Like other body shop owners and managers around the country, are you finding it difficult to hire employees for your collision repair business?

Here is a typical ad I see on the online employment jobsite Indeed.com for an auto body technician:

“Auto Body Technician needed immediately. Must have own tools. I-CAR training is preferred. Minimum of 5 years of experience. Good pay and benefits, etc.”

If you looked at Indeed.com or a similar jobsite, you would likely see hundreds of ads like this. This is ineffective marketing.

I use the word marketing because what you are doing is trying to attract good employees using “ad words.” This is not much different from trying to sell your shop’s services to potential customers.

An effective help wanted ad should sell your shop to potential workers. It’s not the other way around. The typical ad example I shared above and the hundreds more like it are likely getting buried in the noise. To find people, you need to get creative. Start thinking like a marketer, or your ads will never bring about the results you are looking for.

Put yourself in the mind of the person you are attempting to attract. What do you think he or she is looking for that they perhaps aren’t getting at their current employer?

“Must have own tools and I-CAR training? OH, SIGN ME UP!” What a selling point!

No! In future ad copy, I recommend selling the finer points of your shop and the attributes of the great people who already work there. Maybe the person you are looking for wants a family feel.

Maybe he or she wants to know that you will provide training to reach that individual’s goals.

Maybe the potential employee would like to hear that you care about work/life balance.

One of the best ways to sell your shop is to literally show them your shop. Consider using images or video to set yourself apart and show them the compelling reasons your shop is the only place in your market they should work instead of trying to tell them.

Here’s an example of a compelling job ad a client of ours used to find a great fit for their company: 

Job Description:

As an Auto Body Technician at Mike’s Collision & Repair you are restoring someone’s most functional and necessary possession back to its original condition. You work alongside other technicians who share the same passion for auto body work as you do. You contribute a positive attitude to the group by working as a team player, displaying good communication skills as you interact with other team members.

You will find yourself immersed in a culture where care for the employee is a top priority. Benefits included are medical, dental, life insurance, Simple IRA and paid time off. Evening and weekend plans are yours – we are open Monday through Friday. Holidays bring some fun to the shop with activities that show appreciation to those who work for us.

If you find yourself drawn to this position, we would love to hear from you. Please stop in and apply and tell us why this role fits you.

Requirements:

– High School Diploma/GED

– Valid Driver’s License with a Clean Driving Record

– Good Verbal & Written Communication Skills

Preferred:

– Two years of previous auto body experience

Job Type: Full-time

Stop writing ineffective ads and start learning how to become a marketer! You’ve got this!

Here are some bonus best practices to make sure your posting stands out from the rest:

1. Be specific about what the position involves, including challenges, cross-functional working relationships (such as working with estimators), and certifications that may be required.
2. Show how you care about each of your team members and what sets your shop apart from others. Use examples of growth opportunities, payment structure, and your shop’s innovative thinking.
3. First impressions matter! Be sure to proofread your listing, and have an up-to-date website complete with job postings and a job application.