The recruitment ad should read something like “Wanted. Social media influencer to raise awareness of what a great business print is”. And why not. All conventional attempts at appealing to talented youngsters have failed. Even printers in Germany are struggling to attract apprentices. We know that influencers find print appealing, or at least the printed packaging that has spawned thousands of unboxing videos on YouTube.
The problem is which audience should the influencer address – the would be recruit, their teachers or their parents? All need to hear the message that print is creative, can provide a rewarding career and is chock full of technology. Currently all they are hearing is silence. The perception that print is beset by traditional structures, is very physical and an industry that looks to its own. Sons follow their fathers into jobs in a business that is fading fast.
The solutions in the Intergraf report include greater communication between print businesses, schools and those with a stake in finding careers for school and college students. It should be digested at all levels within the industry across Europe. Millennial and GenZ have different aspirations from a career to those that are attempting to recruit them had at the outset of their careers. All industries have the same issues. It will those that recognise and adjust for this that will win. Therefore best practice at national regional and individual printer level needs to be shared. Any success needs to be recognised and celebrated. This might include the use of apprentices as video stars to influence the next cohort that should be excited by print.
Tiktok, the alarm clock is ticking for print
The recruitment ad should read something like “Wanted. Social media influencer to raise awareness of what a great business print is”. And why not. All conventional attempts at appealing to talented youngsters have failed. Even printers in Germany are struggling to attract apprentices. We know that influencers find print appealing, or at least the printed packaging that has spawned thousands of unboxing videos on YouTube.
The problem is which audience should the influencer address – the would be recruit, their teachers or their parents? All need to hear the message that print is creative, can provide a rewarding career and is chock full of technology. Currently all they are hearing is silence. The perception that print is beset by traditional structures, is very physical and an industry that looks to its own. Sons follow their fathers into jobs in a business that is fading fast.
The solutions in the Intergraf report include greater communication between print businesses, schools and those with a stake in finding careers for school and college students. It should be digested at all levels within the industry across Europe. Millennial and GenZ have different aspirations from a career to those that are attempting to recruit them had at the outset of their careers. All industries have the same issues. It will those that recognise and adjust for this that will win. Therefore best practice at national regional and individual printer level needs to be shared. Any success needs to be recognised and celebrated. This might include the use of apprentices as video stars to influence the next cohort that should be excited by print.
Explore more...