ERA launches People Committee to focus on human dimension

The European Rental Association (ERA) has launched its new People Committee, creating a dedicated forum for HR and people-focused specialists from rental companies to address some of the most important workforce challenges facing the equipment rental industry.

The new committee places the human dimension at the centre of ERA’s work, looking not only at skills and talent development, but also at how the sector attracts, engages and retains people across the full rental value chain.

The creation of the People Committee was announced as part of ERA’s renewed committee structure and was also highlighted during the President’s speech at the ERA General Assembly. The committee reflects a broader understanding that rental is, above all, a people business, built on the connections, exchanges and expertise that drive companies, customer relationships and the wider industry.

Its work will focus on attracting talent, retaining and training employees, supporting a more diverse and inclusive workforce, and addressing employee engagement, as well as customer and market insights. The new committee provides a dedicated space for HR experts and people leaders to share best practice and develop practical industry initiatives.

First meeting held

The committee held its inaugural meeting on 29 June, launching a new people-focused workstream within ERA and establishing a shared understanding of its role in the association’s wider strategy.

During the meeting, participants discussed the scope of people-related challenges for the industry and looked at how workforce, customer, community and industry considerations intersect with company priorities. They also reviewed long-term trends affecting people and skills in rental and began identifying where the committee can create value for ERA members.

A key part of the discussion focused on how the People Committee can collaborate with ERA’s other committees and working groups. By bringing a human perspective to topics such as sustainability, technical development, promotion and market trends, the committee is expected to help connect ERA’s work more closely to the people who deliver, use and shape rental services every day.

The launch of the committee also supports ERA’s direction for 2026: “Set the stage. Open the doors. Collaborate.” This reflects the role of collaboration in helping people perform, connect and innovate, both within rental companies and across the wider industry.

Through the People Committee, ERA aims to strengthen the attractiveness of rental as a sector and support members in building workplaces that can attract new talent, develop existing teams and respond to future industry needs.

We encourage rental companies and other ERA members interested in contributing to the People Committee to contact the ERA Secretariat.