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Why You Should WANT Gen Y Workers in your Dealership

JQ - I tend to agree with you on the fact that not too many 20-somethings are going to be hired into a dealership as a manager. However, we are in the time of instant gratification. An age where these Y'ers never saw a CD-rom...and their first phone was likely an early version smart phone. We are in a time of technology driven individuals. I think some people assume that everyone should have to "put their time in" and "dig some ditches" before they can go anywhere. While I agree that experience is a necessary step, I think 7-10 years is a little steep. We are a generation of tackling challenges and wanting more. Try to keep me in a position for 7-10 years digging ditches and you'll find that I started looking for another challenge 2 years in. 

In an age of snapshot stats and automated systems is it absolutely necessary to continue hiring talented individuals to perform tedious tasks just to prove their worth? Just an opinion. 

Great article, Jade! 

Why You Should WANT Gen Y Workers in your Dealership

Looks like I'll be the 1st dissenter here :) 
 
"Here’s the best-kept secret of my generation: Gen Y’ers have a deep, unquenchable thirst for challenging work."
 
I agree with this, but the problem is, in my experience, that the Y'ers define for themselves what they do and don't find interesting.  So as long as the work or project or whatever is interesting to them, then yes, gung-ho, go get 'em, great job!
But let's be realistic.  Not too many 20-somethings are going to be hired into any business as a "manager," other than in Title-Only.  There's a certain amount of "grunt work" that has to get done.  Matter-of-factly, most times, the position is created to free-up the actual manager or director from the tediousness of such work.   Want to make a Gen-Y'er get bored?  Ask them to build a spreadsheet or comb through data.
 
"We’re products of our zeitgeist. Previous generations see boredom as inevitable, we see it as avoidable. Give a Baby Boomer 30 minutes and they’ll stare at the wall. Give a Gen Yer 30 minutes and we’re dreaming up The Next Big Idea, calling an impromptu meeting, commandeering a white board, sailing around on a wheelie chair, and putting our plan into action."
 
I 1000% agree with this too -- it actually confirms my observations: this new breed has their heads in the clouds!  Please forget the Next Big Idea and skip the White Board:  you need to prove to your boss you are capable of getting needed, tedious work completed without supervision.  And AFTER you have proven yourself as a reliable, go-to person, and hopefulluy LEARNED a few things about the business along the way, you have EARNED the right to perhaps work on some Special Projects.
 
Gimmie a few bright Y'ers who are willing to start in the trenches and dig some ditches, and you'll find them in nice houses and driving nice cars in 7-10 years.  But I guess theres' a reason why sooo many are living back at home with Mom and Dad right now...  Present company excluded, of course! :)

Why You Should WANT Gen Y Workers in your Dealership

Excellent article Jade!  One thing that I see from the outside (as a car lover/blogger but one not employed in the industry) is failure by dealers to engage with brand fanatics.  Engagement does not mean putting up an unmonitored facebook page.  It means actively courting the most die-hard fans to speak your praises.  Gen Y is unique suited for this task.   Catering to your vocal fans can easily have the same impact as spending two or three times as much in marketing dollars.

Why You Should WANT Gen Y Workers in your Dealership

Jade - What a great article on how you define the Gen Y'er! Since they view jobs within the auto industry a lot different, providing them the opportunity within there as you mentioned "Special Projects" can really benefit the dealer themselves.  Having them engage that crowd can be simply overlooked as dealers are looking to sell sell sell but creating those special projects to the Gen Y'er can help pull in that crowd specifically to that dealership.  Again great post and I look forward to seeing more! 

Why You Should WANT Gen Y Workers in your Dealership

This is great. As a fellow Generation Y'er i've been fortunate enough to be hired on board at Lebanon Ford (www.lebanon-ford.com) as the Marketing and Communications Manager. Alongside a fellow Generation Y'er, we have been given full reigns to be as creative as we want when it comes to promoting the dealership. The two of us act as a sort of in house marketing agency for our store. Some things that we have done:

-Created a 14 foot whiteboard wall for our drawing and planning pleasure
-Have another wall in our office named the "Inspiration Wall" where we tape articles and pictures that may inspire us in the future.
-We've written and shot a total of 3 commercials for the dealership.
-Launched a marketing campaign off one of them, all centered around Zombies. (See it here: http://unbouncepages.com/lebanon-ford-sales-zombie-cincinnati-oh/)

We are very lucky to have a dealership that is so willing to allow us to really run free and be as creative as possible.

Why You Should WANT Gen Y Workers in your Dealership

Why would you WANT to hire a Gen Y’er?

Gen-Y-Texting.jpg

Coddled. Entitled. The “what’s-in-it-for-me?” generation. Lately the blogosphere is erupting with articles on how to attract Gen Y hires to the automotive industry. Based on the unflattering stereotype surrounding my generation, I think a better question is “Why would you WANT to hire a Gen Y’er?

We sound awful. Yet everything they say is true. On that note, here’s why you should want to recruit my spoiled, coddled, co-dependent generation to work in your store.

Because of course, we’re not. Well, we are. But we’re not. Here’s how it works.

You say: “We’re entitled.”
I say: “We’re engaged.”

Here’s an interesting fact about my generation that you won’t read in any study: We don’t believe in boredom. It’s true. We don’t. For my generation, the concept of boredom has gone the way of the Bubonic plague and the butter churn: a bizarre and wholly avoidable concept easily cured by even the smallest dollop of modern ingenuity. The good news? This boredom-intolerance extends to boredom in the workplace. This anti-boredom attitude alone is a marked shift  that makes Gen Y’ers infinitely desirable hires.

While previous generations believe in “putting in your time” and “paying your dues,” Gen Y believes in Google’s 20% time and architecting our own rise to the top, as fast as our personal initiative can carry us. Work for our previous generation was a treadmill. For us, it’s a trampoline: buoyant, thrilling, meteoric, and scary. You see, we’ll do anything to avoid workplace boredom-including work as hard as we possibly can.

Here’s the best-kept secret of my generation: Gen Y’ers have a deep, unquenchable thirst for challenging work.

According to a study by The London School of Business, “When we talked about careers, young professionals were clear that the most important aspect to them is a challenge. They want to have a career where they are challenged and can grow with the challenge. Rather than being bored, they prefer jobs which stretch them and if they are no longer challenged, they would consider moving on.”

Think about it. If the quintessential workplace flick of the 90’s was Office Space, the classic career film for Millennials is The Social Network. Telling, isn’t it? Gen X had angst; we have Angry Birds. We expect workplace life to be one big whirling dervish of colorful activity, and we bring the killer combination of technology and tenacity (yes, the tenacity that comes from helicopter parents that told us we were amazing every day) to make it happen.

So yes, my generation feels entitled to fun, innovation, opportunity and excitement in the workplace. But here’s the flipside: we create fun, innovation, opportunity and excitement in the workplace.

We’re products of our zeitgeist. Previous generations see boredom as inevitable, we see it as avoidable. Give a Baby Boomer 30 minutes and they’ll stare at the wall. Give a Gen Yer 30 minutes and we’re dreaming up The Next Big Idea, calling an impromptu meeting, commandeering a white board, sailing around on a wheelie chair, and putting our plan into action.

If you’ve hired a Gen Yer who can’t figure out filing, don’t demote them to coffee-making. Promote them to Special Projects and challenge them to come up with the next game-changing marketing campaign for your dealership. Don’t be surprised when we come up with a transformative idea for your business-and gets every Baby Boomer in the room on board while they’re at it.

So tell me: dealers who have hired Gen Yers, have you found my theory to be true?

Gen Yers working in dealerships: have you implemented any creative ideas that have taken off?

Sound off in the comments below!

Which Karate Kid Are You? Macchio or Zabka?

What?  Don't forget, this was a movie, in real life, William Zabka would have knocked out the Karate Kid when he stood up with that bird pose, and Danny (Ralph Macchio) would be waxing off back home...  KIDDING Joe, lol, great piece.  There will ALWAYS be another dealer who is hungry for success and working to beat you.  We never rest on our laurels, and one of the things I love about our group is that even after a record-breaking month, they are asking me for ways to become better.  Now, back to work joewebb-san...

What Drives Auto Shoppers’ Behavior

Get your video walk around game going!

I am seeing Google’s automatic Closed Captioning  on youtube videos more and more now. Here’s an example: Login to view embedded media View: http://youtu.be/OnMSerUOeTw
It works very well!

Click on the red CC button and turn it on.

Google will find a way to index this. Big SEO upside for dealers that commit to video.

Do your video walk arounds right, seek help from the master Tim Jennings! Login to view embedded media View: http://www.youtube.com/watch?v=uG1gi7KVIQU

What Drives Auto Shoppers’ Behavior

Absolutely excellent post here, J. Kershner...

As Eric mentions, and surely you know, the focus Google is placing on video is a push to YouTube in the battle for content gathering.

A focus on consumer shopping behavior is also a hidden treasure trove for Google because AT has already set the stakes high for this content, and the value for such content will only be driven up as advertising offerings become more and more optimized as a result of the research.  So, the ability to gather as much content as possible is being leveraged also when YouTube becomes the AT of video content for the sector.  It represents a straight punch to the chin of AT, and possibly the grounds for discussion of synergies between the two advertising conglomerates.  (Imagine what the size of a deal like that might be.)
 
At one glance of this post, I knew you deserved A Big Championship Trophy Hoist, J. Kershner - this is the coverage of the industry I can rock on (add perspective to) all day long, like what Cliff Banks was able to do while he was at Wards.

Keep it coming, superstar...

What Drives Auto Shoppers’ Behavior

Good post Jeff - saw the article earlier as well. Found it interesting that she emphasized video over other shopping/comparison activities such as price comparison, vehicle features & history reports. Also no mention of tablet usage. 

Have to think that most of their efforts are focused on OEM & new car activities/behavior too...

 

General Motors Approves ActivEngage As IMR Match Eligible Turnkey Vendor For Live Chat

ActivEngage, the automotive industry’s premium live chat with business intelligence for dealer websites, today announced that General Motors has approved the company as an iMR (inMarketRetail) Match eligible turnkey vendor for dealership live chat. All GM dealers who are a part of this program can now use iMR funds for ActivEngage live chat services. This includes over 4,000 participating dealers across the nation who can benefit from live chat by accessing these GM funds to help pay for the monthly service. ActivEngage is the only live chat vendor who is approved by General Motors for the iMR Match eligible turnkey program.

“We are excited to be able to enhance our offerings to General Motors dealerships in such a valuable way,” commented Ted Rubin, ActivEngage co-founder and president. “The inclusion of our live chat in the iMR Match program will benefit thousands of General Motors dealers who can use these funds to increase their website leads and sales though ActivEngage. Live chat leads consistently have the highest close rate of all sources, and live chat can significantly increase the leads generated from the dealership’s own website.”

Effective immediately, participating dealers can use iMR Match funds for ActivEngage live chat products to better serve shoppers online and increase their qualified lead generation and sales for vehicles, parts and service. Funds from the iMR program can only be used for products that General Motors has approved. The manufacturer extensively vets approved suppliers to ensure that dealers have access to the industry’s best service providers. General Motors seeks out and selects vendors with excellent track records to help dealers access the highest quality products and services.

In further partnership with GM, ActivEngage co-founder and CEO Todd Smith has been selected as a featured speaker at the upcoming General Motors eSummits 4.0.

About ActivEngage: (http://www.ActivEngage.com)
ActivEngage’s proprietary business intelligence helps automotive dealers meet the needs of shoppers by providing dealerships easy to use, powerful website tools. Advanced live chat services let dealers identify, initiate interaction and communicate with website visitors in real-time. The essential person-to-person Meet & Greet that dealers require at the physical showroom is now possible on the dealership website through ActivEngage. This proactive website engagement decreases abandonment rates, and increases website lead generation with the thousands of visitors the average dealership receives each month. ActivEngage provides the edge that dealerships need to engage more customers who browse for information because it starts building a personal relationship with shoppers from the moment they hit the website. ActivEngage offers three tiers of service to ensure that all website visitors’ experiences are enjoyable and uncomplicated, thereby increasing the value of dealership websites through better lead generation.

De-Stressing the Dealership Environment

So true.  I just went into a dealer I worked in and since the GM came in the vibe is so terrible.  There wasnt a person in sight including sales people.  I'm sorry but GM's are old school and dont get it.  Happy employees make for happy customers.  However, their mentality is more money for me makes me happy and f#&K the employees.  So sad when a great dealership crashes and burns.

De-Stressing the Dealership Environment

If;
Process is the "Plan of Attack"
Personnel are the "Soldiers" to execute the "Plan"
Technology the weapon to arm the "Soldier" to execute the "Plan"

Then John is speaking to the "MWR" program (Morale, Welfare, Recreation program that is part of our Armed Forces)

Thank you John for bringing up this discussion it is LONG over due

De-Stressing the Dealership Environment

John, Great Article.  I ask though why incur additional expense with a greeter, why not just close the floor and create a process of more efficiency?  I agree the open floor is soon becoming a thing of the past.  Knowing who should be where and allowing them time to use the technology is the key to success.   

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