With the average age of technicians exceeding 40 years old, the aging technician population poses a significant challenge for shops and hiring managers who are already struggling with the technician shortage. It is more important than ever for shops to make a concerted effort to recruit young technicians before even more of their existing technicians hit retirement age.
As college costs continue to rise, Generation Z—often referred to as the “Toolbelt Generation”—is seeking alternative pathways to avoid massive student debt. This shift may be just what the auto and diesel industries need to close the gap on the technician shortage.
Gen Z grew up with social media, making it a very effective tool for recruiting. Creative, authentic content that resonates with them can help your shop capture their attention and interest.
In this article, we will explore popular social platforms, types of posts, post ideas, and tips for using social media to recruit young technicians.
6 Social Media Platforms to Use to Recruit Technicians
There are many social media platforms out there, but not all of them are used by technicians and appropriate for recruiting purposes. Here is a list of the most common social platforms shops and dealerships should use to recruit young technicians:
- LinkedIn is a professional networking platform where users can showcase their skills, connect with industry professionals, and explore job opportunities. LinkedIn is a great place for shops to network directly with potential candidates.
- WrenchWay Shop Talk is a community platform specifically for automotive and diesel professionals to discuss industry topics. Shop Talk is a great place for shops to show off their work culture and show technicians what it’s like to work at their shop.
- Facebook is a widely used social networking site that enables users to connect and share content with friends and communities. Additionally, there are several groups dedicated to automotive and diesel discussions, making it easy for shops to engage with local talent.
- Instagram is a visual platform for sharing photos and videos. Instagram is very popular with young people, making it a great place for shops to engage younger generations.
- YouTube is a video-sharing platform traditionally known for their long-form videos, but more recently their short-form videos are gaining traction, especially with younger generations.
- TikTok is a short-form video platform that thrives on creative and entertaining content. TikTok appeals to Gen Z, allowing shops to connect with younger technicians through fun, relatable videos that dynamically showcase the industry.
Different Types of Posts to Engage Technicians
Nearly every shop is hiring technicians, so seeing, “We’re hiring!” posts with a link to your careers page on social media isn’t going to get technicians’ attention. Take advantage of all the different ways you can show off your shop to technicians. Social media platforms have several ways you can post:
- Text: Typed text posts
- Videos: Short clips, long-form videos, or live streams
- Images: Photos, memes, or infographics
- Stories: Quick images or videos that are shared for a limited time
- Articles: In-depth posts providing insights, tips, or news
- User-Generated: Testimonials and posts shared by customers or workers
- Interactive: Polls, quizzes, and Q&A sessions to engage followers
- Carousel: Multiple images or videos that users can swipe through
7+ Recruiting Post Ideas for Shops & Dealerships
With the variety of post types comes a wide array of ideas for what to share. From employee spotlights to testimonials, here are some effective technician recruiting post ideas along with real examples from shops.
1. Day in the Life
Share a typical workday for a technician, shop manager, apprentice, or another shop role. Showcase tasks, responsibilities, and interactions throughout the day. This subtly highlights the look of your shop and what someone can expect in that role.
2. Behind the Scenes
Offer a glimpse into shop meetings, team events, or what technicians are working on in their bays. This shows transparency and gives potential recruits insight into your shop’s culture.
3. Employee Spotlights
Highlight individual team members by sharing their professional or personal accomplishments, skills, and contributions. This demonstrates that your shop values your staff and supports their growth.
4. Polls
Use built-in poll features on various platforms to engage your audience with questions about their preferences or opinions related to the industry. This can help you understand your audience’s values.
5. Informative
Share informative content like articles or podcasts about industry trends, tips for technicians, or relevant news that engages your readers. Position your shop as a resource and leader in the industry.
6. Shop Achievements
Showcase milestones, certifications, awards, or growth your shop has accomplished to highlight its advancements.
7. Testimonials
Post positive reviews or feedback from satisfied employees to build trust. Hearing from fellow technicians and shop staff can resonate more deeply with potential recruits.
8. Benefits
Announce the benefits you offer your staff or any current reward programs designed to attract new hires.
Social Media Tips for Success
- Be Consistent: Establish a regular posting schedule to keep your audience engaged and your shop top of mind. It doesn’t have to be daily; choose a frequency that fits your workload and stick with it.
- Post on Multiple Channels: Reach a larger audience by sharing content across different platforms. You may need to tweak the text or images to fit each platform’s strengths, but it’s worth the effort.
- Involve Your Team: Encourage managers, sales staff, and technicians to contribute content. Different voices make your posts more relatable and dynamic.
- Track Your Metrics: Monitor the performance of your posts to understand what resonates with your audience. Use this information to adjust your strategy as needed.
- Plan & Schedule Posts: Set aside time to plan and schedule your posts in advance. Most platforms allow you to schedule posts directly, which saves time and ensures a steady flow of content.
- Best Time to Post: While there are many opinions on the best times to post, focus on when your audience is most engaged, like first thing in the morning, at lunchtime, or in the evening.
- Interact with Your Audience: Actively respond to comments and feedback to foster community and show that you value engagement. Don’t just post and forget.
- Utilize Trends: Stay updated on social media trends and incorporate relevant ones into your content strategy to boost visibility.
- Subtlety Link to Job Openings: At the end of posts, or in the comments, include a link to your Top Shop page or careers page (when it makes sense). This is a subtle way to share your openings. For platforms like TikTok and Instagram, where links aren’t hyperlinked in posts, include the link in your bio and add a note in your post saying, “Link to apply is in our bio.”
Get Social & Have Some Fun
Leveraging social media is essential for shops and dealerships looking to recruit younger technicians. By engaging with creative content, showcasing your shop culture, and actively involving your team, you can attract new talent effectively. Remember to be consistent, track your metrics, and have fun with your posts. Dive in, experiment, and enjoy the process of connecting with the next generation of skilled technicians!
Looking for post inspiration? On WrenchWay’s social pages, we share tips and a variety of content to spark your creativity. Check us out! Follow WrenchWay on Social Media
