What are the career pathways for young people thinking about getting into print? We recently caught up with Sonia Dench, GM at Spectrum Print, to glean her thoughts on the topic…
It’s no secret that print has experienced some challenges in recent times. Many of us had to rally to re-establish connections and stay relevant post-COVID, dealing with it’s fallout on our businesses and that of our customers. However, as part of navigating this, we are experiencing a new and unexpected challenge—people. More specifically, where are the young people wanting to enter the world of print? And how do we entice them into the industry?
A career in print
Print is evolving, continually adapting to market demands. As a form of communication, print is everywhere. Becoming a printer is both vibrant and challenging. Providing an opportunity to work with cutting-edge technology and experienced professionals keen to share their knowledge. There are multiple pathways including sheet or web offset, small and large format digital, screen and label printing and packaging. All are evolving and provide opportunities for ongoing upskilling. Training is in the form of an apprenticeship, working in-house, alongside a ‘seasoned expert’ who will support your journey. And you get paid to learn!
Customer-facing
However, being an apprentice printer is not the only pathway in the print industry. Another excellent career avenue is working on the customer-facing side of the business as an account manager. An account manager’s primary responsibility is to serve as the liaison between the printer and the client. This could be an enduser such as a marketing manager, business owner, project manager or designer.
Part communication role, part problem-solving, an account manager has to find solutions in response to the customer’s expectations, and keep them informed about their project. To be a successful account manager, you need to be able to:
- juggle multiple projects,
- possess excellent interpersonal skills and
- maintain a high level of attention to detail.
Additionally, having an understanding of both sides of the print industry—trade and creative—is valuable. Even at a basic level, understanding what both a printer and designer does means an account manager can navigate the challenges on both sides, and add value to a project by making informed suggestions. Because print works best when both sides work together.
In-house design
Lastly, a third career avenue, particularly relevant for recent design graduates, is to work within the art team at a printery. Most large print firms have in-house design and artwork teams tasked with producing work for clients and performing prepress tasks. An in-house design role at a printery can provide a wealth of knowledge and skills about the technical aspects of print. This can prove valuable in future career prospects. As the world has shifted into a predominantly digital space, young designers with solid print artworking skills are becoming increasingly rare—and very employable.
A career for the next generation
For the industry, a key challenge is engaging the next generation and encouraging them to consider the sector as a viable career path. Part of achieving this involves the industry recognising that this is the first generation to grow up with a digital, rather than print, mindset. The good news is that, when shown the process and taught about its nuances, they are often very receptive to the physical nature of print and the crafting involved. It is so different to the digital world they grew up in.
Connecting with the next generation requires effort. Specifically in educating them about print— its strengths as a form of media and a marketing tool, developing an appreciation for its permanence, sustainability from an environmental perspective, and the process and craft involved. Importantly, we should not assume they naturally understand print to the same degree as previous generations. The industry also needs to highlight the continued relevance of print in a world that is increasingly full of rapid-fire digital messaging of low perceived value. Print can be a high-value disruptor.
Coming back to job-seeking. If you are committed, engaged, eager to learn, and a good team player with a desire to deliver the best work, now is a great time to get on board in Print. An industry that can offer a long and rewarding career.
BJ Ball would like to thank Sonia Dench, General Manager @ Spectrum Print (Christchurch), for sharing her thoughts.
For more information on Spectrum—go to: //spectrumprint.co.nz
Photos by Marty Anderson @ Outside the Square Creative (Christchurch)
