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How To Attract Talented Employees Using Your Website, Email, And Social Media

Barry Alt • December 20, 2021

Finding the right fabricator, paint or electrical tech is hard, we'll show you how to up your game and get their attention.

How To Attract Talented Employees Using Your Website, Email, And Social Media
How to attract talented employees key points

Finding the right fabricator, paint or electrical tech is hard, we'll show you how to up your game and get their attention.


As the owner of an auto restoration, performance, race or restyling shop, if you don’t have an HR department you’re in charge of hiring and training your employees. In the current work climate, it’s harder than ever to find good talented staff. 


Nobody checks the newspaper for a job opening or their local community bulletin board anymore. Most people probably don’t even know what a bulletin board is! Now, talented staff are finding their next job on the internet. 


With the digital age of job searching taking over, you’re going to have to forget traditional methods of advertising open positions. 


Your website, social media, and even your email list may be powerful tools for attracting customers, but they can also be used to attract new employees. In this article, we'll cover the 9 steps you need to take in order to successfully use your online presence as an HR resource.


Today we’re going to show you how you can attract the right kinds of employees using your website, your email, and your social media and show you how to avoid the most common mistakes many shops are making.

1. Know who your target employee is


There is no point in advertising your vacant positions if you’re promoting them to the wrong types of employees. If you spend a whole lot of money on advertising to showcase your open positions, but they’re targeted at people who won’t have any interest in them, then you’re going to end up wasting a lot of time and cash. Or worse, you’ll attract bad-fit team members who’ll leave as quickly as they started.


Instead, try to narrow down who it is you want to target. 


The easiest way to do this is to look at your current employees and find one you wish you could duplicate. Choose an employee that works to high standards, is reliable, and always gives their best. 


By writing your job listing with this employee’s traits and interests in mind, you can find more people who are like them. Focus on their ambitions, what they enjoy about the job, and highlight these in your job description.


Pro Tip:
Avoid attracting bad fit employees by writing clear, in-depth job descriptions to ensure that those who are applying know what to expect for the position. 


2. Figure out where you can reach your dream employees

Man looking for a job online

So you’ve got your job listing down, and you know who you’re targeting, but do you know where these dream employees hang out online?


It would be a waste of time, energy, and money to post a job listing on Twitter if none of your target audience was there. The same goes for job sites; if your potential employees aren’t checking those sites, then you’re going to waste your time and money. 


So, make sure you’re advertising your job opening on the right social platforms. If you have no potential employees on Facebook for example, then don’t advertise your job there. Instead, figure out what social media platform they like to hang out with and post your job listing there. 


Also, don’t send out a mass email with the sole purpose of advertising the position to your entire email list - not all of them will be looking for a job and might find it irritating. Annoying your audience will only damage your brand reputation. Instead, feature it as a small banner on your monthly newsletter. 


Do some research to find out where your target workforce spends their time online. Remember to keep in mind that they may not be looking for a job, but if your offer is too good to pass up, they might just consider applying.


Job sites like Indeed.com might not be the place where your perfect employee is looking for a job. If you’re looking for a high-end fabricator, you might end up with a bunch of job applications from pipefitters from Texas. Try to look for your perfect candidate in places where they’ll be. No point fishing in a pond with no fish!


Pro Tip: Just because you found employees on a certain platform a couple of years ago doesn’t mean they’re still there now. Do research to find out where your potential employees are hanging out to make sure that each time you’re hiring you find the best team possible.

3. Find your advocates


What better way to attract the right kinds of employees than by getting your current employees to post about how brilliant you are to work for.


If your employees are promoting your business online, it’ll reflect how positive your working environment is. Ask your current employees to post about you online, and then you can share their posts on your company’s social media or even post employee stories on your website. Video testimonials from staff are a great addition to your careers page on your website. 


Pro Tip:
It’s a great idea to include some quotes from your employees in your job listing to make your shop sound more appealing to work for.


4. Show off what makes your shop unique

Man going online looking for job

Showcasing what makes you a unique auto restoration, performance, or restyling shop to work with will attract experienced, talented workers eager to be part of your team. 


They’ll see how amazingly awesome your company is and want to work with you over your competitors.


64% of candidates always research a company online and if you don’t have information available on your shop then you might lose a potential star employee. 37% of candidates will often move on to another job opening if they can’t find any information on the company they’re applying to work for.


To ensure these jobseekers apply to work in your shop: 

  • Post interior photos of your shop 
  • Show off your work areas 
  • Show off images of past and present projects that have been your shop
  • Show off awards that your shop has won 
  • Give potential employees a sneak peek of what they'll be working on
  • Update your website with valuable information about your company

Everybody wants to have employees that make their business shine, and by showing off what makes your company badass, you’ll get the best workers looking to work with you.


Pro Tip: Don’t forget to tell your potential employees about all the benefits of working with you too. You can also ask your current employees what they think makes you unique to get a bit of an insider scoop. 

5. Make sure your website matches your company


After seeing your job offer, the next thing a potential employee will do is check out your website. 


If your website looks old, outdated, and not up to modern standards, then they may not be interested in working with you at all. They don’t want to work for a company that doesn’t care about their reputation. Make sure you keep your site up to date and looking professional.


Check to make sure your site:


  • Make sure that your website is up to date, mobile ready and professional looking
  • Is updated with all the latest information about your shop and your work
  • Has a consistent voice and tone that matches your job advertisements
  • Has plenty of images showing what the workplace is like 
  • Has content that’s easy to read and understand 
  • Highlights employee testimonials on the careers page 


Pro Tip:
Your website has to be updated regularly, not just once every couple of years, be sure to add relevant news, publications, and other recent achievements to your website.

6. Make the most out of your social media


Posting your job openings on social media is vital for getting your shop the attention of all the new talent hitting your industry.


Everybody is on social media, and more often than not, they’ll be looking for jobs on social media. Did you know that a whole 79% of job applicants use social media in their job search? That’s a whole lot of people! 


Don’t forget that LinkedIn and Facebook have free
job posting tools to help you find the perfect employees for your shop, so use these to your advantage when you can. 


You should also try to take advantage by using stories in social media. It might just seem like a fun feature that the Gen Zers love to use, but this feature might just get the attention of your next team member over a regular post.


Apart from social media, you should also post your job listing at:


  • Trade schools
  • SEMA career center
  • Placement agencies
  • Online job sites

Pro Tip: Try to engage with your audience as much as possible on your social media. You never know who’s reading or who you’re interacting with; it could be your next star employee!


7. Show them the benefits of working for you

Auto Center website in tablet browser

If there’s one thing potential employees will look at when applying for a job, it’s the benefits of working with you. 


These benefits can include things like:

  • Flexible working hours
  • Personal development activities
  • Paid training
  • Health care plan
  • Vacation  
  • Paid sick leave
  • Sign on Bonuses and performance bonuses
  • Gym memberships
  • Company vehicles 

You should also promote a positive work environment and culture and any extra little things you do for your employees.


Pro Tip: Don’t forget to ask your current employees what benefits they like the best. Anything your company does to help improve the lives of your employees is worth listing in your job description. 

8. Remember: it’s not just about you


Posting about yourself constantly on social media can get a bit overwhelming for your potential employees, so don’t forget to post about things like the brands you work with or suppliers you use for parts and paints.


You can also talk about how good your current employees are. This will help strengthen your company culture and show potential employees that you care about others and not just yourself.


Pro Tip:
Consider creating a document where all your employees can write a bio about themselves and give you a quote on what it’s like to work for you. This way you’ll have instant access to a selection of content and quotes to use in your social posts. 


9. Make sure your careers page is mobile-friendly

now hiring digitally graph

Did you know that most people these days will look for potential career opportunities on their phones? In fact, 86% of job seekers use their mobile to search for a job.


This means that your careers page has to be accessible from the comfort of a mobile device. 


If a person can’t access the page on their phone quickly, they might decide not to apply for the role. This could mean that you’re missing out on a lot of great potential employees.


So make sure your careers page:

  • Can be read on mobile 
  • Has a simple application form 
  • Has large buttons that are easy to click on
  • Makes it easy for potential employees to upload their CVs

You should also make sure your employment page has detailed info about working for you and each job opening.


Pro Tip: If you’re unsure how to check if your website or careers page is mobile friendly then simply open it up on your phone and have a quick browse. If it’s easy to use and read then you’ve got yourself a mobile-friendly page if not then you might need to make a few tweaks

Figuring out how to use your website, email and social media to make your job listings look awesome can be hard work. If you need some extra help putting the finishing touches to your website or social media then our team is here for you. 


Start getting the help you need to attract all the right kinds of employees. 


Barry Alt and his team at Motorhead Digital have over 24 years of experience in digital marketing and website development. They offer their DONE-FOR-YOU Location, Site, and Marketing Maximizer™ programs that will supercharge your site, social media, and your entire online presence so you attract better, high-value leads into your shop. You can reach him at (585) 766-9785, balt@motorheaddigital.com, or online at MotorheadDigital.com

As seen in The Shop Magazine

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By Shanna Cathey August 20, 2026
The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. 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Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. 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