Dealerships and shops are having a hell of a time trying to find technicians to hire. Not only are we working against a national technician shortage, but less than 5% of technicians are actively looking for jobs.
For many of the dealerships and shops we talk to, the bulk of their recruiting strategy revolves around posting on job boards… Let’s think about that for a second. Who is on job boards? People who are actively looking for a new job. That means the bulk of dealership recruiting efforts are missing out on 95% of technicians.
Before we get into how dealerships and shops can get in front of technicians who aren’t actively looking for jobs, let’s first get a better understanding of who these techs are.
What are Passive Candidates?
The bulk of technicians out there are what we consider “passive candidates.” Passive candidates are people who are not actively looking for a new job, but are open to new opportunities. Research shows that 85% of employed professionals are open to switching jobs.
Obviously, it takes more work and time to recruit passive candidates, as these are not the technicians who are hanging out on job boards. However, with the right recruiting strategy, dealerships can start to get in front of these technicians, build their employer brand, and be top of mind when these candidates are looking to make the switch.
How to Use Recruit Passive Mechanic Candidates
Don’t Focus So Much on Hiring
First thing’s first, let’s talk about messaging. Since finding a job is not top of mind for passive candidates, seeing a job ad or a “We’re Hiring!” post isn’t going to catch their attention. Instead, focus on the cool things that make your shop unique and a great place to work.
Some ideas could include:
- Sharing pictures of new equipment and tools on social media
- Posting videos of technicians working on fun repairs
- Highlighting unique perks or benefits your shop offers (i.e., flexible scheduling, catered lunches, etc.)
- Sharing appreciation for employees
This sort of employer branding works in that it shows technicians why they should want to work for you, so that when it comes time to change jobs, your shop is top of mind.
Here’s an example from Village Ford showing employees racing their cars.
Incorporate Video
In a recent poll, 85% of technicians agree that video helps them determine if a shop is a good fit for them to work at. Taking it one step further, 97% of technicians indicated they prefer unscripted, unproduced videos of employees talking about what it’s like to work in the shop over corporate recruiting videos. This is perfect for shops because this means creating videos for recruiting technicians doesn’t need to be expensive or fancy. All that’s needed is a smartphone and a few employees willing to talk about their job.
Some ideas for videos to recruit technicians include:
- “Day in the life” (i.e., technicians showing what a typical day looks like at your shop, etc.)
- Shop tour
- Employee spotlight
- Meet the management team
Here’s an example from Craigs Car Care talking about their air conditioned shop in the Texas heat.
Leverage Social Media
Of course, the majority of your shop’s social posts are targeted at your customers. However, 79% of job seekers use social media for company research. This means it’s important to be sharing content showing technicians (and your customers) that your shop is a great place to work.
Whether it’s organic posts or ads, here are the social media websites to consider using to attract passive job seekers:
- YouTube
- TikTok
When posting on social media, don’t forget about Facebook and LinkedIn groups. There are several groups for automotive and diesel technicians out there that are still active. Try searching for groups in your area that you can start posting on.
Encourage Employee Sharing on Social Media
Technicians likely have other technician friends, right? Shops should regularly encourage employees to share their social posts. Research has shown posts generate 561% more reach when shared by an employee compared to the company itself.
Shops don’t need to create a full-blown employee referral or advocacy program in order to successfully get employees to share content. One of the shops we work with filled a bowl with candy bars and left it in the breakroom. Whenever an employee shared one of their social posts from their personal page, they got to pick out a candy bar. This tactic is easy, it’s cheap, and it works!
Give Technicians ALL the Information About Your Shop Before They Apply
Technicians who are passively looking for a job are not going to put the time and effort into applying and interviewing for a job if they aren’t confident it’s going to be a good fit. This means shops need to make all the information techs actually want to know available somewhere online.
Shops we work with use their Top Shop page to address all the FAQs technicians typically ask during the interview. Plus, it’s a great place for them to house all their shop photos and videos. Unlike a Careers page on your website, Top Shop pages are created solely for the purpose of attracting and recruiting technicians. Many of our clients link out to their Top Shop page from their Careers page or even from the homepage of their website.
Rethinking Recruitment: Engaging Passive Candidates Through Employer Branding and Social Media
To better navigate the technician shortage and reach more potential technician candidates, dealerships and shops need to rethink their recruiting strategies. Instead of relying solely on job boards, which target only those actively seeking employment, a focus on employer branding and social media engagement can make a significant impact.
Key takeaways from this article:
- Showcase what’s special about working at your shop
- Share authentic videos highlighting employees, shop happenings, and work environment
- Encourage current staff to share your posts on social media
- Provide comprehensive information about your working at your shop
All of these practices together make it easier for potential hires to envision themselves working for you and see the value of joining your team. This proactive approach ensures you’re top of mind when these technicians are ready to make a move.
