Becky Martin
Helping service businesses
attract the right job applicants
not just more applicants
Co-Founder of Guide MKTG
Phone: 616.559.0007
Email: Contact Me
ABOUT BECKY
Business owners hear the same hiring advice over and over: Post more jobs. Lower your standards. Blame the workforce.
That advice sounds reasonable.
It is usually wrong.
Most hiring problems are not caused by a lack of good people. They’re caused by unclear, dishonest, or generic messaging.
Becky Martin helps service-based businesses fix hiring by fixing their signal.
Using The Right People Framework, she helps companies stop talking about what they need and start communicating what the right candidate wants to build, learn, and become.
The result is quality applicants, better conversations, stronger alignment, and hires that actually stick.
Becky is Co-Founder of Guide MKTG. She lives in West Michigan and believes hiring should feel intentional, not exhausting.
SPEAKING TOPICS
Hiring Is Marketing
Why Most Hiring Problems Are Actually Messaging Problems
When hiring is treated like an HR task, results suffer. This session shows why candidate behavior follows the same rules as customer behavior. If your message is unclear, generic, or forgettable, the right people never respond. Learn how thinking like a marketer improves hiring outcomes without more ads or lower standards.
Stop Selling Jobs
How to Communicate a Future Candidates Can See Themselves In
Job descriptions list tasks. Great hiring messages tell a story. This session teaches leaders how to shift from requirements and perks to vision and trajectory. When candidates can picture who they become by joining your team, the right ones raise their hand.
Repelling Is a Feature
How Honesty Saves Time, Money, and Morale
Trying to appeal to everyone is the fastest way to attract the wrong people. This session explains why honest expectations, clear boundaries, and upfront truth reduce turnover and protect culture. The goal is not more applicants. It is better fit.
The Right People Framework
How to Attract People Who Want to Grow, Not Just a Paycheck
Good people are not looking for another job. They are looking for direction, growth, and purpose. This session introduces The Right People Framework and explains how clear expectations, honest language, and future focused messaging attract candidates who want to build something meaningful.
Fix the Signal
Why Vague Job Posts Attract the Wrong People and Repel the Right Ones
If you are overwhelmed with applicants but none of them are right, the problem is not volume. It is signal. Learn how soft language, safe promises, and buzzwords confuse candidates and waste time. Clear signal creates better conversations and faster alignment.
WHO THIS IS FOR
We work with service-based businesses that:
- rely on skilled, accountable people to deliver the work
- are tired of turnover and constant rehiring
- want people who take pride in their craft
- are growing and need leaders, not warm bodies
- believe culture should be lived, not written on a wall
- have annual revenue between $2mm–20mm
OUR CLIENTS SUCCESS STORIES
The way Guide MKTG writes our hiring materials provides a higher-quality experience for applicants and helps weed out any who aren’t a good fit. Multiple applicants have said they’ve never seen content that so clearly lays out expectations and so vividly describes who we are looking for. 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
I am a certified StoryBrand guide.
StoryBrand has become one of the most trusted names in marketing. Created by best-selling author Donald Miller, StoryBrand has helped more than 10,000 business leaders clarify their message and grow their business.
Guide MKTG’s approach is built on StoryBrand principles. And the results are incredible! Businesses consistently increase their revenue without spending more on their marketing efforts.
Being a StoryBrand Certified Guide means we don’t have to guess when it comes to your marketing. When we create your messaging, websites, emails, and more, they will grow your business.