Hiring marketing talent in the unsexy world of B2B manufacturing and distribution is notoriously difficult. How do you find people who actually care about selling industrial or dental products?

Kyler Nixon sits down with Brian Shoberg to challenge everything you know about recruiting and onboarding. Brian argues that the traditional HR playbook belongs in the trash. Instead of looking for perfect resumes, he searches for raw passion and adaptability.

Brian shares his unconventional interview questions and explains why clear expectations in the first 90 days are critical for new hires. The conversation also covers how a strong brand story can change not just your external marketing, but your internal company culture.

Brian Shoberg is the Director of Marketing at Zirc Dental Products, a family-run medical device manufacturer known for its Color Method system. Before entering the dental manufacturing sector, Brian built a strong foundation in storytelling and media production.

He specializes in clarifying brand positioning and unifying cross-functional teams. His core philosophy is that clarity drives performance. At Zirc, Brian led a massive digital transformation and corporate rebranding to modernize the buying experience without alienating crucial B2B distributors.

• Why the traditional HR interview playbook needs to be thrown out and set on fire.
• How to interview for passion and why it matters more than experience in B2B marketing.
• The unexpected elephant question Brian uses to test a candidate's adaptability.
• Why paying above market value sets a standard of excellence for your team.
• The 90-day onboarding strategy: picking 10 specific things for a new hire to focus on.
• How implementing the StoryBrand framework changed Zirc Dental Products from the inside out.
• Why a strong brand story gives employees a reason to be proud of their daily work.

• Book: No Rules Rules by Reed Hastings
• Book: Building a StoryBrand by Donald Miller
• Company Website: Zirc Dental Products
• Guest LinkedIn: Brian Shoberg