The Dealer Playbook
The Dealer Playbook

Episode · 5 months ago

Take Your Hiring Process to the Next Level w/ Jeff Morrill


"Hiring begins at the vision level, with senior leaders. If you're going to use the term 'Sales Ninja,' you're going to get a different type of candidate..."

The language of your recruiting ad can have a tremendous impact on the quality of candidates you receive for career opportunities at your dealership. 

Many dealers forget that the candidate themselves are a really big part of the hiring process. It's not all about the dealership. The dealership hiring process needs to make the candidate a partner along with the dealership so that they can appropriately see a fit with one another, rather than the traditional one-way street that job postings usually convey.


This episode is proudly sponsored by our friends at Fortellis. No two dealers operate the same way which is why Fortellis provides the tools to create unique apps that help your dealership meet the needs of the market while catering to your operations. 

Not only has Fortellis created an amazing technology platform that’s designed to make life easier for dealers, but they are also pouring back into the community with events like their dealer dev day. It’s a 3-day event that empowers attendees to network with each other to create smarter, faster, and better apps for the dealer community. 

Visit to browse their marketplace of apps and integrations that will allow you to run your business, your way.

Hey gang, there are fewer things Iregret more than not investing in zoom when I had the chance. How was Isupposed to know there's gonna be a pandemic and zoom stocks would explode.Looking back 20 years from now, I don't want to have the same sinking feelingsitting on the sidelines knowing I could have jumped on another bandwagonsooner. luckily we know what the next big boom and retail automotive is andthat's why companies like four telus have provided the tools to createunique apps that will help your dealership meet the demands of themarket. You see no to dealers operate. The same way the beauty about four tellus, is that you can pick and choose the apps and workflows that help you meetthe demands of the market while catering to your operations, not onlyis foretell has created an amazing technology platform that's designed tomake life easier for dealers. They are pouring back into the community withevents like their dealer DVD. It's a three day event that empowers attendeesto network with each other to create smarter faster and better apps for thedealer community. So my beloved DPB gang, the best thing that you can doright now is visit the four telus marketplace and browse through theirgrowing library of apps and integrations that will allow you to runyour business your way, visit four telus dot io to learn more. That's fourtell us dot i O right? Mm. Mhm Too often we rush through this hiringprocess. We think a body is better then nobody, but really we're trying to getthrough to that right individual who not only sees a fit with the company,but that the company sees a fit with and what you just touched on. Likegiving them an opportunity, giving the candidate an opportunity to experiencethe culture, to experience their...

...potential teammates to ask themquestions is a huge testament. Two demonstrating transparency in my mindbecause I can have a job posting all day every day that says great culture,great experiences. We have fun. We, this we that, but who better to sellthat into reality than the people they're going to be working with everyday. Because let's be honest, we know employees talk to each other if they'reburdened by something, they're going to verbalize it to their coworkers. Ifthey're, you know, if they're happy, they're also going to verbalize it. Um,so I think that's so tremendous. Is that something that you um put would put in a job post? Like,hey, this, this is what the process looks like if you want to come workwith us or when you apply. So great, thank you for asking that because let'sgo back upstream a little bit. You know, we're kind of in the middle of theprocess, I think hiring begins even at the division level for a company todecide the kind of people that the company wants to attract and then thatmoves in terms of how you're going to phrase the text and the recruiting ad,you know, if you want to use the term sales ninja, you're going to get adifferent kind of candidate than than what we use, which would be somethinglike, you know, there's no experience required. We invite people who have aninterest in sales to check us out. So, so the language of the recruiting athas, as you know, a significant impact on, on how you communicate with peoplejust to go down a quick rabbit hole. I think in so many cases, businessesforget that the candidates a really big part of the hiring process, like it'sjust not all about us. We need to make sure the hiring process is designed tomake the candidate of partner along with us. Because we really, as Imentioned before those, those departures, I don't want someone that'sgonna stay with six months we try to hire to retire. So we want to findpeople that are gonna help us weed...

...themselves out if they're not right.And and we can only see so much over the course of three interviews and someinteractions via email and phone calls in between. We need the candidate to toreally understand what they're coming into so that they can help us, you know,make a good decision. So so to come back out of that rabbit hole, let's goback to the process itself after we run that ad. And uh I should mention we useuh the text of our ads is on my website. You have moral dot com. So if if youhave listeners that are interested in seeing the way we write our ads, thenthen you know it's all all free and available there. But we we inviteapplicants to email a cover letter and resume. And we're much more interestedin the cover letter than we are in the resume. And it's not that we don't carewhat they've done because it's relevant. But the cover letters, the opportunityfor a candidate to distinguish him or herself. And in ifhe or she doesn't even attach a cover letter, that's pretty powerfulstatement that they didn't take even the minimum level of interest in.Following are pretty simple instructions to join us. And andsometimes we get people that will say things like I did research about yourcompany. I called uh a family member who had bought a car from you. I spentan hour and a half on your website and we'll identify the things in ourcompany values or the, the approach we take, the culture or, or sales model.They'll actually call those out and identify them as reasons for applying.And that person rises to the top of the pile even if they don't have theexperience that, that you would hope that they would give, we'll take acollege grad that's never sold anything. Um, Who would, who would send us acover letter like that compared to...

...someone who's been selling car for 15years. You know, probably the wrong way at the risk of importing bad habits toour company. So anyway, to finally get to the specific question you asked.When we receive that cover letter and resume, we respond with a list offrequently asked questions. This list on my website too. You can see exactlywhat what we send back that has all this information, what the process islike, who you'll be meeting with, how many interviews there are, what weexpect you to do it as our mission statement as a company. It talks aboutthe compensation, some detail about the pay plan, the hours involved. And againwe want that candidate to be a partner with us in this process and the more wecan educate the candidate upfront, the less likely we are to have to spend alot of effort later explaining all this stuff and the last risk there is thatthe person ends up quitting because they didn't really know what they weregetting themselves into. Yeah I think this is tremendous and um all of that to to suggest also forthose listening that this um demonstrates upfront that they areabout to enter growth environment, an environment by which leadership isconcerned about their growth and if if you've taken the time to detail to thisextent what the hiring process is going to look like for them and they don'teven work for you yet. Imagine the signals that that is sending to thecandidate about what they can expect post hiring that you are concernedabout their growth, that there will be milestones and goals that youcollectively work on. You use the word partner a couple of times and I pick upon that which is vastly different than employee. A team member. No, you'reyou're a partner here and and I think that just that sends a signal of itselfthat while you will work within this...

...environment, we are encouraging you tobe the ceo of your life. Sure enough, I think there's so muchcompetition for the best people to that we need every opportunity todifferentiate ourselves and and for the people listening. You know, they have aresponsibility to communicate In every way they can, why someone should workfor them instead of responding to the other. Gosh, in the Boston area 25solicitations for for sales people. I mean it's just competitive out therefor talent. Even even during this Covid era where we're talking now withunemployment higher than it was pre covid. We're still still trying to towork. I mean we really have to work harder to find, find good people andit's hard to say credibly to someone we care about you as a person joining ourcompany unless you can find a way to really communicate in terms of howyou're treating them. How does um I've learned that, I mean we're talkingabout hiring, but I'm taking notes about leadership here. Um recently, a friend of mine reachedout and said, and this was on linkedin, and they asked me in a direct messagewhat my opinions were about, how to determine if the leadership at anorganization is worth following before even going through the troubleof applying to work there. They were looking at making a career shift andthey asked me who I believe so deeply in leaders. Leadership and I believethat the best way perhaps to determine if the leader is worthfollowing is because they don't create followers, they create more leaders, right? So that was my opinion. Buteverything that you're talking about here is a testament to leadership. Whywould I even care about creating a...

...hiring process? This is one of thosethings that it's like just turn on the turn on the the ads and let's see whowe get. And then we got to get five sales people on the floor. So let's getthat. And we got to do this and now we got to make up for it and then we don'tdo training and we don't do anything like this is a leadership thing, in myopinion, it's also a culture thing. But circling back to something you saidearlier, Jeff, which has fascinated me for quite some time, is the fact that Ican't see on A P. N. L. The effect of a good culture um in my workplace, I can see thatemployee a earns 65,000 a year. What I don't see is the cause and the causeand effect of them being unhappy with where they work or being happy withwhere they work. But we know that that does definitely factor. For example, I I saw I had someone on the show kateBush who believes in creating happy work environments and she speaks to theimportance of creating a culture of or creating an environment wherebyemployees can be happy because it does have a correlation to um what youtalked about, which is profitability, we know that there's a multiple onsomebody's salaries. So for example, I think she said there's a one point A1.6 multiple on salaries for unhappy employees. So in other words, ifthey're making 60,000 a year in salary, we know that due to inefficiencies, howslow they are, how on, you know, unbuttoned they are that that $60,000employees actually going to cost you almost 120,000 a year just because ittakes them so much longer to do stuff and they're not doing it right andthey're making mistakes, but the same is also true if they're happy, youactually decrease that, you know, because you're getting so much more outof that individual. Can you speak to some of the mechanisms you have inplace, post hire that encourage a...

...healthy work culture or a growthculture? Yeah. You know, as you're, as you'retalking, I'm reminded that those words by Bruce Cameron that not everythingthat counts can be counted and not everything that can be counted counts.I think there are some things in business that there will calmintangibles that are really important to the success of the business but areare just there's just no metrics that up for them and I'll give you anexample um you know, we have we're very well run dealership, I'd like to thinkbut but you know, we're not perfect and of course and recently we had a longtime technician leave and during the exit interview one of the things itwasn't the only reason he left he was a great technician and almost cried whenhe left because he was such a such a planet person. But one of the things hesaid is that he was very neat and tidy and he left her a dealership that hadjust been renovated and he said you know it just I justdidn't like coming to work every day with everything so messy And so we wentout in the shop and we looked around my managing partner dale and I and wewalked around we're like wow you know this our facility is now about 20 yearsold and we did some light renovations to the shop some years ago but it wasjust dirty And so what we've done is we've we're gonna replace up to eightft. The you know from the floor up to eight ft with diamond plate which islike jewelry to technicians. I mean that it's gonna when it's all done it'sgonna be um it's gonna be beautiful and we didn't do that for the customers.You know, there are things we do to upgrade our facilities for customers.This wasn't for the customers. And and we're doing some other renovations.We're adding some lifts and making the...

...facility run better for our techniciansbecause we want to make sure that it feels like the major leagues foreverybody coming to work every day. And if you're playing for the boston redsox for instance, you don't go into a dirty locker room. I mean when you walkinto the locker room at Fenway Stadium, I mean it looks like you're in themajor leagues and that's that's kind of facility we want to have for our peopleand of course for our customers too. So I think it's a million little things. Imean, if if it was just as simple as writing one paragraph about what youhave to do to hang on to your best people or to create a healthy culture.It's it's a million things. It's like I said before with hiring, we we invitethe entire team to meet candidates are coming in. So that's that's a messagefrom us to our to our team that we care about their opinions. We want to makesure that people don't just show up. And so there there are things like that.I mean when they're one of their issues, we try to resolve them. You know, it'sjust, it's it's a very long list I guess culture leadership, you can thinkof as like brick walls that it's it's a million bricks and you can miss a few,but if you miss too many of the wall falls down. Mhm. I'm Michel Cirillo and you've beenlistening to the dealer playbook podcast. If you haven't yet, pleaseclick the subscribe button wherever you're listening right now, leave arating or review and share it with a colleague. If you're ready to make bigchanges in your life and career and want to connect with positive,nurturing automotive professionals, join my exclusive DPB Pro community onfacebook, that's where we share information, ideas and content thatisn't shared anywhere else. I can't wait to meet you there. Thanks forlistening.

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