The Secret to Attracting & Retaining Top Talent: Internal Marketing with Matthew Abbott
Podcast Recap | Home Services Marketing Unlocked
Marketing isn’t just about selling services—it’s about building a culture that retains talent, reduces costs, and scales success. In this episode of The Key to Growth podcast, Jen McKe sits down with Matthew Abbott, co-founder of Abbott Family Insurance, to explore how family values, military discipline, and an innovative benefits strategy are transforming the trades industry.
Situation: Why Internal Marketing is the Game Changer
Let’s be honest—recruiting and retaining employees in the trades today is harder than ever. There’s a massive labor shortage, and skilled workers want more than a paycheck. They want security. They want support. They want to know that the company they work for actually cares about them and their families.
Matthew Abbott, a military veteran turned insurance strategist, understands that deeply. Having grown up in the trades and worked his way from a CSR to managing a plumbing department, he saw firsthand how much it costs—financially and emotionally—to lose good people.
That’s where internal marketing comes in.
Problem: “I’m Paying for Benefits Nobody Uses!”
Many business owners invest in employee benefits, only to feel frustrated when their teams don’t understand or use them. Worse yet, if the benefits are used inefficiently, it can drive up renewal rates, creating a vicious cycle of rising costs and disengagement.
Matthew shared the common concern: “I spend all this money on insurance, and nobody uses it.” But here's the twist: the issue isn’t just the benefits—it’s how they’re communicated.
Solution: Treat Employees Like Customers
This is the mindset shift that changes everything.
“Your employees are your first customer,” Matthew explains. “If they aren’t excited about your benefits package, they won’t use it. And if they don’t use it properly, it ends up costing you.”
The approach is simple but powerful:
Communicate benefits consistently using tools like Slack or text/email drip campaigns.
Involve leadership to hype the rollout with the same energy used in customer campaigns.
Showcase benefits publicly on social media to attract recruits and boost your brand.
From team videos and game days to wellness app reminders, the internal marketing strategy becomes a rhythm, not a one-off event.
Implication: Poor Communication = Higher Costs + Low Morale
When benefits aren’t communicated well, not only do employees miss out, but your business pays the price—literally.
High utilization of major medical insurance without strategic offsets means higher renewal costs. And with workers’ comp claims? That can be a killer.
This is solved by layering preventative care programs, telemedicine, and AFLAC-style benefits that reduce usage of major insurance—and even offset premiums through smart tax strategies.
Their secret sauce? It’s not just about offering more; it’s about structuring benefits so that everyone wins:
The business reduces overhead.
Employees get better coverage with no net pay reduction.
Culture and retention skyrocket.
Need-Payoff: The Culture Multiplier
Here’s the real win: Businesses that actively market their benefits internally create loyalty, drive performance, and differentiate themselves in a crowded labor market.
“Participation rate is the real KPI,” says Matthew. “The more people using your benefits, the more buy-in you have. That’s your metric for success.”
Want to attract responsible, family-oriented talent? Offer benefits that make mom happy at home. Want to reduce turnover? Give employees reasons to stay—financial security, wellness resources, and a leader who communicates value clearly.
And if you think your benefits package is a burden—think again. This model uses IRS codes and tax strategies to make sure it actually puts money back in your pocket.
Final Thought: The Key to Growth is Mindset
When asked what the key to growth really is, Matthew’s answer is immediate: “Mindset. It affects everything you do, at every level.”
It’s not just about insurance or marketing—it’s about seeing your employees as your greatest asset and treating them accordingly. That mindset is the foundation of long-term growth, in revenue, in retention, and in culture.
