Welcome to the first installment of our series on members of the International Sign Association’s and Northeast States Sign Association’s inaugural Elite programs. These programs bring together the brightest young talent in our industry and, through tradeshows and networking, aim to help them dive deeper into the industry and progress their careers.
“Most people I talk to in the industry tell you that you’re either born into the sign industry or you fall into it by accident, and I definitely did the latter,” says Johnathan Warren, ISA Elite member and marketing manager at KeyedIn Manufacturing since 2012.
Warren may not have sought out a job in the sign industry, but he’s happy he landed here. “It’s so encouraging to be surrounded by people who genuinely like the work that they do,” says Warren. “There’s a good chance that if you’re in the sign industry, you’re going to stay for life.”
At KeyedIn, Warren is the one-stop shop for the marketing of the company’s sign software solution. He is also responsible for KeyedIn’s relationships with sign associations.
Warren believes these associations really offer a myriad of opportunities to those new to the industry. “The best thing they can do is volunteer at an association,” he says. “Most would welcome eager help, and it’s a great opportunity to get you personal exposure and grow professionally but also to begin to make some connections.”
While signage offers many opportunities to young people, Warren understands why it could also turn them away. “One of the biggest problems in the sign industry is the aging workforce and the difficulty in attracting and retaining younger skilled or trained talent,” he says. “That’s because I think the sign industry has this stereotype of being ‘stuck in their ways.’”
While the industry still has a ways to go in fully embracing the digital and connected world we live in, Warren points out that it’s already home to numerous technological advances such as digital signage, digital printing, etc. “For younger people, the sign industry might seem dated or not flashy,” he says. “But the truth is, there’s some of the coolest, cutting-edge technologies going on.”
In order to combat negative perceptions and attract younger talent, Warren believes the industry needs to better market itself. Initiatives like Sign Manufacturing Day help to demonstrate to the next generation what the industry offers, but Warren believes we can go even further by inviting more students to tradeshows and other industry events.
Warren hopes to remain a vital part of this industry to help welcome the next generation. “I would love to continue to be able to attend as many events as I can and get out there and talk to people,” he says.
By Ashley Bray
Photos (Top to Bottom): KeyedIn Manufacturing; ISA
