As many industry experts have illustrated, the workforce will be label and package printing converters’ biggest challenge in the future. During FTA FORUM INFOFLEX, held May 4-7, 2025, in Pittsburgh, PA, a dedicated panel of experts explored the issues facing the print manufacturing industry, along with possible solutions and initiatives to remedy the challenge.

Brad Gasque, technical marketing leader at DuPont Cyrel Flexographic Solutions, conducted a panel, entitled, “Bridging the Talent Gap: Recruitment Strategies in Package Printing,” which featured Carrie Aaron, general manager at Hub Labels, Steve Davis, president at Tapecon, and Bettlyn Krafft, executive director at the Phoenix Challenge.

According to Gasque, the manufacturing industry is facing an employee crisis – especially in flexography. As of 2017, 25% of the manufacturing workforce was 55 or older. Plus, 59% of frontline workers over 55 plan on retiring in the next five years.

The Phoenix Challenge has been instrumental in boosting the workforce of the future. The foundation has been designed to preserve the future of flexo. The PCF’s group of volunteers educate the general population of students in high school and college programs. Plus, the PCF is responsible for running the competitions, and it has distributed $95,000 in scholarships over the years.

“We have brought students straight from high schools into the workforce,” explained Krafft. “We’ve also brought them into 2-year and 4-year college institutions. When you hire a student out of our program, you know they have a work ethic next to none.”

Meanwhile, Hub Labels has undertaken numerous initiatives to grow its label converting business. Hub Labels has actively been involved in youth apprenticeships in the state of Maryland and community outreach. Hub Labels has also worked with home-schooled students to teach them about the print manufacturing industry. From a support standpoint, Hub Labels is leveraging AI to help employees with training – implementing chatbots into SOPs.

“The future workforce wants to have purpose,” said Aaron. “Do you give back to your community? We do different events at Hub Labels, and we give employees paid time to participate in these events. They get volunteer time toward whatever non-profit they want to volunteer for. Not only does it make your employees happy, but it gets your name out in the community.”

Print businesses must illustrate a career path for the next generation. Those prospective employees want to see a vision for the future.

“If you can’t show a career path, you’re going to have a hard time retaining individuals,” added Aaron. “They want to see where they’re going. We want to invest in our employees as much as possible, even if they go on to somewhere else. The mindset of manufacturing is that of a dirty and disgusting work environment, but it’s not. You need to show them what’s there.”

Retention strategies

Hub Labels has also invested in numerous retention strategies, from an on-site gym to financial experts who can work with employees.

“You want to be the employer of choice and do something that sets you apart,” stated Aaron. “It doesn’t always have to be money. Be flexible with schedules. We bring in trainers to teach workout classes and nutritionists to teach about healthy eating. We brought a financial person in to show employees how to be responsible with their finances. We even try to support customers and have socials at their facilities. We try to make work fun.”

“I think there are multiple options out there, but you just have to think out of the box,” added Krafft. “We’re not educating our students that print is a great industry. We need people going to schools in their industries to show that this is an awesome opportunity and career path.”

FTA has invested resources into this challenge, but the initiative must become more localized. “We have national organization, like here at FTA, but we need region and local organization,” remarked Davis. “We need employer buy-in and engagement. Assign a resource from your organization to help build your programs. We need to get some small wins at the local level.”

Company culture

Company culture is also critical. “Culture in a company is one of the most important things, and I don’t think people realize how big a role it plays,” noted Krafft. “You spend most of your day at work, so your work family and work environment is probably the top thing companies have to work on.”

“You need to create an environment where employees feel heard,” added Aaron. “Not every employee wants to be in a committee; and that’s okay, embrace them where they are. Thomas [Dahbura, president of Hub Labels] will always say, ‘If you’re just touching one employee,’ that translates to success.’ It can be as simple as giving your employees a high-five and letting them know they’re doing a good job.”