Chris Enright is a one-man operation. He has his own auto repair shop but keeps having technicians reaching out to him asking if he’s hiring.
Enright is extensively active on social media, posting multiple videos daily. People see all corners of his shop, his tools and his business philosophy. That makes him an attractive employer — but even though he isn’t recruiting, people want to work for him.
With so many shops looking for help, those with talent can be picky about for whom they work.
“And using video is a great way to help them understand whether or not you’re a type of shop that they would want to work for,” explained Brian Walker, owner and CEO of Shop Marketing Pros.
He and Enright presented the session Rev Up Your Marketing with Video Advantage at the Midwest Auto Care Alliance’s Vision Hi-Tech Training & Expo in Kansas City last year.
The older generation might have cared about working where they can make the most money. But that’s not the case anymore, Walker pointed out.
“They’re smarter than us because they realize there’s more to life than just the cheque that I can bring home,” he observed. “And they care about what’s the quality of my life going to be like when I’m at work all day. And it truly matters.”
He showed examples of video content created by a shop in Alaska to draw people to the area, promoting the quality of life available and outdoor fun in the region.
“Some of you have shops in some unique areas that people might really be attracted to [and] living there,” Walker said. “So instead of looking for those people who are right in your backyards [ask yourself] who are the people that might want to make a move?”
He recommended creating videos that show your uniqueness and put them on social media and your website — especially if you have a “careers” page. This led Walker on a tangent where he explained how underutilized a careers page generally is among shops.
“Most of the shop websites that we see, it’s a second thought. It’s a page that just has a listing: ‘This is what we’re looking for,’” he said.
Back to using videos to attract talent, Enright noted that he’s never even posted that he’s looking for a technician but still gets pros reaching out to him.
“I get to techs reaching out to me constantly because they see my videos and they see my beliefs and what I think culture should be and they want to come work with me,” he said. “So it’s a huge benefit for hiring for sure. So don’t look past it.”
Image credit: Depositphotos.com
Leave a Reply