Learning from Others. Print and Visual Media Communications. It’s an Industry with Impact but still lacks Career presence.

Marcu Cliffor, 0774 381 8806 marcus@printboosterologist.solutions ..... I was kindly asked to contribute to an article on Recruitment in Print Monthly on our most fantastic of sectors, but wrote a longer piece with thoughts and examples to consider and add to the overall conversation and debate, all of which was not possible to add. So herewith the bigger article I wrote and some thoughts.

Few sectors span such a breadth of creativity, technology, and real-world impact. Print helps businesses grow, shapes consumer experiences, and even saves lives in critical sectors. It’s time the industry started telling this story louder.

There are some great initiatives such as the IPIA’s ‘ New Narrative for Print’, The aim of the initiative is to permanently shift the perception of print across an end-user and consumer audience and Young People In Print (YPIP) which is driven and energised by great sector employed people passionate about, ' inspiring the next generation by bridging the gap between education and the dynamic world of printing.'

The BPIF offer fantastic Apprenticeship programmes, many initiatives and have a wealth of knowledge on employing younger people.

These will help raise pockets of awareness, but it is still too fragmented and not coordinated overall. A holistic, coordinated all stakeholder engagement strategy is required to really create awareness and a positive career pathway into our sector. All allied Associations, suppliers to the sector and stakeholders need to get behind this and collaborate on an action plan. There is a strong consensus its a problem but we can’t keep repeating ‘It’s a problem’ which we seem to eternally do as an overall sector?

Someone needs to take ownership, set the tone and bring the parties together! Other UK sectors have undertaken a coordinated approach.

I raised the issue of responsibility and action and all stakeholders owning the attracting of people into our sector problem at a conference once as I feel all suppliers to the sector own the problem as well. It did not get any reaction, but it’s a necessity and requirement if the issue is going to be tackled.

Without a strong and robust sector all suppliers lose out, the supply chain loses out. It’s in everyone's vested interest if they want a future as well.

The Print industry stands at a fascinating crossroads—a sector rich in heritage but deeply embedded in modern creative communications, marketing, and visual media. No longer defined solely by ink on paper, today’s print businesses are sophisticated service and manufacturing enterprises. They deliver multi-channel solutions that blend traditional lithographic expertise with digital print, large-format inkjet, web-to-print technologies, and advanced automated workflows.

Yet, despite its transformation, the sector faces a widening skills gap. Many roles now require cross-disciplinary expertise spanning IT, marketing, process improvement, and enterprise management—skills not traditionally associated with the industry. With fewer young people entering the trade, and competition for talent intensifying, how does the print industry reshape its appeal and recruitment pathways?

Intergrafs ‘Future of the European Print Industry report’, highlights much of what we see in the UK though, a sector displaying a defensive approach to staying in business, undergoing structural change and consolidation pressures, reducing headcount due to economic pressures. Business model upheaval is also conjoined by skills and change employment upheaval. Those that are managing this, have the ability and resources to combat the issues and challenges are the winners. Its a very polarised sector of sectors. https://www.intergraf.eu/images/documents/SociallyResponsible_Study_

But as a starter, I think every business has to earn the right to employ talented individuals, they have to set out there all areas of the business and create a meaningful ecosystem to make working in their business worthwhile, not just paying a salary or wage. Those that do gain and attract good individuals. Attracting good people into your business involves having a holistic strategy, it’s part of your mission, your environment has to create meaning and purpose and opportunity. See Paragon and the scope they offer and what Good looks like, They take the initiative. But again they had to start somewhere and smaller companies can still develop an attraction.

http://uk.paragon.world/working-at-paragon/learning-anddevelopment

Intergraf's 2019 Research, ‘Attracting a New Skilled Workforce for Quality Jobs in the European Graphic Industry’ states and highlights the issues still besetting our sector and some solutions we need to take onboard. It says, ‘The first common problem is that people are not at all aware about what a job in the printing industry can be. 82% of respondents of the survey stated that the attractiveness of the sector is currently a problem.‘

The report is well worth reading and using its findings as the project focuses on two main issues currently affecting the sector: https://www.intergraf.eu/images/pdf/PYF_Final%20Project%20Re

Recruitment of young people: the process of finding, attracting, training and hiring new people and providing them with the necessary skills and opportunities to work in the printing industry.

Employment of young people: establishing and ensuring the working conditions which can help the industry in retaining young workers.

Issues around staffing from Companies are highlighted in priority order, Requirement for multi skilling, flexible working patterns, retraining existing staff, reduction in staff numbers, recruit staff with different skills, lose staff with traditional skills, outsource non core services.

Part of the Solution…. And of course many bits are being done, but its not enough.

Rebrand the Industry Position print as part of the creative tech and visual communications sector, not just ‘manufacturing’

Emphasise sustainability, innovation, and creativity

Create compelling narratives about impact—print in healthcare, education, marketing, packaging, design, and events etc.

Engage Schools and Colleges Early

Develop programs like "Print in Practice" days.

Partner with design, marketing, IT, and business departments—not just technical colleges. Offer real-world projects, site visits.

Build Stronger University Pipelines

Offer placements for students studying creative media, marketing, IT, business operations. Support industry-specific modules within degrees (print technology, workflow automation, visual marketing).

Sponsor student competitions tied to print campaigns, packaging design, or digital production challenges.

Promote Cross-Sector Entry Points

Identify adjacencies: marketing agencies, logistics, manufacturing, IT services.

Highlight transferable skills: data handling, project management, creative production. Offer conversion programs or fast-track pathways for mid-career switchers.

Use Storytelling & Modern Channels

Social media campaigns showcasing young people succeeding in print.

Podcast series or YouTube content featuring "Day in the Life" in modern print businesses. Leverage platforms like TikTok, Instagram, and LinkedIn for talent attraction.

An Industry with Impact

Few sectors span such a breadth of creativity, technology, and real-world impact. Print helps businesses grow, shapes consumer experiences, and even saves lives in critical sectors. It’s time the industry started telling this story louder.

Conclusion: A Call to Action The print industry’s evolution creates exciting new career pathways—but we need to work harder to spotlight them. By learning from other sectors, embracing a modern narrative, and building stronger bridges into education and adjacent industries, print can close the skills gap and secure its future as a dynamic, enterprising part of the creative communications economy. A centralised and coordinated approach required from al stakeholders with someone taking the lead is required.