case study

Barnett Plumbing & Water Heaters Hiring

Barnett is a growing company that has very intentionally created a healthy, high-performing team. While they need more people in order to expand, they need people with the right characteristics and mindset (even more than relevant experience). For Barnett, “fit” is critical. We worked with their leadership team to create a careers page and write job descriptions that attract high-quality in-house and in-the-field employees.

Project Goals:

  • Increase the number of qualified candidates that apply
  • Build a page that accurately and attractively describes what it’s like to work at Barnett

Messaging & Marketing Tools We Used

clear message

Clear Company Message

The same messaging principles that attract customers can be used to attract employees. We developed a message that could be used across all hiring initiatives.


Website Landing Page

Worthwhile employees will check out your website. Reward their effort with a page that’s written especially for them.

clear message

Job Descriptions

Candidates are interested in much more than compensation and benefits — especially if they’re going to leave their current position for a new one. This piece is KEY to your success.

computer on a desk with the email on screen

The Results


Barnett was able to attract and hire applicants who are a good fit for their culture.


Because Guide MKTG wrote everything, Barnett staff could stay focused on their primary jobs.


So much was communicated before the hire, it was easier for new employees to get started.

How would business change if you had all the help you need?

Imagine being able to say “yes” to every customer, every job. No more waitlist or backlog. No more turning down work. No more doing the work yourself. We can help you find high-quality candidates.

Even in this tight labor market, we can waste a lot of time sorting through applications. But the way Guide MKTG writes our 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. This content is attracting the best kind of applicants.


Director of HR

I have never seen a job posting so detailed. It’s actually what led me to apply. I was very impressed with the way you described your company and the culture. There was no question about what type of person you’re looking for. It was so refreshing. I immediately thought ‘Wow! I need to work here.’

Job applicant

feedback during the interview

person scrolling through email on their phone
computer on a desk with the email on screen
StoryBrand Guide Badge

Barnett Plumbing & Water Heaters’ messaging and marketing strategy is based on StoryBrand principles. We consistently see impressive results, for clients of all sizes and types, when using this framework. Ask us about it when you schedule a call.

Stop wasting good money on bad marketing.


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Zeeland, MI 49464

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