Competing with Big Brands: How Smaller Print Shops Can Still Win Talent

In today’s competitive hiring landscape, it’s no secret that big-name companies in printing and packaging often have the upper hand—larger budgets, bigger benefits, and brand recognition. But that doesn’t mean small and mid-size print shops are out of the game.

In fact, many candidates are prioritizing culture, flexibility, and opportunity. The key is knowing how to position what you offer in a way that attracts the right people—and keeps them around.

Here are some powerful, low-cost ways smaller shops can stand out and win top-tier talent:

🔹 1. Share Your Story—and Your Values

People want to feel like they’re part of something real. While big companies focus on polished branding, you can offer authenticity.

• Talk about your origin story.

• Share the “why” behind your work.

• Spotlight your commitment to your team and your customers.

Put this on your website, in job postings, and even during interviews. Culture and mission matter more than ever.

🔹 2. Speed Up Your Hiring Process

Big companies often get bogged down in red tape. One of your biggest competitive advantages is agility.

• Respond to applications within 48 hours.

• Simplify the interview process.

• Make an offer quickly when you find the right person.

Speed shows interest—and that can win you great hires.

🔹 3. Promote Growth Opportunities Clearly

Many operators and technicians leave larger companies because they feel stuck. Even if you can’t offer an executive track, show candidates how they can grow with you:

• Crosstrain on other equipment

• Gain leadership experience

• Learn prepress, shipping, or digital workflows

Create a “growth path” document or include real employee success stories in your outreach.

🔹 4. Offer Flexibility (When Possible)

Maybe you can’t beat a competitor’s 401(k) match—but you can offer a more human work experience:

• Flexible start/end times

• Input on scheduling

• Occasional 3-day weekends or "earned Fridays off"

Work-life balance is one of the most cited reasons people leave large organizations.

🔹 5. Involve Your Team in Hiring

Job seekers pay attention to how they’re treated in interviews. One easy way to differentiate?

• Introduce them to team members early

• Let a future coworker give them a tour

• Ask your operators what qualities they’d want in a new hire

Candidates want to feel included—and current employees often help sell the job better than managers can.

🔹 6. Create a Referral Culture

Your existing team is your best recruiting tool.

• Offer referral bonuses (even $250–$500 goes a long way)

• Celebrate when someone brings in a new hire

• Make it easy for employees to share your job openings

People trust people. Especially in trades like flexographic printing and packaging.

🔹 7. Highlight Stability and Respect

Don’t underestimate the power of being a steady, respectful employer.

• Pay on time

• Communicate clearly

• Offer predictability and fairness

Many skilled workers are simply looking for a place where they feel safe, seen, and supported.

Final Thought

You don’t need to outspend the competition to attract great people—you just need to out-care them. When you lead with authenticity, speed, and respect, you show candidates something that money can’t buy: A company they actually want to be part of.