The workforce challenges facing the PHCP and PVF industry are well known. They include persistent labor shortages, accelerating retirements, and growing competition for skilled talent.

In 2025, the American Supply Association continued its support of the industry through Project Talent, one of the association’s primary strategic initiatives. Over the past year, Project Talent gained meaningful momentum, delivering measurable results while expanding its reach, tools, and impact for members across the country.

Project Talent is designed to position the supply industry as a modern, stable, and rewarding career destination while equipping ASA members with practical recruitment resources.

A challenge that demands action

ASA members have consistently identified attracting talent as one of their most pressing concerns. National labor studies conducted by ASA confirm what members experience, including retirements outpacing new hires, and traditional recruiting methods alone are no longer enough. These concerns were reinforced during ASA’s 2025 LEAD Strategic Leadership Summit in early 2025, where volunteers emphasized the need for stronger outward-facing efforts to elevate the industry’s profile and attract new talent.

Project Talent exists to meet this challenge. In 2025, the initiative continued building awareness and delivering tools and strategies that members can use immediately to strengthen their recruiting pipelines.

Expanding industry visibility through digital growth

A cornerstone of Project Talent is SupplyIndustryCareers.com, ASA’s industry-facing career website. Designed to introduce job seekers to the wide range of opportunities available within the PHCP and PVF industry, the site experienced significant growth in 2025.

Active users more than doubled early in the year, page views increased sharply, and engagement with the interactive Member Map surged. This map allows job seekers to explore ASA member companies by geography and identify employers that are actively hiring, offering internships, or maintaining a visible social media presence. Nearly 80 member companies representing more than 2,800 locations nationwide were highlighted as “Now Hiring,” creating a direct connection between job seekers and member employers.

These results reflect more than increased web traffic. They signal growing awareness of the supply industry as a viable career path and stronger alignment between candidates and ASA members.

Social media as a recruitment tool

Recognizing the role social platforms play in how younger job seekers research careers, ASA expanded Project Talent’s social media strategy in 2025. Through a combination of organic content and targeted paid campaigns, ASA promoted employee spotlights, career pathways, internships, and the long-term benefits of working in the supply industry.

The impact was substantial. Content impressions exceeded 1 million, reach expanded dramatically, and click-through rates more than tripled compared to the previous year. These results demonstrate that Project Talent messaging is resonating and motivating potential candidates to explore the industry further.

Practical support for member hiring

While national visibility is essential, ASA recognizes that hiring decisions happen at the local level. To support members directly, the Recruiter Toolbox on ASA.net continued to grow in 2025, providing accessible resources that help level the playing field for companies of all sizes.

Members gained access to customizable job descriptions, messaging templates, recruitment graphics, outreach presentations, and curated links to job fairs and educational institutions. One of the most impactful offerings was ASA’s complimentary personalized website reviews, which evaluate member websites from a job seeker’s perspective. These reviews consistently revealed a common opportunity as many member websites lacked clear or visible careers information, a critical first impression for potential candidates.

Embracing AI with balance

Artificial intelligence emerged as a major theme in 2025, and ASA took a proactive role in helping members understand how to use AI responsibly in recruitment. Through webinars and resources, Project Talent explored how tools such as ChatGPT and AI-powered applicant tracking systems can streamline tasks like writing job descriptions, screening resumes, and scheduling interviews.

ASA emphasized that AI should enhance efficiency, not replace human judgment. By promoting a balanced approach, ASA helped members adopt technology in ways that improve the candidate experience while maintaining trust and personal connection.

Building the future talent pipeline

Internships and early-career recruiting were strategic priorities in 2025. ASA introduced new resources, including an Internship Program Guide, best-practice checklists, and intern-focused presentations, making it easier for members to develop structured and meaningful internship programs. These resources are available in the Recruiter Toolbox. ASA also expanded guidance on using platforms like Handshake to connect with students and recent graduates.

Additionally, Project Talent highlighted military veterans as a strong and often underutilized talent pool. Veterans bring transferable skills, leadership experience, and work ethic that align well with supply industry roles, offering members both a practical staffing solution and a values-driven recruiting strategy.

Looking Ahead

With strong leadership alignment and growing member engagement, Project Talent made significant progress in 2025. While workforce challenges remain, the initiative continues to sustain momentum.

By elevating the industry’s profile, embracing modern recruitment tools, and empowering members with practical resources, ASA has helped shift the workforce conversation from challenge to opportunity. Project Talent is not just about filling open positions, it is about shaping the future of the PHCP and PVF industry.