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Tech recruitment CEO shares tips for attracting in-store talent


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Tech recruitment CEO shares tips for attracting in-store talent

By Lurah Bassey
Business practices

On a recent episode of Aftermarket Radio Network’s “Remarkable Results Radio” podcast, Christopher T. Lawson, CEO of Technician Find, shared some approaches stores can take in today’s market to find and hire automotive technicians.

While Lawson focused on auto repair shops, specifically recruiting mechanics, the tips can easily be applied to collision repair shops and echo what leaders in the collision repair industry have recently share.

During one of three OEM Collision Repair Technology Summit sessions hosted by the Society of Collision Repair Specialists (SCRS) in November, TechForce Executive Director/CEO Jennifer Maher said 232,000 technicians were needed in 2021 in automotive, diesel and collision fields, but schools only graduated 42,000.

The TechForce Foundation, Carlisle and Co., Collision Engineering and I-CAR agreed during the session that stores should get involved in school recruitment by hosting hands-on events for students to mix paint and working with technicians, which excites high school students. on the industry and will help change the perception of the industry.

“Independent stores from coast to coast continue to struggle to stand out among the masses,” Lawson said in the podcast. “I have never seen such a tough labor market for repair shop owners. They are frustrated and afraid of the future because it seems like finding auto technicians is like climbing Mount Everest these days. But it is not impossible. It just takes time and a different mindset that sometimes requires stepping out of your comfort zone.

Lawson said “proven” strategies he’s seen store owners use to fill vacancies include:

    • Improve the store’s online presence;
    • Ways owners and employees can monitor and control their store’s online narrative;
    • Strategically use store features and benefits in rental listings to attract talented technicians;
    • Where shop owners need to search online to find experienced technicians;
    • The importance of “passive” recruitment strategies; and
    • How to start a simple social media campaign.

Lawson noted that the first thing most techs will do after seeing a rental ad is Google the store. He recommends store owners open an incognito or private tab in their web browser once a week and Google their store to see what potential employees see. It’s also a good idea to Google other stores in your market, he said.

Using social media as a recruiting tool, especially passively, is also a great strategy, according to Lawson.

“If someone is a good technician and they want to work, they work,” he said. “To be in front of them, you have to have the right message and you have to go where they hang out. If all goes well and they’re not really watching, they won’t be on Indeed. …They won’t be on Zip Recruiter looking around. Where they are is that they are on social networks.

To conduct passive recruiting on social media, Lawson said store owners can “share the story of who you are” on their social media pages.

“You share the story of your culture. You share photos when you repair the waiting room for the holidays. You show photos of customers who bring dogs into the store. You show images when you have birthday parties or anniversary celebrations or when you go bowling as a team. …When you show enough of it, it gives everyone who views your page a really good idea of ​​how important you are to your employees and what it’s like to work for you.

Stores can also take advantage of free online training and on-demand podcasts to attract top talent, he added.

The full episode of the podcast featuring Lawson is available here.


Featured Image Credit: Find Technician

More information

The solution to the technician shortage is not just a matter of recruiting students

RDE 2022: Do’s and Don’ts for Retaining and Recruiting Store Employees

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