Building visibility in an overlooked industry 
Success Story B2B Tech

Building visibility in an overlooked industry 

Program & Deliverables

Public Relations, Strategy & Planning

Introduction

The home services industry often gets overlooked by mainstream media — too small for entrepreneur reporters, offbeat for real estate, and outside the corporate career lens. For Jobber, a software company serving hands-on home service pros, this created a visibility gap.

To elevate both Jobber and the category, PAN recommended developing a data-driven report to serve as a cornerstone of thought leadership, spark media interest, and help drive company awareness.

3
PR Industry Awards Won
750+
Total Pieces of Coverage
3
Annual Reports Published

Solution

Recognizing a lack of data in the Home Service category, PAN proposed a data-driven thought leadership approach. The team identified the skilled labor gap as a critical issue and developed Jobber’s Annual Blue-Collar Report (BCR), surveying 1,000 U.S. High School and College aged Gen Zer’s on perceptions of trade careers.

The report connected declining trade interest with university costs and white-collar layoffs, positioning Jobber to champion trade career stability while addressing its users’ hiring challenges. 

result

Jobber has released three editions of its BCR report – with strong year-over-year momentum. Pairing the data with real-life stories from Gen Z trade entrepreneurs and academics has led to features of the data in WSJ, Fast Company, Forbes, CBS, Newsweek, Fortune, Inc., Axios, Chicago Tribune, CNBC, and more.

It’s also been included in local radio and broadcast segments across the country. The campaign has been recognized by PRNews, Ragan Communications, and the North American SABRE awards. 

Spotlighting often overlooked but absolutely essential blue collar professionals and entrepreneurs has been a shared mission between Jobber and PAN, and together we’ve hit some incredible mainstream media milestones. PAN’s strategic approach is not only elevating Jobber’s leadership in the category, but also amplifying the voices of the community we’re proud to champion.

Moly Milosovic, Director, Brand Marketing & Communications