Digital Dealer - January 2018 - 39

information which helps
one study the candidate's position fit or not.
I have heard of judicious
executives deciding not
to hire some individuals
as a result of negative or
incriminating posts in social media outlets. Since
it is difficult to impossible
to gain information from
prior employers, doing
some homework here is
smart.
Secondly, Ms. Cox
stated that "mobile
accessibility is a requirement." Information
speed, including short
recruiting job descriptions, gets attention
and managers have to
expect potential candidates to use their mobile
phones for accessing
their information "24/7."
A whopping 53% of
19 to 29-year-olds use
smartphones for their job
search, explained Ms.
Cox, so a mobile-friendly
recruiting environment
is a must. And recruiting
"apps" allow job applicants to submit email,
text, or other types of
messaging. Essentially,
dispensing and receiving
information has to be
"fast and easy," kind of
like a soiled dove in a
cowboy movie (some of
you will get that).
SEE ME FEEL ME

A third essential
recruiting tactic is to
utilize videos; something
revealed for all types of
social media situations
in the other classes I

attended. Ms. Cox sited
four distinct areas here:
A. Used by candidates
to search (YouTube being
the number two search
mechanism behind Google); B. Used for recruiting as a branding tool
to sell the company; C.
Skype or webcam used
for interviews; D. Get
this: Video "shares" are
made twelve times more
than text! This is a great
vehicle to show what it's
like to work at your organization - using current
employees to tell your
story - hugs and kisses,
and Ms. Cox stated that a

from a cross-section of
social and skill strata. For
instance, if I'm placing a
radio recruiting ad for my
own clients (I have had
some great success with
this source), I determine
what age/skills I am looking for, and I interview
that group of techs to find
out which radio stations
they listen to, if any at
all. That helps determine
where a recruiting radio
ad campaign should /
will be placed. The same
could be done for various
forms of social media -
probably could do the
same with customers too

MS. COX IDENTIFIED
THAT A SURPRISING
50% OF FORMER
EMPLOYEES CONSIDER
RETURNING TO THEIR
FORMER EMPLOYER."
professionally developed
video isn't necessary, and
is not be as effective as
the one the viewer might
have produced too. She
cited humor as an important attention element too.
A fourth trend, Ms. Cox
iterated, is the increasing use of data for talent
analytics, providing information about the best
candidates, best skills,
and the best sources for
acquisition and retention.
Data may be obtained
from within your own organization by interviewing
/ collecting information

- a room full of waiters
can provide a great bowlful of related information.
Grow some and do it -
you'll be surprised what
you learn.
The fifth area here was
an "investment in employer branding as a hiring
asset." Ms. Cox explained
that 52% of jobseekers
get their all-important first
impression of a potential employer from their
online presence. This is
where videos and other
pro-company marketing
is significant in a website,
Facebook, and other

social media presence.
As a distinct benefit, new
hires who have examined
and determined that they
fit well from viewing this
information are "40% less
likely to leave in the first
six months of employment." That's helpful info
amigo.
RETENTION
STRATEGIES

Ms. Cox noted that
competition for the right
employees is high for
both passive and active
candidates, and that
some 50% of candidates
will come from internal
referrals in the future!
Ways to nurture retention
of current employees,
who will become your
spokespersons, include
more than just employee
performance reviews (an
area extremely weak in
typical dealership management I have to add).
Ms. Cox suggested that
all employees need a purpose, and that management can learn valuable
information from employees just by asking questions such as inquiring
about what keeps them
working at this company.
Open and consistent
employee communication
meetings are a winning
move. I have found that
agenda-driven short
conferences conducted
weekly for instance, are
far more productive than
then monthly beer-swigging-lets-bitch-aboutthe-company technician

D I G I TA L D E A L E R . C O M

Continued on pg. 40
JANUARY 2018

39


http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - January 2018

Digital Dealer - January 2018
Contents
The Art of Handling Mistakes
Motion and Commotion – The Buy/Sell Market Intensifies
You Don’t Have to Be Blood to Be Family in the Dealership
Shifting From Crisis to Opportunity
Warning! Your Customers Know More Than Your Salespeople. But Not for Long.
Advertising Your Tech-Spertise!
From the Show Director
Drawing the Curtain Back
Digital Dealer Workshops Chicago
Cover story
Interview with the 2018 Chairman of the Chicago Auto Show
Ready… Fire!...Then Aim
Turning Cash Buyers into Auto
Need a Tech – Keep a Tech or Other Staffer?
The New Car Buyers’ Clinic: A Case Study in How to Royally Mess It up!
The Pros and Cons of Building a Dealership Facebook Page
Is Your Dealership's Advertising Stuck in the '60s?
4 Ways to Sell More Cars in 2018
Digital Dealer - January 2018 - CT1
Digital Dealer - January 2018 - CT2
Digital Dealer - January 2018 - Digital Dealer - January 2018
Digital Dealer - January 2018 - Cover2
Digital Dealer - January 2018 - 1
Digital Dealer - January 2018 - Contents
Digital Dealer - January 2018 - 3
Digital Dealer - January 2018 - The Art of Handling Mistakes
Digital Dealer - January 2018 - 5
Digital Dealer - January 2018 - 6
Digital Dealer - January 2018 - Motion and Commotion – The Buy/Sell Market Intensifies
Digital Dealer - January 2018 - 8
Digital Dealer - January 2018 - 9
Digital Dealer - January 2018 - 10
Digital Dealer - January 2018 - 11
Digital Dealer - January 2018 - You Don’t Have to Be Blood to Be Family in the Dealership
Digital Dealer - January 2018 - 13
Digital Dealer - January 2018 - 14
Digital Dealer - January 2018 - Shifting From Crisis to Opportunity
Digital Dealer - January 2018 - 16
Digital Dealer - January 2018 - 17
Digital Dealer - January 2018 - Warning! Your Customers Know More Than Your Salespeople. But Not for Long.
Digital Dealer - January 2018 - 19
Digital Dealer - January 2018 - Advertising Your Tech-Spertise!
Digital Dealer - January 2018 - 21
Digital Dealer - January 2018 - From the Show Director
Digital Dealer - January 2018 - 23
Digital Dealer - January 2018 - 24
Digital Dealer - January 2018 - Drawing the Curtain Back
Digital Dealer - January 2018 - 26
Digital Dealer - January 2018 - Digital Dealer Workshops Chicago
Digital Dealer - January 2018 - Interview with the 2018 Chairman of the Chicago Auto Show
Digital Dealer - January 2018 - 29
Digital Dealer - January 2018 - 30
Digital Dealer - January 2018 - 31
Digital Dealer - January 2018 - 32
Digital Dealer - January 2018 - 33
Digital Dealer - January 2018 - Ready… Fire!...Then Aim
Digital Dealer - January 2018 - 35
Digital Dealer - January 2018 - Turning Cash Buyers into Auto
Digital Dealer - January 2018 - 37
Digital Dealer - January 2018 - Need a Tech – Keep a Tech or Other Staffer?
Digital Dealer - January 2018 - 39
Digital Dealer - January 2018 - 40
Digital Dealer - January 2018 - The New Car Buyers’ Clinic: A Case Study in How to Royally Mess It up!
Digital Dealer - January 2018 - 42
Digital Dealer - January 2018 - The Pros and Cons of Building a Dealership Facebook Page
Digital Dealer - January 2018 - 44
Digital Dealer - January 2018 - Is Your Dealership's Advertising Stuck in the '60s?
Digital Dealer - January 2018 - 46
Digital Dealer - January 2018 - 47
Digital Dealer - January 2018 - 4 Ways to Sell More Cars in 2018
Digital Dealer - January 2018 - Cover3
Digital Dealer - January 2018 - Cover4
http://www.nxtbook.com/nxtbooks/digitaldealer/dd26showdirectory_042019
http://www.nxtbook.com/nxtbooks/digitaldealer/201904
http://www.nxtbook.com/nxtbooks/digitaldealer/201903
http://www.nxtbook.com/nxtbooks/digitaldealer/201902
http://www.nxtbook.com/nxtbooks/digitaldealer/201901
http://www.nxtbook.com/nxtbooks/digitaldealer/201812
http://www.nxtbook.com/nxtbooks/digitaldealer/201811
http://www.nxtbook.com/nxtbooks/digitaldealer/201810
http://www.nxtbook.com/nxtbooks/digitaldealer/201809
http://www.nxtbook.com/nxtbooks/digitaldealer/201808
http://www.nxtbook.com/nxtbooks/digitaldealer/201807
http://www.nxtbook.com/nxtbooks/digitaldealer/201806
http://www.nxtbook.com/nxtbooks/digitaldealer/201805
http://www.nxtbook.com/nxtbooks/digitaldealer/201804
http://www.nxtbook.com/nxtbooks/digitaldealer/201803
http://www.nxtbook.com/nxtbooks/digitaldealer/201802
http://www.nxtbook.com/nxtbooks/digitaldealer/201801
http://www.nxtbook.com/nxtbooks/digitaldealer/201712
http://www.nxtbook.com/nxtbooks/digitaldealer/201711
http://www.nxtbook.com/nxtbooks/digitaldealer/201710
http://www.nxtbook.com/nxtbooks/digitaldealer/201709
http://www.nxtbook.com/nxtbooks/digitaldealer/201708
http://www.nxtbookMEDIA.com