Employer Branding

An Avenue for Talent Acquisition in Collision Centres

Current challenges in the auto body sector were discussed at the recently concluded IBIS USA event, where members devised tangible action plans to resolve the challenges collaboratively.

A key issue raised was the industry’s shortage of skilled labour. Employer branding was positioned as one channel we can use to mitigate that concern. Jay Hayward, Senior Vice President of Operations at CSN Collision, provided valuable input during the panel session. Read his insights below.

The Importance of Employer Branding for Collision Centers

In today’s competitive collision landscape, establishing a strong employer brand is paramount for attracting and retaining top talent. While many industries have embraced this concept, it’s often overlooked in sectors like ours. CSN has invested in Employer Branding initiatives to support its licensee network but first let’s look at what employer branding is and how it impacts businesses.

What is Employer Branding?

Employer branding refers to the reputation and image a company cultivates as an employer. It encompasses the values, culture, and overall perception potential and current employees have of our organization. A robust employer brand not only attracts qualified candidates but also fosters employee engagement and loyalty.

The Importance of Employer Branding for Collision Centers

Despite these challenges, investing in employer branding offers numerous benefits for Collision Centers.

Attraction: A strong employer brand helps a business to stand out from competitors and attract top talent. By highlighting career advancement opportunities, training programs, and employee benefits, we can appeal to highly skilled individuals looking for long-term career prospects.

Employee Retention: Building a positive employer brand enhances employee satisfaction and retention. When employees feel valued and aligned with the company’s values and culture, they’re more likely to stay with the organization, reducing turnover costs and reducing the needs to hire.

Enhanced Productivity: Engaged employees are more productive and committed to delivering quality work. A positive employer brand fosters a sense of pride and ownership among employees, driving them to perform their best and contribute to the overall success of the business.

Customer Satisfaction: Employees who are happy and fulfilled in their roles are more likely to provide excellent customer service. A strong employer brand translates into a positive customer experience, leading to increased customer satisfaction and loyalty.

Brand Advocacy: Satisfied employees are powerful brand advocates who can help attract new customers and talent through word-of-mouth referrals and positive online reviews.

Strategies for Building an Employer Brand

Building a strong employer brand requires a strategic approach tailored to the specific needs and values of the organization. Some strategies Collision Centers can implement include:

• Define Your Employer Value Proposition: Identify what sets you apart as an employer. This could include opportunities for skills development, a supportive work environment, competitive compensation and benefits, or a strong commitment to employee safety and well-being.
• Enhance Online Presence: CSN Licensees can leverage the CSN digital platforms, such as Workable, to showcase their employer brand. Along with having a professional website and connecting with CSN’s social media to highlight career opportunities and showcase company culture.
• Invest in Employee Development: Develop a plan to utilize the CSN Learning Management System and other industry training offerings to provide ongoing training and development opportunities to help employees enhance their skills and advance their careers within the organization. This demonstrates a commitment to employee growth and fosters loyalty.
• Promote Work-Life Balance: Consider how to emphasize a healthy work-life balance by offering flexible work schedule options, or wellness initiatives. A supportive work environment contributes to employee satisfaction and retention.
• Solicit Employee Feedback: Regularly solicit feedback from employees to understand their needs, concerns, and suggestions for improvement. Demonstrating a commitment to listening and acting on employee feedback fosters a culture of trust and collaboration.

In today’s competitive job market, collision centers need to be hyper aware of the importance of employer branding. By investing in building a positive employer brand, we can attract top talent, enhance employee retention and productivity, and ultimately, drive business success.

The CSN strategic initiatives regarding Employer Branding are:

• Workable Applicant Tracking System (ATS)
• CSN Full-Service Recruitment program
• Free CSN templates such as job descriptions, policies and more. 

Coming soon are Head Hunting Services and the CSN “Back-to-School” support program that will provide CSN Licensees with what is required to engage tomorrow’s technicians at education institution events such as College Open Houses. 

Are you interested in joining the CSN Collision network? Send an email to [email protected] to get started!