AWIA Webinar Highlights Hiring Strategies for Today’s Multi-Generational Workforce

     Finding qualified employees remains one of the biggest challenges facing automotive repair businesses, but according to hiring expert Sara Fraser, attracting and retaining talent requires more than simply posting a job opening and waiting for applicants.

     During a recent Amazing Women in Automotive Foundation (AWiA) webinar, Fraser, vice president of Auto Ignite Management, shared practical hiring strategies designed to help shop owners build stronger teams by understanding today’s workforce, creating more effective job advertisements and improving interview processes.

     One of the webinar’s key themes was the importance of recognizing the needs and expectations of a multi-generational workforce. Fraser noted that today’s workforce is primarily made up of Gen X, Millennials and Gen Z employees, each bringing different motivations and expectations to the workplace.

     “You’re hiring a person, not just a skill set,” Fraser said. “Employees today are looking for more than a paycheck.”

     According to Fraser, Gen X employees often value autonomy, trust and recognition for their experience, while Millennials seek purpose, inclusion and appreciation. Gen Z, meanwhile, is highly motivated by opportunities to learn, develop new skills and receive mentorship.

     Despite common assumptions, compensation is rarely the top factor candidates mention when discussing their ideal workplace. Instead, candidates most often prioritize positive workplace culture, strong leadership, career development opportunities, work-life balance and transparent communication.

     To attract those candidates, Fraser encouraged employers to rethink how they write job ads. Rather than relying on generic descriptions such as “competitive pay and benefits” or “we treat employees like family,” she advised shop owners to provide specific examples that illustrate company culture and workplace advantages.

     Examples might include paid training opportunities, flexible scheduling, team-building events, updated equipment, mentorship programs or unique benefits that distinguish a shop from competitors.

     “Candidates are scanning, not reading,” Fraser explained. “You have to quickly answer the question, ‘Why would I want to work here instead of somewhere else?'”

     She also cautioned employers against creating lengthy lists of requirements that may unintentionally discourage qualified candidates from applying. Instead, shops should identify the skills that are truly non-negotiable while remaining open to training candidates in other areas.

     Beyond recruitment, Fraser stressed the importance of maintaining a strong online presence. Prospective employees often research a company’s website, social media channels and online reviews before applying.

     “The way you respond to reviews matters,” she said. “Future employees are reading those responses, not just customers.”

     When it comes to interviewing, Fraser recommended a structured process that begins with a brief phone interview focused on culture fit, communication style and career goals before moving to more detailed in-person conversations.

     She also encouraged employers to incorporate scenario-based questions that reveal how candidates think through challenges and solve problems, while emphasizing that listening may be the most valuable interviewing skill of all.

     “We hear things much faster than people speak,” Fraser said. “Often, we think we know where someone’s story is going and stop listening before they’re finished.”

     Throughout the session, Fraser emphasized that successful hiring begins long before an interview takes place. Shops that clearly communicate their culture, invest in employee development and create workplaces where people feel valued are more likely to attract and retain top talent in today’s competitive labor market.

     The webinar was hosted by AWIA as part of its ongoing professional development programming for automotive industry professionals.

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