Digital Dealer - April 2019 - 12

Road Trip to DD26 | April 9-11, 2019 | Orlando

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D E A L E R O PS & M A NAGEM ENT: Hir in g /Tr a in ing

FEATURED SPEAKER
By Ryan Kohler
CEO, DealerHiring
(powered by ApplicantPro)

A Hiring
Optimization
Framework to
Grow Revenue
& Attract Qualified
Applicants
It's no secret that auto
dealers all across America struggle to attract,
engage, hire, and retain the
staff they need to move
business forward and
achieve their goals.
Constant turnover, unpredictable sales trends, and
fear of underwhelming CSI
scores are among the many
hiring challenges dealerships face every day. Not
having the right people on
board is holding back
business and could be
damaging the organization
as a whole.

THE BAD NEWS:
BROKEN HIRING =
BROKEN DEALERSHIPS

Now, take a moment and
think about the employees
at an automotive dealership.
There's probably a handful
of star team members that
continually keep things running smoothly. But without
them, would the dealership
12

APRIL 2019

be in the same position?
Doubtful. Without a strong
sales team, they no longer
have the quantity or quality
of people to move the inventory on their lots and unsold
cars continue languishing
on lots. Without enough
well-trained service techs
and advisors, dealers lose
out on ROs and can't deliver
that end of the promise to
their customers. CSI scores
fall by the wayside as the
lack of staff cause so much
struggle that it becomes
hard to deliver a quality
sales or service experience
at all. In the end, a lack of
consistent quality talent
means a poorly-managed
dealership, lost revenue,
stagnant inventory, and
worse.
THE GOOD NEWS:
YOU CAN FIX IT

The bad news is that
there are very few people
trying to solve this chal-

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

lenge. Dealers are sitting in
their lots waiting for the right
candidates to come along,
maintaining the status quo,
and even replicating their
competitor's hiring processes that frankly aren't
any better. As in life, no
one gets ahead by repeating the same actions and
crossing their fingers for
better results. Improvement
requires thinking outside the
box. Do something different.
Get ahead of competition
by implementing a strategy
that will produce high-quality
staff.
RECOGNIZE THAT
HIRING IS MARKETING

The main goals of any
automotive dealership are
to move inventory, care for
customers, and build a reputable brand, but everyone
knows that revenue drives
everything. Dealerships
need a team that can deliver
on all of these goals, plus

some. To attract, engage,
hire, and retain these players, dealers need to think
about hiring like marketers.
Hiring is marketing - just
as dealers spend time,
money, and resources to
market their cars, they need
to make equal effort when
marketing their job openings. If dealers can implement an approach to hiring
that's completely different
than what everyone else is
doing, it will put them a step
above. After all, this is how
one wins any competition
- standing out by doing
something different.
With a clear marketing
mindset, dealers can create
a process that drives constant quality applicants to
their door. There are three
main ways to approach this
hiring strategy.
STEP 1: SELL THE
JOB LIKE IT'S A CAR

First, sell the organization
by creating an exciting job
ad that will make people
want to apply. There's
nothing worse than reading
through job ads that list bullet upon bullet of experience
requirements and legalese.
Drop all of that and concentrate on why someone
should want to work at the
organization. Write a job
ad like you'd write a car ad.
Always include benefits,
perks (especially unique
perks because standing
out is the goal), and the
position's pay in the job ad
to better segment and target
job seekers. What makes
the dealership better than
the one across the street?
Talk about that!
STEP 2: REMOVE
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Digital Dealer - April 2019

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