continues to build upon its strategic initiative, Project Talent.

This program aims to elevate the profile of the supply industry as a dynamic, rewarding, and innovative career destination. The overarching goal is clear — amplify the industry's voice, attract fresh talent, and help ASA members grow their workforce through greater visibility and stronger branding.

Gaining traction: A look at the numbers

The first quarter of 2025 delivered encouraging signs of progress. ASA’s industry website, SupplyIndustryCareers.com, is targeted at job seekers and has seen significant year-over-year growth:

• Total active users surged to 14,951 — up 124% from Q1 2024.
• Page views climbed 66% to 29,141.
• Visits to the Member Map, where job seekers can explore opportunities by location, increased by 58%.

The Member Map is helping prospective employees find companies hiring in their area. ASA members who activate the “Now Hiring” option in their ASA.net member profile is highlighted with a visual icon, helping them stand out to job seekers. In Q1 2025, 67 ASA members had activated this feature, representing nearly 2,800 locations across the U.S. This is a 49% increase member activation over the previous year.

This visibility translated into more engagement:

• Unique map users rose 34% compared to Q1 2024.
• Clicks to member websites jumped 24%.

Social media: A Vital amplifier

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ASA also continues its Project Talent social media efforts to reach a wider and more diverse audience. Through both organic (free) and paid campaigns on platforms such as Facebook and Instagram, Project Talent has achieved impressive gains:

• Content impressions increased by 65% (over 1 million total).
• Reach expanded by 33%.
• Clicks to content grew 209%.
• Follower count saw steady growth, rising to 3,488.

These digital marketing efforts are instrumental in shaping perceptions of the industry, especially among younger audiences who rely heavily on social platforms for career research and decision-making.

Supporting members with recruiting resources

Recognizing that national efforts must be complemented by local action, ASA continues to provide members with practical tools through its Recruiter Toolbox, available on ASA.net. This expansive resource includes:

Job descriptions and social media graphics

• Messaging templates
• Links to find local job fairs, community colleges and trade schools.
• Downloadable presentations and industry overviews

One particularly impactful member benefit has been complimentary personalized website reviews. With 37 reviews completed so far, ASA helps members ensure their career pages are aligned with best practices and optimized for job seekers.

Additionally, ASA hosts quarterly webinars to help members stay informed on evolving recruitment trends. Recent sessions have explored the use of AI in hiring, social media strategy, and insights from Texas A&M students about the job search process.

Focus on internships

In 2025, ASA has made internships a key area of emphasis. New tools have been added to the Recruiter Toolbox to support members in developing or improving their internship programs. These include:

• A comprehensive Internship Program Guide
• A best practices checklist
• An industry overview presentation designed for intern orientation.

To share real-world success stories, ASA is planning a panel discussion webinar where members will discuss their experiences and strategies in running successful internship programs. Additionally, a video highlighting the top five reasons ASA members should consider creating an internship program was recently released and promoted through ASA’s social media channels and the weekly Insights e-newsletter.

Looking Ahead

With promising engagement metrics, expanding digital reach, and a growing library of tools for members, ASA’s Project Talent is making real headway in solving a complex challenge. Recruitment remains a long game, but with consistency and collaboration, the association is laying the groundwork to position the supply industry as a top-tier career destination.

ASA will continue refining and expanding its efforts to meet the evolving needs of members and the broader workforce. Members are encouraged to stay engaged, activate their “Now Hiring” status, explore the Recruiter Toolbox, and reach out with feedback or questions.

For more details, you can view the full Q1 Project Talent report or contact us directly.