Making Your Dealership a Gen Y Hiring Magnet
In my last article “Why You Should WANT Gen Y Workers in your Dealership“, I talked about why you should want to hire Gen Y. Now, I’ve created a three-part series to tell you how to actually do it. When it comes to making your dealership a Gen Y hiring magnet, many things may spring to mind: free puppies, a vegan taco bar, an Xbox Kinect. And frankly, my answer is yes, yes, and yes. But if you don’t have the hook-up on French bulldogs, don’t despair. Reaching my generation is really a simple matter of messaging. Appeal to our earnest generational ideals, and we’ll be lining up like your dealership is a Lady Gaga concert.
Three Messages to Include In Your Next Craigslist Ad
Escape. Blame our helicopter parents, movies like American Beauty, or the Choose Your Own Adventurebooks we read as kids. However you justify it, mine is a disillusioned generation. Traditional marketing doesn’t work on us. Job security? A straitjacket preventing us from spontaneous backpacking trips to Morocco. Assets? Manacles chaining us to a choice-less future. The American Dream? Picket fences and Priuses don’t mix. My generation is all about options, innovation, and uncharted paths. Therefore, the simple fact that a car dealership job provides an alternative from the 9 to 5 grind is in itself a point worthy of emphasis. Messaging to try:
- “Trade stale office air for the smell of exotic leather”
- “Trade a cube farm for a candy store”
- “Did you get the memo that traditional office jobs suck your soul?”
Excitement. The car business offers the potential for fun thrills, sex appeal, and pumping adrenaline that many jobs do not. After all, who wants to file paperwork and collate copies all day when you could be driving fast cars, earning crazy commissions, and hobnobbing with interesting people in a high-stakes, fast-paced business? Hey, it worked for Wall Street. Messaging to try:
- “Drive expensive cars for a living”
- “Your morning coffee shouldn’t be the most exciting thing that happens to you today”
- “Where your office includes Italian leather, heated seats and 400 horsepower”
Entrepreneurship. Gen Y’ers are proud proponents of the dual passion economy. What this means is that most of us reside in twin worlds, balancing our day jobs and our dream jobs. Every Gen Y’er has a moonlight gig of some kind: rock band, mystery novel, Etsy store, iPhone app idea. To support our true passions, many of us turn to manual labor jobs like waitressing and bartending. To lure Gen Y, emphasize that a job at a car dealership offers the same flexibility, better financial opportunity, and a cushier gig than greasy food service gigs. Messaging to Try:
- “Trapped in the Waitress/Actress Cliché? Here’s a Way Out”
- “Bartending is No Longer the Best Side Gig in Town”
- “Make Money on YOUR Schedule -No Dancing Hot Dog Costume Required!”
And if you could manage one soy beef taco with extra lettuce and avocado while you’re at it, my generation and I would really appreciate it.