The winning top technician / mechanic job ad copy and why so many auto repair shop owners find the task of discovering good technicians so daunting
Many people are confusing job ads with job descriptions. A job description should be detailed if a somewhat dry description of the responsibilities and expectations for a job that a company uses internally. A job ad is meant to sell applicants on your opportunity, company, team, and all the things that make you distinct.
Think of a job ad as any other ad out there… its intention is to grab the attention of your target audience, in this case, automotive top-level technician. From the marketing principles, all of us know that the best product in a market space is the one that provides the ultimate solution to someone’s problem. So let’s dig a little deeper and see what’s the psychological side and why techs skip job ads from employers. As an example, I’ll showcase the most common issue that you can discover.
Whenever you happen to look for a solution the first thing you pay attention to is the relevance – how it relates to your problem. You look at it and assess whether it is the exact problem resolver you’ve been looking for. If you discover that the solution meets your need then you look at the benefits it is going to provide which means to what extent and for how long it will keep your problem solved. The last thing you’ll want to see is the list of requirements you will have to meet in regard to applying this solution to your case. In the best scenario, you’ll be looking for a solution that you can apply immediately to solve your problems. Of course, in the real world, it is close to impossible to get so perfect solution, especially when we are talking about hiring an expert with the relevant professional skills and qualifications.
When you’re an auto repair shop owner wanting to attract really good specialists, you have to realize that in the first place the meaning of a job listing is to provide an opportunity. The sooner you realize that the faster you’ll start to see options to make this opportunity more lucrative. Going a little bit beyond the typical understanding, you are going to make it a top technicians’ problem solver… Here is the place to list some of the major problems and motivation killers that automotive technicians experience in their profession:
- underappreciation – many employees deem their employer doesn’t care about them and their problems;
- underpayment – there is always a discussion about what top tech labor is worth. Employees reckon their employer undercharges clients due to the fear of not losing them that’s why technicians don’t get paid enough;
- no opportunity to grow and become better or in other words not getting training;
- they’ve reached the “ceiling” and have no other perspective – “Ok, I’m a top tech and now what, I can’t grow any further?” and here comes the fear of being stuck at that level for life;
- being used for tasks out of the scope of what they are hired for;
- required to work longer against their will;
- they got trained but the only way to benefit is to leave their current employment and negotiate better conditions for their next employment, because otherwise nothing ever changes – their work conditions, tasks, and wages stand still forever;
- health issues that restrict a certain type of operations – many time employers don’t take into account health issues and force their employees to perform beyond their capability;
- fear of relocation – moving is a challenge to anyone considering your job who doesn’t live in your region.
There is a key point that I want to mention which is your ability as an employer to connect with your current or future employees, listen to their pains, and match solutions to them. It is going to build your relationship and earn their trust so that they follow you on every step. Besides the problems originating from the nature of work and environment, your potential team players might have a number of issues in their private life, too. There isn’t much that you can do there but at least you can demonstrate your understanding and compassion during your future collaboration. Of course, job responsibilities and necessary qualifications should be outlined too, but it must come in second place.
The real purpose of a good job ad copy is to attract as many eyeballs as possible and take care of the application flow. It is also a pre-qualification of your prospects, so please, be sure to use the language that speaks to the cloud of your ideal employees so that it sift out those who don’t fit your vision, and this way save you time and hassle in the near future. Once you’ve got enough applications you can take the next action which is actively interviewing your potential team members. This is the crucial phase of attracting the right people in your team. As a fully responsible and accountable businessman, you have to acknowledge that only a very small percentage of applicants will match the criteria you’ve set for that job position and the interview stage will give you the chance to clarify everything before the actual contract commencement. During this stage, you got to extract the maximum amount of individual’s personal and professional key distinctions that will allow you to pick and match the relevant virtues, values, skills, knowledge, qualifications but you have to get the applicants here first
We are coming to the real example of a winning job ad construction.
Many people in the PR and talent acquisition world reckon that the company’s history section is a necessary part of the job listing, but taking into account this particular case that relates to the automotive industry, it’s proven to not really affect the applicants’ behavior or decision in any way, as contemporary repair shops that have been in business for 30-40 years close down and other younger businesses successfully take their place. Today, how long a garage is in the business and how fast did they grow doesn’t really matter.
1. Use a descriptive job headline
This is the first important part of your job listing. When you write your title, include an inspiring descriptive word or a combination of words (adjectives) beside the relevant level & title of the position such as ‘inspired’, ‘energetic’, ‘brisk’, ‘enthusiastic’, ‘incandescent’, ‘ambitious’, ‘passionate’, ‘confident’, ‘competent’, etc. Usually, this word is intended to picture your employee in their best fit. You could use your creativity or find a list of positive adjectives on Google that induce inspiration and energy from a glance.
For example “Enthusiastic and passionate skillful automotive technician / mechanic” or “Inspired and ambitious qualified vehicle technician / mechanic”, etc. which immediately elicits uplift and new hope.
2. Briefly describe the features of the newly open position
In 4-5 lines using free text describe what the current position relates to, the main purpose of your business, and the open position using the same inspiring words and phrases. Describe the required/desired qualification to let applicants self-assess whether they are appropriate for this position or not from the very beginning. You don’t have to explain their responsibilities and your expectations here as this section will appear down below.
Example: “You, as a passionate and inspired skilled vehicle technician have the opportunity to earn a sustainable income in a family-owned auto repair shop with excellent company culture and growth-fostering environment.”
As you can see, in a sentence you can add so much value and meaning plus this example sounds very positive and inspiring and can be very close the truth.
3. Put your heavy artillery on the front line
Go into detail what your company culture and spirit looks like, the things that you treasure most as a person and professional, what is the relationship between you as a leader, your appreciated team mates, and your valued clients so that they get clarity about the environment that you’re craving to create. This section is supposed to repeal the bigger part of mismatch applicants, whose aims are different than yours, for example.
4. Inject them hope
Describe the benefits from working into your garage i.e. your attitude and approach to resolving the existing job-related fears and problems so that they get the sense of security for their future and see a growth perspective. List only those that you are able to fulfill. If you want to attract people from farther places, give them details about schools, activities, local amenities, things to do, and how you can assist them in the relocation process, etc.
5. Qualify the prospects
This is the section where you’re going to list only the key responsibilities and expectations for your future team members. The main check of your mutual compatibility in detail is going to be the following interview.
6. What are the steps in the application process
Let your candidates know how the application process is going to unfold and what they can expect next.
7. Brief recap
This is the closing section where you will want to quickly underline your distinctions and encourage the applicants to apply, i.e. convince them why they should consider you before other employers. Again, we are going back to the benefits and security you provide but briefly.
And finally, if you want to make your listing bulletproof before posting it, ask technicians you know to have a look and tell you what they think. After their feedback and corrections, if you happen to make some, you’re ready to launch your job ad. My personal advice is to use all available job websites and also websites where many technicians hang out like Facebook groups and technical forums. If you join these groups which is easy to do, you can post free of charge job announcements using the relevant links. If you’ve been servicing and repairing certain makes and models of vehicles, the best choice would be to join the relevant Facebook groups and list your open positions there because many skillful technicians are members of these same groups too. Just prior doing that ask the group admins if you’re allowed to do so as not all groups allow posting off-topic publications. Now you are very close to getting your top skilled technician.