5 Skills Gaps and Shortages
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Skills Gaps and Shortages
A skills 'gap' implies an area where individuals within the existing workforce have lower skill levels than are necessary to meet business or industry objectives, or where new entrants lack some of the skills required for them to perform effectively. A skills 'shortage' is where there is a lack of adequately skilled individuals in the labour market.35.
Skills Gaps
Across the industry as a whole, perhaps the most significant gap is in the use of digital technology and knowledge of digital workflow. While many new entrants come with a good foundation of the necessary digital skills, there are many experienced practitioners within the industry who have not yet made the move to digital, and are thus at risk of being left behind. This may be a generational issue that will disappear in time - with younger practitioners being likely to have a much stronger understanding of new technologies and be more able to adapt to the speed with which they change. Nevertheless, older practitioners, especially those in management positions, still need a good working knowledge of developing technologies to enable them to communicate with others and to inform planning and buying decisions.
There are equally concerns that even practitioners who are familiar with digital may lack a wider appreciation of the overall workflow and their place within it - something that is essential for the efficient production of high-quality images. Also, new entrants are felt often to lack many of the essential basic Photo Imaging skills, as well as general work-readiness. Thus although the digital skills gap may be partially addressed by new entrants, a second gap is emerging in the (often more important) underlying skills.
Amongst new entrant Photographers, basic photography skills - the fundamental principles of image capture and camera use - are felt to be lacking, as are their application to digital photography. It is felt that many photography students are being taught digital skills without first having learnt the underlying photographic theory. Indeed, ensuring photography courses still teach basic photography craft skill is reported to be amongst the top priorities of the industry36.
There is also felt to be a lack of business survival skills amongst new entrants - particularly, negotiating skills, an awareness of the value of the work produced and an understanding of copyright and how to protect it. There is anecdotal evidence37 that many young Photographers are giving away too many of their rights - which is ultimately having a detrimental knock-on effect to the whole industry as end-users change their expectations of what they are entitled to own. However, it should be noted that this is often the result of large client organisations making excessive contractual demands, so while it is a skills issue for Photographers, there is also a need to educate end-users on what is morally and ethically reasonable to ask for.
Amongst both new entrants and established Photographers, a significant gap is in the use of digital equipment - especially in terms of the knowledge necessary to obtain good quality image capture from a digital camera. Post-production colour management skills are also felt to be lacking. This is particularly noticeable with digital - with Laboratories reporting that the expectations of how much it is possible to "rescue" from poorly exposed images are far removed from the reality of what is possible38 .
Amongst Picture Libraries and Agencies there is particular concern, in common with many other industries, that even the most basic business skills - such as how to take a message - are frequently missing from new entrants.
Amongst Prolabs, there are concerns that the industry is losing vital underpinning skills as digital technology replaces many traditional functions. In particular, traditional hand-printing skills, which despite reduced need are still considered to be an important foundation, are being lost. There is also felt to be a gap between the computer skills necessary to work in a digital environment, and the skills necessary to produce a good image. There is a need to bring together the traditional printing skills and modern Photoshop image manipulation skills.
For many Minilabs, increased staff turnover - caused in particular by low pay and a lack of confidence in the future of D&P - has led to a generally less experienced workforce and hence larger skills gaps. This has been compounded in some of the bigger retail chains that provide D&P as part of a wider (not necessarily photo imaging specific) service, by the integration of lab staff with general store staff, leading to experienced staff frequently being required to work elsewhere and retail staff being drafted in to work in the labs, despite having no previous knowledge.
Product knowledge and sales skills appear to be significant gaps amongst many Photo Retailers. There is concern that sales staff are frequently unable to answer questions from customers, or offer advice, particularly relating to digital imaging and technologies, or appreciate the difference between features and benefits. In addition, customers can be more demanding, as amateur Photographers tend to be more informed - if not always fully understanding - of the technology, and as the increase in quality available from high-street Minilabs attracts some professionals away from the Prolabs, perhaps without appreciating the increased knowledge the latter may offer.
Sales-closing skills and general retail skills, such as store management, window display and consumer law, also appear to be lacking. Indeed, inattentive sales staff and poor quality store managers are reported to be significant barriers to purchases across the retail industries as a whole39 . As a result, local dealers are losing out as customers choose to buy from the cheapest - often internet-based - outlets40 .
Across the sector as a whole, marketing appears to be the largest non-specialist skills gap41 , albeit a less significant issue for Manufacturers. Sales, financial, book keeping, personnel and general management skills are also reported to be needed across the industry, although there are variations in demand between sub-sectors. Figure 4 below shows the non-specialist skills needs of the different Photo Imaging sub-sectors, as reported by Skillset's 2005 Employer Survey. The dominance of marketing as a skills gap is felt to be indicative of the industry's need (and desire) to raise its profile generally.
Skills Shortages
There appears to be no shortage of people wanting to get into 'Photography' as a career. However, the concern is that too few of these are the right people, with the right skills, to benefit the industry and themselves. In particular, the market for actual Photographers is already overcrowded and there is low awareness amongst prospective entrants about the range of other jobs the industry offers (and which may be more suited to them - not everyone has what it takes to be a successful photographer).
A need has been identified for the Assistant role to be promoted to new entrants as a career in its own right, so that there is wider understanding that one can be a 'Professional Assistant' without implying 'failed Photographer'.
Amongst Libraries and Agencies, particular difficulties are reported in recruiting good Keyworders. Despite the title, this job does require a fairly high level of skill and, in particular, knowledge of the Library, its collection and its markets, as well as a high standard of written English. However, it is typically a first job after graduation and, even though Keyworders are needed in large numbers, there is often a high level of staff turnover.
There is a need to raise awareness of Picture Librarians and Researchers in order to encourage new entrants into these roles. In particular, there is reported to be an urgent requirement for highly trained, visually literate Picture Researchers from traditional art and history backgrounds, who have a good eye for images, a solid understanding of digital imaging and a comprehensive knowledge of original sources of pictures42 . A contributing factor to recruitment problems, however, may be that the sector is generally only able to offer low wages, with practitioners tending to be driven by a passion for the subject.
A further need has been identified to demystify the Sales function within Libraries and Agencies in order to attract recruits, changing perceptions away from it being seen as an unpleasant task to one that involves marketing, negotiation, customer care and consultation43.
Other recruitment problems have been reported by the Photo Retail sub-sector, where low wages tends to lead to competition for recruits from retailers in other sectors, who may be able to offer greater benefits.
Although the industry as a whole is experiencing frustration with the issues detailed above, nevertheless, there appears to be a general enthusiasm and willingness among many of the more proactive employers to address these problems head on and seek practical solutions. It is hoped that Skillset's contribution may prove useful to this aim.
35 Both definitions from Skills For Tomorrow's Media, September 200
36 Photo Imaging Employer Survey 2005, Pye Tait for Skillset, September 2005
37 Skillset Photographers and Picture Libraries Focus Groups, July 2005
38 Skillset Prolabs and Manufacturers Focus Group, July 2005
39 What's Killing Sales On The High Street Today, Alison Clements, Retail Performance Specialists, 2005
40 Training Your Staff To Generate More Sales Can Make A Big Difference, PIXEL, 18th April 2005
41 Photo Imaging Employer Survey 2005, Pye Tait for Skillset, September 2005
42 How To Do It, Montage, Spring 2005
43 Skillset Picture Libraries Focus Group, July 2005
Skills Gaps and Shortages
A skills 'gap' implies an area where individuals within the existing workforce have lower skill levels than are necessary to meet business or industry objectives, or where new entrants lack some of the skills required for them to perform effectively. A skills 'shortage' is where there is a lack of adequately skilled individuals in the labour market.35.
Skills Gaps
Across the industry as a whole, perhaps the most significant gap is in the use of digital technology and knowledge of digital workflow. While many new entrants come with a good foundation of the necessary digital skills, there are many experienced practitioners within the industry who have not yet made the move to digital, and are thus at risk of being left behind. This may be a generational issue that will disappear in time - with younger practitioners being likely to have a much stronger understanding of new technologies and be more able to adapt to the speed with which they change. Nevertheless, older practitioners, especially those in management positions, still need a good working knowledge of developing technologies to enable them to communicate with others and to inform planning and buying decisions.
There are equally concerns that even practitioners who are familiar with digital may lack a wider appreciation of the overall workflow and their place within it - something that is essential for the efficient production of high-quality images. Also, new entrants are felt often to lack many of the essential basic Photo Imaging skills, as well as general work-readiness. Thus although the digital skills gap may be partially addressed by new entrants, a second gap is emerging in the (often more important) underlying skills.
Amongst new entrant Photographers, basic photography skills - the fundamental principles of image capture and camera use - are felt to be lacking, as are their application to digital photography. It is felt that many photography students are being taught digital skills without first having learnt the underlying photographic theory. Indeed, ensuring photography courses still teach basic photography craft skill is reported to be amongst the top priorities of the industry36.
There is also felt to be a lack of business survival skills amongst new entrants - particularly, negotiating skills, an awareness of the value of the work produced and an understanding of copyright and how to protect it. There is anecdotal evidence37 that many young Photographers are giving away too many of their rights - which is ultimately having a detrimental knock-on effect to the whole industry as end-users change their expectations of what they are entitled to own. However, it should be noted that this is often the result of large client organisations making excessive contractual demands, so while it is a skills issue for Photographers, there is also a need to educate end-users on what is morally and ethically reasonable to ask for.
Amongst both new entrants and established Photographers, a significant gap is in the use of digital equipment - especially in terms of the knowledge necessary to obtain good quality image capture from a digital camera. Post-production colour management skills are also felt to be lacking. This is particularly noticeable with digital - with Laboratories reporting that the expectations of how much it is possible to "rescue" from poorly exposed images are far removed from the reality of what is possible38 .
Amongst Picture Libraries and Agencies there is particular concern, in common with many other industries, that even the most basic business skills - such as how to take a message - are frequently missing from new entrants.
Amongst Prolabs, there are concerns that the industry is losing vital underpinning skills as digital technology replaces many traditional functions. In particular, traditional hand-printing skills, which despite reduced need are still considered to be an important foundation, are being lost. There is also felt to be a gap between the computer skills necessary to work in a digital environment, and the skills necessary to produce a good image. There is a need to bring together the traditional printing skills and modern Photoshop image manipulation skills.
For many Minilabs, increased staff turnover - caused in particular by low pay and a lack of confidence in the future of D&P - has led to a generally less experienced workforce and hence larger skills gaps. This has been compounded in some of the bigger retail chains that provide D&P as part of a wider (not necessarily photo imaging specific) service, by the integration of lab staff with general store staff, leading to experienced staff frequently being required to work elsewhere and retail staff being drafted in to work in the labs, despite having no previous knowledge.
Product knowledge and sales skills appear to be significant gaps amongst many Photo Retailers. There is concern that sales staff are frequently unable to answer questions from customers, or offer advice, particularly relating to digital imaging and technologies, or appreciate the difference between features and benefits. In addition, customers can be more demanding, as amateur Photographers tend to be more informed - if not always fully understanding - of the technology, and as the increase in quality available from high-street Minilabs attracts some professionals away from the Prolabs, perhaps without appreciating the increased knowledge the latter may offer.
Sales-closing skills and general retail skills, such as store management, window display and consumer law, also appear to be lacking. Indeed, inattentive sales staff and poor quality store managers are reported to be significant barriers to purchases across the retail industries as a whole39 . As a result, local dealers are losing out as customers choose to buy from the cheapest - often internet-based - outlets40 .
Across the sector as a whole, marketing appears to be the largest non-specialist skills gap41 , albeit a less significant issue for Manufacturers. Sales, financial, book keeping, personnel and general management skills are also reported to be needed across the industry, although there are variations in demand between sub-sectors. Figure 4 below shows the non-specialist skills needs of the different Photo Imaging sub-sectors, as reported by Skillset's 2005 Employer Survey. The dominance of marketing as a skills gap is felt to be indicative of the industry's need (and desire) to raise its profile generally.
Skills Shortages
There appears to be no shortage of people wanting to get into 'Photography' as a career. However, the concern is that too few of these are the right people, with the right skills, to benefit the industry and themselves. In particular, the market for actual Photographers is already overcrowded and there is low awareness amongst prospective entrants about the range of other jobs the industry offers (and which may be more suited to them - not everyone has what it takes to be a successful photographer).
A need has been identified for the Assistant role to be promoted to new entrants as a career in its own right, so that there is wider understanding that one can be a 'Professional Assistant' without implying 'failed Photographer'.
Amongst Libraries and Agencies, particular difficulties are reported in recruiting good Keyworders. Despite the title, this job does require a fairly high level of skill and, in particular, knowledge of the Library, its collection and its markets, as well as a high standard of written English. However, it is typically a first job after graduation and, even though Keyworders are needed in large numbers, there is often a high level of staff turnover.
There is a need to raise awareness of Picture Librarians and Researchers in order to encourage new entrants into these roles. In particular, there is reported to be an urgent requirement for highly trained, visually literate Picture Researchers from traditional art and history backgrounds, who have a good eye for images, a solid understanding of digital imaging and a comprehensive knowledge of original sources of pictures42 . A contributing factor to recruitment problems, however, may be that the sector is generally only able to offer low wages, with practitioners tending to be driven by a passion for the subject.
A further need has been identified to demystify the Sales function within Libraries and Agencies in order to attract recruits, changing perceptions away from it being seen as an unpleasant task to one that involves marketing, negotiation, customer care and consultation43.
Other recruitment problems have been reported by the Photo Retail sub-sector, where low wages tends to lead to competition for recruits from retailers in other sectors, who may be able to offer greater benefits.
Although the industry as a whole is experiencing frustration with the issues detailed above, nevertheless, there appears to be a general enthusiasm and willingness among many of the more proactive employers to address these problems head on and seek practical solutions. It is hoped that Skillset's contribution may prove useful to this aim.
35 Both definitions from Skills For Tomorrow's Media, September 200
36 Photo Imaging Employer Survey 2005, Pye Tait for Skillset, September 2005
37 Skillset Photographers and Picture Libraries Focus Groups, July 2005
38 Skillset Prolabs and Manufacturers Focus Group, July 2005
39 What's Killing Sales On The High Street Today, Alison Clements, Retail Performance Specialists, 2005
40 Training Your Staff To Generate More Sales Can Make A Big Difference, PIXEL, 18th April 2005
41 Photo Imaging Employer Survey 2005, Pye Tait for Skillset, September 2005
42 How To Do It, Montage, Spring 2005
43 Skillset Picture Libraries Focus Group, July 2005
