Beyond Compensation and Benefits: Promoting Your Dealership as an Employee Destination

Being a few ticks north of the mid-century mark, this reporter clearly remembers the time when the previous generation removed its graduation cap and gown—or mustered out of the service—then picked up a hard hat and lunch pail, which were to become constant companions for the next 35 to 40 years.

It was the middle class dream for the Silent Generation: Land a manual job with a large manufacturer, put in your time and keep your mouth shut, own a home and raise a family, then retire to a nice pension. You did what you were told, kept your head down and got the job done. Forty years later, the employer gave you a gold watch (or bowling ball) during a retirement party at the local lodge (where, of course, you were a member).

Two uncles and my grandfather (he of the Greatest Generation) logged between 35 and 40 years with DuPont’s, as it was casually called. Another uncle, well, he had happy feet. He worked at three different companies in his 40-year career. That man, it was often said, couldn’t sit still in one place.

Obviously, the days of one-occupation careers are rare, and the tales of fathers and grandfathers who never even finished the sixth grade—let alone high school—are largely elements of the past. Now that we’ve reached the Roaring `20s of the 21st century, having “happy feet” constitutes changing jobs every two years, and it’s hardly an anomaly.

But while attitudes toward career choices and professional variety may vary from region to region, it is incumbent upon dealers to furnish a workplace setting that is profitable, appealing, rewarding and (where possible) resistant to job-hopping. The ideal workplace may no longer lock up a valued employee for the duration of his/her career, but fostering an environment that inspires contentment certainly goes a long way toward avoiding high turnover.

So as we put the wraps on February’s look at finding and retaining quality employees, we ask our panel of dealer representatives to share the various selling point that makes their company an attractive employment destination.

Tools for Success

Lauren Christman, Fraser AIS

Lauren Christman, HR generalist for Fraser AIS of West Reading, Pennsylvania, underscored the importance of continuous improvement and providing resources and support for colleagues to grow within their roles as well as the company. These tools include advanced role training, self-guided training, sales and customer service workshops, service team development, promotional opportunities and upper management support and coaching.

The day-to-day experience also requires some light-hearted touches, and Fraser AIS promotes this through its Sacks of Cash (monetary rewards for positive customer or peer feedback), fun committee activities and an annual awards banquet. Other team-building activities impact the company positively to have a culture that supports its core values and company mission, according to Christman.

“Fraser’s forward big picture views promote creative thinking and the sharing of ideas,” she said. “Having a passion for success and striving for excellence is evident in employee engagement and recognition.”

Rebecca Graham, Novatech

Developing a work experience that is driven from the top down can ensure that everyone is not only pulling in the same direction, but also communicates and sets expectations. Rebecca Graham, HR manager for Nashville, Tennessee-based Novatech, believes the company offers a solid platform of growth and endless opportunity.

“With new CEO Dan Cooper at the helm, we are moving at lightning speed, taking very purposeful steps toward making Novatech an incredible company,” Graham said. “We have strong leadership, great benefits for our employees and a quality solution for our clients. It’s really a perfect blend. It’s an exciting time; we’re growing and we’re looking for the right people to join the Novatech family.”

Familial Factors

Kevin Fries, Eakes

There is still something to be said for the family-owned, locally-owned dealership and the employee set that is attracted to its qualities, notes Kevin Fries, human resources manager for Eakes Office Solutions of Grand Island, Nebraska. That the company is moving aggressively forward as a stand-alone entity is another positive for candidates who seek to avoid the layered structure of a larger organization.

“We have the ability and the history to do some great things to move forward in our industry,” Fries said. “That’s a great selling point for us. Were a company looking to continue to expand and grow our market share, whether that’s new product areas or other (ancillary offerings) to move into. We’re on the forefront of that, because we don’t want to be the one being bought out by someone else. We’re trying to attract talent.”

Matteo Recanatini, Offix

The irony lies with some dealerships, like Offix of Gainesville, Virginia, that seek to mold its employees into highly desirable commodities that make for attractive prospects for competitors to steal. The key to this endeavor, according to Matteo Recanatini, director of marketing, is to facilitate an atmosphere that underscores the notion that employees are valued, which is best communicated with not only a handsome salary and benefits package, but a path toward molding one’s career as they see fit.

“When you start working at Offix, from day one, we work to make you more appetizing to the competition,” he said. “That is a challenge. We want you to be so successful that other companies will try to poach you. For one, it makes us successful, and for two, it puts us on guard to ensure you are taken care of as an employee. The growth and leadership opportunities, the compensation, the ability to balance work and life. “The fact that we have a 95% retention rate makes it more appealing,” Recanatini continued. “And our president (Steve Valenta) has an open-door policy. You don’t have to be diplomatic; you can just walk in and talk about anything. People just love it here.”

Erik Cagle
About the Author
Erik Cagle is the editorial director of ENX Magazine. He is an author, writer and editor who spent 18 years covering the commercial printing industry.