Attracting and keeping great employees has become one of the biggest challenges for organizations today. And while most leaders think about HR and marketing as two completely separate functions, the truth is that they’re deeply connected. That’s one of the key ideas behind my new book, TARGET for Talent. In this latest DMJ 1 on 1 episode, I share five important lessons from the book that can help leaders rethink how they approach hiring, culture, and retention. Get the Kindle Version of the book (this week) for FREE here.
1. Hiring Is Marketing
Most organizations treat hiring as a simple HR transaction: post a job, gather resumes, and pick someone. But the reality is that hiring works just like marketing. You’re not just filling a role—you’re telling a story that connects with people.
When you write a job description, don’t make it a sterile list of tasks. Think of it as marketing copy. Speak to the person you’re trying to attract, not just the position you’re trying to fill.
Lesson: If you want better hires, start writing job descriptions like you would write an ad to attract customers. Anchor Quote: “You’re not hiring a position. You’re hiring a person.”
2. Always Be Accepting (Not Just Hiring)
Too many organizations only recruit when they’re desperate. But that’s like only advertising when sales are slow—it’s already too late.
Instead, you need to build what I call a “talent community.” This is a warm list of people who already know your brand, like what you do, and would consider joining your team when the right opportunity comes up. Even if you don’t have a current opening, you should be out in the market telling your story and building connections.
Lesson: Don’t wait until you have an urgent need. Build relationships with potential candidates year-round. Anchor Quote: “You can’t hire who you can’t reach. And you can’t reach them if they don’t know you exist.”
3. Hiring Is Sales with a Soul
The way you treat candidates says everything about your organization. Every single applicant—whether you hire them or not—is a potential brand ambassador.
That’s why responsiveness, empathy, and communication matter. Reply quickly. Be human. Let people know where they stand. Even if you don’t offer someone a job, how you treat them in the process will shape how they feel about your brand.
Lesson: Hiring is not just about filling a seat. It’s about building relationships that enhance your reputation. Anchor Quote: “The faster you care, the more they believe.”
4. Enthusiasm > Perks
Ping-pong tables and free snacks are nice, but they’re not what creates culture. Culture is built in the little moments that make people feel valued.
Things like thoughtful onboarding kits, celebrating small wins, referral bonuses, or even personal thank-you notes can go a long way. Those are the things that turn employees into real brand ambassadors—people who are excited to tell others about where they work.
Lesson: You don’t need a massive budget to build a great culture. You need intention, enthusiasm, and small consistent touchpoints. Anchor Quote: “You don’t need to hire a hundred influencers. Just make sure your own people want to talk about where they work.”
5. What Gets Measured Gets Managed
In sales, we’d never dream of running without dashboards and metrics. Yet too many HR departments are flying blind.
You need to measure both lag indicators (like turnover or retention rates) and lead indicators (like how many interviews you’re scheduling, or how often you’re recognizing employees). Tracking these behaviors helps you stay proactive, instead of reacting after a problem gets too big.
Lesson: HR deserves the same rigor and tracking as sales. Measure it, manage it, and improve it. Anchor Quote: “You can’t manage what you’re not measuring. And you can’t grow what you’re not training.”
Final Thoughts
If there’s one big takeaway from these lessons, it’s that hiring and retention aren’t “HR problems.” They’re business-critical issues that require the same thought, creativity, and consistency as marketing and sales.
When you think of hiring as marketing, build a talent community, treat candidates like people, focus on culture over perks, and track what matters—you’ll create an organization where great talent not only joins but stays.
That’s the heart of TARGET for Talent: helping leaders connect the dots between people and performance. Because at the end of the day, your team is your brand—and the relentless pursuit of better starts with them.
In the latest episode of Better Merch…Better Marketing, Jade Crider (your Branding Bestie) and Kirby Hasseman dive into a mix of branding controversies, design debates, marketing lessons, and even sequels. As always, the conversation blends fun with practical insights that any business can take to heart.
Cracker Barrel’s Rebrand Controversy
The big headline this week? Cracker Barrel’s new rebrand.
Jade and Kirby unpacked the controversy surrounding the restaurant chain’s refreshed identity. Their takeaways were simple but powerful:
Know your audience. If your customer base is resistant to change, even small updates can spark backlash.
Know your brand. Cracker Barrel has always leaned into its old-fashioned, nostalgic vibe. Moving too far away from that core risks alienating loyal fans.
Weather the storm. If you do decide to rebrand, understand that initial pushback is normal. Success requires staying the course long enough for the change to settle in.
But Kirby threw in an interesting theory: what if the “controversy” itself was part of the plan? After all, few brands get this much free publicity in 2025. Whether intentional or not, people are talking about Cracker Barrel—and that in itself may be a win.
Form vs. Function
Next, Kirby and Jade debated an age-old design question: what matters more—form or function?
Kirby asked Jade if she tends to prioritize aesthetics over utility (and wondered if preferences differ by gender or generation). Jade pushed back, arguing that it really depends on context. Sometimes form drives emotional connection, while other times function is non-negotiable.
The real question: what’s more important to you? Let us know in the comments—because this is one that sparks different answers for everyone.
Sequels, Season 2s, and Planning for Success
From branding debates, the duo shifted into pop culture with a discussion on sequels and second seasons of popular shows.
Jade admitted she doesn’t love many sequels (especially Happy Gilmore 2)—most of them feel rushed or unnecessary. Kirby pointed out that part of the problem is planning. Many creative teams don’t expect their first project to succeed, so they don’t think ahead to what a follow-up would look like.
That’s not just a Hollywood problem—it’s a marketing lesson, too. Too often, organizations don’t plan for success. They roll out a campaign or product with no roadmap for what happens if it works. The key takeaway: always plan for the next step, because momentum is only valuable if you’re ready to use it.
Product of the Week: Custom Appointment Calendars
This week’s featured product is one of the most foundational tools in branded marketing: the Custom Appointment Calendar.
Unlike generic giveaways, these calendars put your brand story front and center in your customer’s home or office for an entire year. With full customization, you can create a piece that reflects your mission, highlights your products or services, and keeps your message visible every single day.
It’s hard to beat the staying power of something that literally hangs in your client’s line of sight all year long. Want to learn more or get your project started now? Head here.
Shout-Out: Coshocton County Commissioners
The episode wrapped with a well-deserved shout-out to the Coshocton County Commissioners.
Their leadership has been instrumental in securing grant dollars and advancing major projects in the county. Thanks to their work, Coshocton is seeing real change and development that benefits the entire community. It’s another reminder that local leadership matters—and when done well, it can transform a region.
Final Thoughts
From national rebrands to local leadership, this episode of Better Merch…Better Marketing covers a wide spectrum of lessons:
Know your audience and brand identity before making big changes.
Balance form and function in your design decisions.
Plan for success—whether it’s a show, a campaign, or your next business move.
Don’t overlook foundational marketing pieces like custom calendars.
And never forget to celebrate the leaders and organizations driving impact in your community.
If you need help with branded merch, merch strategy, or creative ideas to grow your brand or your team, let’s talk. We’d love to help you. Get your TARGET Hiring Playbook here for free!
We’re back with another episode of Better Merch…Better Marketing, and this week, Jade and Kirby are diving into some timeless lessons for both business and life. From investing in yourself to going back to basics when times get slow, this conversation is packed with reminders, encouragement, and a little inspiration to carry you into the fall season.
Why Investing in Yourself is Always Worth It
The episode kicks off with a powerful theme: the importance of self-investment.
Kirby shared some of his recent growth investments, including training with Alex Hormozi and joining Elite Coaching with Dan Martell. Both have helped him sharpen his focus, think bigger, and stay accountable.
The takeaway? Whether it’s through coaching, certifications, or simply carving out time to learn, putting resources into your own development pays off in better service, stronger leadership, and greater confidence.
Back to Basics When Things Slow Down
Every business has seasons of growth and seasons of slowdown. The trick is not to panic—but to go back to the fundamentals.
Kirby reminded us that when things get quiet, the best move is to return to the things that made you successful in the first place:
Making calls
Following up with customers
Networking intentionally
Revisiting core processes
Instead of overcomplicating the solution, lean back into the basics. They worked before—they’ll work again.
Looking Ahead to Fall
The conversation then turned to fall planning, and both Kirby and Jade shared what this season looks like for them.
Kirby emphasized being intentional with time—he’s already booked a family trip, making sure the calendar reflects both business and personal priorities.
Jade admitted her fall is shaping up to be incredibly busy. Her focus? Showing up even when she doesn’t feel like it. Consistency, especially during hectic seasons, is a skill that compounds.
It’s a good reminder for all of us: fall is a natural reset point. Plan intentionally, balance your commitments, and keep moving forward.
Product of the Week: Post-it® Transparent Notes with Custom Printed Cover
This week’s product spotlight is all about functionality that works across industries.
The Post-it® Transparent Notes with Custom Printed Cover are simple, effective, and endlessly versatile. Perfect for office use, creative brainstorming, or even fieldwork, they combine practicality with brand visibility.
The beauty of products like this is that they aren’t gimmicky—they’re actually used daily, keeping your brand top of mind in a subtle but powerful way. Learn more and order yours here.
Shout-Out: Coshocton Regional Medical Center’s Backpack Program
Each year, the hospital donates over 3,000 backpacks to local students, ensuring they have the supplies and confidence to start the school year strong. This long-standing tradition is a shining example of how organizations can use generosity to make a tangible difference.
It’s not just about backpacks—it’s about investing in the future of the community’s youth.
Final Thoughts
This episode of Better Merch…Better Marketing weaves together three key ideas:
Invest in yourself because your growth fuels everything else.
Don’t overthink it when times are slow—go back to basics.
Plan intentionally for the seasons ahead, both in business and in life.
And of course, it wouldn’t be an episode without a standout product to inspire your next branded campaign, and a community spotlight that reminds us all why giving back matters.
What did you think of this episode? Drop a comment below once you watch or listen—we’d love to hear your take on investing in yourself, the “back to basics” approach, or your favorite fall plans!
And as always, if you need help with branded merch, merch strategy, or creative ideas to grow your brand or your team, let’s talk. We’d love to help you. Get your TARGET Hiring Playbook here for free!
When most businesses think about marketing, their focus is on new customers. And that makes sense—you need to keep growing and reaching fresh audiences. But here’s the truth: the most overlooked audience for most organizations is their current customer base.
Why Appreciation Marketing Works
Your existing customers are not only more likely to buy from you again, but they tend to buy faster and more. Yet, too often, they get the least attention. That’s where appreciation marketing comes in.
This isn’t about gimmicks. It’s about gratitude that scales. It’s about building relationships that last. And when you do it right, appreciation marketing becomes one of the most powerful branding tools you can use.
Let’s dig into seven ways to build your brand through appreciation marketing.
1. Send Thank You Notes
It sounds simple because it is—but that’s also why it works. A handwritten thank-you note cuts through the noise in a digital world. Everyone knows they should send them, but very few actually do.
Pro tip: Keep a stack of cards and envelopes on your desk so it’s easy to act on this right away.
2. Create an Appreciation Program
Want to make appreciation consistent? Build a program for it.
Once a quarter, go to your best clients—the top 20% that drive most of your revenue—and show them you care. It could be a thoughtful gift, a great piece of branded merch, or even a personalized gesture that keeps your brand in front of them all year long.
This isn’t just gratitude—it’s smart branding.
3. Make It Feel Like a Gift
One of the most powerful things about appreciation marketing is that it’s the only kind of marketing people will thank you for.
When you give a useful, well-designed branded item, it doesn’t feel like an advertisement—it feels like a gift. And that gift creates goodwill and long-lasting impressions.
4. Appreciate Your Team Too
It’s not just about clients. Showing appreciation to your team creates a ripple effect.
Happy, valued employees create better customer experiences. When you take care of your people—whether that’s with recognition, thank-you merch, or simple acknowledgment—you’re really taking care of your customers, too.
5. Use Gratitude as a Follow-Up Tool
Most people say thank you after a win. But what if you said thank you for the opportunity—even if you didn’t close the deal?
That kind of appreciation sets you apart. It leaves the door open for future opportunities and shows your brand has heart.
6. Show Up Just Because
At Hasseman Marketing, we say: “Show up when you’re not asking for money.”
It’s easy to show gratitude when you’re closing a deal. But the moments that really matter are the ones in between—the “just because” touches that show you care even when there’s nothing in it for you right now.
7. Turn Appreciation into a Referral Engine
Gratitude and referrals go hand in hand.
When a customer gives you a great review, thank them—and then take the next step:
“Is there anyone like you who would also appreciate this service or product?”
Sweeten it with a reward, like a t-shirt or another piece of merch, and suddenly you’ve created a simple but powerful referral machine fueled by appreciation.
Final Thoughts
Appreciation marketing isn’t just a nice-to-have. It’s a brand builder. It deepens relationships, drives loyalty, and can even create new opportunities.
When you scale gratitude, you scale impact. And in the process, you make your brand unforgettable.
So here’s the challenge: what can you do this week to show appreciation to a client, a team member, or even a prospect? Start small, stay consistent, and watch how it transforms your brand.
And as always, if you need help with branded merch, merch strategy, or creative ideas to grow your brand or your team, let’s talk. We’d love to help you. Get your TARGET Hiring Playbook here for free!
On the latest episode of Better Merch…Better Marketing, Kirby and Jade cover a little bit of everything—from marketing brilliance and intentional branding to downright strange Gen Z TikTok trends. This week’s conversation is packed with insights, laughs, and a few ideas you might just be able to steal for your own business.
Taylor Swift’s Strategic Brilliance
The episode kicked off with Taylor Swift’s latest headline-making move—announcing her new album on the New Heights podcast with Travis and Jason Kelce. Jade pointed out the sheer intentionality in Swift’s marketing. Nothing she does is accidental, and this was yet another masterclass in audience targeting and platform choice.
Kirby agreed and took the discussion further, highlighting the importance and power of building your own audience. Swift can make a splash anywhere because she’s spent years cultivating a loyal fanbase. Whether you’re a music icon or a small business owner, the takeaway is the same—focus on your audience, connect with them consistently, and they’ll follow you anywhere.
Big Brands, Big Ideas
From music megastars, the conversation shifted to some impressive campaigns from big brands. Kirby brought up McDonald’s recent rollout of their chicken strips—a campaign that leaned heavily into nano-influencers. Instead of chasing massive celebrity endorsements, they partnered with local foodies to create authentic, relatable reviews. The result? Other influencers picked up on the trend, and social media was buzzing.
The lesson here for small businesses: you don’t need a huge budget to make an impact. Find the people in your community who already have influence in your niche and collaborate with them in fun, creative ways.
Jade chimed in with another example—Mattel’s successful rebranding of Barbie through the blockbuster Barbie movie. It was a perfect case of modernizing a legacy brand for a new audience while staying true to its core identity.
Brain-Rot Marketing for Gen Z
Not all marketing trends get a thumbs up from our hosts. Jade shared a phenomenon she’s been seeing on TikTok—what she calls “brain-rot marketing.” Brands like Pine-Sol and Nutter Butter are creating bizarre, random videos designed to grab attention and go viral with younger audiences.
While Jade found it fascinating and worth noting, Kirby wasn’t convinced. He admitted that he didn’t “get” it and worried that, while it might rack up views, it might not actually convert into long-term brand loyalty.
Product of the Week: Glass Jar Candle from Numo
This week’s Product of the Week comes from Numo—a beautiful Glass Jar Candle with Lid and direct print decoration. You can check it out here.
It’s a perfect example of branded merch that people actually use and enjoy. Candles work across industries, are universally appealing, and can be customized to reflect your brand’s personality and scent preferences.
Shout Out: Local Festivals in Coshocton County
The episode wrapped up with a nod to some exciting local happenings—the Coshocton Dog Fest and the Roscoe Village Food Truck Festival happening this weekend. Both events bring the community together, support local vendors, and give people a reason to get out and explore.
Final Thoughts
From Swift’s calculated moves to McDonald’s nano-influencer magic, this episode proves that great marketing can come from anywhere—and not all of it will make sense to everyone. The key is knowing your audience, meeting them where they are, and being intentional about every move you make.
Whether you’re running a small local business or managing a global brand, there’s something in this episode for you. Tune in, take notes, and maybe even light a candle while you listen.
And as always, if you need help with branded merch, merch strategy, or creative ideas to grow your brand or your team, let’s talk. We’d love to help you. Get your TARGET Hiring Playbook here for free!
Welcome back to another episode of Better Merch…Better Marketing with Kirby Hasseman and Jade Crider! This week’s conversation covers everything from celebrity controversy and year-end gift planning to nostalgic sequels and sunflower fields. As always, it’s a mix of marketing strategy, pop culture, and a little bit of fun along the way.
Sydney Sweeney and the American Eagle Ad Debate
We kicked off the show by diving into the controversy surrounding Sydney Sweeney and her recent ad campaign with American Eagle. For those who haven’t seen it, the campaign has sparked online backlash—some claiming it’s off-brand for the clothing company, others calling it tone-deaf.
Jade’s take? She felt the campaign missed the mark. “It feels like her personal brand is all over the place,” she said. From HBO star to country music features to now being the face of a youthful denim brand, the messaging isn’t cohesive. Jade noted that good marketing should align the brand’s identity with the influencer’s vibe—and this one might have been a mismatch.
Kirby had a slightly different view, suggesting that the outrage may be more about today’s internet culture than the campaign itself. “It seems like people are just looking for something to be mad about,” he said. That said, both agreed that when you’re crafting campaigns involving celebrity influencers, brand alignment is key—otherwise, the message gets lost in the noise.
Year-End Gifting…In August?
If you’ve been around the branded merch world long enough, you know this truth: it’s never too early to plan your year-end gifts.
Jade and Kirby discussed how starting now gives you better options, better pricing, and most importantly—less stress. Waiting until November means you’re fighting stock issues, shipping delays, and a rush of last-minute panic. But if you start in August or September, the world of creative gift-giving is wide open.
Whether you’re showing appreciation to clients, rewarding employees, or sending thank-you kits to partners, branded gifts are a chance to make a lasting impression. Done right, they’re not just “stuff”—they’re a relationship-building tool.
Pro tip: Don’t overthink the size of the gift. A thoughtful, quality item delivered with care can go a long way.
Happy Gilmore 2 – The Cameo Marketing Machine
Next up, we hit on the release of Happy Gilmore 2. Jade saw the movie and gave it a solid “meh” for entertainment value, but the marketing strategy behind it was definitely a conversation starter.
Kirby was intrigued by the power of cameos in promoting the film. “It felt like everyone was talking about it—not because of the storyline, but because of who showed up in it,” he said. Celebrities from all corners made appearances, and those cameos created a ripple effect of free publicity across social media.
The lesson? Create buzz through surprise and involvement. Whether it’s in your content, your product, or your events, when unexpected faces or moments appear, people pay attention. It’s word-of-mouth 2.0.
Product of the Week: Olive Wood Cutting Board with Handle
This week’s product spotlight is a showstopper—especially if you’re thinking about higher-end gifts for clients or team members. The Rock & Branch Olive Wood Cutting and Serving Board is beautiful, functional, and classy.
This isn’t your average kitchen item. It’s the kind of piece that gets used, complimented, and remembered. With its natural olive wood grain and serving handle, it bridges the gap between utility and luxury—and offers a unique branding opportunity.
Pair it with a custom recipe card, a local treat, or a thank-you note for an elevated gift experience. This one’s definitely going on the “holiday favorites” list.
Shout Out: The Coshocton Sunflower Festival 🌻
To wrap up the episode, we gave a shout-out to one of the most beautiful events in Coshocton County: the Coshocton Sunflower Festival!
Taking place over two weekends in August, this festival draws people from all over to wander through fields of vibrant blooms, take stunning photos, and enjoy food, music, and family-friendly fun. It’s a shining example of how local events create community pride and tourism impact.
This episode was a fun blend of hot takes, smart planning, and seasonal strategy.
From celebrity-brand alignment and buzz-worthy marketing moments to early gifting advice and sunflower celebrations, Jade and Kirby always bring insights you can use—and a few laughs along the way.
Thanks for tuning in to Better Merch…Better Marketing—Season 2 is off to a strong start. Be sure to subscribe so you don’t miss a single episode. And if you’re ready to start planning your year-end merch strategy, reach out to our team—we’d love to help.
Until next time—keep spreading the Marketing Joy!
And as always, if you need help with branded merch, merch strategy, or creative ideas to grow your brand or your team, let’s talk. We’d love to help you. Get your TARGET Hiring Playbook here for free!
