Automotive News Canada - October 2022 - 30

30
* OCTOBER 2022
Best Dealerships To Work For
Skilled, less-skilled
jobs tough to fill
Best Dealerships adjust
compensation to address
shortfall in key areas
By DAVID KENNEDY
T ORONTO BUREAU CHIEF
COMPETITION FOR TALENT AT ALL
levels and departments within dealerships has
rarely been so fierce, but filling entry-level positions
and attracting skilled workers to service
departments is the biggest challenge, according
to many of Automotive News Canada's 25 Best
Dealerships To Work For.
" There's inflationary pressures on these positions
in terms of compensation and also a tremendous
amount of competition and options
for those seeking employment, " said Deon Van
Der Watt, general manager of Audi KitchenerWaterloo,
part of Ontario's Crosby Auto Group.
At Riverside Dodge-Chrysler-Jeep-Ram, finding
and retaining qualified technicians remains
the main personnel issue.
" The demand for technicians has far exceeded
the amount of technicians available, so we
have had to improve compensation plans drastically
to recruit and retain these employees, "
said Cameron Bates, CFO of the Prince Albert,
Sask., dealership.
EMPLOYEES FIND EMPLOYEES
Offering higher pay and providing hires a
clearer picture of advancement opportunities
are just two tactics that dealerships are using to
stay staffed up. Many are also turning to another
time-tested method for filling out their ranks.
" Finding ... technicians is extremely hard,
and I find the best way is to offer an incentive
for our employees to find us new employees, "
said Michael DeFreitas, general manager of
Lockwood Kia in Oakville, Ont.
" I've actually paid out quite a few referrals
to my technicians this year and last year, " he
said, noting that the dealership pays employees
an incentive when a referral is hired, plus an
added incentive if the technician stays on more
than three months.
The bonus is a " healthy sum of money, "
DeFreitas said, but he would not disclose the
figure.
Lockwood Kia is far from alone in paying
incentives to employees who lend a hand with
recruitment.
Of this year's top 25 dealerships, 88 per cent
offer bonuses to staff who refer new hires. The
scenario is little changed for surveyed dealerships
that did not make the top 25, with 94 per
cent offering incentives.
Referral bonuses are more prevalent
this year than last, with 80 per cent of Best
Dealerships and 86 per cent of dealerships not
on the list offering bonuses in 2021.
HARDER TO HIRE
The financial motivation to refer a friend
hints at the staffing challenges many dealerships
face.
For the 2022 Best Dealerships survey, 89 per
cent of employees at the top 25 stores said staffing
levels were adequate to provide high-quality
products and services. By contrast, 78 per cent
of the staffs at dealerships that did not make the
top 25 said the same. The number of employees
who found staffing levels
sufficient declined from the
2021 survey, when 92 per
cent of employees at winners
and 82 per cent at nonwinners
said their dealership
was adequately staffed.
While a range of top
Canadian dealerships face
a tough hiring environment
in some areas, the challenges
do not typically extend to
the sales floor.
Van Der Watt:
Entry-level and
hourly jobs
have become
the hardest to
fill at his Audi
dealership.
FILE PHOTO
DeFreitas said that
with the profitability on a
new-vehicle sale " the greatest
it has ever been, " his
sales staff remains eager
and engaged.
Likewise, Fortune
Policaro, general manager
of Policaro Acura in
Brampton, Ont., said his
dealership has kept staffing
on the sales side " quite
tight. "
Policaro: His
Acura store
began offering
a minimum
hourly wage of
$17.50 - what
the dealership
calls the
Policaro Living
Wage - to stay
competitive with
other entry-level
jobs throughout
the local
economy.
FILE PHOTO
At the same time, the
store is challenged to fill
entry-level positions in the
service department, such as
wash-bay attendants.
As with other dealers, in
the past few years, Policaro
Acura has introduced
incentives for employees
who refer new hires. It also
launched what it calls the
Policaro Living Wage, a
minimum hourly rate of
$17.50 for all staff. The living
wage keeps the dealership
competitive with other
entry-level jobs in many
sectors of the economy,
Fortune Policaro said.
Despite the dealership
group's work on compensation
and benefits, the " real driver " of retention
is building a work environment that motivates
staff to come in, Policaro said. Team-building
events, active communication and taking action
on employee feedback are all key elements of
creating an atmosphere where staff want to
work, he said. - ANC
To retain employees, HGrégoire Nissan St-Eustache offers
long-term career planning. SUPPLIED PHOTO
HGrégoire Nissan St-Eustache
Saint-Eustache, Que.
l CEO: John Hairabedian
l Dealership group: HGrégoire
l Number of employees: 51
General Manager Jonathan Cameron on steps taken to offer
employees a long-term career path: [We] have a long-term plan and
ask them what they expect from us.
Cameron on key factors affecting staff turnover: An employer who
offers a good salary working from home 100 per cent is [for a dealership
to compete with]. But we try to keep a pleasant teamwork.
Cameron on departments/positions facing the biggest hiring/retention
challengers: Sales, receptionist, adviser.
Hiring bonuses, mentorship programs and competitive
compensation are among the incentives aimed at attracting and
retaining talent at Bruce GM Middleton. SUPPLIED PHOTO
Bruce GM Middleton
Middleton, N.S.
l President: Justin Barker
l Dealership group: Bruce Automotive Group
l Number of employees: 25
General Manager Dave Deveau on how hiring and employment practices
have evolved amid the recent emphasis on diversity, equity and
inclusion: We actively recruit foreign workers and are lucky enough
to have people work with us from all over the world.
Deveau on steps taken to improve employee retention: Offering hiring
bonuses, mentorship programs and getting competitive with our pay
plans.
Deveau on the impact of digital retailing on hiring and staffing: It's
important to have a good understanding of the digital world and be
patient with social platforms. The ability to create and share content
is a great attribute to have these days, especially in sales.
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