Hiring Speaker
Becky Martin
Helping service businesses attract the right job applicants, not just more applicants.
Most hiring problems are not caused by a lack of good people. They're caused by unclear, dishonest, or generic messaging. Becky has spent years helping service businesses fix that, using what she calls The Right People Framework.
Start a Conversation
About Becky
Co-Founder of Guide MKTG. West Michigan.
Becky Martin co-founded Guide MKTG with a conviction that most service businesses are one message away from better hiring. She shifts businesses from talking about their own needs to communicating what candidates want to build, learn, and become.
Her work sits at the intersection of marketing and human resources, an unusual combination that turns out to be exactly what service businesses need when their hiring pipeline runs dry.
Speaking Topics
Five talks. One through line: hiring is marketing.
Hiring Is Marketing
Why Most Hiring Problems Are Actually Messaging Problems
Most companies treat job posts like HR paperwork. The ones filling positions treat them like ads. This talk reframes how service businesses think about every piece of their hiring communications.
Stop Selling Jobs
How to Communicate a Future Candidates Can See Themselves In
Candidates don't apply for jobs. They apply for futures. When your message answers the question “what does my life look like if I work here,” the right people respond.
Repelling Is a Feature
How Honesty Saves Time, Money, and Morale
Generic posts attract generic applicants. Honest posts attract committed ones. Becky makes the case for radical job description honesty, and shows why the best candidates reward it.
The Right People Framework
How to Attract People Who Want to Grow, Not Just a Paycheck
A practical framework built from years of hiring work with service businesses. Covers candidate psychology, message structure, and the specific signals that separate growth-oriented candidates from just-show-up hires.
Fix the Signal
Why Vague Job Posts Attract the Wrong People and Repel the Right Ones
Vague messaging is expensive. It fills your pipeline with the wrong applicants and buries the right ones under them. This talk gives service business owners a concrete process for getting specific.
Who this is for
Becky speaks to service-based businesses with $2M-$20M in revenue who are trying to attract skilled, accountable employees. Think HVAC owners, plumbing operators, roofing companies, financial services firms, and anyone else competing for workers who have other options.
Her talks work well at trade association events, employer groups, chamber events, and any gathering where business owners are wrestling with the “where did all the good workers go” question.
What clients say
“Their hiring content is attracting the best kind of applicants.”
Josh
Residential Plumber, California
“Becky did a day-long session with our leadership team and then spoke at our national conference. She asked really good questions and helped us create a clear brand story. Her conference workshop had people out of their chairs, talking with each other, and really engaged with the material.”
Dean
National Bath Remodeling Chain
Book Becky for your next event
Send us a message with your event details and we'll get back to you quickly.
Start a Conversation