Most shop owners believe their hiring problem is a technician shortage. Matthew Strom, founder of AutoShop Media, says the real issue is often visibility, messaging, and how shops present themselves in a crowded market. His company shifted from customer marketing to technician recruiting in 2020 and has learned from thousands of ads what technicians actually respond to.
In episode 135 of Maximum Octane, Matthew joins Jason Patel to explain why most job ads blend into the noise, why video is now the most effective hiring tool, what technicians care about, the hidden leaks in hiring processes, and simple changes that improve response rates even in rural or competitive markets.
What You Will Learn
- Why desperation during COVID led to a smarter hiring strategy
- Why proof beats polished marketing in today’s attention economy
- What video ads communicate that job descriptions never can
- How to restructure job ads so technicians actually read them
- Why unclear pay plans kill motivation before day one
- The data behind why social media outperforms job boards for hiring
- How algorithm training impacts who actually sees your ads
- Why long interview processes cost shops their best candidates
- What shops in rural or competitive markets must do differently
- Three immediate changes every shop can make to improve hiring results
From COVID Desperation to a Smarter Strategy
Around the 4 minute mark, Matthew explains how desperation during COVID led his company to a smarter hiring strategy. Shops were struggling to find technicians, and traditional job postings were not working. That pressure led to testing new approaches and learning what actually drives applications.
The broader lesson for shop owners is that hiring is a marketing problem as much as an HR problem. The same principles that bring in customers, such as knowing the audience, testing messages, and measuring results, also apply to technicians. Shops that treat recruiting as an ongoing campaign rather than an emergency response tend to build a steadier pipeline of candidates. The U.S. Bureau of Labor Statistics occupational outlook for automotive service technicians and mechanics is a useful reference on the role, training paths, and job outlook. Shops that recruit proactively have an advantage over those that only post a listing when someone quits.
Proof Beats Polish
Matthew explains why proof beats polished marketing in today’s attention economy. Technicians are skeptical of generic promises like “great culture” or “competitive pay.” They want to see the shop, the equipment, the people, and the work. Real, simple video from inside your shop is more convincing than a slick ad.
Proof can take many forms beyond video. Photos of the actual equipment technicians will use, short clips of team lunches or training days, comments from current technicians about why they stay, and clear details about schedules and benefits all show rather than tell. The mistake many shops make is describing a culture they hope to have rather than the one they actually have. Candidates who arrive and find a different reality tend to leave quickly. Honest proof attracts people who will be a good fit and filters out those who will not.
What Video Communicates
Around the 10 minute mark, Matthew explains what video ads communicate that job descriptions never can: the feel of the shop, the personality of the owner, the cleanliness of the bays, and the energy of the team. Video helps candidates picture themselves working there.
The video does not need professional production. A smartphone, decent lighting, and a short walk through the shop with the owner explaining what makes it a good place to work can be enough. Keep it brief, speak naturally, and focus on what a technician cares about: tools, bays, workflow, pay structure, training, and the team. Some shops also feature a current technician talking about their own experience. Authenticity matters more than polish, and a real voice is often more persuasive than background music and slick graphics.
Restructuring Job Ads
Matthew explains how to restructure job ads so technicians actually read them. Lead with what matters to them, keep it clear, and skip buzzwords. Jay Goninen offers similar advice in How to Offer Jobs Aligned With the New Generation’s Values.
Elements of an effective technician ad:
- Clear pay structure and realistic earning potential.
- Specific growth paths and training opportunities.
- Real photos or video of your shop and team.
- A simple, fast way to apply.
A useful structure is to open with a short, direct statement of who the shop is looking for and why the role is worth considering, followed by pay and schedule details, then growth and training opportunities, then a description of the shop and team. Requirements should come last and be limited to what truly matters. Long lists of qualifications can discourage good candidates who meet most, but not all, of them. Keep the language plain and specific so a technician scrolling on a phone can understand the opportunity in a few seconds.
Unclear Pay Plans Kill Motivation
Around the 14 minute mark, Matthew explains why unclear pay plans kill motivation before a technician even starts. If candidates cannot understand how they will be paid, they hesitate or look elsewhere. Clarity builds trust from the first interaction.
Clarity does not require publishing every detail, but candidates should understand the structure. Is the role hourly, flat rate, or a hybrid? Are there production bonuses, and how are they calculated? What does a realistic week look like for someone at their skill level? Shops that can show example earnings based on actual production help candidates picture their future paycheck. Explaining the pay plan the same way in the ad, the interview, and the offer letter also prevents confusion that can sour a new hire’s first weeks.
Social Media vs. Job Boards
Matthew shares data showing why social media often outperforms job boards for hiring. Many of the best technicians are not actively job hunting. They are scrolling social media. Ads that reach them there can attract people who would never see a job board listing. He also explains how algorithm training affects who actually sees your ads.
Algorithm training refers to how advertising platforms learn which people respond to an ad and then show it to more people like them. That learning takes time and data, which is why short bursts of advertising often underperform. Running ads consistently, with clear calls to action and a simple application process, gives the platform enough signals to find the right audience. Shops should also be mindful of applicable employment advertising rules when targeting ads.
Hidden Leaks in the Hiring Process
Around the 26 minute mark, Matthew explains why long interview processes cost shops their best candidates. Missed interviews, slow follow-up, and unclear expectations push good people away. He encourages shops to treat applicants like customers: respond quickly, communicate clearly, and make the process easy.
ATI’s The Secret to Avoiding a Costly Bad Hire and How to Hire the Right Technician for Your Shop are helpful companions.
A quick way to find leaks is to map every step from the moment a candidate applies to their first day, and note how long each step takes and who is responsible. Many shops discover that applications sit unanswered for days, interviews are scheduled around the owner’s calendar rather than the candidate’s, or offers are delayed while the owner thinks it over. Setting simple standards, such as responding to every applicant within one business day, can make a meaningful difference. ATI’s top 5 hiring mistakes highlights other common pitfalls.
Rural and Competitive Markets
Matthew discusses what shops in rural or highly competitive markets must do differently, then closes with three immediate changes every shop can make to improve hiring results.
In rural areas, the pool of local technicians may be small, so shops often need to widen their geographic reach, highlight quality-of-life benefits, and invest in training people who are earlier in their careers. In crowded metro markets, the challenge is standing out among many shops competing for the same people, so a clear message about what makes the shop different becomes especially important. In both cases, consistent visibility and fast follow-up help shops reach candidates before competitors do.
Building a Long-Term Technician Pipeline
Ads solve today’s opening, but a pipeline reduces how often a shop is caught short. Building relationships with local high school and college automotive programs, offering apprenticeships, and hosting shop tours for students can create a steady flow of future technicians. Staying in touch with strong candidates who were not hired, and with former employees who left on good terms, also adds to the pool.
Retention is part of the pipeline too. Every technician who stays is one fewer opening to fill. Regular conversations about career goals, clear training paths, and fair, understandable pay plans help keep good people. Current technicians who are happy also become the best recruiters, both by referring friends and by appearing in the shop’s recruiting content.
Hiring Process Audit
- How quickly do you respond to new applicants?
- Does your job ad include real video or photos from your shop?
- Can a candidate understand your pay plan from the ad?
- How many days pass between application and offer?
For an AI-driven approach to screening candidates, listen to Lisa Coyle and Sam Freeman in Hiring Techs Is Broken. Here’s How Promotive’s AI Fixes It. Krista Oldenburg explains how brand affects recruiting in Your Brand Is Costing You Talent.
Frequently Asked Questions
Where is the best place to find auto technicians?
Many of the best technicians are not actively job hunting, so job boards alone often miss them. Social media advertising can reach technicians while they are scrolling, especially when ads include real video of your shop and clear pay information. Referrals from current employees, relationships with local automotive training programs, and staying connected with former employees are also valuable sources. Shops that combine several channels and recruit continuously usually find better candidates than those that only post when someone quits.
What should I include in an automotive technician job ad?
Lead with what technicians care about most: a clear explanation of pay structure and realistic earning potential, schedule details, tools and equipment, training opportunities, and growth paths. Include real photos or a short video of your shop and team. Keep the language plain and skip buzzwords like “competitive pay” or “great culture” without proof. Limit requirements to what truly matters, and make applying quick and easy, ideally from a phone in just a few steps.
Do video job ads really work for hiring technicians?
Video often outperforms text-only listings because it shows candidates what working at your shop is actually like. A short, authentic video can communicate cleanliness, equipment quality, team energy, and the owner’s personality far better than a written description. It does not need to be professionally produced. A smartphone walkthrough with the owner explaining the opportunity is often enough. Keep it short, honest, and focused on what matters to technicians.
How fast should I respond to job applicants?
As quickly as possible, ideally within one business day. Strong technicians often have multiple options, and a slow response signals that your shop may be disorganized or uninterested. Treat applicants like customers: acknowledge their application promptly, schedule interviews at times that work for them, and keep the process moving. Long gaps between application, interview, and offer are one of the most common reasons shops lose good candidates to competitors.
How do I hire technicians in a rural area?
Widen your reach geographically and highlight what makes your location attractive, such as lower cost of living, shorter commutes, or a close-knit community. Consider hiring people with less experience and investing in their training, and build relationships with nearby vocational programs. Use social media ads with real video to reach technicians who are not actively looking. Make your pay plan and growth opportunities clear, and respond quickly when someone applies.
Resources and Links From This Episode
Connect With the Guests
- Matt Strom: Facebook, Auto Shop Media website
