Often times when shops are asked what makes them unique, they answer with one of the following:
- “We pay competitively.”
- “We have a great reputation.”
- “We’ve got a great culture.”
Those answers are great, but are honestly too generic to resonate with technicians. Technicians are hard to find, and those that are out there are probably already employed. Shops really need to put themselves in the shoes of the technicians they are wanting to hire in order to catch their attention. This begins with shops evaluating their strengths, creating content highlighting those strengths, and then marketing the heck out of them!
Step 1: Survey Current and Past Technicians
Shops already have a pool of technicians working for them, so who better to ask what they love most about working at the shop? Shops could go beyond their current technician pool and ask some that have previously left the shop as well.
Shops can ask technicians what they like best about their:
- Work environment
- Shop culture
- Compensation and benefits
Step 2: Reflect On the Shop
After gathering employee feedback, the next step to finding what makes a shop great is for the owner(s) and/or management to take the time to answer, in detail, questions about their shop.
They should answer questions similar to the following:
- How do you support technician training?
- How do you work with local schools?
- Do you offer incentives like cash or gift cards, etc.?
- Do you offer health benefits like dental, health, vision, retirement, life insurance, uniforms, uniform cleaning, disability, etc.?
- Is the shop heated? Air-conditioned?
- What specialty tools and equipment do you provide that are available for all technicians to use?
- What type of break room facility is provided?
- What is your policy on side work?
- Do you offer any skills training or continuing education opportunities?
- What type of growth opportunities do you offer?
- Can you describe how techs work with and mentor younger techs in your shop?
- How does your shop get involved with the local community?
Still not finding what makes your shop unique? View the questions that some of our shop clients have answered on their WrenchWay Top Shop pages.
The key to answering these questions is to be as detailed as possible in order to figure out what makes your shop unique. Also, remember what might seem small to you, could be the differentiator needed for a technician to choose your shop over a competitor’s shop.
Step 3: Get Video Testimonials from Technicians
We always encourage our clients to get their technicians on video in order to promote their shop. Recruitment agencies say job ads that include video get 800% more engagement. Plus, videos make it easier for technicians to picture what it’s like to work at a shop as compared to just reading text.
The process of creating videos can and should be simple. Management can help technicians get settled in front of the camera, give them the list of questions, and then leave the room to let their techs talk honestly to the camera. Or, we have found an interview-type of video works well too. This works by shop management asking the questions to the techs and just having a conversation while the camera is rolling.
Here are some example questions shops can ask their technicians:
- Why did you choose to work at our shop versus the competitors?
- What is different about our shop versus other shops you have worked in?
- What do you love most about working here?
- What makes you stay at our shop?
- What do you look forward to at work?
- How would you describe our shop?
Remember, potential applicants want to hear honest and unrehearsed feedback about shops, so keep your videos authentic and not overly produced.
Now, Start Promoting Your Shop!
After gathering technician feedback and reflecting, you should have a few (or more) ways to show how your shop is unique. Now you can start blasting videos, social posts, blogs, and other content about all the amazing things your shop does and start attracting more technician applicants.
If you need some help promoting your shop’s uniqueness where technicians will see, here is a list of a few places to get you started!