It’s hard to believe it has been almost 10 years since I started college at New England Institute of Technology (NEIT). It sounds cliché, but it really does feel like yesterday. I’m proud to say I’m a Tech Tiger, and I still believe NEIT’s Advanced Automotive Technology program is one of the best in the country. Beyond the program itself, one thing I’ve always appreciated was the time and effort the school put into career fairs. I actually kickstarted my career at one of those events, becoming an oil change technician at a local shop while I was still in school. 

When you’re fresh out of high school and still trying to figure out what continuing education looks like—or what you want your career to be—it’s difficult to understand just how important networking can be. Networking wasn’t something we really covered in high school, at least not at mine. Looking back now, I realize how valuable those career fairs were.

They opened doors. They introduced students to potential employers. They showed us the incredible variety of career paths available within the automotive industry. The career fair was held right in our shop, and it felt like every square foot was covered with opportunity. That experience stuck with me, especially now that the industry continues to face a serious shortage of qualified technicians and other service personnel. Let’s face it: We could use more people in just about every corner of the shop these days. 

Recruiting good talent can be difficult. Some businesses turn to professional recruiters and talent-acquisition services, sometimes spending significant amounts of money each month only to find that the resumes they receive don’t necessarily translate into successful interviews or long-term employees.

So where do we find the next generation of automotive professionals? Indeed or another job-search website? Social media? Car shows? Career fairs? Recruiters? A “Now Hiring” sign outside the shop?

The answer may be a combination of all of them. But if you want to attract young people who can be developed into successful, long-term members of your team, there are a few places worth paying particular attention to:

Go to the Career Fair

Seriously! I’ve heard so many shops say some version of the same thing over the years: “I went to a couple of career fairs, but we never got anything out of it, so we stopped going.” I understand the frustration. But that’s a little like saying you gave up fishing because you didn’t catch a keeper after your first couple of casts. There are amazing young people out there who are interested in skilled trades. Tech schools and automotive programs are preparing students for careers that can provide real opportunities, and the automotive industry has been doing a great job of showing up for those students through scholarships, partnerships, and career events recently. My hat is off to everyone investing in those students. As a former automotive scholarship recipient, I can tell you those opportunities are life-changing. 

But consistency is key—keep showing up to career fairs and high schools. Once upon a time, blue-collar trades weren’t exactly hyped in high schools. Students really didn’t get much exposure to what we do or what potential career paths were available. How times have changed. Students notice the businesses that make the effort to be there year after year. Yes, they love the swag that you bring, but they also want to see what different businesses have to offer and what life might look like after graduation. 

And here’s another tip: bring your technicians. From my perspective as a tech, it would be much more approachable to walk up to a booth and see another technician standing there. It’s easier to break the ice with someone who can talk shop, answer technical questions, and explain what working at the business is actually like. There’s nothing wrong with having an HR representative or recruiter at the table. But if you’re trying to recruit techs and service advisors, having part of your shop team there can make a huge difference.

Go Where Automotive Enthusiasts Gather

Another place to look for talent? Car shows. I swear by it. If you really want to find people who are passionate about cars and immersed in the automotive community, go to a car show or a Cars and Coffee event. I know it might sound unconventional, but think about it. You’re putting yourself in a parking lot full of people who have already demonstrated an interest in the automotive world. 

You’ll find multiple generations of enthusiasts, techs, advisors, and people who just love being part of our world. Strike up a conversation. Shake some hands. Make some friends. You may not walk away from every event with a new employee, and that’s okay. Recruiting isn’t always about finding someone who can start Monday morning. It’s about building relationships and making sure people know who you are when they start looking for their next opportunity. The person you meet at Cars and Coffee today might be the advisor you hire two years from now.

Go Online and Brag a Bit

Social media is another recruiting tool that shops should be using more strategically. I’ve noticed an increasing number of independent repair shops using Facebook Reels, TikTok, and other platforms to give people a glimpse into their day-to-day operations. Sometimes it’s an educational clip, sometimes it’s funny. Whether they’re doing it intentionally for marketing or just having fun, it has an impact on recruiting. 

Think about your own experience scrolling through social media. You might see a professionally produced job advertisement and scroll right past it. But then you see a video of technicians joking around in the shop, working on a difficult repair, celebrating a win, or giving viewers a behind-the-scenes look at their day. That can make you stop. It makes you think, “That looks like a pretty cool place to work.” A job posting tells someone that you’re hiring and gives the basic details, but a genuine look inside your shop can show them why they want to work for you! 

Obviously, social media should reflect reality. If you advertise a fun, supportive workplace online but create a completely different experience for employees, people will figure that out quickly. But if you have a good culture, there’s no reason to hide it. Share your awesome team and celebrate their wins on social media. Show people what makes you different.

Even when we didn’t have any openings at the shop, my former boss used to say he was always hiring. Recruitment starts well before there’s an opening. 

The next generation of automotive service professionals aren’t hiding anywhere. They’re out there. They’re interested in cars, technology, and the trades. They’re looking for opportunities—they just might not know where to look yet.

Go to the career fair. Bring a technician. Talk to people at the car show. Use social media to show the real rockstars behind your business. And when that young person finally walks through your door, be ready to teach them. 

Shop owners and our automotive counterparts have the opportunity to help build exciting and rewarding careers while giving the industry the talent it needs to keep moving forward towards a stronger future.