At the Internet Sales 20 Group, Craig Lockerd will be discussing the importance and value of Internet Department & BDC HR. As the founder of Automax Recruiting and Training, Craig has worked with countless sales organizations and dealerships to help staff a Committed Well Trained Staff with No Bad Habits.

1. Automotive Recruitment, the
Internet and You
Page: 61

2. Today’s Takeaways
1. Job Title
2. Job Description and Keywords
3. Tags
4. Where to Post
5. Career tab on home page
6. Video recruiting
7. Recruitment diversity
8. Dealership HR department
9. Create your own talent network
10.When should I recruit

3. Job Title
The title of your help wanted ad must be specific and have
the highest search potential.
Example: Retail Sales Representative, rather than Auto
Sales. Example: Internet Product Specialist/Automotive
Customer Service, rather than BDC.
Name of your dealership and experience level
How you title you ad is important for search and should
closely mirror the potential applicant’s resume.
Don’t use city and state in the job title

4.  Use success stories that you currently employ with
pictures.
 Tell the job seekers why you work there and why it’s
such a swell place.
 Talk about the culture of your dealership, community
involvement etc.
 Determine appropriate attire, interview dates and time, and
who to ask for.
 Exact dealership location and map if applicable.
 Paragraph discussing other industries in your area
where you can tap into top talent.
 Mention job title four times in description

5. What hasn’t changed in 50 years, what
we “Think” employees want
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Good Wages
Job Security
Promotion/growth opportunities
Good working conditions
Interesting work
Personal loyalty to workers
Tactful discipline
Full appreciation for work done
Sympathetic help with personal problems
Feeling “in” on things

6. What Employees Actually Want
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Full appreciation for work done
Feeling “in” on things
Sympathetic help on personal problems
Job security
Good wages
Interesting work
Promotion/growth opportunities
Personal loyalty to workers
Good working conditions
Tactful discipline

7. Tags and Keywords
As many related job titles as possible.
Examples:
Keywords – sales clerk, outside sales, call center, training,
recruiting, wireless, careers, resume, internet sales, advertising sales,
marketing, insurance, finance, consulting, mortgage broker, automotive,
auto sales, auto salesman, car salesman, car salespeople, salespeople,
salesperson, business development, real estate, pharmaceuticals,
restaurant, servers, bartenders, client rep, client service rep, customer
service rep, sales, salesperson, salesman, saleswoman, selling, inside sales,
account executive, business development representative, hospitality,
hotel, retail, sales representative, entry level, new grad, new graduate,
sales rep, telemarketing, e-commerce, internet, military, veteran, vet,
army, navy, air force, marines, national guard, coast guard

8. Where to Post
1. Career tab on dealership homepage
2. Job can be aggregated by Indeed.com,
Simplyhired.com
3. Job aggregator, you determine the budget cost
per click
4. CareerBuilder, Monster, Beyond.com, Ziprecruiter,
Craigslist, etc. Be sure to ask about their niche sites.
5. www.onlinevetjobs.com
6. YouTube
7. carjobsonline.com
8. SOCIAL MEDIA!

9. Career Tab and Homepage
People that come to your dealer website are there to check availability,
pricing and service, They’re not looking for a job or a career opportunity,
however you MUST have a career tab on your homepage.
Using simple code from indeed or simplyhired, you can turn
your career tab into an actual job board
Both these job aggregators will index your jobs and post them
to their job boards for maximum exposure.
You established your budget on pay per click basis,
You’ll be provided a dashboard to track all the data you’ll
need to keep your recruiting cost in line.
Combine your job postings along with powerful video shot at your dealership.

10. Video Recruiting
1. Nearly 30% of our clients hires viewed our recruitment video
2. Use same title as job posting
3. Start description of Youtube video with a live link back to
your career tab from your Website
4. Copy and paste description from your job posting, add city
and state and surrounding cities you want to pull from.
5. Use relevant tag words similar to your job posting
6. Have everyone in your organization share videos to their
social platform
5. Include yourself and real dealership employees in video
shot in the department that they be working in.
Video Recruitment Example:

12. Recruitment Diversity
1. Are your employees as diverse as your clients?
2. Use images of a diverse employee base in your help
wanted ad.
3. Use a diverse group of people in your YouTube video.
4. Gen Y…How to get them, and accept they may not be
lifelong car people.

13. Dealership HR department
1. Drug test, criminal background, DMV.
2. IF THIS TAKES MORE THAN 3 DAYS TO DO, THIS A SERIOUS
YOU PROBLEM
3. Full understanding of policies, procedure, benefits, compensation
plan, bonuses, all in writing.
4. HR person must work with, not against the department the
employee was hired to work in.
5. HR must facilitate a smooth transition into
initial training of employee.

14. Create Your Own Talent Network
1. AutoMax has partnered with CareerBuilder to create an
ever expanding network of talent to choose from.
You can too.
2. In lieu of a talent network you can use a ATS “applicant
tracking system” through an outside company or Indeed
or SimplyHired.
3. Either of these options would build a talent base for you
to pick from ultimately reducing your
recruiting costs.

15. When should I recruit
1. I don’t believe in formulas based on potential inaccuracies
in regard to the number of potential opportunities.
2. I do believe in the economic principle of the
“ Law of Diminishing Return”. Google the Law of
Diminishing Return.
3. Get with me during a break and let me walk you through
exactly what I’m talking about.

16. Q&A
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clockerd@automaxrecruiting.com
Office: 800-878-5090 x 5
Cell: 609-517-1152
www.automaxrecruitingandtraining.com