Making the Trades Cool Again: Ryan Englin on Why Great Marketing Recruits Great People

Making the Trades Cool Again: Ryan Englin on Why Great Marketing Recruits Great People

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Ryan Englin, founder of Core Matters, host of the Titans of the Trades podcast, and author of "Hire Better People Faster." The conversation dives deep into the intersection of marketing, recruiting, and leadership for service-based businesses, especially those in the trades. The discussion opens with Ryan's personal journey growing up in a blue collar household, his insights from working in corporate, and his mission to make the trades "cool again" for the next generation. A key theme that emerged was the industry's marketing problem—not just in attracting customers, but in bringing the right talent into the trades. The episode explores the disconnect between how companies market themselves to customers (emphasizing 24/7 service and low prices) and how these same messages inadvertently repel quality technicians seeking intentional boundaries, personal growth, and a sense of purpose. The dialogue makes it clear that authentic growth comes from aligning brand messaging with the lived experience inside the company. One concept discussed was the importance of operational systems, intentional culture, and self-leadership in attracting and retaining top talent. Tactical tips include transforming the careers page, leveraging employee testimonials, and ensuring your social media reflect real company culture—not just what looks good online. The show also tackles the honest truth around the retention crisis in the trades, connecting leadership blind spots to turnover, and the need for owners to develop both business and people skills. The discussion wraps with meaningful advice for business owners facing challenges in hiring, managing, and motivating their teams. Whether you're struggling to find experienced electricians, debating apprenticeship programs, or simply trying to bridge the gap between leadership and staff, this episode offers a blend of actionable strategies and soft truths to build a people-first brand. If you want your business to grow with alignment and authentic connection, you'll want to listen to this conversation. Timestamps and Key Topics 00:01 Introduction to the episode, guest background, and overview of challenges in the trades 02:11 Ryan's personal story, family business, and what inspired his work in the trades 04:10 Industry-wide marketing problems and how they impact both recruiting and customer acquisition 06:13 Case study: How marketing to technicians brings in better hires and better customers 08:05 Transforming your website and social media to highlight team culture and employee experience 10:38 Culture over clickbait—why authenticity in branding and recruiting matters 11:45 Leadership skills, owner mindset, and the real roots of the retention problem 13:27 Assessments, self-awareness, and bridging the leadership-employee gap 18:03 Using reviews and operational systems to set clear expectations and enhance communication 25:22 The honest state of hiring in the trades: apprenticeship programs, competition, and long term solutions Connect with Ryan Englin: Linked In: linkedin.com/in/ryanenglin [http://linkedin.com/in/ryanenglin] Website: https://ryanenglin.com/ [https://ryanenglin.com/] Connect with Core Matters: Facebook: https://www.facebook.com/thecorematters [https://www.facebook.com/thecorematters] Instragam: https://www.instagram.com/thecorematters/ [https://www.instagram.com/thecorematters/] Linked In: https://www.linkedin.com/company/corematters/ [https://www.linkedin.com/company/corematters/] Youtube: https://www.youtube.com/@corefithiring [https://www.youtube.com/@corefithiring] X: https://x.com/corematters [https://x.com/corematters]Website: https://corematters.com/ [https://corematters.com/]Email: ryan@corematters.co [ryan@corematters.co]Contact number: +16292690021 Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ [https://www.facebook.com/jennifer.hartman.73/] or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ [https://www.linkedin.com/in/jen-mckee-72114824/] Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/ [https://www.servicebusinessmastery.com/]

Tiffany Mitchell: How Creative Branding Took Half Moon Plumbing from $3M to $11M

On this episode of The Kee To Growth Podcast, host Jen McKee sits down with Tiffany Mitchell, co-founder and owner of Half Moon Plumbing and Electric, to unravel the story behind the company's explosive growth and the branding that set it apart in the Tulsa, Oklahoma market. The conversation opens with a playful but powerful moment about shoes—how even the smallest choices, like footwear, can reinforce personal branding and spark meaningful connections in business. They dive into the founder story of Sarah Blakely and how her approach to branding and comfort in product design translates into a marketing lesson about authenticity and founder-driven narrative. The episode then takes listeners through the evolution of Half Moon Plumbing, starting from organic growth rooted in intentional boundaries and a strong internal culture. Tiffany shares how a pivotal mindset shift and a desire to support the ambitions of their team members led them to set bold revenue goals and invest in strategies beyond the usual word-of-mouth and repeat customer cycles. The journey from three million to over eleven million dollars in revenue within three years wasn't accidental—it was a direct result of being intentional with marketing, putting strategy before tactics, and recognizing the growth points that come from challenge and change. Tiffany takes us into the tactical side of growth, acknowledging the messy middle—the scars that come from learning quickly and the need to align operational improvements with bold, creative marketing moves. She walks through their decision to invest in mass media, layering in billboards and radio campaigns, and shares why branding through mass media was essential to entering new markets and building trust at scale. The discussion also explores the unique collaboration with a well-respected local meteorologist turned influencer, underscoring the power of authentic partnerships and community-rooted brand awareness rather than strict lead generation tactics. Community involvement is highlighted as a core part of Half Moon's approach, blending business growth with giving back. Tiffany describes initiatives like supporting local art events, sponsoring inclusive organizations, and leveraging creative billboard campaigns that use familiar moon phrases instead of personal photos—making the brand relatable and memorable. The episode closes on actionable advice: growth happens through strategy, intentional planning, and ongoing iteration. Tiffany emphasizes the importance of believing in the value you bring, serving customers well, and never giving up on adding value through both creative and foundational marketing practices. Timestamps: 00:01 Starting with intentional branding: shoes and storytelling 00:14 The founder journey of Half Moon Plumbing and Electric 04:31 The mindset shift: moving from organic to intentional growth 06:36 Strategic decisions that fueled revenue growth (3M to 11M) 08:17 Investing in mass media: the why and how of local billboards and radio 11:04 Collaborating with a local meteorologist for influencer marketing 13:36 Community engagement and creative billboard campaigns 16:12 Supporting local organizations and connecting with the community 18:52 Measuring brand awareness impact and tracking results 22:41 Going back to your customer list: follow-ups and serving well Connect with Tiffany Mitchell: Linked In: https://www.linkedin.com/in/tiffany-mitchell-9a8960348/ [https://www.linkedin.com/in/tiffany-mitchell-9a8960348/] Connect with Half Moon Plumbing and Electric: Facebook: https://www.facebook.com/halfmoonplumbing [https://www.facebook.com/halfmoonplumbing] Instragam: https://www.instagram.com/halfmoonplumbingtulsa [https://www.instagram.com/halfmoonplumbingtulsa] Linked In: https://www.linkedin.com/company/half-moon-plumbing/ [https://www.linkedin.com/company/half-moon-plumbing/] Youtube: https://www.youtube.com/@HalfMoonPlumbing [https://www.youtube.com/@HalfMoonPlumbing] Website: https://halfmoonplumbing.com/ [https://halfmoonplumbing.com/]Contact Numer: +19186917157 Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ [https://www.facebook.com/jennifer.hartman.73/] or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ [https://www.linkedin.com/in/jen-mckee-72114824/] Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/ [https://www.servicebusinessmastery.com/]

Sales that Knock Socks Off: Cory Hutcherson on How Call Audits Drive Marketing Optimizaton

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Cory Hutcherson to unpack the often-overlooked growth potential found in your contact center. The conversation focused on Cory's unique background in the trades—shaped by growing up around his father, a transformative figure in the HVAC industry, and learning the ropes of authentic customer experience from an early age. Cory shares how witnessing both the pitfalls and successes of call centers inspired his mission to transform inbound customer experiences for contractors large and small. A key theme that emerged was the shift from thinking of these teams as simple "call centers" to the broader, more modern format of "contact centers." The discussion explored why the customer journey now spans far beyond the phone, including channels like web forms, web chat, and instant quotes. Cory emphasizes that every touchpoint, from how quickly a phone is answered to the tone and empathy of the representative, impacts not only brand perception but also revenue. One concept discussed was the "three-legged stool" for business health: ensuring a win for the employee, the customer, and the company in every process or script applied to the contact center. Cory identified the top three mistakes leaking revenue for service companies: delayed speed to lead, poor call classifications muddying data and tracking, and lack of empathy or value-building during customer calls. He underscores that while technology and systems are important, real differentiation happens through intentional boundaries, thoughtful leadership, and giving customer service reps a clear sense of "why." Incentives, consistent coaching, and recognizing wins (like effective cross-selling or setting the right expectations) are essential for authentic growth in any service business. Listeners will walk away with tactical insights into measuring and improving speed of answer, understanding abandoned calls, implementing quality assurance processes, and incentivizing meaningful behaviors among customer service teams. The episode closes with actionable recommendations on how to self-assess your company's first impression, why secret shopping is a game changer, and how small tweaks in customer experience can unlock sustainable business growth. 00:01 Introduction and Cory's background in the trades 00:05 The early influence of industry legend Jim Abrams 00:13 Building, managing, and transforming call centers at scale 00:15 Top mistakes in booking jobs—speed to lead, abandoned calls, and call classifications 00:22 The impact of people: hiring, attitude, and process in the contact center 00:24 Call flows, scripting, and the importance of teaching the "why" 00:26 Building the three-legged stool: company, customer, and employee alignment 00:29 Incentivizing behaviors and meaningful quality assurance for CSRs 00:32 The most common issue revealed by secret shopping: lack of empathy 00:34 The value of third-party audits and how small changes drive revenue growth Connect with Sock Knockers Facebook: https://www.facebook.com/sockknockertraining [https://www.facebook.com/sockknockertraining] Instragam: https://www.instagram.com/sock_knocker/ [https://www.instagram.com/sock_knocker/] Youtube: https://www.youtube.com/channel/UC-ZGDKLTmbT_V54Yf8KiV1Q [https://www.youtube.com/channel/UC-ZGDKLTmbT_V54Yf8KiV1Q] LinkedIn: https://www.linkedin.com/company/sock-knocker/ [https://www.linkedin.com/company/sock-knocker/] Website: https://socksgone.com/ [https://socksgone.com/]Website: springaudit.socksgone.com [http://springaudit.socksgone.com]Booking Link: https://calendly.com/cory-socksgone/intro-call [https://calendly.com/cory-socksgone/intro-call] Connect with Cory Hutcherson Facebook: https://www.facebook.com/coryjameshutcherson [https://www.facebook.com/coryjameshutcherson] LinkedIn: https://www.linkedin.com/in/cory-hutcherson-3a6b2019/ [https://www.linkedin.com/in/cory-hutcherson-3a6b2019/] Email: cory@socksgone.com Contact number: 386 569 4842 Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ [https://www.facebook.com/jennifer.hartman.73/] or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ [https://www.linkedin.com/in/jen-mckee-72114824/] Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/ [https://www.servicebusinessmastery.com/]

Marketing by Mindset: How Sharissa Martinez Aligns Team Culture for Lasting Impact

In this episode of The Kee To Growth Podcast, host Jen McKee sits down with Sharissa Martinez of Mr. Sparky San Antonio to talk about the real journey of growth inside a family-owned trades business. The conversation focused on what it means to evolve from new construction electrical work to a residential service operation, and how that shift created opportunities for the next generation. Sharissa shares how stepping into the business at 19 turned from a temporary stepping stone into a decades-long passion for building and leading high-performing teams. A key theme that emerged was the importance of intentional boundaries and the discipline required to sustain both business and personal growth. The discussion explored how leading a team in the trades is more than just processes and systems—it's also about empathy, adaptability, and resilience. Sharissa walks listeners through her transformation from employee to leader, learning to communicate across family dynamics and multiple leadership personalities. Growing up in the business presented unique challenges, but also gave her insights into team psychology and the mental side of leadership. The episode also dives into the nuances of company culture and the mental clarity it takes to run a high-standard operation in a fast-paced industry. Several points were raised, including how personal discipline, mentorship, core values, and a people-first mindset have become the backbone of Mr. Sparky San Antonio's growth. Rather than only chasing new leads, Sharissa explains the renewed focus on repeat customers, referrals, and the power of membership programs to boost retention and profitability. She highlights the hard-won lessons of scaling too quickly without alignment, and the value of pausing to reset mission, vision, and core behaviors as the team grows. The conversation wraps with Sharissa's take on the key to growth: stay focused on the big picture, empower your leadership team, and keep your whole organization aligned with a shared mission. For business owners in the messy middle of scaling, her story is a reminder that authentic leadership is rooted in discipline, humility, and the willingness to evolve. Timestamps and Key Topics: 00:01 Sharissa's family business journey and her evolving role at Mr. Sparky San Antonio 03:08 Transitioning from new construction to residential services and engaging the next generation 05:00 Navigating early career uncertainty, family business challenges, and moving for military life 06:31 Returning to college and discovering a passion for organizational leadership 08:27 Trial and error in learning to lead and the mental side of team growth 10:27 Integrating leadership with family dynamics and building a strong in-house culture 13:13 The importance of diverse perspectives on a leadership team 15:33 How personal discipline, self-care, and mentorship create sustainable business performance 21:24 Building a culture of accountability, wellness, and lifestyle—not just rules 24:18 Lessons from rapid scaling, misalignment, and rebuilding around core values Connect with Sharissa Martinez: Facebook: https://www.facebook.com/shari.marieee/ [https://www.facebook.com/shari.marieee/] Instragam: https://www.instagram.com/shari_mariee [https://www.instagram.com/shari_mariee] Connect with Mister Sparky: Facebook: https://www.facebook.com/MisterSparkySanAntonio/ [https://www.facebook.com/MisterSparkySanAntonio/] Instragam: https://www.instagram.com/mistersparky_sa/ [https://www.instagram.com/mistersparky_sa/] X: https://x.com/mistersparky_sa [https://x.com/mistersparky_sa]Youtube: https://www.youtube.com/channel/UC11s714r8X6WPUY5Tdkk-OQ [https://www.youtube.com/channel/UC11s714r8X6WPUY5Tdkk-OQ] Website: https://www.mistersparky.com/ [https://www.mistersparky.com/] Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ [https://www.facebook.com/jennifer.hartman.73/] or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ [https://www.linkedin.com/in/jen-mckee-72114824/] Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/ [https://www.servicebusinessmastery.com/]

David Mead on Why Your Brand Is the Sum of Every Human Experience

In this episode of The Kee To Growth Podcast, Jen McKee sits down with author and leadership advisor David Mead for an honest, insightful conversation about building sustainable business growth far beyond traditional marketing tactics. They dig into the messy middle of entrepreneurship, highlighting the real moments of struggle and alignment that ultimately shape a company's brand and results. The conversation focused on the idea that marketing isn't just what you say or post—it's woven into every experience your customers and employees have with your business. One concept discussed was how alignment between what you promise and what you deliver, both externally and internally, can make or break trust. Several points were raised, including how often a disconnect between stated values and lived behaviors inside an organization can quickly erode company culture and lead to turnover, poor reviews, and lackluster team engagement. A key theme that emerged was the "human element of leadership." The discussion explored why trust, human connection, and psychological safety aren't fluff—they're the bedrock of innovation, productivity, retention, and genuinely strong teams. David shares practical tips and mindset shifts for leaders, especially those in service-based businesses and the trades, encouraging listeners to show up differently, not simply do more. From creating intentional boundaries to being honest and humble about both strengths and weaknesses, the episode lays out how personal growth directly fuels business growth. Listeners will also hear actionable strategies for small teams juggling multiple roles—how a simple shift in awareness or a habit trigger can start changing culture, even when daily demands feel overwhelming. The episode wraps with thoughts on measuring culture change, the role of vulnerability in leadership, and why growing your people is the true key to growing your bottom line. David also previews his book, Lead with Uncommon Sense, packed with field-tested, tactical ideas for developing honest, human-centered leadership. Time Stamps and Key Topics 00:02 Marketing is everything customers and employees experience, not just ads or posts 04:12 What happens when there's a disconnect between what you market and what you deliver 05:27 The impact of internal misalignment on employee trust and customer service 06:09 Core values: bringing them to life at work and outside of work 09:08 Trust, human connection, and psychological safety as foundational to sustainable business growth 10:34 Recognizing whether your company needs to improve these cultural fundamentals 13:09 Why hearing complaints may signal deeper issues to uncover, not just "difficult people" 15:04 Balancing high accountability with true human connection—why it's not just about being "nice" 18:19 Building habits of positive reinforcement and daily awareness, even for fast-paced owners 21:02 Honesty, humility, and humanity: the three personal traits that create organizational trust Connect with David Mead LinkedIn: https://www.linkedin.com/in/davidjmead/ [https://www.linkedin.com/in/davidjmead/] Website: https://davidjmead.com/ [https://davidjmead.com/] Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ [https://www.facebook.com/jennifer.hartman.73/] or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ [https://www.linkedin.com/in/jen-mckee-72114824/] Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/ [https://www.servicebusinessmastery.com/]