Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
I am so frustrated I could spit nails! As one of the most effective and respected automotive recruiters in the country I am amazed to watch these events unfold with CB (careerbuilder) and the automotive sector.Dealers are getting robbed blind and are clueless about how to find the real solution to their recruiting and staffing challenges. It's time for them to know the truth about how they've been duped by job board companies who are posing as actual recruiting companies. Just because they sell job postings doesn't mean they know diddly squat about how to recruit in our sector. They are job board companies, NOT recruiters. They sell job boards, and resumes. That's it and that should be the extent of their involvement. When they attempt to go beyond their own capacity like this it's bad for everyone, especially the paying customer: Our dealers.
I actually had the displeasure of having to compete against CB in a pilot program with Ford Motor Company and watch while the Ford dealers got bamboozled the same way the Chrysler dealers did with the Chrysler Hiring Program. Which as the title of this article professes, does NOT work.
The reality is that if they had a highly efficient and effective recruiting and training model, they could flush the ineptness right out of their dealerships, and through "bottom up trickle recruiting" cut out the cancer, change the culture of the store, and completely eliminate the attrition problem the dealership had in the first place. It's true that the fish stinks from the head down, but I gotta say, there's not that many stinky fish headed dealers our there today. Most of them are good men, women, and platform executive managers who have it together. They're just looking at the wrong solutions to the wrong problems. Dealers seem to be attempting to solve the smaller symptom of a much greater problem rather than the actual problem itself. You can't "train" a dealership into a culture shift, or paradigm shift. You have combine training with recruiting, and replacing to make it all happen and make sure it stays for keeps.
Let's be honest about this. Careerbuilder is a mega huge company and they know how to woo other big companies. The only problem is that they are so busy trying to cram eyeballs onto their postings to justify the cost that they charge you they've forgotten about solving the actual problem that the employer and applicant came to them with in the first place. To make matters worse because of their greed they're actually perpetuating their own ineffectiveness while the job seekers, automotive industry, and individual recruiters actually suffer for it.
To be more specific they are cannibalizing the services of companies like mine who may use them as a provider only to offer a much less effective and more watered down version of what we do better than any other company in the country. And quite frankly I'm sick of it. I'm sick of watching my dealer clients throw good money after bad trying to use a program that simply does not work just because the factory recommended it to the dealers. Are they even doing any surveys to see how dissatisfied the dealers are with this program?
In the interest of keeping things in perspective and not getting off on too many tangents let me attempt to stick to the point, make some points, and then welcome any feedback from all of you out there. Who am I to throw stones in the interest of running off a bully who is feeding it's face off the dealers plate with virtually no reciprocation in the form of results?
Here's why I'm qualified to rant about this issue:
1. I have first experience working directly with CB as a super user with access to all their latest tools.
2. They looked at my metrics on a daily basis and sent suits to my office from Chicago many times attempting to completely figure out how we did what we do for our dealers.
3. My most effective services (listed on my usage agreement) where singled out by CB and and CB informed me that I would no longer be able to do that, but they would do it for me from a remote location in India and double my rates, and the amount of time it took me to actually provide that service. Suffice it to say that did not work at all. It was completely ineffective and wrecked my ability to perform the functions my dealers asked of me and in the manner in which I was accustomed. (In a manner in which it ACTUALLY WORKED)
4. They announced they would be one of MY competitors in an OEM Pilot and forced me to compete against them in a pilot program where the last two companies standing were TK Worldwide, Inc. and CB. We both ended up getting highlighted by Ford Motor Company. TK Worldwide, Inc. got the short end of the stick but we are in fact the only "In store recruiting company" to be highlighted to their dealers by an OEM.
So the bottom line is that I know what's going on out there. What's happening to the dealers, the OEMs and the recruiters.
The simple truth is that their job postings don't produce the desired results that the dealer is after MOST of the time. SOME of the time happens, but MOST of the time? That's too much!
Most of my dealer clients come to me after trying CB, or hiring then firing a recruiter or a recruiter/trainer. They all say the same things, "I've tried everything and nothing seems to work"
Here is WHY the Chrysler Hiring Program doesn't work to hire salespeople and why job postings themselves don't work for the car business. Most people don't want to work in a dealership because of the stigma of the auto industry. It's difficult to recruit new talent and new talent infusion is an essential part of keeping an industry thriving. This feature is NON EXISTENT with this program. If you don't believe me please ask a Chrysler dealer how many new salespeople he or she has been able to hire off this program. I'm guessing the number is very close if not exactly ZERO. How's that Technician recruiting going for you with the Chrysler Hiring Program? Wait don't tell me, let me guess. Not so good....Right? Why limit yourself to just one job board with a limited amount of resumes and resume access? You need to have access across a broad spectrum of job boards and resumes locations. Most technicians aren't active job seekers. They're passive. They already employed and need to be properly sourced, vetted, and sent.
In addition, ACTIVE job seekers are the one who are exposed to job postings and active job seekers tend more often times than not to be lesser qualified candidates in the large data picture. I understand that New college graduates count as active job seekers, but ask yourself this question. If college grads currently have an unemployment rate of 19% WHY then is the automotive sector STARVING for talent? An active job seekers who has access to thousands of jobs per day, can, is, and will remain a PICKY job seeker and picky job seekers don't take jobs selling cars now do they? That is because they are going about recruiting the wrong people the wrong way. Plain and simple.
Another major issue, is that the six or eight interns they have working in Chicago sourcing candidates for the dealers don't know squat about the car business! You need someone recruiting who actually speaks the language. It takes military to recruit military, and it take car people to recruit car people. That's just the way it is. We have our own language. If you don't speak the language you don't get accepted by the villagers.
I live by this because to attempt any other way will result in failure, "Indoctrination through education, NOT motivation" You can't talk someone into a job at a dealership, you have to educate them into one. If you don't know what you're talking about, your efforts are futile.
Knowing WHAT you're talking about is as important as actually having an audience to talk to in the first place. If I had a nickle for every time a dealer hired a non automotive recruiter just to turn around fire him or her within 90 days...MAN I would be well to do. So why then hire a billion dollar company full of non car people with watered down processes and programs that they attempted to glom from us experts but simply don't know how to use? It reminds me of that video that went viral where the freedom fighters think it's funny to hand an AK 47 to a Chimp, but the chimp figures out how fire it and the fun begins, at least for the chimp! Google it after you read this, it's hilarious!
They also want you to sign long term contracts. Did you know that if you want to hire CB through the factory program just to make one simple hire, you have two choices. The shortest contract you have available is a 90 day, and your other option is is a 365 day contract! HUH? The Ford Hiring Program requires $550 per month for 12 months. and $750 per month for 90 days so no matter what you're trying to do, you will be stroking a check for between $2100 and $6000. So, why would they lock you in for so long and not work around your timeline? The simple reason they make you sign a long term agreement is because they need more time to get the job done plus they like your money. What we do in one week, they need a minimum of 90 days but would love to have a year if you'll blindly just ink up. If I were a dealer I would want more choices and more flexibility because my needs are always changing. At TK Worldwide we do it faster and better with no long term contracts. Most of our agreements for recruiting salespeople are less than one week in length from start to finish.
I could turn this blog post into book, and just may do that one day. But for now here are the facts short and sweet. CB is messing around in an arena they don't belong in and is taking dealers money in exchange for very lack luster results. Much of which I could continue to expound on.
Keep this simple truth in mind. When you want to recruit salespeople for your dealership job postings WILL NOT WORK! Job postings must be used in conjunction with push marketing with the posting serving as the landing page. I explain that in greater detail in my post on how to get the most...
The long and short of it is this. You can't be all things to all people. You have to make a choice. Pick a lane and get in it. If you're a job board company, be a job board company! Sure it would be nice if I could make money being a acrobatic sky writer, but it's not on my resume and just saying I can do it does not qualify me to do it, or justify you paying me to do it! Let the plumbers do the plumbing, and the car people do the car biz recruiting. There will NEVER be a "successful" automotive vertical that will stand the test of time unless it is OF the car people, BY the car people and FOR the car people.
TK Worldwide has a program that meets ANY and all recruiting challenges for dealers head on and unlike CB, there is actually a solution to eliminate the staffing shortage embedded into the service. Imagine that!
If you have any questions, please feel free to call me at 888-350-3310 or you can email me at firstname.lastname@example.org
©TK Worldwide, Inc. Authored by Kevin Bradberry (President/CEO) All Rights Reserved.