You can rack all the servers you want. You can design redundant power systems, engineer the cooling systems, and build the most efficient facility in your market. But if you can't find people to run your data center, your massive infrastructure investment will become an expensive monument to poor workforce planning.

Tech careers follow the same script: Get a computer science degree, take a few coding bootcamps, and relocate to an expensive coastal hub. At the same time, college costs have skyrocketed, manufacturing jobs have disappeared, and traditional routes to middle-class careers have shrunk. Economic opportunity has become increasingly concentrated in expensive metro areas while whole regions struggle with brain drain.

But data centers are changing that, going up in places like South Dakota and northeast Louisiana — markets where land and power are available. In some of these communities, a $70,000 starting salary for an entry-level technician represents economic opportunity, not to mention that seasoned engineers often earn 10-30 percent above market rates.

The challenge, of course, is matching the right people to these roles. Across the tech industry, 61 percent of organizations report shortages in managing high-density computing environments. They require real technical skills, especially as data centers absorb more AI workloads. These environments demand fluency with high-density GPU clusters, non-traditional cooling methods, and systems that stretch well beyond standard racking and stacking. When 85 percent of applicants don't meet basic competencies, even if they have a college degree, something's not aligned.

It's time for a different approach — one that brings in people with the mindset to thrive and gives them a chance to grow with the industry.

Conventional recruiting is failing for essential roles

Recruiting for senior and mid-level employees follows a similar pattern. Bumping the salary to poach talent from competitors. Expanding the search radius from metro Atlanta to Charlotte or central Florida. Relocation packages for hires who never unpack.

But the roles that keep facilities running day-to-day, like data center technicians and area engineers, struggle to attract many qualified applicants. For these jobs — hands-on, mechanical, safety-first — the "preferred" candidate has a college degree, even if they've never touched industrial equipment.

This approach has led to dead ends. About 10 percent of data center roles sit empty, more than double the national average across industries. When candidates do appear, only 15 percent are qualified. The rest wash out in interviews or training, and the job stays open for another 60 days.

Whenever someone leaves, the hole gets deeper. Junior and mid-level operations have the highest turnover, with 39 percent of organizations reporting persistent shortages. Operations management follows at 32 percent, and mechanical roles are at 30 percent.

Signing bonuses and benefits packages won't address the core issue. The industry can't solve a talent shortage when everyone is fishing in the same pond.

The right candidates are already there

The answer won't be found in Silicon Valley or Data Center Alley. It's closer to home. Veterans, trade workers, and high school graduates not headed to college don't come through traditional pipelines, but they bring the right aptitude and mindset to the data center.

Veterans have discipline and process-driven thinking that fits naturally into our operations — and for many, these roles offer a transition into a stable career. Someone who kept an aircraft carrier running knows what it means to manage infrastructure that can't fail. Many arrive with experience in related systems and are comfortable with shift work and high stakes.

HVAC techs, diesel mechanics, electricians, and other tradespeople understand complex infrastructure and the consequences of system failure. They've solved problems under pressure and followed strict protocols in high-voltage, high-risk environments. They may be looking to move off the road and into careers with more predictability and advancement opportunities.

Young adults without college plans are often overlooked, but some excel in hands-on settings and just need an opportunity to prove it. Once they learn about a data center career and where it can take them, it becomes a chance to build a middle-class lifestyle close to home. A 19-year-old technician earning $70,000 can save enough to own a home at 23. Meanwhile, a college graduate carrying $120,000 in debt won't break even until they're nearly 30.

Hiring nontraditional candidates is only the first step. What keeps them is a promotion track that works. After four weeks of hands-on and self-guided onboarding, techs can pursue certifications in battery backup systems, tower clearance, generator safety, and more. When qualified, they show it in the field and move up.

This kind of investment has a ripple effect. A paycheck can lead to a mortgage and financial stability. And as techs move up or out, someone else steps in — maybe through a local program that appeared once your jobs did.

Economic mobility is lagging nationwide. These jobs create middle-class footholds for the people and regions that need them most.

Establishing local pipelines

By hiring veterans, tradespeople, and high school graduates, you build a reliable workforce while creating economic opportunity. But you can't just post a job and wait. You've got to show up and shake hands.

Go to high schools in markets where you're building. Form relationships with guidance counselors who can identify candidates before they commit to other careers. Connect with vocational programs, military transition offices, and groups like Salute to uncover motivated jobseekers.

When you guide veterans toward career paths that use their technical background, you're developing local talent while creating long-term opportunity. When you help a 19-year-old technician save for home ownership, that's a life changed and a reason to stay put.

The people you bring in, many with their first real shot at a middle-class lifestyle, find a job and a future. Over time, that adds up to more homeowners, more skilled workers, more families who build their lives around your company and the community.

It's easy to focus on the tech, but what makes it all run is the people. Get that part right, and the rest will follow.