How to Market Your Dealership Like a Pro and Attract Top Talent
By Employer Resources, Professional Growth

Struggling to market your dealership and attract top talent? You’re not alone. In today’s competitive job market, it’s not enough to just post a job opening and hope for the best. To stand out, you need to market your dealership like a pro—showcasing your brand, culture, and value proposition in a way that resonates with potential employees.

The good news? You don’t need a big team or budget to make an impact. Here’s how to boost your dealership’s visibility and attract skilled technicians, even if you’re a one-person shop.

1. Build a Strong Brand Presence

Your dealership’s brand is more than just a logo—it’s how people perceive your business. A strong brand presence helps you stand out and gives potential employees a reason to choose you over competitors.

What You Can Do:

  • Create a Professional Online Presence: Ensure your website is up-to-date, mobile-friendly, and showcases key information like your services, team, and job openings.
  • Use Consistent Branding: From your website to your social media profiles, maintain consistent colors, logos, and messaging to build recognition.
  • Share Your Story: Highlight what makes your dealership unique—whether it’s your history, mission, or community involvement.

Example: A small OPE dealership in Ohio revamped their website to include an “About Us” section with photos of their team and a short video showcasing their work culture. The result? A 20% increase in job applications.

2. Leverage Social Media

Social media is one of the most cost-effective ways to market your dealership and connect with potential employees. It’s not just about posting job openings—it’s about building relationships and showcasing your business.

What You Can Do:

  • Post Regularly: Share updates about your dealership, from behind-the-scenes photos to customer success stories.
  • Highlight Your Team: Celebrate employee achievements, anniversaries, or certifications to show you value your staff.
  • Engage with Your Audience: Respond to comments, answer questions, and interact with followers to build trust and credibility.

Example: A one-person shop in Florida started posting weekly “Tech Tips” videos on Instagram and Facebook. Not only did this increase their visibility, but it also attracted skilled technicians who admired their expertise.

3. Showcase Your Culture

One of the biggest factors in attracting top talent is your dealership’s culture. People want to work in an environment where they feel valued, supported, and part of a team.

What You Can Do:

  • Share Employee Testimonials: Ask your current team to share what they love about working for your dealership and feature these testimonials on your website or social media.
  • Host Team Events: Even small gatherings like pizza lunches or after-work outings can show potential hires that you prioritize team bonding.
  • Promote Your Values: Whether it’s a commitment to quality, customer service, or community involvement, make sure your values shine through in your marketing.

Example: A dealership in Texas started a “Day in the Life” series on their social media, featuring short videos of their technicians at work. This gave potential hires a glimpse into the team dynamic and work environment.

4. Boost Your Visibility

If potential employees don’t know about your dealership, they can’t apply. Increasing your visibility is key to attracting top talent.

What You Can Do:

  • Use Niche Platforms: Post your job openings on industry-specific platforms like OPEjobs.com to reach skilled technicians.
  • Partner with Local Schools: Build relationships with trade schools and technical colleges to connect with up-and-coming talent.
  • Advertise Locally: Use flyers, local newspapers, or community boards to spread the word about your dealership and job openings.

Example: A dealership in the Midwest partnered with a local technical college to offer internships. This not only created a pipeline of skilled candidates but also boosted their reputation in the community.

5. Ready-to-Use Dealer Marketing Tips

Here are some quick, actionable tips to market your dealership effectively:

  • Create a “Join Our Team” Page: Dedicate a section of your website to showcase job openings, benefits, and your work culture.
  • Post Employee Spotlights: Highlight one team member each month on social media to humanize your brand.
  • Run a Referral Program: Encourage your current employees to refer candidates by offering small bonuses or incentives.
  • Use Video Content: Create short, engaging videos to showcase your dealership, team, and open roles.
  • Stay Active in the Community: Sponsor local events or participate in community activities to build goodwill and visibility.

Final Thoughts

Marketing your dealership doesn’t have to be overwhelming or expensive. By building a strong brand presence, leveraging social media, showcasing your culture, and boosting your visibility, you can attract top talent and grow your team.

Ready to connect with skilled technicians? Post your job openings on OPEjobs.com today and start marketing your dealership like a pro!