Women in the AV industry have long been trailblazers, breaking barriers, driving innovation and shaping the future of technology and integration. Their vision, leadership and expertise have left an enduring mark, inspiring progress across the field. This International Women’s History Month, Commercial Integrator is proud to honor their achievements with a special series. Throughout the month, we’ll be shining a light on some of the most remarkable women in AV, celebrating their contributions and sharing their stories to inspire and empower others in our industry. And Laura Janssen of NSCA is a perfect fit for this series!
Laura Janssen serves as NSCA director of workforce development. Her career in the AV industry began unexpectedly through a workforce development role at NSCA, building on her past experiences in low-voltage marketing and operations. Her biggest challenge has been the lack of awareness about systems integration as a career path, igniting her mission to raise its visibility and accessibility. Janssen is passionate about connecting diverse talent, fostering intergenerational collaboration, and promoting integration careers to build a sustainable workforce for the industry’s future. Read #HerAVStory below.
Interview with Laura Janssen, NSCA Director of Workforce Development
Commercial Integrator: How did you get into the AV industry?
Laura Janssen: I came across a job posting for a workforce development role with NSCA, supporting the integration industry (including both AV and security integrators), but I knew next to nothing about the field at the time. Years ago, I worked as a marketing and project assistant for a local electrical company that also had a low-voltage division. My role focused on the low-voltage side, where I helped with their name rebranding, promotions, website development and office operations. However, I was only there for a year, so my exposure to the industry was limited. Looking back, I realize my earliest introduction to this world was through my dad, as I grew up watching him install phone systems. Still, I never imagined I’d one day find myself in the very industry I was unknowingly introduced to as a child.
CI: Have you encountered any difficulties or obstacles in your AV industry career?
Janssen: The biggest challenge I’ve encountered in my role is how few people actually know that the world of systems integration exists. AV and security integration truly is everywhere – offices, schools, hospitals, stadiums – yet it remans largely invisible as a career path. Unlike IT or electrical work, integration isn’t as widely represented in education or job training, which makes workforce development more than just about filling roles, but also about raising awareness. This challenge though, also presents an opportunity. Many people, like me, have stumbled into this industry by chance. My goal is to change that, by making integration more visible and accessible, which will help people discover a career they never knew was a possibility.
CI: Whom would you point to as the most influential and helpful mentors in your career? What did they do to help you?
Janssen: So far, the most influential mentor in my career has been Chuck Wilson, NSCA’s CEO emeritus. Chuck’s depth of experience and knowledge of the integration industry is unparalleled, and I know I’ve only just begun to tap into the insights he has to offer. His guidance has been invaluable as I navigate workforce development in the integration field, one I initially knew little about. That said, one of the things I love about this industry is how many knowledgeable and passionate professionals I’ve met in just the past year. I’m continuously learning from the people around me, and I’m excited to keep building relationships with others who are shaping the future of integration.
CI: What is your proudest career accomplishment?
Janssen: My proudest career accomplishment so far is being part of NSCA’s first XBO Experience event this past November. While I’m still deepening my understanding of the integration industry, my background in leadership development, workplace culture, and lifelong learning allowed me to contribute meaningfully to the event’s success. I was especially honored to be asked to lead the opening session alongside another young leader in the industry, someone I’m now proud to call a friend. Being trusted to speak to the next generation of leaders at a brand-new event was both humbling and energizing, reinforcing my passion for helping others grow in their careers.
CI: What do you love most about working in the AV industry?
Janssen: What I love most about working in the systems integration industry is the diversity of people, perspectives, and ideas all working toward a common goal – driving success in this industry. NSCA supports hundreds of AV and security integrators worldwide, which means I get to connect with a wide range of leaders, each with their own unique insights and challenges. My role exists because that success depends on a strong pipeline of talent. I love having the opportunity to connect with people from all walks of life, helping to solve workforce challenges and contributing to the industry’s future. The connections I’ve made in just one year are proof of how many more incredible people I’ll get to meet throughout my time with NSCA.
CI: How can the AV industry become even better?
Janssen: The systems integration industry can become even better by increasing awareness of the incredible opportunities it offers. Too many people — students, educators and job seekers — don’t even realize this industry exists, let alone the variety of careers within it. By actively promoting integration as a career path, we can attract more diverse talent and build a stronger, more sustainable workforce.
Beyond awareness, fostering open conversations across generations, job titles, and experience levels is key. The industry thrives when seasoned professionals and emerging leaders learn from each other, exchanging knowledge and fresh perspectives. Creating spaces where these conversations can happen, without barriers of hierarchy, will ensure continued innovation and growth for years to come.
Would you like to nominate a peer or colleague — or perhaps yourself! — to be featured in this #HerAVStory series like Laura Janssen was? If so, just email Dan Ferrisi, group editor, commercial and security, Emerald, at [email protected].
