Most skilled trades don’t have a hiring problem.

They have a Gen Z access and trust problem.

Retirements are accelerating, job ads are ignored, and traditional recruiting isn’t reaching the audiences where career decisions are actually made.

I work upstream - giving skilled trades organizations credible access to Gen Z attention and career interest, and turning that attention into real workforce momentum.

Before founding Trades Media, I spent 20+ years building and leading a national tool and equipment company serving tradespeople across the U.S. That gave me a front-row seat to how broken most workforce pipelines actually are.

Trades Media partners with manufacturers, contractors, trade associations, and workforce organizations to turn in-the-field storytelling into measurable hiring momentum not just impressions.

This is not recruiting placement.
We don’t sell resumes or charge per hire.

We work upstream influencing perception, interest, and intent so companies stop fighting over the same shrinking talent pool and start growing their own.

What I lead:
• Gen Z workforce pipeline campaigns tied to real career pathways
• On-site hiring activations at plants, job sites, and major industry events
• Strategic partnerships with schools, associations, and workforce groups that convert attention into applicants

As host of The Lost Art of the Skilled Trades, I produce on-location shows inside plants, shops, training centers, and job sites turning real work into real interest from the next generation.

The long-term goal is simple: help skilled trades organizations replace retiring talent by making careers in the trades visible, credible, and desirable to the next generation.

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Andrew Brown

Ryen Johnson

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