Adapt, Align, Accelerate: an Interview with SIA President Ursula Williams

Advance Partners sat down with Staffing Industry Analysts President and industry expert Ursula Williams to talk about the profound changes in staffing and what staffing firms can do to succeed in trying economic times.

More Than a Conference

Staffing Industry Analysts’ (SIA) Executive Forum North America isn’t “just another conference.” It’s a research-backed, agenda-driven gathering designed around what staffing leaders need now and where the industry is headed next. And as the industry undergoes profound change due to economic uncertainty, shifting client behavior, regulatory pressures, and major advancements in tech — SIA is here to distill it down so that staffing firms can stay informed and take action.

As SIA President Ursula Williams explains, their unique vantage point spans the full workforce solutions ecosystem, from start-up staffing firms to Fortune 500 enterprises, suppliers, and everyone in between. And as a result, Executive Forum programming reflects real market conditions and practical decisions executives face.

“Executive Forum is backed by our proprietary research and grounded in the trends shaping the industry. We take those insights and design a program around them identifying the most effective format and the right leaders to bring the discussion to life.”

Williams notes that attendees come with intention. They’re there to learn, challenge their thinking, and walk away with ideas they can apply immediately. Sessions are practical by design, roundtables encourage real peer exchange, and panels feature C-level executives, decision makers and leaders who openly share what’s working, what isn’t, and what’s next.

“Attendees truly want to really engage in these topics and improve their business.”

Big Shifts

Williams explains that this year’s theme and keynote — Adapt, Align, Accelerate — reflects both the moment and a mindset shift that SIA is seeing across the board.

“We chose ‘Adapt, Align, Accelerate’ because this is a defining moment for staffing leadership. Over the past few years, our industry has faced economic pressure, a sluggish labor market, growing regulatory complexity, and the rapid emergence of AI and advanced technologies. It’s been an environment that created both uncertainty, opportunity, and, at times, hesitation. Many leaders paused, waiting for clarity. But what’s clear is the environment hasn’t only simply declined, it has evolved.”

She further explained each theme component.

“Adapt means accepting that the old playbooks won’t carry us forward. Business models, technology, and operating strategies must evolve with the realities of today’s market, hiring manager and worker preferences. Align means ensuring your leadership team, your investments, and your culture are fully connected to where the industry is going, not simply where it’s been. And once you’ve done that, you can Accelerate, moving decisively, leaning into innovation, capturing productivity gains from AI, and positioning your firm for growth.”

This year’s Executive Forum is about action, not waiting, Williams said. It’s about leading through complexity and coming out stronger on the other side.

“We’re seeing firms make significant impact. Many are transforming their processes to operate more efficiently, expanding into new service categories, and closely examining customer demand to determine how they can adapt to meet it. Executive Forum is designed for firms that want to explore these shifts and opportunities available. And the biggest shifts SIA is seeing spans across practically all segments and categories.”

Segment Dynamics

The largest segments in staffing are IT, industrial, and healthcare — and all are facing unique challenges.

In IT, the long-standing pattern of “rising from the ashes” after downturns has been different this time. Many firms are moving from pure IT staffing into solutions work — or both — and Williams points out that Executive Forum will feature leaders who have made that pivot sharing how they did it and where the risks lie.

“Suddenly, we’re in a moment where AI is booming. So why isn’t IT staffing thriving? Why are so many engineers being laid off? There’s clearly a disconnect. Our goal with Executive Forum is to get under the hood and help entrepreneurs, owners, and executives understand what’s happening and what they can do about it.”

In industrial , despite years of discussion about automation displacing roles, the surge in data centers to power AI is generating demand.

“It’s always interesting to see an increase in the number of industrial staffing companies looking for research, answers, and guidance on how to move forward differently.”

Meanwhile, healthcare staffing continues to face challenges and opportunities of its own, depending on skill area. Hospitals have cut back on labor costs; however, severe, long-term workforce shortages fluctuating patient demand and growing reliance on flexible staffing solutions.

Sales and Leadership

Selling has been difficult for many firms over the past few years, and leaders are looking for playbooks that fit today’s reality. AI is also playing a growing role in personal skill development and sales coaching.

“How you sell in a growth market versus how you sell in a tight market are very different. AI is playing a significant role in sales coaching. Staffing firms are using AI sales coaching for their sales teams to level up. We have a dedicated session on sales, including using AI tools for better preparation, sharper questions and ongoing reinforcement and coaching.”

And on the leadership side, Williams says that hybrid work, new tech platforms, and teams spanning time zones have added new layers of complexity to management challenges.

“Leading today is different than pre-pandemic. It requires new skills, and it’s not a one-size-fits-all model.”

Fraud and Trust

Candidate fraud, amplified by new tools, is a top concern for staffing firms and enterprise buyers. Willams says that Executive Forum attendees can expect a packed room for the March 24th session “The Trust Stack: Candidate Fraud Detection, Background Verification, Reference Check” led by SIA’s VP of Research Brian Wallins.

“Candidate fraud is a hot topic right now. It is not a new issue but now it’s even more heightened with the advent of AI virtual work, globalization of talent markets, and pressure to hire. So the question has shifted from ‘Is the worker who took the assessment really the worker in the job’ to discussions on financial loss to security risk and compliance exposure.”

Growth Mindset

After a period of hesitation, Williams says that leaders are moving from caution to growth and evolution.

“What’s different from last year and the years prior is that we’ve now been in this downturn for a while. I’ve described the job market as ‘frozen’ because there hasn’t been a lot of obvious job creation and those waiting for the ‘market to improve’ have been a bit stuck. But now the paradigm is shifting toward growth and evolution. There are many examples of staffing companies who have grown by embracing a growth mindset and saying, ‘We’ve got to move forward. This is the new norm.’”

And the new norm, Williams says, is all about change.

“So much has changed. Workers’ preferences have shifted. Hiring managers’ expectations have shifted. Customers’ expectations have changed. How services are delivered has changed. Pricing/costs have changed. When that much is moving at once, growth-minded staffing executives adapt, align, and accelerate!”

Cyclical vs. Structural Changes

A big question on many minds: is this moment in staffing a cycle, a structural reset, or both? Williams sees elements of each.

“I don’t see many things going back to where they were in 2019, because too much has evolved. The pandemic, the post-pandemic surge and subsequent downturn, advances in automation and AI, and remote work have fundamentally changed the landscape. It’s hard to imagine a full reversion to the way things were. But that doesn’t mean we abandon everything from the past. There are elements that are worth carrying forward.”

She points to a continuing convergence between tech platforms and traditional staffing: sustainable models need people at the core, while technology can deliver speed, accessibility, quality, and efficiency.

On the cyclical side, staffing tends to feel downturns first and the rebound first. This cycle’s persistence, wage inflation, and margin compression have pushed firms to examine their cost structures and operating models, making efficiency no longer optional.

“A lot has changed over the years and the industry has evolved. I see this as an evolutionary time in staffing and workforce solutions.”

Technology & Future-Proofing

Across the conference, Williams says to expect robust conversations on tech stacks, AI agents, and practical automation — front, middle, and back office. Tech spending is soaring across all industries with “Big Tech” expected to invest $650 billion into AI and related tools, according to Yahoo Finance. The message is clear: leaders can’t ignore the transformation underway, and they shouldn’t let uncertainty stall decisions.

“In SIA’s recent survey, respondents’ biggest priority as well as their biggest concern was in the area of technology. Organizations are trying to figure out what to do in their businesses, especially when it comes to AI.”

Williams says that firms have to stay on top of trends, or risk being left behind.

“Regular benchmarking and readiness assessment of your firms’ strengths are critical to success in a fast-moving environment.”

Williams also says that it is a delicate balance between moving fast enough to do what you need to, but not so fast that you are making uninformed decisions. It is also critical to know strengths and gaps, both in organizational capabilities and teams as well as leaders themselves. Then leverage those strengths and address those gaps. Future-proofing, she says, is essential for successful growth.

Williams also sees the need to re-center on the evolving needs of the staffing customer as technology evolves. Buyer behavior has shifted in the new normal. Many want quality over speed, skill-aligned talent rather than resume titles, and strategic conversations about workforce solutions — not just fills.

“You have to examine all the things around people, infrastructure, technology, your customer base, and the connectivity in between while understanding what is important to your customer, both the hiring manager and the worker.

Organizational Focus

SIA’s role in the industry continues to evolve and expand as the ecosystem evolves. Williams describes a strategic focus anchored in 35 years of trust, independence, forward thinking, and extreme proprietary knowledge of the industry and workforce solutions ecosystem.

“What makes SIA truly unique is that we serve the entire staffing and workforce solutions ecosystem. That includes staffing firms, Fortune 500 enterprises, and the suppliers that support them both as well as the associated investment community. SIA is the only global research and advisory firm who produces news, research, large-scale events, and training and certification focused solely on this ecosystem. We have over 35 years of deep expertise, data, trust built on neutrality and confidentiality, along with access to the professionals leading their firms.”

And SIA is dedicated to meeting customers where they are, while staying at the forefront of that change, now and in the future.

“We know the staffing and broader workforce solutions ecosystem is changing rapidly, and SIA wants to be at the forefront of that change, providing our customers the business insights, connections, and information they need to succeed. We make the world of work, work better. And that guiding ethos shapes everything we do.” Williams says to expect continued growth in interactive research platforms, training and certifications, specialty areas by segment and region, and technology products that make insights easier to apply.

Williams encourages executives and senior managers in staffing, staffing platforms, and talent platforms to attend the upcoming SIA Executive Forum conference in Austin, Texas, from March 23­26th. You can expect to see the SIA ethos on stage throughout the Forum’s entirety — from the opening keynote to the leadership track’s growth panels to operations sessions to deep technology insights with experts. And the conference is just a small part of what SIA can offer the staffing industry.

The proof, Williams says, is in the logo.

“The SIA logo features a red bar that weaves through the letters and extends beyond the ‘A.’ That was highly intentional. It represents our role in connecting the many parts of the staffing and workforce ecosystem while also signaling that we are looking ahead, with our eye on trends and the future. At the same time, we are grounded in our heritage as an independent, objective source of truth for the industry. For more than 35 years, organizations have trusted us with their data and relied on us for insight, and we are honored to carry that responsibility.”

Thank you to Ursula Williams for sharing your insights! You can catch Ursula speaking at the opening keynote “Adapt, Align, Accelerate: Navigating the Forces Reshaping Staffing” on March 24, 9:00am CT as well as the ‘Adapt, Align, Accelerate: CEO Decisions That Will Shape the Future of Staffing’ panel on the same day at 4:15pm CT.

About the Speaker:

Appointed president of Staffing Industry Analysts (SIA) in January 2024, Ursula Williams is a growth minded leader who values people and fosters a high-performance culture. Based in Silicon Valley, she views technology as a core driver of organizational strength and innovation. Williams has overall responsibility for the company’s global strategy, full operations and growth.