The dated image of the printing industry is the biggest impediment to recruiting new blood that is essential for print to flourish according to the Print Your Future report that has been published by Intergraf and Uni Europa Graphical.
The report concludes a two-year EU funded project that involved surveys, focus groups and more detailed workshops in the four Intergraf member countries that provided most answers to the survey. The UK was fourth, but the BPIF has played an integral role in the report.
The project kicked off in February 2020, ahead of the lockdowns across the continent which have if anything exacerbated the problems and made the need to understand how to recruit and retain talent even more acute.
In a sentence this is that the production processes in the industry are perceived as traditional and outdated. Crucially this is not just by the GenY and GenZ youngsters, but by their parents, their teachers and others that have an influence over the choice of career for youngsters. In the survey 82% said that the attractiveness of the industry is a key problem.
The problem has meant that printers in Germany are struggling to fill apprenticeship vacancies because of a shortage of recruits. This makes it hard to find skilled personnel which will have an adverse impact on business performance.
The report has been accompanied by the introduction of a best practice toolkit that identifies the measures that will make the sector of a business attractive for the next generation and to help it remain competitive and innovative.
There is a call for an interactive website to act as an information hub about careers, training and the experiences of their peer group who enjoy working in the industry.
The aim must be for the printers to increase their appeal factors: the company value and culture; that the company is good for society; offers career planning and development; coaching and personal growth; flexible working possible, with childcare and parental leave; and open door management structure and attractive salary and pension.
The factors that appealed to a previous generation are different to those that appeal to Millennials and GenZ.
Printers should promote a broader view of the industry, engage and cooperate with schools, parents, teachers and other stakeholders that youngsters will turn to for advice. Phrases like ‘printing technology’ have no meaning for parents who do not understand the roles that exist within the industry. The days when jobs in the industry were passed from father to son or to other relative have long passed, but attitudes and the jargon persist.
Ultimately it is about the company having a culture that chimes with the aspirations of the young. They want to work in the creative sector. And quite simply, print is not perceived as creative.
