The Trillium Automobile Dealers Association (TADA) has been addressing this question for more than three decades.
One of the questions that keeps popping up in our industry is, “How do we attract skilled, talented and ambitious students to work in our industry?”
The Trillium Automobile Dealers Association (TADA) has been addressing this question for more than three decades, and it is a question that is near and dear to me.
I have served as chair of the TADA’s education committee, and I am thrilled to use my current position as president of the TADA, and as a dealer principal, to support and promote education and careers in the retail automobile industry.
I regularly speak at automotive conferences and industry events. I recently met with Harvard grad students in Ottawa to discuss leadership in the auto sector along with the not-for-profit sector. What a great opportunity to interact with these bright minds!
Here are some of the strategies that the TADA is using to attract a new generation of students to our industry.
∙ Job fairs: The TADA attends most job fairs in Ontario hosted by post-secondary schools that offer automotive courses. Dealership personnel attend these fairs to meet potential candidates, to promote their brands and to build relationships with post-secondary schools.
∙ Social media: Our association is active on Facebook, Twitter, YouTube and LinkedIn, promoting not only career opportunities, but industry news and information as well. Social media is an effective way to share information with the public and to interact with potential candidates one-on-one.
∙ Websites: carsandjobs.com is a popular, TADA-hosted website that appeals to people who are looking for jobs in the retail auto sector.
The site also includes information about automotive scholarships and co-op education opportunities, as well as articles about our industry, job interview skills, preparing a resume and resources for growing your career. The TADA’s website also features news and updates on a wide range of automotive topics.
∙ Auto Career Start education program: In 2014, the TADA launched Career Start (autocareerstart.com), an education program that includes a brochure and YouTube videos and encourages dealers to form relationships with schools, meet with guidance councillors, host career fairs and promote auto careers through traditional print and social media. We have allocated resources to assist with the education and recruitment of a new generation of talent for an evolving industry.
∙ Industry ambassadors: With approximately 1,000-member new-car dealerships across Ontario, many owners, managers and employees are happy to champion our industry at every opportunity. These brand ambassadors connect with potential candidates in their communities and at industry functions, both in person and online, talking about their respective careers and about career opportunities.
∙ Mentoring: I have written columns about the benefits of mentorship, which is a powerful form of collaboration and leadership that allows men and women to learn and grow as they advance in their careers. In October, the TADA introduced the Women in Automotive Mentoring Program, which is already signing up candidates and dealerships.
∙ Scholarships and bursaries: Each year, the TADA awards multiple scholarships and bursaries to students at Centennial College, Conestoga College, Durham College and Georgian College’s Automotive Business School of Canada in Barrie. This financial support allows returning students to afford some or all of their tuition, and gives graduates the opportunity to purchase the tools necessary to start their careers or to pursue further education.
∙ Auto shows: At the annual Canadian International AutoShow (autoshow.ca), the TADA hosts exhibits, interactive displays, panel discussions and presentations about automotive education and careers. Students, teachers, parents and educators learn about the diverse courses available at post-secondary schools and career opportunities in the retail auto sector.
New-car dealerships are always looking for good people, and candidates who possess solid skill sets and commitment to lifelong learning will have no problem establishing a fulfilling careers for themselves in our industry.
This column represents the views and values of the TADA. Write to [email protected] or go to tada.ca. Susan Gubasta is president of the Trillium Automobile Dealers Association and is president/CEO of Mississauga Toyota. For information about automotive trends and careers, visit carsandjobs.com.
Keyword: How to Attract Students to Automotive Careers