Have you defined your Dealership’s Employment Brand?
When you consider the amount of money and effort dealerships devote to advertising, it’s clear they recognize the importance of a strong consumer brand is critical for success.
According to an eMarketer report, “The US Automotive Industry 2015: Digital Ad Spending Forecast and Trends,” digital ad spend is expected to grow from $7.3 billion in 2015 to more than $12 billion in 2019. Netsertive research found 90 percent of auto dealers are utilizing digital strategies – including paid search, display ads and retargeting ads. In this regard, dealers are far outpacing manufacturers and other auto industry businesses.
With this type of investment in building brand awareness, it’s obvious that car dealers believe that the investment in developing a strong consumer brand will deliver a positive return on investment. Your dealer’s brand is a driving force to establish the credibility that buyers seek out when purchasing a new vehicle.
While building a strong consumer brand is an acknowledged best practice, many dealerships place little effort or have overlooked the importance of creating their Employment Brand.
What is a Dealership Employment Brand?
In the simplest of terms, your employment brand is the perception that prospective and current employees have of your dealership. In the case of job applicants, it’s the sense that prospective employees get when they see a job advertisement or visit your website to learn more about your dealership’s employment opportunities.
As an employer, creating an employment brand that establishes credibility, goodwill and trust that attracts top talent is as important as attracting car buyers.
What is the Value of a Strong Dealership Employment Brand?
Your employment brand is the foundation of your recruitment strategy because it showcases your dealership as a potential employer and differentiates you from other local dealers. It can be the difference between the best candidates knocking on your door or simply hiring your competitors’ castoffs.
Click below to read the full article:
Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.