One of the most common questions our Elite coaches are asked is, “How do I find the superstar technicians and service advisors?” Interestingly, what most shop owners will do is wait until they need a tech or advisor before they start their search. Unfortunately, when they use this technique they inevitably end up hiring the best of whoever happens to be available at the time, rather than the best of the best. So if you are looking to hire the stars, my first recommendation is that you always need to be recruiting, and the best way of doing so is by ensuring that the superstar techs and advisors in your community are aware of your business, and that they understand that your shop is a really great place to work. 

As I am sure you will agree, with rare exception the superstars are currently employed, and they are more than likely pleased with their jobs. So what you need to do in order to ultimately hire any of these stars is put first things first. You need to connect with them, because people go to work for people, not for businesses. So the million dollar question is: How do you connect with the stars? Well, it’s actually a lot easier than you might think. You need to do what your competitors would never dream of doing, and reach the stars through their family members, their friends and their industry associates. Here is how you can achieve this objective through the use of print media.

Run display ads in your community newspapers with a theme communicating that your shop is the right place for people to have their cars serviced, because you employ truly remarkable people. Then in each one of these ads you should feature a different employee. Now before you jump to a conclusion that this won’t work for you, I ask that you keep an open mind.

If your ad carries a nice close up or portrait shot of one of your employees, along with their name, their position and a few kind words about who they are, then I will make you a number of promises. First of all, far more people will look at your ad, because people are always attracted to images of people. Secondly, the curiosity of your readers will inevitably kick in, and they will start to wonder if the person in the photo is someone they know, especially if your shop is in a smaller community. Now that you have your readers’ attention, as well as their curiosity, there’s a good probability that they will start to feel more comfortable with your brand, because as I mentioned earlier, people do business with people, not with businesses. Additionally, imagine how powerful the influence will be over the readers who actually recognize your employee as a family member, friend or acquaintance.   

Now here’s where the benefits of this approach become even more obvious. Not only will putting your employees in print be a really nice way to let them know just how proud of them you are, but just think about the message you are sending and the buzz that’s going to be created in your community. You are communicating that you have truly talented people working for you, and that you are the type of shop that will run an ad just to give your employees the acknowledgement they deserve.  The uniqueness of this message will have the tool truck drivers, the part suppliers, and the loved ones of the superstar advisors and techs talking about your ad, and you guessed it; they’re going to be talking about your shop as well.

So if you want to hire the superstars, I am going to hope you never forget a couple of cardinal rules. Number one, you always need to be recruiting. Otherwise, you’re doomed to hire the best of whoever happens to be available at the time. Secondly, if you want to reach the stars, then I am going to hope you never forget that the easiest way to do it is through their family, friends and acquaintances. If you agree with me, then I have every reason to believe you will also agree that running print ads showcasing your employees will not only help you build your brand, but it will show the superstar techs and advisors in your community that you truly care about the people who work with you, and will get them thinking about your shop.

Since 1990, Bob Cooper has been the president of Elite, a company that strives to help shop owners reach their goals and live happier lives, while elevating the industry at the same time. The company offers coaching and training from the industry’s top shop owners, service advisor training, peer groups, along with sales, marketing and shop management courses. You can learn more about Elite by visiting www.EliteWorldwide.com.