How Universities Can Attract and Retain Top Talent

In my work with universities to develop recruitment pipelines for their programs, I've seen how critical it is to bring in the right talent—not only for players but also for coaches, directors, and support staff. The question is, are universities doing enough to recruit and retain top talent in collegiate esports? When we look closely, we often find that many programs struggle to keep skilled coaches, directors, and players for more than a season or two. It’s a quiet crisis, yet it has significant long-term implications on program stability, student experience, and even funding.

For collegiate esports to thrive, universities need a strategy that goes beyond the game, one that prioritizes career development, support systems, and competitive compensation to build an environment where talent wants to stay.

Understanding the Competitive Landscape

The collegiate esports ecosystem is more competitive than ever. With industry salaries on the rise and high school programs expanding, collegiate esports programs now face difficulties in attracting top talent. The fact is, for the most part collegiate programs are often seen as temporary or part time jobs for directors and coaches rather than long-term career destination. Why? Because, in many cases, the compensation and development opportunities in collegiate esports are limited compared to professional esports and even other traditional sports at the collegiate level.

For instance, while a university football coach may have access to a clear pathway for career growth and substantial pay, an esports director is often hired as a generalist. They perform multiple roles, from recruiting to marketing and even event management, with little to no clear roadmap for advancement. This lack of structure can lead to burnout, ultimately affecting program growth.

Pay and Recognition

Let's address the most obvious challenge: compensation. Esports directors, coaches, and support staff often find themselves underpaid relative to their responsibilities. This underinvestment directly affects talent retention. Programs unable to offer competitive pay often lose their coaches or directors to other industries where they can apply their transferable skills or even to other universities that can provide better support.

Additionally, a lack of recognition from university leadership also contributes to high turnover. Unlike established sports, esports is still relatively new to higher education. As a result, many directors and coaches report feeling undervalued, both in salary and support, with limited opportunities for professional development. Without formalized positions or pathways, it's tough for these professionals to see a future in collegiate esports.

Career Development

Many directors and coaches are passionate about esports, yet they struggle to envision a long-term future in higher education. Without defined professional growth opportunities, the path forward is murky. Imagine being a skilled esports coach who’s put in years of work but is uncertain about your next step—there's no clear line of promotion, and additional training is rarely offered or supported by the university. This is a deal-breaker for many, pushing talent out the door and creating instability.

A less-discussed aspect of talent retention is the importance of building an inclusive community around the program. Esports programs must be more than competitive teams; they need to be communities where players, coaches, students, and fans feel a sense of belonging. In many cases, coaches and directors leave because they feel isolated in their roles without robust support from faculty, administration, or the local community. When directors and coaches feel like they’re building something meaningful and lasting, they're more likely to stick around.

From this spring/fall 2025 recruitment cycle, there are multiple esports directors that still need to figure out their budgets and how much they can give in scholarships. They are getting into multiple meetings with the administration to make them see the bigger picture so they keep bringing the necessary resources. Being able to communicate the vision and the value to the university administration the highest priority to keep the esports program running.

How Universities Can Attract and Retain Talent

Programs need to recognize the multifaceted roles directors and coaches play. By offering competitive salaries that reflect the complexities of these roles, universities can make a compelling case for long-term commitment.

Universities must establish clear career trajectories for esports professionals. Offering professional development opportunities, such as training in sports management or administration, can help coaches and directors envision a future within the institution.

Community matters. Building an active, supportive esports community within and outside the university increases the buy-in from everyone involved—players, coaches, fans, and administrators. Start local; universities that focus on cultivating a passionate local fanbase can then use that foundation to expand their reach.

A Solid infrastructure, a dedicated esports facility, advanced equipment, and administrative support—ensures that coaches and players have what they need to succeed. Retaining top talent becomes easier when a program’s infrastructure supports and respects their needs, making the environment more appealing and productive.

Benefits of a Thriving Program

A well-structured collegiate esports program doesn’t just attract players; it creates a community and builds brand loyalty. Directors and coaches who feel valued and supported can focus on strategic goals like recruitment, skill development, and community building. For the university, this translates to better student engagement, higher retention rates, and a strengthened program that can compete on the national level.

Investing in esports directors and coaches is investing in the future of collegiate esports itself. By addressing compensation, career development, community engagement, and infrastructure, universities have an opportunity to create programs that attract top talent and encourage long-term commitment. The esports industry has a bright future, and those universities willing to invest in their people will be at the forefront of this growing field.

How do you think universities can do more to attract and retain top talent in collegiate esports? Are there areas beyond pay and career growth that you think are just as important?

If you're passionate about building sustainable, impactful collegiate esports programs, let’s connect ! Whether you’re facing challenges in recruitment, community building, or program development, I’d love to hear your insights and share ideas.