Dealership Recruitment: How You Can Leverage Accolades to Attract Top Talent

By Beth Kempton,
April 20, 2018

With fewer than 1% of job seekers interested in a dealership career, it’s important for you to have an effective dealership recruitment strategy to attract top talent. And one of the key pieces of your hiring strategy should be maintaining a strong employment brand, which can help your dealership stand out from other employers in today’s competitive job market.

A strong employment brand should include elements such as: a comprehensive list of benefits, a compelling career site, job descriptions that stand out, defined career paths, employee success stories, and more. On your career site, in your job descriptions and on display at your dealership, you should also highlight any awards that showcase your dealership as a great place to work. Below, we’ve pulled together some examples of accolades you can leverage in your dealership recruitment strategy to get prospective applicants excited about the possibility of joining your team.  

Automotive News Best Dealerships to Work For

Each year, Automotive News recognizes dealerships across the country that have established excellence in areas including leadership, corporate culture, role satisfaction, training, pay and benefits and overall engagement in its Best Dealerships To Work For program. The program is judged based on a two-part assessment – a questionnaire about your dealership’s policies, practices and demographics, and a survey of all employees at the dealership. Based on analysis of both assessments, the top 100 dealerships to work for are awarded the distinction by Automotive News.

If your dealership is named to the list, highlighting the award on your career site can help with your overall dealership recruitment, as job seekers will see your dealership values employee satisfaction and building your best team. The honor can also be used in your consumer marketing materials, as prospective customers will see you’re invested in hiring the right people to provide top-notch customer service.

Local Lists Recognizing Top Employers

In addition to the Automotive News Best Dealerships To Work For, many publications and other organizations across the country highlight the best local companies to work for across industries. For example, the Dallas Morning News included two dealerships on its Top 100 Places to Work 2017 list and a dealership group was named to the 2017 Top Companies to Work for in Arizona list by AZCentral.

Similar to the Automotive News awards, many local best companies to work for awards are largely decided by employee surveys that measure engagement, satisfaction and other metrics. With so few job seekers considering careers in retail automotive, if your dealership is included on a local best companies to work for list among other top employers across industries, job seekers will finally see the great opportunity working for a dealership has to offer. Inclusion on the list and highlighting the distinction on both your career site and in job descriptions can help you capture strong applicants who might not have otherwise considered working at a dealership.

Internal Dealership Awards

Some automakers and dealership groups offer employee awards for top performers across dealerships. Ford Motor Company’s e2 Employee Excellence Awards recognize employees across dealerships who excel in sales, service and F&I. And Berkshire Hathaway Automotive annually awards top performers through its Service Advisor Awards and Sales Awards. These are just a few examples of automakers and dealership groups going the extra mile to recognize top employees.

If individual employees at your dealership are recognized by these or similar awards, it validates that your dealership is dedicated to hiring the best team, providing effective training to all employees and creating a satisfying customer experience.

Dealership accolades and awards are one small piece of an effective dealership recruitment strategy. For more information on how you can attract strong applicants to your open roles, download “The Hireology Employment Brand Playbook.”




Build and Maintain a Strong Career Site
Dealerships tend dedicate a significant amount of marketing budget building out compelling website content to attract qualified consumer leads, but many either don’t have a career site, or it has limited content necessary to attract consumer leads.
But most of today’s job seekers complete research and apply for jobs online, meaning your dealership needs a compelling employment brand story that includes a strong career site.
“If your job application is too long and confusing, it might cause candidates to abandon the application process all together”

About the Author

Beth is the content strategist on Hireology’s marketing team, responsible for creating compelling blog posts, eBooks, marketing materials and other content. Her background includes five years of experience at a B2B digital marketing agency, where she crafted content for a variety of clients, including several in the HR technology space. Before beginning her career, Beth attended Loyola University Chicago, where she studied advertising and public relations.

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