It doesn't help that I am the only person that actually owns any X-wing stuff, so squad building falls to me most of the time. Any thoughts?

There's your problem right there. Until your friends get their own copy of the game, it's hard for them to study the cards and the interaction between them. If they're aren't keen to invest in the game, then you're going to be stuck with building their squads.

I've introduced a few players and had to create squads, but after the first game we swap squads so they can see how the pilots/upgrades work from the other side.

Yeah, I agree completely. The person in question had some severe monetary issues when I first got him hooked. Now that that is finally over, he is wanting to buy into the game and I think I am going to start seeing some progress.

My advice is to start him on an X-Wing or two and see how the different droids work by mixing them up each game. Then add a named pilot or two and see how the elite skills work well with some pilot's skills and not with others. Add modifications and weapons, and before you know it, he's trying combos of his own. Instead of pushing him to buy a core set to start with, get him to buy an expansion pack or two and that should hook him for life.