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Writing Ads That Attract Rock Stars [THA 288]


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What’s the first step to hiring Rock Stars? It starts with the ad. A cookie-cutter ad with buzzwords will only get you so far. Instead of writing the ad from your perspective, step into the shoes of the position you are looking to fill … you may have done that job yourself. Did you ever think that you should be writing the ad for the spouse of the job position? It costs thousands of dollars to hire the wrong person.  Get ready to get a handful of ideas in this episode, to help in your hiring goals.

Maylan Newton, ESI- Educational Seminars Institute, is a business coach, trainer and industry speaker. Previous Episodes HERE

Jimmy Alauria, 3A Automotive and Diesel Repair, Phoenix, AZ. Jimmy’s previous episodes HERE

Jason Stretch, Legendary Automotive & Truck Service, Fort Myers, FL. Jason's previous episodes HERE

Key Talking Points

  • Write the ad for the spouse, not the technician. The spouse will be your biggest advocate. We have to take the viewpoint of "What's in it for me" rather than "What's expected of me."
  • “Be diligent, not desperate.”
  • “It costs thousands of dollars to hire the wrong person.”
  • Everyone you’re looking for, there are also other people searching for them too
  • “Our industry is the definition of insanity,” running the same ad, treating people the same way.
  • Become a destination employer, not stop on their way to success
  • Setting expectations when hiring- one size doesn’t fit all 
  • Learn how to read people and get good at interviewing- it requires practice 
  • Get business cards for your team
  • Admiration cuts through antagonism. Top talent in this industry has felt underappreciated for a long time. There can be an antagonism coming from really good people, NOT because they are naturally antagonistic but because we have created an environment where they feel like they have to fight.
  • Taking time to Qualify, are they truly a unicorn?

 

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Important Books

Check out today's partners: Shop-Ware: More Time. More Profit. Shop-Ware Shop Management getshopware.com Delphi-Call-to-action.png       Delphi Technologies: Keeping current on the latest vehicle systems and how to repair them is a must for today’s technicians. DelphiAftermarket.com ARN-Website-Banner-July-2022-1200x400-1. Screenshot_340-1.png

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  • Have you checked out Joe's Latest Blog?

         5 comments
      I recently spoke with a friend of mine who owns a large general repair shop in the Midwest. His father founded the business in 1975. He was telling me that although he’s busy, he’s also very frustrated. When I probed him more about his frustrations, he said that it’s hard to find qualified technicians. My friend employs four technicians and is looking to hire two more. I then asked him, “How long does a technician last working for you.” He looked puzzled and replied, “I never really thought about that, but I can tell that except for one tech, most technicians don’t last working for me longer than a few years.”
      Judging from personal experience as a shop owner and from what I know about the auto repair industry, I can tell you that other than a few exceptions, the turnover rate for technicians in our industry is too high. This makes me think, do we have a technician shortage or a retention problem? Have we done the best we can over the decades to provide great pay plans, benefits packages, great work environments, and the right culture to ensure that the techs we have stay with us?
      Finding and hiring qualified automotive technicians is not a new phenomenon. This problem has been around for as long as I can remember. While we do need to attract people to our industry and provide the necessary training and mentorship, we also need to focus on retention. Having a revolving door and needing to hire techs every few years or so costs your company money. Big money! And that revolving door may be a sign of an even bigger issue: poor leadership, and poor employee management skills.
      Here’s one more thing to consider, for the most part, technicians don’t leave one job to start a new career, they leave one shop as a technician to become a technician at another shop. The reasons why they leave can be debated, but there is one fact that we cannot deny, people don’t quit the company they work for, they usually leave because of the boss or manager they work for.
      Put yourselves in the shoes of your employees. Do you have a workplace that communicates, “We appreciate you and want you to stay!”
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