I love being a woman in the automotive industry. Fellow ladies in the industry would agree that nothing brings us greater self satisfaction than “talking the talk” with dealerships. We make a real difference with dealerships’ internal processes and increase their return on investment. Gaining credibility in this male-dominated industry has brought me a great deal of joy and fulfillment. Learning from other women in the industry has been edifying.
I want every woman to see how great it is to be part of this community. This begs the question, Are you actively pursuing women to join your sales, service, and finance teams? What are you doing to hire more women? Are you really an “equal opportunity employer”?
According to Road and Travel Magazine, 39% of women would rather deal with women in the car showroom. Since women make up less than 7% of dealership workforce and 1.6% of service technicians or mechanics, what is your dealership doing to increase this percentage?
Some women may have misconceptions about working within a dealership. Because of this, it would be good to examine the behavior and habits of your dealership prior to inviting women to apply within. For instance, are there salespeople surrounding the dealership like vultures about to devour prey? Do your sales people regularly use profanity while working deals or working in the service department? It may sound old fashioned, but this kind of behavior may alienate women (and men!) from wanting to join your “team.”
Once you've created a female friendly work environment, its time to invite them to "apply within." A female focused email campaign that announces you are hiring would be a cost effective way to get word out quickly. Highlight reasons for working at your dealership that would attract a woman. Talk about your flexible hours, aggressive pay, and friendly and respectful environment. Let them know that training will be provided and that your dealership promotes teamwork.
What are you doing to attract more women to work at your dealership?