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- Employee loyalty soars when leaders can demonstrate how the careers that they offer can follow a path toward short- and long-term success.
- Business leaders must seek real-life case studies and offer examples of how today’s printed communications can drive marketing results.
- Employees at all levels should feel comfortable sharing ideas and providing feedback on company goals, performance metrics, and even process improvements.
By Karen Kimerer
Introduction
In today’s unpredictable labor market, workforce retention is top of mind for many business owners. It used to seem simple, but employee retention has been complicated by evolving lifestyle preferences and increased competition. Offering a competitive compensation package and an appealing work environment is no longer enough to secure the most talented people in our industry. Without an employee retention strategy, today’s print service providers (PSPs) run the risk of tending to an expensive revolving door and losing valuable business.
By fostering a culture that promotes loyalty and career development, PSPs can build a strong team while also positioning themselves for long-term success. In addition to discussing time-honored practices, this article explores new and innovative ways to attract and retain a high-powered workforce.
A Path Toward Success
Because today’s employees prioritize purpose and growth, attracting and retaining talent in the print industry can feel like an uphill battle. This is highlighted in recent research from the Harvard Business Review (HBR), where survey respondents revealed that conventional practices like making compensation adjustments, offering promotions, and changing job titles have little impact on employee retention. On the other hand, loyalty soars when leaders can demonstrate how the careers that they offer can follow a path toward short- and long-term success. Taking this approach requires a culture of collaboration and transparency.
Providing career path visibility within your company might seem like overly simple advice, but it’s worthwhile to challenge yourself by auditing each position within your organization. To guide your vision, consider your answers to the following questions:
- Is it clear what the role offers? Where are the opportunities to grow and learn?
- Is each career path up to date? Has it been shared with the appropriate parties?
- Have you engaged your more tenured employees and gained their input to ensure that the path is relevant?
When you can demonstrate the short-term and long-term employment experience, employees and prospects will see your commitment to advancing one’s career rather than just attempting to fill a position. In addition, providing a visual of career steppingstones makes it clear that you are hiring with the employee’s purpose and growth in mind. This gives your employees a vision for their future and fosters a better culture. Rather than merely serving as a means to complete a series of tasks, employees become a long-term investment.
A Culture of Innovation
Let’s face it—the printing industry continues to seek a voice and a way to be understood. When it comes to offering a lively culture and exciting career opportunities, PSPs often find themselves standing in the shadows of the high-tech industry with its constant stream of innovations. Sadly, this general lack of enthusiasm can also be found internal to PSPs. All too often, many of those who work in the print industry fail to fully understand the unique value proposition of printed communications. It’s important to regularly showcase the tangible nature of print, its emotional impact, and its enduring role in our digital age.
Innovation can be found in several areas of our industry. Business leaders must seek real-life case studies and offer examples of how today’s printed communications can drive marketing results. Don’t forget to explain your commitment to keeping the print industry relevant and competitive with strategic technological investments and sustainable practices. You can take things a step further by assisting each employee with developing a talk track so they can confidently share their personal purpose in the industry and explain why they chose print as a career.
It’s About Engagement and Recognition
To truly recognize their employees, industry leaders must look beyond employee-of-the-month parking privileges. Perks like this are nice, but employees won’t feel loyal to your team if the recognition stops after they park their car.
Today’s employees crave harmony between their careers and their families. The opportunity to occasionally work from home might be appreciated, but not all jobs can be handled remotely and few would argue that collaboration occurs more naturally in person. Even so, this shouldn’t eliminate the possibility for flexible work arrangements, competitive benefits packages, and programs that promote general well-being. A happy and healthy workforce is more likely to be dedicated and productive.
A well-designed employee recognition program can go a long way in keeping spirits high and motivation strong. Acknowledging achievements, big or small, demonstrates that the company values its employees' contributions. Celebrating team and individual successes, whether through company outings, team lunches, or a simple public shout-out reinforces positive behaviors and keeps morale high. Catching employees doing things the right way and offering praise or small rewards may not seem like much, but this small amount of motivation can make a big difference in the long run.
Investing in employee growth is also an investment in a company's future. Providing opportunities for employees to develop their skills through training programs, workshops, or industry conferences keeps them engaged and ensures that your company has a well-rounded and knowledgeable workforce. Promoting from within whenever possible sends a strong message to employees that there's a clear career path in place. Mentorship programs, where experienced employees guide and support newer team members, can provide invaluable support and pave the way for future leadership.
The Cornerstones of Success
In the high-pressure environment of print services, a strong company culture and a cohesive team are the cornerstones of success. They contribute directly to efficiency, exceptional quality, and most importantly employee satisfaction. Additional examples of how PSPs can cultivate a thriving work environment include deliberately practicing transparency and shared purpose. One of the biggest disconnects in businesses of all sizes is the lack of purpose and vision.
Regular team meetings are a must if you hope to communicate your company’s vision. Whether they occur weekly or bi-weekly, these gatherings help ensure that everyone is on the same page. Discussions should cover ongoing projects, key challenges, and of course, success stories. Building on this foundation, open communication is paramount. Employees at all levels should feel comfortable sharing ideas and providing feedback on company goals, performance metrics, and even process improvements. A clearly defined company vision and a list of core values act as a guiding light. When each team member understands how their role contributes to the bigger picture, this fosters a sense of purpose and motivation.
The old saying that collaboration is king rings true when establishing a culture of loyalty. Breaking down departmental silos is crucial for a PSP to function at its peak. Cross-training programs where employees gain exposure to different aspects of the business, from sales and design to production, can build an understanding and appreciation for others’ roles. Taking collaboration a step further, assigning projects that necessitate teamwork across departments is highly effective. Not only does this approach improve project outcomes, but it also strengthens relationships and fosters a sense of camaraderie among colleagues. Organizing team-building activities outside of the traditional work environment can also build trust and rapport. Social outings or volunteering projects can be a fun and rewarding way for team members to connect on a personal level.
By adopting these strategies, PSPs can create a dynamic and positive work environment. A company culture that values open communication, teamwork, and employee growth will ultimately deliver more efficient and effective operations, and your team will be truly invested in your company's success.
The Bottom Line
We all know that our customers’ needs continue to evolve, but the same is also true for our employees. Making a change is always a challenge, but it can lead to a tremendous amount of opportunity. By fostering a culture of loyalty, PSPs can retain top talent while also igniting a passion for the unique and enduring power of printed communications. This journey involves focusing on career development, showcasing the value proposition of print, and celebrating achievements big and small. Remember, loyalty is a two-way street. By investing in your employees' growth and well-being, you'll cultivate a team that's not only skilled but deeply invested in the future of print. Embrace transparency, collaboration, and a shared purpose, and together, you and your employees can create a future that's not just successful, but truly inspiring.
As part of the Business Development Strategies Consulting Service at Keypoint Intelligence, Karen Kimerer has experienced the many challenges of expanding current market opportunities and securing new business. She has developed a systematic approach to these opportunities, addressing the unique requirements of becoming a leader in our changing industry.
