Of course, at large, but there is a specific hurdle within our automotive world. If you own a shop, you likely already know what we’re talking about here. We’re talking about skilled workers retiring, and shops are stuck with some 20 to 30 year olds who know more about the Uber app than how a car works; young folks with passion, but zero experience. Long story short: good help is hard to find.  In today’s world, where the best mechanics and fabricators have numerous options, you cannot simply hang out a “help wanted” sign and hope.

That is where digital marketing comes in. Let’s jump in and show you how that can help you attract the kind of employees who keep your business running.

The staffing struggle is real

Every weld, every rebuild, every late night in the shop comes back to the same thing: the right team. Finding and keeping good people is one of the most challenging jobs in our industry. For example, tools and parts? You can source those, that’s even hard with some of the supply chain issues we’ve been seeing, but I digress. But human character, passion, skill, and fit? That’s a lot harder.

The truth is, traditional hiring methods rarely get you there. Job boards, newspaper listings, and word of mouth may bring in applicants, but often the wrong ones. You want someone who doesn’t just know how to turn a wrench but also respects your craft.

Digital marketing is the bridge

When people hear “digital marketing,” they think ads or sales funnels. But when we boil it down, it is actually just storytelling. It is about showing people who you are, what you value, and why it matters. That is just as important for recruiting as it is for customer work.

Think of your website, social pages, and blog as introductions. They are often the first handshake with a future employee. If those places feel flat, generic, or outdated, the right candidate will likely move on since it’s so easy to surf online. However, if they feel alive, authentic, and real, you have yourself a real allure to the right person.

Show the shop culture

Good mechanics, painters, and fabricators are not looking for just another job. They want a place where they belong. Think of a team that works hard but respects each other. Or a shop that takes pride in the details. You cannot fake that, but you can show it.

Post pictures of your amazing builds in progress. Share short clips of your crew laughing, problem-solving, or celebrating a milestone. Write a blog about how you train new hires or why you still use a certain process. You don't need fake polished perfection, just honesty.

When someone sees that culture online, they can picture themselves in the shop working on a cool project. They start to feel the connection before they even send a resume.

Your relevancy matters too. The same reputation that earns you customers also attracts employees. A strong digital presence says you are not just another fly-by-night shop. It shows you care about quality and you are here for the long haul.

For a young tech deciding between different shops, that trust matters. So if your shop has a clean, modern website, active social media, and a consistent voice, it communicates stability. Stability means steady work. It means paychecks arrive on time. It means you are investing in growth. That is exactly what most employees are looking for.

Evergreen content works here too

You may think blogs and videos are only for customer education. However, evergreen content also attracts future hires. A blog post on “What It’s Like to Work in a Restoration Shop” has lived online for years. A video of your team firing up a new first-run engine might inspire someone to apply months later.

Instead of only saying “we’re hiring,” you are painting a picture of why someone would want to join. And that picture stays up 24/7.

Reaching people where they already are