INCREASE IN APPLICANTS
0 %
YOY 2022 vs. 2021
Authority Brands®
COOLER THINKING
REAL DEAL RESULTS
Authority Brands® is dedicated to providing home services that customers trust and support for a growing franchise network. Each employee positively impacts a customer’s quality of life by solving problems with their hands and working with people. They empower their employees to build a career they value, whether that’s in HVAC, plumbing or electrical work.
CLIENT SINCE 2021
With hiring being one of the biggest hurdles to sales growth for Benjamin Franklin Plumbing, Mister Sparky Electric and One Hour Heating & Air Conditioning, Authority Brands needed a compelling employee message to stand out in the sea of Now Hiring messages in market.
That’s where Hot Dish came in.
Hot Dish helped set the strategy to support the business across all three brands. With a tri-branded approach, the strategy went from being brand centric to being audience centric.
Each audience naturally cares about competitive pay, but that was table stakes. Instead, the focus became the reasons to believe why one should join, care or stay with one of the brands. They were the same across all the audiences. They simply had different hierarchy based on the audience needs and situation.
Rooted in audience-centric strategy, the campaign came to life with a custom photo shoot to capture the personality of each audience, and a media plan to reach them wherever they are in their everyday life.
The Brand
Authority Brands® is dedicated to providing home services that customers trust and support for a growing franchise network. Each employee positively impacts a customer’s quality of life by solving problems with their hands and working with people. They empower their employees to build a career they value, whether that’s in HVAC, plumbing or electrical work.
CLIENT SINCE 2021
The Challenge
With hiring being one of the biggest hurdles to sales growth for Benjamin Franklin Plumbing, Mister Sparky Electric and One Hour Heating & Air Conditioning, Authority Brands needed a compelling employee message to stand out in the sea of Now Hiring messages in market.
That’s where Hot Dish came in.
The Strategy
Hot Dish helped set the strategy to support the business across all three brands. With a tri-branded approach, the strategy went from being brand centric to being audience centric.
Each audience naturally cares about competitive pay, but that was table stakes. Instead, the focus became the reasons to believe why one should join, care or stay with one of the brands. They were the same across all the audiences. They simply had different hierarchy based on the audience needs and situation.
Rooted in audience-centric strategy, the campaign came to life with a custom photo shoot to capture the personality of each audience, and a media plan to reach them wherever they are in their everyday life.
We have thoroughly enjoyed working with Hot Dish. They quickly sought to understand our business needs, develop creative solutions, and produce attention getting and motivating creative, all while being a pleasure to work with. We’ve been so happy that we are now working with them on additional projects for our brands.
Kari Sanders
Director of Marketing, Authority Brands
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