The NADA Foundation plans a large-scale workforce initiative to promote the value of dealership jobs, especially service technicians, in the retail auto industry.
The initiative – which will include a new NADA Foundation website, videos, digital and social media content and outreach to opinion leaders – will be developed in 2018 and launched at the 2019 NADA Show in San Francisco. The Foundation will also begin fundraising for the initiative in 2019.
“Local dealerships provide more than a million good-paying jobs in sales, management and service, which benefit communities everywhere,” said NADA Foundation Chairman Annette Sykora, dealer principal of Smith South Plains Ford and Lincoln in Levelland, TX. “Considering the shortages that dealerships now face, especially in recruiting, training and retaining technicians, the time is now for our Foundation to educate America on the value of these jobs to workers and local communities.”
The NADA Foundation developed the framework for its workforce initiative in 2017, after identifying the need to harmonize efforts between automakers, training centers and dealerships – especially on recruiting technicians.
“What we found are a lot of competing silos that don’t appear to be talking to each other, which makes getting into a technician career unduly burdensome on potential recruits,” said Jonathan Collegio, NADA’s senior vice president of Public Affairs, the department that administers the NADA Foundation. “It is incredibly difficult for someone interested in an auto technician career to find clear information about its benefits, and how to gain the training and certifications necessary.”
Collegio cited competing information on training centers as a major hindrance to recruiting, as OEMs often refer only to training centers they are partnered with, while ignoring other programs.
There is also a lack of targeted messaging and marketing to promote the careers, which Collegio says the NADA Foundation will address in its marketing efforts.Download Bulletin PDF