Future Workforce

Supply chain issues abound. While the immediate focus is on the paper shortage, the other crisis is the labor supply chain.

Supply chains only work to the extent that there are no kinks in the chain. In the case of labor, not only is there a shortage of raw material (potential workers), but there is also an erosion of manufacturing (e.g., printing and other graphic communication educational programs).

As has been broadly documented, the current labor shortage actually started a few years ago as following generations came of working age but with smaller populations. The pandemic created a period in which many workers had “free” time to consider their career aspirations, and many decided to make a change.

In the pre-pandemic years, the number of printing programs were in decline due to lack of interest and budget. We have been unsuccessful in attempts to reverse this trend. It appears that the latest casualty is the well-known graphic communications program at the University of Wisconsin-Stout. How can we expect administrators to fund programs, at any level, if there are no bodies in seats? Clearly, if we do not find a remedy, our fate is predetermined.

 

So, what are we to do? The key is attracting people, the first link in the chain. We have to get beyond and ahead of such things as merely offering scholarships, because while they certainly help students already interested in the industry as a career, they are only as good as there are interested people. The problem is that we are not attracting enough “interested” people.

On one hand, trade associations, like mine, need to fulfill our charter to promote the industry. We do not need to tell the industry about its great value. We need to address the public, young and old, and explain just how essential printing is to their daily lives. Let’s face it, we actually had to convince government officials that the same people that they were relying on to print ballots were essential businesses.

I have talked to leaders in a couple of 2- and 4-year graphic communications programs in California. The evidence is that the initial draw is not to printing but to graphic arts or graphic design. However, the programs that include an introduction to printing in the curriculum see a certain set of students become interested in the actual production of art. These students will likely find their way into industry.

Many would quickly say that these students are but a drop in the bucket, and the shortage is in entry-level candidates. These young people are going to originate from our high schools. To make an impact, printers have to proactively create local outreach activities. How many high schools and career technical education programs are in your local area? How many know you exist? How many counselors know the industry exists? After all, the U.S. Bureau of Labor Statistics does not.

We pursue customers through various targeted marketing campaigns. Printers need to consider grassroots efforts to market the industry in their local communities.

If you believe in the industry, “Go tell it on the mountain!” Find the graphic art teachers. Invite them and their students to tour the plant to see how their creation comes to life. We have to challenge and excite students to envision their creation as a package, display or brochure. Fine arts are hung on a wall or displayed in small settings seen by small numbers. Conversely, the product of the printing industry is seen by large communities creating sensory impact. But here I am preaching to industry.

Print is not dead! It is a bit dormant, waiting to spring to life. There is a story to be told, but it has to be told to the “uninitiated.” I have found great storytellers to be employees. Most take pride in what they do and, when given the chance, blossom in front of small crowds. Many have worked in the shadows and enjoy the chance to shine. Their energy is addictive.

How many printers survey their employees to find out the names of the high schools in their community? How many ask these employees if they have children enrolled in a high school with a graphic arts program? Do they have a career day? Would they be interested in a tour? This is really a grassroots effort that requires some time but not large amounts of money.

In today’s world, we provide multichannel marketing to our customers to help them attract their customers. It is time that we, trade associations and printers, use the same marketing techniques to attract our “desired” customer … next generation workers.

The ammunition to promote the industry is in your hallways and buildings and on your production floor. It is high time to seek audiences. Print is all around us. We need to build public awareness of its value in order to build attraction. We need to demonstrate that printing is not the archaic ink-under-the-fingernails process it was decades ago; it’s a hi-tech business.

Strangely, print is not obvious even though it surrounds us in almost everything we do. Let’s help make it more obvious. Let’s help students and parents imagine a world without print, and then give a challenge them to ensure that doesn’t happen!