In a relationship-driven industry like architecture, engineering, and construction, your people are your brand.

They’re the ones solving complex problems, building trust with clients, and turning vision into reality. And yet, when it comes to websites, many AEC firms choose to downplay or omit their teams from the spotlight. Some may feature their leadership teams only, while others have opted to ditch team bios entirely.

Why? Most often, it’s a fear of competitive poaching.

The concern is understandable. Talent is tight. Recruitment is tough. And no one wants to make it easier for a rival firm to slide into an employee’s inbox. But by focusing too heavily on what might be lost, some firms overlook what can be gained by showcasing the people behind the work. Here’s a look at the risks, rewards, and how to strike the right balance.

The Value of Putting People Front and Center

Today’s clients want more than a list of services — they want to know who they’ll be working with.

Showcasing your team:

• Builds trust by signaling transparency and professionalism
• Demonstrates depth of experience across roles, not just leadership
• Strengthens your brand by reinforcing what makes your people unique
• Attracts talent by giving job seekers a sense of your workplace culture

A well-crafted team page isn’t just an internal roster. You team page can be one of your strongest tools for humanizing your firm and telling a compelling story.

The Fear of Poaching: Real Risk or Industry Myth?

While visibility can open doors, not all of them lead to your firm. But here’s the thing: LinkedIn exists. Recruiters aren’t relying on your About page to find experienced professionals. The best talent is already visible on LinkedIn and a myriad of other social media platforms. And if your team is open to being poached, they’re probably already having conversations with other firms. In many cases, fear of poaching stems more from a lack of internal retention strategy than from actual website exposure. Instead of hiding your people, focus on keeping them engaged, supported, and proud to represent your firm, both online and off.

What You Might Be Losing by Staying Hidden

Choosing not to feature your team may feel safe, but it can come at a cost:

• A faceless firm appears less credible. When prospects are comparing firms, human connections often tip the scales.
• You miss a recruitment opportunity. Talented candidates want to see who they’d be joining. If they can’t picture themselves on your team, they’ll move on.
• It weakens your marketing. Testimonials, project case studies, social media — these channels are far more effective when real people are part of the narrative.

If you’re only spotlighting leadership, you’re missing a chance to show off the rising stars and cross-functional talent that make your work shine.

Mitigating Risk: Smart Ways to Feature Your Team

Still feeling cautious? There are ways to highlight your team without overexposing them:

• Use first names only or team roles instead of full names
• Group bios by discipline rather than listing individuals
• Show culture visually through photos of collaboration and events
• Highlight thought leadership through blog posts or speaking engagements, not just bios

The goal isn’t to hand over a headhunter’s cheat sheet. The main objective of featuring your team’s bios on your website is to build trust with the audiences who matter most to your business.

Turn Visibility into a Retention Strategy

One of the most overlooked benefits of featuring your team: it helps keep them. Public recognition builds pride. When people see their contributions valued and their faces included, they feel part of something bigger. It signals that their expertise is not only noticed, but celebrated. Combine that visibility with a strong internal culture and you’ll have less to fear when someone comes knocking.

The Bottom Line: Strategic Visibility Wins

There’s no one-size-fits-all approach, but hiding your team isn’t the shield it once was. Instead of being limited by unfounded fears, AEC firms have an opportunity to lean into authenticity by letting the world see the amazing people that set your firm apart. With a thoughtful strategy, showcasing your team can build trust, attract talent, and give your firm a human edge that competitors can’t copy.

Need help telling your firm’s story?

At Third and Arch, we help AEC firms build brands that attract talent, earn trust, and stand out in a competitive market. Whether you’re rethinking your website or your overall brand identity, let’s talk about how to put your people front and center.