Navigating the Evolving Hiring Landscape in the Printing and Packaging Industry for 2026

By- Shannon Polaski Buchholz

The printing and packaging industry is facing a hiring environment that is both familiar and rapidly changing. As 2026 unfolds, companies across North America are encountering challenges and shifts that demand new strategies and fresh thinking. From the persistent shortage of skilled operators to a surprising surge in sales and customer-facing roles, the industry’s workforce needs are evolving in ways that affect every part of the business.

This post explores the key trends shaping hiring in printing and packaging this year, drawing on insights from conversations with converters, printers, plant managers, and candidates. Understanding these shifts can help companies adapt their recruitment efforts and build stronger teams for the future.

Press operator working on packaging machinery

Press operators remain critical to production despite automation advances

Operators Remain the Hardest Role to Fill

One clear trend in 2026 is the ongoing difficulty in hiring experienced press operators. Whether the press is flexo, digital, offset, wide web, or narrow web, companies are competing fiercely for a limited pool of skilled workers. This shortage is not easing.

Several factors explain this persistent gap:

• Aging workforce: Many experienced operators are nearing retirement, and fewer young workers are entering the field.

• Higher skill requirements: Automation has not replaced operators but increased the technical skills needed to run modern presses.

• Increased competition: Multiple companies often pursue the same candidates, leading to counteroffers and quick interview turnarounds.

• Willingness to train: Some facilities are hiring candidates with less traditional experience, focusing on reliability and potential rather than perfect backgrounds.

  
  

The role of the press operator has shifted closer to that of a technician. Operators must understand complex machinery, troubleshoot issues, and maintain quality standards. This means companies must rethink their hiring and training approaches to attract and retain talent.

Growth in Sales and Customer-Facing Roles

A notable change in 2026 is the rise in hiring for sales and customer-facing positions. This shift reflects a broader industry focus on securing consistent work rather than just producing it.

Reasons behind this trend include:

• Pricing pressure: Companies face tighter margins and need skilled salespeople who can negotiate and maintain profitable contracts.

• Industry consolidation: Larger players demand more proactive customer management to protect market share.

• Demand uncertainty: Sales teams help smooth out volume fluctuations by building strong client relationships.

• New roles emerging: Territory sales reps, account managers, estimators, and technical sales specialists are in higher demand.

  
  

Printers and converters now see production capacity as only part of the equation. Without steady orders, even the most efficient plant cannot thrive. Hiring is shifting from reactive staffing for production to proactive roles focused on revenue growth.

Automation and Technology Impact Hiring Needs

While automation has not replaced operators, it has changed the skills required on the shop floor. Modern presses integrate digital controls, sensors, and software that demand technical know-how.

This means:

• Operators must be comfortable with technology and troubleshooting.

• Training programs need to include digital skills alongside traditional press operation.

• Companies may invest in upskilling current employees to meet new demands.

  
  

Automation also affects other roles. For example, estimators and sales specialists benefit from tools that provide real-time data on costs and production capacity, enabling better customer communication.

Strategies to Address Hiring Challenges

Given these trends, companies can take several steps to improve their hiring outcomes:

• Expand recruitment channels: Look beyond traditional sources to find candidates, including vocational schools, military veterans, and career changers.

• Offer training and development: Build programs that develop skills on the job, especially for operators transitioning to technician roles.

• Enhance employee retention: Focus on workplace culture, career paths, and competitive compensation to keep valuable staff.

• Invest in technology: Use automation and software to support employees and increase productivity, making roles more attractive.

• Strengthen sales teams: Hire and train sales professionals who understand the technical side and can build lasting client relationships.

  
  

The Importance of Adaptability in Hiring

The printing and packaging industry’s hiring landscape in 2026 is a mix of ongoing challenges and new opportunities. Companies that adapt their recruitment and workforce strategies will be better positioned to meet demand and grow.

By recognizing the critical need for skilled operators, embracing the rise of sales roles, and integrating technology thoughtfully, businesses can build teams that support both production and revenue goals.