Everyone gets a big laugh when we see merchandising go wrong. The retailer in the picture must be remarketing knives as pencil sharpeners, because right below the "Back to School" sign is a giant display of cutlery. Many times the message gone wrong isn't so obvious to our staff, and isn't humorous.
In a dealership we feel this immediately with an advertised sale price on the web that doesn't match quotes inside the store. Customer complains, sales staff apologizes, and hopefully we correct the price and sell a car. While customer complaints like this are difficult to deal with, they at least help the dealership correct course.
There is a quieter place where advertising fails happen all the time, and no one ever hears about it: automotive employment ads.
- Income claims of $100,000 per year, when a showroom only has one salesperson out of 20 making six figures.
- Advertising friendly atmosphere, and flexible schedule. When a candidate arrives they see managers browbeating salespeople about needing to work more hours.
- Stating that you need to hire someone that attends to clients promptly, and then having a person wait for over an hour to be interviewed.
These are just a handful of things we see and hear regularly when surveying the 1000's of applicants we send for interviews. The shame is applicants almost never share why they either decided to miss an interview or turn down a job they are offered. It centers around finding inconsistent information about the dealership either on the web, or in person.
Take a few minutes and make sure you are putting out the right message.
H Gregory Gershman - Managing Partner - Recruitment HQ