It is a question that concerns many companies in the print and media industry: How can we attract and retain young talent and skilled workers? Part of the answer lies in dealing with the outdated ideas many people have about the industry. Print has changed dramatically in recent years and has developed into a professional field full of unimagined diversity. On the one hand, this cries out to be communicated: the graphic arts industry as an attractive, modern, dynamic professional field. On the other hand, employment in the industry now requires more digital skills, for example. WE.ARE.SMART competence and an overall broader range of skills. This is where companies in the sector need to take action and ask themselves: Are we doing enough to retain skilled workers in the context of further and advanced training? And are we ourselves equipped with the knowledge and skills required today? Or is there a need to catch up? We take a look at creative solutions that companies and organizations can use to tackle the skills shortage and strengthen the industry at the same time.

The youth of today - the skilled workers of tomorrow 

The shortage of skilled workers is known to be exacerbated by demographic change. This makes it urgently relevant to get young people interested in the graphic arts industry. The first step is as simple as it is obvious: Companies need to be present where young people are. Whether in the real world, for example through cooperation with vocational schools/schools and universities, or in the virtual world on social media such as Instagram and TikTok, but also on LinkedIn, Xing etc., companies need to be present where young people are. But presence alone doesn't get you there - it's the appearance that counts. In order to design this in such a way that it is not simply ignored or scrolled away, but leaves an impression, it is important to understand younger generations - their values, wishes, needs, goals and, last but not least, their language. A serious, in-depth discussion sends a signal: We are interested in what you are interested in. In a nutshell, this means flexibility, individuality, diversity, freedom and fun on the one hand, but also security, sustainability, meaningfulness and career and development opportunities on the other. All of this is high on the list of Generation Y and Z . On closer inspection, what in some cases seems almost impossible to reconcile merely requires new, unfamiliar ways of doing things, for which companies may have to leave their previous comfort zone. This may be uncomfortable at first, but it is unavoidable if there is genuine interest in new talent. Finally, just as the print industry suffers from the prejudice that it is an outdated, dying industry, the younger generation has to contend with the prejudice that it is effeminate and lazy. This is quite simply wrong. This has now been confirmed by the Youth in Germany 2023 study. Young people simply have different needs and demands when it comes to the workplace, its design and atmosphere. How could it be otherwise - people change with the times. The survey showed that young people are highly motivated and willing to perform! They just need to be met where they are.

An important aspect here, especially with regard to employee training: the courses must be motivating and appealing. Because - as we probably all remember from our own school and training days - the key to success is having an interest in the subject matter and enjoying learning. For this reason, it makes sense to use innovative methods such as interactive workshops, virtual training or gamified approaches. Of course, it should be considered in advance which generation of employees is to be addressed and which specialist area is involved. Similar to design, "form follows function" applies here, so to speak.

Networking and cooperation with other companies in the print industry can also be a useful step in the context of further training in the sense of an "exchange of expertise". There are also very specific qualifications for career advancement in the graphic arts industry: Bachelor Professional as a media specialist or industrial foreman specializing in print media, print and media technician, print engineer and, more recently, Bachelor and Master in print and media technology. The print and media associations also offer preparatory courses for master craftsmen and media specialists in cooperation with the chambers of industry and commerce. (Source www.bvdm-online.de) Continuous further training for companies and employees is essential in order to remain competitive and to strengthen the entire industry in the long term. After all, well-trained and highly qualified specialists who enjoy and are interested in what they do are the foundation for success. Last but absolutely not least, efforts to further develop the company as well as to provide suitable offers for employees signal interest, self-reflection and aspirations for the future, which can have a positive effect on employee retention. Because, of course, it must also be about retaining good specialists! 

Underdog diversity 

Diversity is everywhere. That's a good thing! - And not just a human benefit, but also a business advantage. A diverse industry can only benefit from "diverse employees". A diverse workforce - regardless of age, origin, gender or experience - brings with it a multitude of perspectives and ideas that can enrich and strengthen a company's innovative strength - all the more so in a creative sector such as the graphic arts industry. Companies would therefore do well to open up and consider measures to promote diversity and inclusion to ensure that all voices are heard and valued. 

Walking wonder 

The skills shortage in the print and media industry may be a challenge, but it is not an insurmountable hurdle. In new, creative approaches, investment in training and development, and the promotion of diversity and inclusion, a transformation full of wonders and opportunities awaits, from which the industry can emerge stronger and move confidently into the future. It's time to find, create and seize the opportunities. Are you on board? Both companies and individuals will find WE.LOVE.PRINT is a platform that makes educational and development offers faster and easier to access. WE.LOVE.PRINT offers companies the opportunity to purchase suitable training programs for their employees. All interested parties have access to offers that specialize in the requirements of the graphic arts industry today and in the future. Whether it's training employees in new technologies or expanding their expertise in areas such as sustainability, marketing or production - on WE.LOVE.PRINT is the right further education offer within clicking distance, without any tedious research.