The latest cover of Signs of the Times—featuring a young man with blue hair and black nail polish—sparked a firestorm in a Facebook group of sign pros. But beneath the online outrage lies a deeper issue: Who’s really building the next generation of sign makers?

In this solo episode of Sign Criteria | Branding for the Built Environment, John examines the labor crisis in the sign industry—from understaffed shops and aging workforces to broken recruiting practices and lopsided pay scales. Drawing from his years in fabrication, design, and project management, he lays out a practical and passionate case for rethinking how we attract, train, and retain creative talent.

If you’ve ever asked why job ads don’t work, why turnover is so high, or why talented designers and installers keep leaving the industry—this episode connects the dots. John shares bold, workable solutions: modular training, transparent job listings, housing for new recruits, and a call to recruit the creatives, the misfits, the self-taught artists—the so-called weirdos.

Highlights include:

• The real reason sign installers are hard to find
• Why creatives are the missing piece in today’s workforce
• How to write a job ad that actually works
• The overlooked power of flexibility, transparency, and incentives
• Why it’s time to ditch old assumptions about who belongs in this field

If you care about the future of signage, recruiting smarter, or simply believe creative people deserve a place to thrive—this is an episode you won’t want to miss.
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Sign Criteria is hosted by John Lilly and Reena Friedman-Watts. For guest or sponsorship inquiries visit SignCriteria.com