How the industry needs to evolve to create a multigenerational workforce
By Danna Drion, General Manager of Marketing & Product Management at Mimaki Europe
The print industry is a technology industry, with innovation at its core and the engine behind a vast array of applications across sectors, from fashion to architecture to signage. In recent years, we have seen the incorporation of cutting-edge AI technology to improve efficiencies, further proving this fact. Yet to the uninitiated, it isn’t seen as one.
In 2017, the BPIF1 found that the average age of a print industry worker in the UK is estimated to be 43, with only 9% of the workforce under the age of 24. Almost a decade on, this ageing workforce is still causing concern of what the future of the industry will look like once experienced professionals retire with no one to impart their knowledge to.
So, with Gen Z entering the workforce, how does the print industry need to change?
Challenging the Perception of Print
With physical media being overtaken by digital media, there’s a widely held assumption by outsiders that print is an outdated industry. When I joined Mimaki Europe from the software and technology industry, with very little knowledge of the print sector, I was astounded by the extent by which print features in our daily lives. To get in front of young talent, the print industry needs to be more transparent about what it is we do, in order to prove it is a viable and varied career path.
As well said by a junior employee at Mimaki, “Print is omnipresent, and it will [be] in the future as well. It’s not something that’s going to [stop], so to define what the future looks like [the younger generation] need to participate in it.”
Print is Everywhere! – Connecting with the Next Generation via Social Media
The younger generations are known to be the most avid users of social media, using it for many things, including in their job search. So, here’s the perfect opportunity to bring your company directly onto their screens. The vibrant, visual nature of print should be used to our industry’s advantage to catch scrollers’ attention and show the creativity and sheer number of applications created by print. Visual platforms like Instagram and TikTok, and more business-centric platforms like LinkedIn, both often frequented by young people, are great to leverage.
While technical know-how is important to show, utilising simplified language can help bridge the gap between the company and the viewer, helping to make the technology less daunting to newcomers.
It is also key to not overlook the importance of showing off good company culture when it comes to the younger generation. Whether that’s a team building exercise or a company dinner, posting about it shines a light on the people behind the prints. And with time and more social media savvy employees in the team, this will help to boost a company’s social media presence even further and appeal to more of the younger generation.
Opening Doors in the Print Industry with Internships
What better way to learn about the industry than by having hands-on experience? Engaging schools, colleges, universities and other education providers and conducting internship and apprenticeship programmes offers the opportunity for young people to be introduced to what is quite a closed and overlooked industry.
However, to make the most of internships, the company needs to ensure there is a mutual benefit to both the company and the individual. Understanding the intern, their strengths and what they want to achieve at your company is key in giving them a positive experience. At Mimaki, we have been running our internship programme successfully for several years, welcoming two to four interns per year who are mentored closely and given the opportunity to shadow different roles within the business. This hands-on exposure helps young people better understand the print industry and its many facets, while also allowing us to bring fresh perspectives into the company.
In some cases, internships have also led to longer-term opportunities within Mimaki. For example, our youngest application specialist initially joined the company as a marketing intern, and as their interest in the technology grew, transitioned into a hybrid role, splitting their time between digital marketing and the application team.
Defining the Future of Print
At Mimaki, we have made a concerted effort to encourage young talent to join the industry – and have seen a push industry-wide too alongside important organisations like Young People in Print driving this conversation of the print industry as a viable career path in schools and universities. Ultimately, a multigenerational workforce mutually benefits all as it doesn’t just provide security for the future of our industry but also forms dynamic teams leveraging their differences to bring new ideas to the table.
Mimaki Europe’s TikTok Takeover
A recent example of this approach is Mimaki Europe’s TikTok takeover led by Jenny Kim, our Digital Marketing Intern. Over the next five months, she will introduce Mimaki technologies to a wider audience via TikTok, while also sharing her experience as a Mimaki intern. As Jenny explains, “TikTok provides room to reach the younger generation and introduce the possibilities and innovation within the industry.” You can watch her first Mimaki Europe TikTok here.
