Changemaker: Audrey Russo

“The goal,” Audrey Russo says, or one goal, at least, “is to merge art and technology. There’s an opportunity for synergy.  So far, it’s created a lot of dialogue. Our object is to help the artists here.”

Huh? This from the new President and CEO of the Pittsburgh Technology Council? Isn’t that the nuts ‘n’ bolts ‘n’ plastic pocket protector crowd?

Well, not quite. Not these days, at least.

On an early Monday morning, Audrey Russo -- smart, sharp, supremely articulate -- bustles in to the PTC offices on the Second Avenue technology corridor. The head of the umbrella organization for some 1,400 southwestern Pennsylvania high-tech companies, she’s stealing time from a day full of promotional meetings and close encounters. Catching her breath, she discusses what for her – and the region – is Job One: jobs.

“Pittsburgh is growing at a steady rate,” she says. “We’re not a hockey stick in terms of growth – back and forth, up and down. We’re increasing 22 percent in jobs year after year.”

That’s good, no? Yes, she nods. There are vacancies, she avers, for engineers, technicians, high-techies of all type. The problem is not creating them – after all, in the last comprehensive count, 2005, Pittsburgh hosts more than 7,000 technology firms, employing more than 200,000 people earning more than $10.8 billion annually.

The challenge is attracting people to come here, or stay here, and fill those jobs. And more jobs to come.

The Pittsburgh region, with its multiple attractions of seasons, world-class culture, and fabulous access, sells itself. But people come here looking for two jobs-- the second for the significant other and the next one up the line if this one doesn’t work out. So while the first job is already here, the second – either second – may not be. All told, Russo says, “we’re in a trough.”

The Strategy
Turning around that trend, she adds, “is a priority for us. The bottom line is that we need people. We need people in numbers.” Indeed, as she sets priorities for the Pittsburgh Technology Council, talent attraction and retention makes her Top Five. “Maybe Top Three,” she says.

It’s a big agenda. So why has the PTC put Audrey Russo to it? Obviating the fact that she’s the PTC’s first woman CEO – “I don’t think gender has anything to do with it,” she says. “I’m used to being in the business world.” – Russo comes from a rich and varied background. Born and raised on Long Island, with degrees from Ohio State and Syracuse, she’s worked in criminal justice, social service, and health care before stints at Reynolds Metals, Alcoa, and Maya Design. With hard-line experience in information technology policy, global strategy, and human resources, Russo just may be the most qualified person ever to hold the PTC post – one poised to make significant changes in the region. “Understanding business,” she says. “Understanding change. That’s my love.”

As such, she outlines four ways to attract and retain people – communication, immigration, the arts, and the vertical integration of the technology community.

First, attracting and retaining people is a campaign that Russo and the PTC are conducting on all fronts. For starters, they’re rebuilding their career site. “We’re going to take it to the next level,” she says. “We’re also taking advantage of every aspect of social media -- YouTube, MySpace, Facebook,” even blogs, podcasts, WPTT radio -- name it.

Of course, she says, “we continue to work with companies and people who want to stay here.” Some 400 companies use the PTC Career Center to post upwards of 2,000 jobs a day.

Second, with thousands already coming from outside the United States to attend Pitt, CMU, and other schools, she says, Pittsburgh must keep them here after graduation. “They come to the best universities in the world,” Russo says. “Then they walk out the door.” Russo shakes her head. “We can’t have that.”

Citing the well documented dismal statistic of local immigration hovering at two percent, “it’s simply not enough,” she says. To combat that, PTC is involved in a number of programs, including one to attract foreign-born nationals, who, if they invest in the region, and create 10 jobs, get a green card. In addition, PTC is working with CMU comp sci freshmen, helping them get acclimated to local business and culture – making them familiar with Pittsburgh, encouraging them to stay. “We’re deploying guerilla tactics to get the word out,” Russo smiles.

So far so good, right? The however is that “people come in pairs,” Russo says. “Partners need jobs. They both need opportunities. So having one job available is not enough.”

If someone comes for an engineering job, what does the spouse/partner do? In the Silicon Valley, or Boston, both can have successful careers – but that’s not necessarily true here. So Russo encourages growth not merely in technology but in all sectors, notably (since opposites invariably attract) the arts.

The Secret Sauce
That’s third, the arts.  “We’ve partnered with arts organizations,” she says, “because young people who come here can’t have art siloed from their lives. So for us, that’s been very exciting, ongoing discussions about creating, producing, selling art.” She smiles. “It’s been pretty cool.”

Fourth, “another imperative is that the anchor companies need to feel grounded in this region to cultivate and nurture companies.” She pauses. “That’s the secret sauce in Boston and the Silicon Valley.”

Meaning stronger ties, buying, selling, sharing technologies between large and small for the good of both, for the good of the region. “We need stronger ties,” Russo says. “We need to understand – and act upon – the idea that the industry cluster goes upstream and downstream.”

A favorite anecdote: In the process of building their upcoming new arena, the Penguins interviewed some 100 local companies as potential suppliers -- “stuff in their backyard,” Russo calls it -- integrating emerging technology in the premises and capitalizing on the the local presence. “It’s a fantastic partnership,” she says. That’s the kind of thing we need with our anchor tenants, as well as medium and emerging companies.

“If people knew they could come here and innovate and design and develop across all three industries,” she adds, “it would be a huge attraction. But if you think you’re working in a silo, you’re done.”

A Tipping Point
When all is said and done, given the number of tech firms, and the opportunities here, is Pittsburgh facing another Great Leap Forward? “I see a steady increase,” Russo allows. “There are some companies that could surprise us and do amazing things in the next few years” – if, of course, their technologies take off and reshape manufacturing and the world. (Think steel. Think aluminum.) “While I definitely feel the region is on the verge of another Renaissance, our numbers must increase to the power of five.

“We need a tipping point,” she adds. “People who get involved and create change. We work every day with people who bet on this dream. People who want to change the world, who want to develop technology that changes lives.”

With that happy thought, she’s out the door, on the go again, off to CMU – parking’s a disaster, she says over her shoulder, can someone give me a ride? – then Downtown.

After a long day she'll head home to to her Spanish-style Squirrel Hill hacienda for some much-needed R & R. Or more likely, she'll get to work at her "second job" which is responding to some of the many emails and requests of people who want to return to Pittsburgh--and look to her for help in finding a job. 
 
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Abby Mendelson’s latest book, End of the Road, a collection of short stories, is available at amazon and bn.com.

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Photograph of Audrey Russo at Tech 50 courtesy Rebecca Bailey; all other photographs copyright Brian Cohen