When Jeff and Martha Carrigan launched Big Shoes Network in 2006, they weren’t chasing a startup dream—they were answering a call. What began as a simple email connecting friends to job openings quickly grew into the Midwest’s go-to resource for marketing, communications, and creative careers.
In this Q&A as their transition to retirement, the Carrigans reflect on their early days, the myths about Midwest talent, how the industry has evolved, and the advice they’d give today’s job seekers and employers alike.
What inspired you to start Big Shoes Network in 2006, and what need were you hoping to fill in the Midwest job market?
Jeff & Martha:
Our inspiration was simple: to help others.
We were “accidental entrepreneurs.” Both of us were in the PR, Marketing, and Advertising world, and people often called to ask if we knew any copywriters, marketing managers, or graphic designers for open roles. We’d make a few calls, connect a pro to an opportunity, and move on. That informal “phone list” grew to 50+ names, so we started sending it out by email.
We kept it going for two years before turning it into a company.
At the time, the East and West coasts were seen as the “be-all, end-all” of advertising careers, while the Midwest was unfairly dismissed as a creative dead zone. We knew that wasn’t true, and we wanted to support folks pursuing careers here.
Was there a moment early on that made you feel like BSN was really going to take off?
Jeff & Martha:
Absolutely. Four things happened in quick succession:
- Our email list grew to 1,500 subscribers and was taking us six hours a week to curate.
- We became finalists in an Entrepreneur Contest.
- BizTimes wanted to feature us in an article—before we had even officially formed the company.
- Employers began asking if they could pay us to list their jobs.
At that point, we bootstrapped a website and marketing materials. Martha ran BSN full time for the first year, and within six months we had recouped start-up costs. By year one, Jeff was able to quit his marketing job to join full-time.
Related: Discover marketing jobs near Milwaukee
How have you seen communication jobs evolve with technology, hiring trends, and the broader economic landscape?
Jeff & Martha:
The biggest shift has been the demand for integrated skills.
Back in the day, marketing, PR, HR, and visual communications were siloed departments. Today, pros are expected to wear multiple hats, from writing press releases to designing presentations to analyzing data.
The rise of affordable, easy-to-learn software in the early 2000s changed everything. Suddenly PR professionals could shoot their own product photos, access media lists, or design a PowerPoint without needing a full production team.
That evolution continues today with social media, AI, and automation—all requiring a blend of creativity, strategy, and tech fluency.
Can you share a favorite success story that really captures the spirit of BSN?
Jeff & Martha:
A job seeker once told us, “You don’t sell job opportunities, you create hope.”
We also hear all the time from people who say, “I found my last three jobs through Big Shoes Network.”
On the employer side, some of our favorite feedback has been:
- “There’s no applicant quite like a Big Shoes candidate.”
- “We’ll definitely use you again—we received several excellent applicants through your site.”
If you could go back to the beginning, what advice would you give yourselves?
Jeff & Martha:
Through the market collapse of 2008–09, COVID, tariffs, and now AI, one lesson has remained constant: trust God and focus on what really matters. Everything else falls into place.
What’s a common myth about the Midwest marketing and creative job market?
Jeff & Martha:
That creativity only lives on the coasts.
We’ve met a Simpsons animator teaching in northern Wisconsin, seen Milwaukee creators design for Oprah, and watched top agencies expand from Portland and Austin into the Midwest.
This region is full of opportunity—and when downturns come, the “valleys” aren’t nearly as steep here as they are on the coasts.
What skills or qualities have consistently stood out among successful candidates?
Jeff & Martha:
- Writing (short, medium, and long form)
- Curiosity
- Lifelong learning
- Grit
- Collaboration
- Humility
Hiring managers will often overlook some technical gaps if a candidate demonstrates those qualities. Bonus points for positivity and a genuine desire to help others.
What’s one thing you wish more employers understood about recruiting and retaining talent in this region?
Jeff & Martha:
Use Big Shoes Network—you’ll get spot-on candidates instead of wasting time filtering through hundreds of irrelevant applications.
Beyond that:
- Adjust job descriptions. Not every single skill belongs in the “must have” column.
- Respect the candidate experience. A poor hiring process hurts your brand.
- Remember Milwaukee is now a competitive talent market. Pay, flexibility, and culture matter more than ping-pong tables and free snacks.
What advice would you give to someone just starting their job search in marketing, communications, or design today?
Jeff & Martha:
- Use BSN for jobs, connections, and professional development.
- Learn to “tell your story” through resumes, cover letters, LinkedIn, social media, and conversations.
- Keep up with technical skills—it’s easier to keep up than catch up.
- Build connections and always ask, “Who else should I talk to?”
- Ask for help—and apply the advice you’re given.
Are there underappreciated roles or industries job seekers should consider?
Jeff & Martha:
Yes: manufacturing, construction, agriculture, energy, and government roles. Cybersecurity and AI are huge growth areas as well.
Sometimes the “un-sexy” jobs are the best-kept secrets.
What would a guide for the next generation of BSN leadership look like?
Jeff & Martha:
People are sick of machines. Personal customer service is BSN’s biggest differentiator.
Support students—they’re tomorrow’s industry leaders.
Keep job postings fresh and relevant.
Personally vet postings to ensure they’re real opportunities.
Help others, even if it takes extra time.
Take risks, try new things, admit failures.
Be yourself. You are already creative, helpful, positive, innovative, curious, people and family-focused. Keep it up. Don’t give up.
What are you most looking forward to in retirement?
Jeff & Martha:
Family. Travel. Ministry.
If you had to describe your time with Big Shoes Network in one word, what would it be—and why?
Jeff & Martha:
Grateful.
Anything else you’d like to add?
Jeff & Martha:
We’re confident in the next generation of BSN leadership. Tim and Jason bring fresh energy, integrity, and commitment to community. We’re excited to see how they lead Big Shoes Network forward.
Jeff and Martha, thank you for everything you have done to build, grow and nurture Big Shoes Network! We are humbled and honored to continue your legacy, and wish you the very best in retirement! - new owners Jason Parry and Tim Cigelske
