Why Your Recruiting Ads Aren't Working: Tips from an Automotive Technician Hiring Expert [PODCAST]Sep 14, 2023
Recruiting top-notch automotive technicians can be a challenging task, and if your ads are falling flat, you're not alone. In a recent podcast featuring Chris Lawson, an expert in hiring automotive technicians, he shared insights and strategies to help you supercharge your recruitment efforts.
Let's dive into some key takeaways from the podcast and learn why your recruiting ads might not be delivering the results you desire.
THIS IS WHY YOUR RECRUITING ADS AREN’T WORKING
One of the most common mistakes that automotive shops make is creating boring ads that look too much like ads.
In the world of recruitment, standing out is crucial. Your job ads need to grab the attention of potential candidates and make them want to learn more.
Chris explains in the podcast that the secret to compelling ads lies in storytelling. He says, "Everyone wants to play an important part in an interesting story." Your ad should go beyond listing job requirements and qualifications. Instead, paint a vivid picture of your shop's culture, values, and the exciting work your technicians do.
Highlight specific community projects, challenges, or unique aspects of your shop that set you apart from the competition.
THIS IS WHY YOUR MISSION AND VISION STATEMENTS AREN’T WORKING
Mission and vision statements are essential for any business, but if yours lacks a compelling "why," it may not resonate with potential candidates.
As Chris points out, "there is no 'why' in many mission and vision statements." These statements should not only define what your shop does but also why it does it.
This part is critical because it’s where the emotional juice lies.
Craft your mission and vision statements to show how your shop's work contributes to a cause bigger than itself. For example, emphasize your commitment to creating safe and reliable vehicles for members of the local community.
When candidates see a meaningful purpose in their potential role, they're more likely to be motivated to join your team.
HERE'S ONE KEY QUESTION YOU CAN USE TO IDENTIFY YOUR SHOP'S UNIQUENESS
To attract top automotive technicians, you need to stand out. Ask yourself this crucial question: "Why would someone drive past 3 shops to get to yours?"
Identify what makes your shop unique and emphasize it in your job ads. Maybe it's your state-of-the-art equipment, exceptional customer service, or innovative repair techniques.
Highlighting your shop's strengths can make all the difference in drawing in the right candidates.
NOBODY IS TALKING ABOUT THIS STRATEGY TO SKYROCKET YOUR RESPONSE RATES
There is a game-changing strategy that has boosted response rates by 20%: stop requiring resumes at the beginning of the interaction!
Many experienced automotive technicians may not have up-to-date resumes ready to submit and requiring one right away can deter them from starting a conversation with your shop.
Instead, focus on making the initial connection. Include a mobile number in your ads and encourage candidates to send a text to begin the conversation.
This small change can significantly increase response rates and allow you to engage with potential hires more effectively.
THIS IS THE CONNECTION SECRET NO ONE IS SHARING TO GET HIGHER RESPONSE RATES
Another powerful strategy Chris elaborates on in the podcast is to find out where the pain points are.
When you reach out to a prospective automotive technician, ask them, "What has you looking for a new opportunity right now?"
Understanding their motivations and challenges enables you to tailor your pitch and offer solutions that address their needs.
By identifying pain points and demonstrating how your shop can alleviate them, you'll not only increase response rates but also foster a deeper connection with potential candidates.
STRATEGIES THAT CAN HELP YOU START HIRING CONVERSATIONS FASTER WITH ZERO HASSLE
To streamline the hiring process, remove friction, and allow candidates to start conversations in multiple ways. Offer options such as:
- In-person resume drop-off
- Phone calls
- Direct messaging
- Text messages
- Online applications (job boards, website forms or Applicant Tracking Systems “ATS systems”)
By letting candidates choose their preferred communication method, you make it easier for them to reach out and express interest. This approach can lead to faster and more hassle-free hiring conversations.
Hiring is a numbers game just like car count. Let’s increase your at bats and hit those KPIs!
Hiring top automotive technicians requires a fresh approach to recruitment.
Revamp your job ads with compelling storytelling, infuse meaning into your mission and vision statements, and implement strategies to boost response rates.
With these tips from the podcast, you'll be well on your way to building a skilled and motivated automotive technician team.
Ready to learn more?
Click the embedded link at the top of this page to dive into the full podcast.
Additional insights and expert advice on finding and hiring the best talent for your automotive shop will be your reward.