Real Talk from The PA Show 2025: 9 Key Themes from the Strategic PA Network Stand

The Business Support profession has come a long way but it is still evolving. With varied expectations, a challenging job market and new skills emerging, networking and career positioning have never been more critical.

We at Strategic PA Network LOVE exhibiting at industry events and The PA Show leads the way when it comes to bringing together a melting pot of Business Support professionals from all industries and at all career levels.

Strategic PA Network welcomed over 200+ visitors including Executive Assistants, Personal Assistants, Chiefs of Staff, Office Managers and Virtual Assistants. Each of whom we managed to have invaluable conversations with uncovering key themes shaping the industry today. A huge shout out to Savanna Skeath and Debbie Sharp for being the best ambassadors for Strategic PA!

Straight from the stand, Sarah Howson and Marianne Whitlock , Co-Founders of Strategic PA Recruitment - SPECIALIST EA/PA AGENCY and Strategic PA Network , share their insights on what’s happening in the market and how EAs and PAs can future-proof their careers.

We’d love to hear from you! If you attended, share your thoughts below; what trends and themes stood out to you? Marianne and Sarah believe that every day is a learning day, and the more we share as a profession, the more we all grow. Let’s keep the conversation going! Drop your insights in the comments. #StrongerTogether

1. A Hunger for Training & Development #NeverStopLearning

Business Support professionals are intelligent, high performing individuals. They are passionate about learning and are actively seeking learning and development opportunities to stay ahead. Many told us they want to sharpen their strategic skills, their communication skills and improve their AI literacy and gain more confidence in their roles.

"The best EAs and PAs never stop learning. The profession is moving at pace, and those who prioritise upskilling will be the ones who thrive." Marianne Whitlock

It’s natural to feel uncertain when trying something new, but that’s where the greatest opportunities lie. Whether it’s taking on a new challenge, asking your Executive for training (more Business Support professionals need to do this) or exploring a different way of working, being brave enough to push yourself forward can open doors you never expected. Every new experience brings valuable skills, fresh perspectives and the chance to discover strengths you never knew you had. So, take that first step with confidence... advocate for your own development, seek out learning opportunities and trust in your ability to adapt. As Zoe Hill , Founder of Premier Admin Services wisely said on our panel, "Getting yourself out of your comfort zone is one of the first steps for learning and development so don’t be afraid to start something new."

? #StrategicPATip: Engage with thought leaders on LinkedIn , attend industry events like The PA Show, and explore EA/PA trainers such as Lindsay Taylor FInstAM , Lucy Brazier OBE , Shelagh Donnelly, speaker and trainer for resilient high performers , Bonnie Low-Kramen , ? Shelley Fishel - FLPI CDOL COLF , Paul Pennant , Nicole Bearne , Lauren Bradley , Hana Gray to name but a few network favourites! Not to forget Amanda Johnson for our VA community too.

2. Confidence in Your Own Abilities #KnowYourWorth

After our first panel discussion, many EAs and PAs visited the stand to share how reassuring it was to hear from their peers - whether it confirmed they were on the right track or inspired them to elevate their role to the next level. Being able to learn from other professionals and share best practice is what we at Strategic PA Network love doing! Joined by Ella Pickard from National Grid, Jenna Feltwell at Softcat as well as James Sheen from 欧莱雅 , our panel discussion, "Achieving C-Suite Excellence: Transforming Executive Support into Strategic?Leadership" went down well. (If you missed out on a seat, don’t worry - The PA Show will be sharing recordings within the next two weeks).

"EAs and PAs don’t always realise the incredible impact they make. Every. Single. Day. Low self-confidence is real, but it’s important to recognise your value and articulate it well," Sarah Howson.

One of the top tips from James Sheen , Executive Personal Assistant from 欧莱雅 shared is, “If you haven’t had a ‘ways of working’ conversation with your manager in a while or ever, schedule it now. It doesn’t matter what stage of your career you are at. Understanding the ways your manager prefers to interact with their workload, their colleagues and most importantly with you, is invaluable information that will often need?revisiting.” Gold advice that we know many appreciated hearing.

Confidence in this role is key, yet so many still struggle with self-doubt.

? Tip: Highlight your impact – refresh your LinkedIn profile with measurable achievements, share your successes, and confidently showcase your strategic contributions. The areas where you deliver the greatest ROI often go unnoticed. Make it a habit to communicate your wins with peers, colleagues and your leader.

3. The Loneliness Factor & the Power of Networks

Many EAs told us they feel isolated in their organisations, unaware of the thriving networks available to them. Having a community is essential for professional growth, industry knowledge, and even future career opportunities.

Being an EA or PA can sometimes feel like working in a silo, balancing high expectations while having limited internal peer support. This is why finding a strong professional network is invaluable. It provides a space to share challenges, exchange best practices and build meaningful connections with like-minded professionals who truly understand the role.

We’ve seen first-hand how networking transforms careers. Whether it’s securing a new role, gaining confidence through peer discussions or simply having a trusted group to turn to for advice that just 'get it', the power of community cannot be underestimated. No one should feel like they’re navigating this profession alone.

"A strong network is the secret weapon of every successful EA. It’s not just about who you know - it’s about the doors you can open, the knowledge you can share, and the support you can give and receive. The best EAs don’t work in isolation; they leverage their connections to elevate themselves and those around them." Helen Rees , EA to CEO at parkrun , Co-Founder of PACE & Strategic PA Network Committee Member

? Tip: Get involved in networks like Strategic PA Network , The Officials by Lauren Bradley , The Assistant Room , Miss Jones Group , PA Life and The PA Way . Visibility in these communities leads to opportunities, connections and career progression.

4. The Power of Connections & Your ‘Little Black Book’

Having strong go-to contacts is crucial, whether for venues, suppliers or career moves. EAs and PAs with a well-connected network bring huge value to their businesses. It was noted how many great connections were formed at The PA Show, with lots of introductions being made throughout the two days.

Your 'little black book' isn’t just a list of contacts, it’s a powerful asset that can set you apart as a strategic business partner. The best EAs and PAs don’t just react; they anticipate needs, leveraging their network to provide solutions before challenges arise. Knowing the right person to call at the right time can save your Executive hours of work and position you as an indispensable resource.

We all know that the strongest networks are built on genuine relationships. It’s not just about collecting contacts, it’s about nurturing them and supporting in any way you can. A well-maintained network can be the difference between securing a last-minute event venue, finding a trusted supplier or even discovering your next career move.

"Building a strong network and building your own personal 'little black book' doesn’t just benefit your current role - it opens doors for future opportunities." Executive Assistant, Winnie King , Mace , Strategic PA Network Committee Member

"Networking is not just about career advancement, it’s also about being part of a community that understands the unique challenges of the role & can offer support." Executive Business Partner, Rosie Webb Kaluza

Having strong go-to contacts is crucial, whether for venues, suppliers, or career moves. EAs and PAs with a well-connected network bring huge value to their businesses. It was noted how many great connections were formed at The PA Show, with lots of introductions being made throughout the two days.

? Tip: LinkedIn is a fantastic tool to build connections and raise your profile but nothing beats building connections in a face to face environment. We value our partnerships with leading industry organisations such at TAG Travel Group, Executive Support Media , Corrigan Collection , The Grove , Voucherline.com , Paul UK Ltd , Beagle Create , The Headshot Guy to name but a few! Also, make a habit of attending networking events, engaging with peers, and asking for personal recommendations. Your network is your superpower - use it wisely!

5. AI & the Evolving Skillset

We all know full well that AI will not be replacing EAs and PAs, but those who embrace it will stand out. Many professionals at The PA Show were discussing how they can integrate AI tools into their roles to become even more efficient and strategic. A hot topic discussed frequently at the stand, the possibilities and capabilities that AI has to enhance efficiencies are astounding. From automating repetitive tasks to improving workflow management and enhancing decision-making, AI is proving to be a game-changer for the profession.

A key theme that emerged was the importance of mindset! AI is not about doing less; it’s about creating more value. Assistants who adopt AI to free up time for high-level, strategic work will become even more indispensable to their leaders. The conversation has shifted from if AI should be used to how to use it effectively, and those who actively engage with these tools will gain a competitive edge.

Trainer, Mentor and Founder of The Officials Lauren Bradley challenges our community: “Assistants need to go beyond the basics when using AI, especially where it relates to automation. Push yourself out of your comfort zone. Think critically and take the time to explore its full potential.”

? Tip: Be brave and spend time 'playing' with AI, experiment with ChatGPT, Notion AI and other automation tools. Explore AI-driven scheduling, smart data analysis, and workflow optimisation. Share your learnings with your peer group, ask how others are using AI in their day-to-day, and most importantly - just start! The future of the EA/PA role is evolving, and those who embrace technology will be the ones shaping it.

6. Spotlighting Male Assistants & The Next Generation: The Gender & Age Debate

A huge thank you to the male EAs who came up to us and shared how much they appreciated seeing a male EA on our panel. Representation truly matters, and we are committed to ensuring that all Executive Assistants, regardless of gender, feel seen, valued and empowered in their careers. The gender imbalance in the profession is real, but through conversations, visibility, and advocacy, we can continue to shift perceptions and create a more inclusive space for everyone.

"Being in this profession for a number of years the gender imbalance is still at an all-time high, others don’t see this role as a lifelong profession, rather a stepping stone to something greater, I am proof that this is a profession, a rewarding one if you want it to be, it is a profession that I love and will continue to advocate for everyone who wants to be in it!” Shirwyn Weber (AInstAM, FEPAA) , Head of Business Administration at Vitrifi

One noticeable gap was the lack of younger EAs and PAs engaging with us at the stand. As a profession that offers long-term career potential it is concerning that fewer young professionals are entering the industry, or perhaps being invested in when it comes to attending industry training and development events. This presents an opportunity for us all to raise awareness of the EA/PA role as a credible and rewarding career path. Whether through mentorship, outreach initiatives or better visibility of career progression, we must work together to attract and retain the next generation of business support professionals.

? Tip: Let’s take action by mentoring, advocating, and ensuring younger professionals see the value in a career as an EA/PA. Encourage conversations, showcase success stories, and highlight the strategic importance of the role to attract the next wave of talent.

7. The Chief of Staff Role: Still a Hot Topic

The Chief of Staff (CoS) role is a potential career path for high-performing Executive Assistants looking to step into strategic leadership. As EAs take on more business-focused responsibilities, many are transitioning into CoS positions, where they leverage their deep organisational knowledge, stakeholder management and problem-solving skills. Key drivers of this trend include:

• Stronger Business Involvement – EAs are engaging in decision-making, operations and financial planning.
• Leadership Alignment – Acting as the ‘right hand’ to executives naturally leads to a CoS role.
• Expanded Skill Sets – Experience in project management and cross-functional collaboration prepares EAs for this transition.
• Greater Influence & Recognition – The CoS title offers career progression, leadership opportunities and strategic impact.

As organisations increasingly recognise the strategic value of Executive Assistants in leadership, the Chief of Staff role is emerging as a highly sought-after next step in the profession.

However, it is equally important to acknowledge that being an Executive Assistant is a strong and fulfilling career choice in its own right. Career progression is not solely defined by title, as roles and responsibilities can vary significantly across different organisations.

A top tip from Meg S. ... "Build boldly, lead with intention, and trust in the path you are carving. Your work is not just about ‘strategy’, it’s about shaping futures, elevating others, and redefining what’s possible. Stay anchored in your values, move with clarity, and remember: The impact you create is not measured by noise, but by the quiet transformation of those?you?empower."

? Tip: If this is your goal, start positioning yourself strategically, seek mentors in leadership roles, and upskill in areas like operations, finance and strategic planning.

8. Mentorship Matters

The impact of mentorship cannot be overstated, and our #StrategicPA25 Mentorship Programme continues to demonstrate just how powerful these connections can be. Many EAs, PAs and VAs have shared how valuable their experiences have been, both as mentors and mentees, highlighting the profound benefits of professional guidance, support and knowledge-sharing.

One mentor shared their experience: "I’ve been meeting with my mentee weekly since 6th February, with each session lasting between 30-60 minutes. The meetings are going really well, and I’m so impressed with her progress. She’s made huge strides toward the goals we set at the start and is now incredibly close to landing her second client - so exciting to see!

I have to say, this experience has truly ignited something in me. I’ve been searching for the best way to give back to the community, and this mentorship journey has made me realise, this is it! It’s been such a rewarding process, and I can’t wait to continue supporting her growth. Her feedback today was so touching, it almost brought me to tears."

We loved meeting our mentees and mentors and hearing from them the benefits they've already experienced in joining our programme.

"Mentorship is one of the fastest ways to grow in your career. Learning from someone who’s walked the path before you is invaluable," Sarah Howson.

? Tip: Find a mentor through Strategic PA Network or reach out to industry leaders for mentorship conversations. Our next Cohort starts in June! We'd love you to join us.

9. Job Searching? The Market is Tough, Now’s the Time to Stand Out

The EA & PA job market is tougher than ever, with more candidates competing for fewer roles. To stand out as a candidate, clearly articulating your strengths, achievements and impact is essential. The demand for high-calibre candidates is strong, but the supply of experienced professionals actively seeking roles is higher than usual.

Three areas to focus on...

• Personal Branding: A strong CV, LinkedIn presence, and confident self-presentation are crucial.
• Upskilling: Mastering AI, digital tools, and strategic business support sets candidates apart.
• Networking: Many roles are secured through referrals and proactive networking, not just applications.

"Your CV and LinkedIn profile MUST sell YOU. Be clear on your value, showcase achievements and make sure you’re networking strategically." Marianne Whitlock

? Tip: Use powerful action verbs on your CV, include key achievements, and regularly engage on LinkedIn to stay visible. Our next CV Workshop includes LinkedIn expert TONY K SILVER on Friday, 28th March. This is a complimentary power hour where all Business Support professionals are welcome to join. Email [email protected] for further details or REGISTER HERE.

Want to stay ahead? Join Strategic PA Network , attend events, connect with industry leaders, and make sure you’re positioning yourself for success. We'd love to have you join us! For membership details, whether individual or corporate, please email [email protected] for further information!

As Sarah and Marianne conclude every presentation, one quote truly embodies how both the Strategic PA Network and Strategic PA Recruitment operate:

'I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.' Maya Angelou

At the heart of everything we do, whether it’s fostering connections, supporting careers or creating opportunities... is the unwavering belief that people matter. We strive to ensure that every interaction, every placement and every event leaves a lasting, positive impact. Because in the end, it’s not just about business - it’s about how we make others feel.

Our next event is with the incredible Em Stroud at The Standard Hotel on Weds, 19th March... we still have places available so sign up HERE if you'd like to attend!