In this episode of the Kee to Growth podcast, host Jen McKee sits down with Matthew Abbott, cofounder of Abbott Family Insurance, to dive into the world of internal marketing in the trades and how offering employee benefits can transform recruitment, retention, and company culture. Matthew shares his unique journey from growing up in a blue-collar, trades family, serving in the military, and rising through the ranks in the home services industry before launching his family-run insurance agency focused on tradespeople. With firsthand experience in both trades operations and benefits brokering, Matthew offers insights that bridge the gap between leadership, employees, and the practical needs of today's workforce.
The conversation explores the art of marketing benefits packages internally—treating employees not just as staff but as a business's most valuable "first customer." Matthew discusses specific strategies for communicating and engaging teams around benefits, leveraging tools like Slack, text and email drips, internal meetings, and even public social media campaigns to showcase robust benefits offers for recruiting top talent. Jen and Matthew talk about the power of company leaders acting as ambassadors, and how enthusiasm and clear, ongoing communication can create buy-in and help employees appreciate the investment being made in them.
Listeners will also learn about tax strategies businesses can use to maximize value from benefits spending, creative ways to offset medical plan utilization, and the integration of technologies like telehealth, accident insurance, and even AI within the insurance space. Matthew explains how companies can transition their benefits approach with minimal disruption, regardless of their current insurance arrangements, and how measuring internal marketing KPIs—like participation rate—can help owners track effectiveness and retain skilled employees in a competitive market.
Rounding out the episode, Jen and Matthew discuss the trends shaping the future of benefits marketing in the trades, including the role of artificial intelligence, and leave listeners with practical steps to elevate their teams' experience and their company's bottom line. Whether you're a business owner, office manager, or just interested in the intersection of marketing and HR, this episode is packed with actionable advice and inspiring stories from the world of trades and insurance.
04:21 "Owner Enthusiasm Boosts Employee Benefits"
07:21 Reducing Insurance Premium Utilization
12:45 Enhancing Internal Communications Strategy
15:12 Secretive Tax Strategy Benefits
16:58 Accident Program Benefits Employees
22:58 Algorithm Predicts Teen Pregnancy
25:34 AI Integration Transforms Business Operations
26:38 Flexible Learning with Weekly Support
Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/
Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.
The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com
This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/
