Let It Shine

In 2022, Let It Shine Inc., a renowned professional cleaning service with a strong regional presence, turned to OTM for strategic assistance. Their mission was clear: to craft an employment brand that resonates with goal-oriented individuals on the path to financial independence. Seeking driven individuals who desire flexibility with a level of consistency, autonomy, and a reliable supplemental income, Let It Shine aimed to craft a distinctive narrative that not only highlighted the unique benefits of working with them but also supported a robust recruitment strategy to attract a steady stream of potential employees.


  • Strategic Consulting
  • Brand Story & Messaging
  • Employment Branding
  • Recruitment Strategy
  • HubSpot Enablement
collage of images of people cleaning an office

Our Approach

We began our partnership by taking Let It Shine through The OTM Path to Growth®, where we determined that the Gig Economy would pose a significant challenge to our recruitment efforts. The Gig Economy was seeing a lot of growth at the time, and while it was less reliable than a part-time position at Let It Shine, it offered a similar level of flexibility and was being heavily marketed by larger corporations.

We needed to not only align with the Gig Economy but also communicate why Let It Shine offers a superior employment solution for our ideal candidate – differentiating it from janitorial work and aligning it to more aspirational activities.

Join Team SHINE & Start Earning Toward Your Goals

At Let It Shine, we’re all about helping our employees reach their goals.

We know that when our employees are on track to reach their goals, whether it be buying a house or paying off debt, they’re more likely to care about the work that they are doing.

Flexible Yet Consistent Schedules

Reliable Income

Get Paid to Be Active

Taking Applicants from Go-Getter to Goal-Getter

Once we identified the value propositions for Let It Shine’s employment brand, we built an entire recruitment strategy around going from Go-Getter to Goal-Getter, complete with an online Savings Goal Calculator that would serve as a transitional call to action for those interested in learning about employment opportunities, but not yet ready to apply.

Additionally, we worked with the team at Let It Shine to enable HubSpot as a CRM tool for managing the hiring process and talent pipeline.

Now, any time an employment application is submitted, there is a step-by-step process for the Let It Shine team to follow, leveraging technology and automation to power the recruitment process from beginning to end.

tablet with form from website

Employee Applicants in 2023


of Which Were Ideal Candidates


When we began working with Let It Shine, the company had no employment pipeline and needed roughly 3 additional employees just to continue operating as-is.

Since launching the Goal-Getter employment brand, we’ve had 243 employee applications come through HubSpot and 22% of those applicants matched our target applicant profile.

Let It Shine now has a powerful employment brand with a strong pipeline of ideal candidates.