How to Compete with Big Box Stores for Talent (Without Overpaying)
By Employer Resources, OPE Industry Insights

When it comes to hiring skilled technicians in the Outdoor Power Equipment (OPE) industry, competing with big box stores can feel like an uphill battle. They often have the advantage of offering higher wages or flashy perks, but that doesn’t mean smaller dealerships are out of the running.

The key to competing isn’t just about matching pay—it’s about offering something big box stores can’t: a sense of purpose, a strong workplace culture, and opportunities for growth. Here’s how you can attract top talent without breaking the bank.

1. Sell Your Culture

Big box stores often struggle to create a close-knit, supportive work environment. This is where smaller dealerships shine. Culture matters to employees, and a positive, team-oriented atmosphere can be a major draw.

What You Can Do:

  • Highlight the Family Feel: Emphasize how your dealership fosters a sense of belonging and camaraderie.
  • Celebrate Team Successes: Recognize achievements, whether it’s completing a big project or earning a new certification.
  • Create a Supportive Environment: Show candidates that they’ll be valued as individuals, not just numbers on a payroll.

Example: A small dealership in the Midwest hosts monthly team lunches to celebrate milestones and encourage bonding. This simple gesture has helped them retain employees who value the personal connection.

2. Showcase Your Purpose

Working for a big box store can feel like just another job, but smaller dealerships can offer employees something more meaningful: a sense of purpose.

What You Can Do:

  • Connect the Work to the Bigger Picture: Show employees how their work impacts the local community, whether it’s helping a landscaper meet deadlines or supporting small business owners.
  • Share Your Mission: If your dealership is family-owned or deeply rooted in the community, share that story. Candidates are drawn to businesses with heart and authenticity.
  • Involve Employees in Decision-Making: Give your team a voice in how the dealership operates, which fosters a sense of ownership and pride.

Example: A dealership in Texas regularly shares customer success stories with their team, reminding employees how their work helps others succeed.

3. Offer Growth Potential

Big box stores often struggle to provide clear career paths. Smaller dealerships, on the other hand, can offer personalized growth opportunities that appeal to ambitious candidates.

What You Can Do:

  • Provide Training and Certifications: Invest in your team by offering manufacturer certifications or on-the-job training.
  • Define Career Paths: Show candidates how they can grow within your dealership, whether it’s moving into leadership roles or specializing in advanced repairs.
  • Mentorship Opportunities: Pair junior employees with experienced technicians to encourage skill development and knowledge sharing.

Example: A Florida-based dealership implemented a mentorship program that pairs new hires with senior techs. This not only improved skill development but also strengthened team dynamics.

4. Promote Work-Life Balance

Big box stores often demand long hours and offer little flexibility. Smaller dealerships can stand out by putting a stronger focus on work-life balance.

What You Can Do:

  • Offer Flexible Schedules: Allow employees to adjust their hours to accommodate personal responsibilities.
  • Provide Paid Time Off: Even a small PTO package can make a big difference in attracting talent.
  • Foster a Healthy Work Environment: Encourage regular breaks and avoid overloading employees with excessive workloads.

Example: A dealership in the Northeast began offering a 4-day workweek option for technicians, which helped them attract candidates seeking better work-life balance.

5. Get Creative with Benefits

While you may not be able to match big box stores dollar-for-dollar on wages, you can offer creative perks that appeal to candidates.

What You Can Do:

  • Offer Unique Perks: Provide benefits like tool allowances, free lunches, or discounts on equipment.
  • Support Employee Development: Pay for industry events, workshops, or conferences to help your team stay ahead of the curve.
  • Prioritize Health and Wellness: Offer affordable health insurance plans or wellness initiatives like gym memberships.

Example: A small dealership in the Midwest started offering a monthly tool stipend for technicians, which became a major selling point during interviews.

Final Thoughts

Competing with big box stores for talent doesn’t have to mean overpaying. By focusing on your dealership’s culture, purpose, growth potential, and work-life balance, you can attract skilled technicians who value more than just a paycheck.

Ready to find your next great hire? Post your job openings on OPEjobs.com today and connect with candidates who are looking for more than just a job—they’re looking for a place to belong.