Our industry recently lost an icon. Maylan Newton passed away on January 26th. His name is synonymous with excellence in management and sales training through his company (ESI) Educational Seminars Institute. If you’d like to peek in on a couple of Maylan’s interviews with Dennis Madden, check out “Table Talks” on the ATRA VTS website.
In 2021, Maylan published a book titled, The Joy of Hiring. True to form, the title selected by Maylan was intended to be both humorous and thought provoking. Who uses the words hiring and joy in the same sentence? This article is in remembrance of Maylan and his many accomplishments, including ATRA’s Lifetime Achievement Award for Training, and to commemorate his book.
It’s Like Breathing – Recruiting Isn’t Optional. It’s the Lifeblood of Your Automotive Repair Shop
One of the hottest topics among shop owners today is “Where can we find good help?” The technician shortage is not new, but the reality that there aren’t enough new candidates to meet our present and near-future needs has come home to roost. Today, we’re paying the price for our past myopic perspective on recruiting and training new blood into our industry.
In my seminar about (FIMS) the Fully Integrated Marketing System, which I presented at the 2022 Powertrain Expo, I floated the idea that marketing drives every aspect of your business, right down to clean restrooms. It’s never been more clear than today that shops could benefit from using marketing – the FIMS marketing system to find qualified job candidates.
Marketing and recruiting might seem like two separate functions, but in reality, they are deeply intertwined. Just as marketing aims to attract and keep customers, recruiting seeks to attract and retain top talent. The two are inseparable—after all, you can’t deliver on your marketing promises to customers without a strong team to back them up. The best shops understand that recruiting, like marketing, is an ongoing effort, not just something you do when there’s an immediate need.
Consider how you market your shop to customers – you highlight your expertise, reliability, and the value you provide. Recruiting follows the same principles. You need to showcase why your shop is a great place to work, communicate the opportunities available, and actively seek out the right candidates instead of waiting for them to come to you. The days of simply posting a job ad and hoping for qualified applicants to apply are long gone. If you want the best technicians, you have to market your shop as the best place for them to work.
The Root of the Technician Shortage
The shortage of skilled automotive technicians isn’t just a fluke; it stems from a mix of outdated beliefs, educational gaps, and industry misconceptions. For decades, there’s been a persistent stereotype that mechanics are “grease monkeys,” laboring in dirty shops with minimal technical skills. As you know, that couldn’t be further from the truth today. Modern automotive technicians are diagnostic specialists who work with cutting-edge technology, from complex onboard computer systems to advanced diagnostic tools.
Another long-standing myth is that automotive repair is a low-paying career path. In reality, many journeyman technicians earn six-figure incomes, and with the growing complexity of vehicle technology, their expertise is in higher demand than ever. Unfortunately, the perception of low wages and limited career growth has discouraged younger generations from pursuing this field.
Additionally, fewer high schools offer auto shop classes, reducing exposure to the industry during their formative stage. Without early hands-on experience, many students never even consider automotive repair as a career possibility. This lack of exposure is a significant factor in the dwindling number of new entrants into the profession.
The Parallel Between Marketing and Recruiting
Reflecting on my years in the industry, I’ve come to realize that recruiting mirrors marketing in many ways. Both require a proactive, continuous approach. Just as we don’t wait for customers to walk through our doors without consistent marketing efforts, we shouldn’t wait for ideal candidates to apply without ongoing recruitment strategies. It’s about building a pipeline, nurturing relationships, and positioning our shops as desirable workplaces.
My concept of a Fully Integrated Marketing System (FIMS) applies to recruiting as much as it does to attracting customers. FIMS emphasizes a multi-faceted, targeted approach where branding, messaging, and outreach are seamlessly interdependent. The best businesses don’t just market when sales are slow, they integrate marketing into every aspect of their operations. The same principle holds true for recruitment. You should always be looking for talent, building relationships, and fostering an image of your shop as a great place to work.
Recruit Where Your Feet Are
One of the most effective strategies I’ve seen is the concept called “recruiting where your feet are.” This means being ever-present in your community, attending local events, engaging with vocational schools, and even striking up conversations at the local coffee shop. Every interaction is an opportunity to showcase the benefits of a career in automotive repair and to identify potential talent. Remember, the next great technician might be closer than you think, perhaps even serving you your morning coffee.
Here are some specific steps to implement this strategy:
- Engage with Local Schools. Partner with high schools and vocational programs to offer shop tours, internships, and guest lectures. Inspire students early by showcasing the modern, high-tech side of automotive repair.
- Consider offering scholarships. I recently visited a vo-tech in Phoenix and many of the students were already wearing uniforms from the scholarship sponsored companies – Toyota and Ford were two that I recall.
- Attend industry and community events. Job fairs, car shows, and local trade expos are perfect opportunities to meet potential candidates and spread awareness about career opportunities in your shop.
- Tap into your customer base. Many of your customers may have family members or friends looking for a solid career. A simple conversation with a loyal client might lead you to your next top technician.
- Leverage social media. Regularly post job openings, shop culture highlights, and success stories of your team members. A strong online presence can attract candidates who might not have otherwise considered the field.
- Network in everyday situations. Whether you’re at a coffee shop, auto parts store, or even a community event, keep an open mind. If you meet someone with a strong work ethic and a mechanical aptitude, hand them a business card and start a conversation.
- Offer referral incentives. Encourage your existing team to bring in potential candidates by offering bonuses or other rewards for successful hires.
- Talk about your geographic or demographic advantages. If you’re located in a highly desirable part of the country, make a big deal out of it. Tap into the advantage whether they’re lifestyle or economic in nature, talk about them in your job posts. “Come live in God’s country. If you love the outdoors and want time to enjoy it, consider joining our team.”
Embracing Innovative Tools – Artificial Intelligence
In today’s digital age, AI technology can significantly enhance our recruitment efforts. Enter CazVid, a platform that’s transforming how we connect with potential employees. The platform collects resumes and applications, then sorts and organizes them on an applicant tracking system for your review. It also gives access to tens of thousands of phone numbers and email addresses of potential employees – many are currently employed and not actively job hunting, but you can reach out to them by an exploratory text, call, or email. In addition, it uses generative AI tools and video technologies to provide better matching with candidates. CazVid allows candidates to create a short video resume, providing a more personal glimpse into their personalities and skills. Likewise, employers can do the same in connection with their companies and job openings.
For employers, CazVid’s AI-powered resume screening tool, the CazMeter, automates the screening process, analyzing hundreds of resumes in minutes and presenting a compatibility score for each candidate in an easy-to-read spreadsheet format. It even provides a Gap-Analysis that gives a breakdown of the areas the candidate doesn’t match up. This means you spend less time sifting through applications and more time engaging with top-tier candidates who meet your specific criteria. Imagine only reviewing resumes and applications from candidates who are matches to your job opening. You may never have to read another resume. For a 5-minute video click here.
Beyond screening, CazVid simplifies job posting and outreach. With the help of AI, CazVid can generate compelling job descriptions tailored to attract the right applicants for your shop. Instead of crafting generic postings, the platform helps optimize listings to emphasize your shop’s strengths and the opportunities available. This targeted approach ensures that job seekers who align with your needs are drawn to your postings, increasing the quality of applicants.
Additionally, CazVid makes it easy to maintain a database of qualified candidates. Not every great applicant will be available at the moment you need them, but with CazVid’s streamlined system, you can keep a list of potential hires and stay in touch for future openings, staying in constant contact with them with occasional emails. Just like you want to achieve Top of Mind Awareness with customers, so they think of you when they have a car problem, you never know when a potential employee might have a bad day and decide it’s time to change employers. Building and maintaining a talent pool ensures that your recruiting efforts are proactive rather than reactive.
The Continuous Journey
Recruitment isn’t a one-time task; it’s an ongoing journey. By integrating continuous marketing strategies, engaging with our communities, and embracing innovative tools like CazVid, we can address the talent shortage head-on. Let’s ensure that our bays are not only filled with vehicles but also with motivated, skilled technicians ready to drive our industry forward.
As always, if I can help in any way, please reach out to me. If you’re interested in learning more about how CazVid can help take your recruiting efforts to the next level, simplifying and enhancing your recruitment process, I’d love to help. Full disclosure, I believe in CazVid so much that I have a vested interest in it. There’s nothing else that I’ve found that can do what CazVid does, and because it’s AI-driven, the cost is negligible. Feel free to reach out to me directly, and let’s start building your dream team today!
Up Your Business is an exclusive GEARS Magazine feature where I share stories, insights, and reflections about business and life. Feel free to contact me with any questions or ideas for articles: Thom Tschetter | (480) 773-3131 | coachthom@gmail.com.
