Today’s workplace looks very different. Support professionals are no longer confined to “behind the scenes” responsibilities, they are increasingly visible, commercially aware, and closely connected to how a business operates and grows. Whether in fast-scaling start-ups or more established organisations, these roles are becoming central to productivity, communication, and overall performance.

A Role That Has Grown Up

While technology, including AI, has played a part, the real shift is in expectations. Tools like Microsoft Copilot and ChatGPT are helping to streamline time-consuming tasks such as note-taking, scheduling, document drafting, and research.

But rather than redefining the role entirely, these tools are freeing up time.

What we are seeing is support professionals stepping further into areas that have always needed human judgement: managing priorities, improving workflows, supporting leadership, and helping teams stay aligned in fast-moving environments.

In other words, AI is taking care of some of the process, allowing people to focus more on the thinking.

Employers are now looking for individuals who combine strong organisational skills with confidence using technology, commercial awareness, and the ability to operate as a true business partner. This is particularly evident in high-growth sectors, where support roles often sit close to decision-making and play a key role in keeping momentum.

AI as an Enabler, Not a Replacement

AI is already part of day-to-day working life for many support professionals. From summarising meetings to drafting communications, it is being used to improve efficiency and reduce repetitive workload. However, its value lies in how it supports people, not replaces them.

Our latest salary survey showed that a significant proportion of candidates are already using AI tools in their roles, but the most effective use cases are those where AI enhances output rather than automates responsibility.

There is also a growing awareness around data security and responsible usage. Employers are beginning to recognise that adopting AI successfully requires clear policies, appropriate safeguards, and a level of trust and training across teams.

When approached thoughtfully, AI becomes a practical tool that allows support professionals to operate at a higher level, contributing more strategically without losing the human element that makes these roles so valuable.

Culture Still Sits at the Core

At the same time, as more businesses encourage time back in the office, culture has come sharply back into focus.

Support professionals often sit at the centre of this. They are the ones who help shape the employee experience day-to-day, from onboarding and internal communications, to events and leadership support.

In high-growth environments especially, this influence is significant. The way a business feels internally can have a direct impact on retention, collaboration, and performance.

This is where the human side of the role becomes even more important. Emotional intelligence, awareness, and the ability to read a room or manage competing priorities cannot be automated and they are often what differentiate truly effective support professionals.

What Employers Should Be Looking For

As the role continues to evolve, hiring priorities are shifting. Employers are increasingly valuing individuals who can balance operational excellence with broader business awareness.

This includes:

  • Confidence using digital tools, including AI where appropriate
  • Strong communication and stakeholder management skills
  • Commercial awareness and an understanding of business priorities
  • Adaptability in fast-paced or changing environments
  • Emotional intelligence and cultural awareness
  • The ability to think beyond task execution and contribute to wider objectives
  • The strongest candidates are those who can move comfortably between detail and strategy, keeping things running while also helping the business move forward.

Why This Matters Now

Businesses that continue to see support roles as purely administrative risk missing an opportunity.

Candidates today are looking for more than just a job, they want development, meaningful responsibility, and access to tools that genuinely make their work more impactful.

Employers who invest in their support functions, provide the right technology, and recognise the broader value these roles bring are far more likely to attract and retain high-performing individuals.

Ultimately, this is not about technology leading change. It is about people being able to operate at a higher level because the right tools are in place. And increasingly, what happens behind the desk is not just support, it is a key driver of how a business succeeds.

Tray Durrant.

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