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Public Perception of Automotive Careers – Bill Thompson [RR 801]


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Bill Thompson, President of IMR.INC brings to the podcast a recent release of the United States household perception of the trades, focusing on the automotive career path. Find out who recommends our industry to young people as a career path, the perception of the automotive industry, and more. Bill Thompson, President of IMR Inc. Listen to Bill’s previous episodes HERE Key Talking Points

  • Research once every quarter since 2020, talk to 25,000 households about their perception of the trades in the United States on the auto industry
  • Roughly 46% of parents are talking about college as an option, 33% of the children were seriously considering that as an option. About 30% of those same children thought about entering the workforce immediately. Disconnect with parents and children. More kids prefer to entering the workforce immediately than go to community college or trade school
  • How are the trades perceived? 18% are talking about career options with their child. 65% of the households would recommend the trades as a career option.
  • Parent advocates for the trades- Rural America has the highest likelihood to recommend at 62% recommendation rate. Urban is next to 52.2, and then suburban 42%. 
  • The people that are least likely to recommend the trades are people with a four year college degree 
  • Are we even willing to recommend ourselves?
  • The education path to becoming an automotive technician is unclear, 
  • Career opportunities for women are abundant. But women themselves do not believe that there are opportunities for themselves
  • The general perception- working as an automotive technician is a job, not a viable career. The good news is only 17% of people agree that it's a job and not a career, 44% disagree. 
  • automotiveresearch.com


Connect with the Podcast: Aftermarket Radio Network Subscribe on YouTube Visit us on the Web Follow on Facebook Become an Insider Buy me a coffee Important Books Check out today's partner: Learn more about NAPA AutoCare and the benefits of being part of the NAPA family by visiting www.NAPAAutoCare.com

 
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  • Have you checked out Joe's Latest Blog?

         0 comments
      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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