A Next

Inspiring The Future Print Generation

ccording to a recent survey by the jobsite CareerBuilder, Gen Z workers—those ages 25 and under—continue to be pretty honest about what they are looking for in a job today: higher pay, a flexible schedule and better benefits, in that order. And, if you are reading the room correctly, this same group too often is perceived as lazy, entitled, lacking social skills, phone etiquette and manners, and are addicted to their phones and screens.

What’s a printer to do, right?

Nicholas Alvarez has some thoughts. As head of Operations, Sales, Marketing and Business Development for Alva Printing Graphics Center, Alvarez says that no matter what strategy your company takes, it all comes down to culture.

At its core, today’s work landscape—whether companies want to admit it or not—means one that is flexible, a place where employees have greater choice and control over when, where and how they work. And while not every job can be done away from the office, employees want greater autonomy.

Gen Z has gotten a bum rap. They are hardworking as long as they understand the why behind the what of their position. They want to effect change and want to be heard.”

– Jennifer Turgeon, Strategic Marketing Manager, NextPage

“I believe that our company culture and overall work environment plays a huge role in employee retention,” says Alvarez of the Ontario, California, commercial and web-based printing company. “Furthermore, for new hires, our onboarding and orientation process sets the tone for employees to feel appreciated and valued. A safe work environment is also very important for employees to remain.”

That said, Alvarez says the print industry’s inability to properly reach the next generation of talent will inevitably hurt its chances to woo them into the mix. “Today, more than ever, the print industry needs new and younger talent—future leaders—to sustain the technologically driven path it is heading down. Gen Z is looking for truth, honesty and transparency in everything, including the companies they seek to work for. Rather than watching events unfold, they are willing to call out and take action against anything that differs from these core values. To attract this new generation of workforce, we must ensure our corporate culture and values are aligned with these expectations.”

The print industry can be enticing. With a workforce attracted to and looking for content marketing and creation in the form of videos, graphics and images combined with music and short edits, Alvarez says there are opportunities. To attract the workforce, along with ink on paper print, he believes the printers that succeed will grow into digital advertising agencies and content creation firms that utilize all forms of content and social media.

“This next generation workforce is only going to contribute to our industry if we prove to be a social media marketing and digital content provider,” Alvarez says. “As an industry, we must adopt and promote remote and online communications, via Zoom,

Skype, Microsoft Teams, etc. Gen Z is accustomed to using and prefers this form of communication. To attract them to our workforce, we must strive to incorporate this form of communication, not only internally but with our clients and vendors as well. Gen Z is not looking for perfection in a company, but rather for a company to be genuine and trustworthy.”

Fixing tomorrow, today

This much we know: The pool of available talent as it relates to the printing industry has declined over the years, especially as skilled workers continue to age out. In addition, educational institutions are not doing the industry any favors by focusing on the pathways needed to replenish the troops. The industry needs press operators, bindery, finishing, etc. In addition, too many print companies are too small to have staff that is devoted to developing talent.

But while a lack of developed talent is taking its toll, Jennifer Turgeon believes there is still hope. If attacked properly, the industry can turn the disadvantages into advantages.

“If we can create a unique culture that attracts and engages the next generation of print talent, we will find ourselves at a very specific advantage in the marketplace,” says Turgeon,

Word of mouth. Relationship building. Referrals. Each tactic is one that print professionals can employ to help build the base. The key is that, as a whole industry, the industry must initiate training programs and pathways for the skills it needs. “A person coming out of high school can get a job at a solid printing company before their peers graduate college,” Turgeon says. “They can be making a great wage, working with advanced technology and have no school debt.”

In the swath of stories that paint the Gen Z generation as lazy, unfocused and unmotivated, Turgeon says some of those stereotypes may have been given too harshly. “Gen Z has gotten a bum rap. They are hardworking as long as they understand the why behind the what of their position. They want to effect change and want to be heard. Too often, Baby Boomers don’t see them and discount them. We might say, ‘They live in their parent’s basement,’ or ‘They just don’t work as hard as we did.’ Well, guess what; they are smarter than we ever were. They are brilliant. They value engagement. They value things other than work. The world no longer belongs to the Baby Boomers. It belongs to Gen Z.”

It is in that acceptance—or steps to do that—that the print industry can move forward. The print industry is the original influencer. It is capable of creating works of art and platforms of knowledge that can change the world. Those are the kinds of attributes that are capable of attracting a generation bent on creating change.

“Gen Z has grown up in a world that wasn’t as separated as previous generations,” Turgeon says. “Through technology and population movement, they are more likely to have grown up with people different from themselves. They demand equity. They demand acceptance of unique ideas and unique people. They value relationships. They want to know people are engaged. They want to see owners on the plant floor. They want to engage on their terms. A text message from a senior staff member goes miles. An impromptu conversation is valued. By getting to know them, we show them they are valued.”

In the move to inspire the next generation, the chess pieces are there. It depends on what your next move is.