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Recruitment Challenges in the Sign Industry: How to Attract and Retain Talent

Sign businesses of all sizes are facing a critical challenge: finding and keeping skilled sign makers. With limited visibility, competition for talent, and shifting workforce expectations, attracting the right people and retaining them requires strategy, clarity, and long-term thinking.

Where are all the sign makers (1)

 

Key Challenges

  • Skilled talent shortage: Good sign makers are hard to find—and even harder to move from stable roles.

  • Low industry visibility: Many young people don’t consider signage a career path, often falling into it by chance.

  • Outdated perceptions: The industry is still seen by some as “dirty” or “male-dominated,” deterring new talent.

  • Retention risks: Existing staff may be overlooked for advancement, leading to frustration and turnover.

  • Pay disparities: New hires sometimes earn more than long-serving staff, causing tension.

Attracting Talent: Actionable Tips

  1. Improve job ad messaging

    • Highlight what’s in it for the candidate.

    • Keep job ads clear, engaging, and candidate-focused.

    • Emphasise company culture, growth opportunities, and unique benefits.

  2. Build a strong employer brand

    • Showcase your workplace online and at industry events.

    • Share staff stories and behind-the-scenes content to humanise your business.

  3. Use internal referral schemes

    • Encourage staff to recommend people they trust.

    • Offer incentives for successful hires.

  4. Collaborate with education

    • Partner with colleges, schools, and trade programs.

    • Offer demo centre tours, workshops, or talks to raise awareness.

  5. Promote industry initiatives

    • Get involved with organisations like FESPA, BSGA, and Learn2Print.

    • Help promote signage as a modern, rewarding career.

Developing Talent from Within

  1. Recognise internal potential

    • Regularly assess your team for skills that could fit open roles.

    • Don’t assume long-standing employees are content—ask and listen.

  2. Encourage career development

    • Set up personal development plans.

    • Support lateral moves and role changes within the business.

  3. Create a feedback culture

    • Hold regular check-ins to understand goals and concerns.

    • Make it easy for employees to express interest in new challenges.

Using Apprenticeships Effectively

  • Promote clear career paths

    • Help young recruits understand where signage can take them.

    • Position apprenticeships as stepping stones, not dead ends.

  • Raise visibility of opportunities

    • Clarify how signage compares to more well-known trades.

    • Partner with apprenticeship programs and promote success stories.

Managing Pay Fairly

  • Be transparent and consistent

    • Avoid pay disparities between new hires and existing staff.

    • Review compensation regularly and tie it to performance, not just tenure.

  • Communicate openly

    • Explain how pay structures work and how team members can grow.

    • Address concerns proactively to avoid resentment.

Conclusion

While the talent shortage in signage is real, businesses can take practical steps to improve recruitment, grow internal talent, and shift perceptions. With the right approach, the industry can attract the next generation of skilled professionals.

Need Help With Recruitment?
Reach out to Matt Hanley at MTWO: matt@m-two.uk