Hireology Blog - Insights for better hiring & HR


Does Your Auto Dealership Have the Tech Millennials Demand?

Posted by Erin Borgerson on March 24, 2016


What do millennials and technology mean for the future of your auto dealership? The truth of the matter is that you’re likely going to need both if you want to remain competitive in today’s industry.

Millennials Want Technology

While the common stereotype you see of millennials is a group of people who constantly have their smartphones at the ready or are scrolling through their preferred news feeds, this generation is one of the most adept at technology. They were born into an era of innovation that made digital technology one of the primary ways people experience the world.

As a result, the generation has been groomed to reach for technology – mobile devices in particular – when searching for the answers to questions. According to the Society of Human Resource Management, millennials are highly collaborative and make research-driven decisions.

According to a recent study from PricewaterhouseCoopers, 78 percent of millennials believe that access to technology makes them more effective in their roles at work. Thus, the technology your auto dealership implements is a major contributing factor when millennials are looking at employers. In fact, nearly 6 in 10 millennials say the quality of technology a business has was important when they’re being recruited. However, it’s increasingly likely that millennials will utilize their personal technology if they’re limited by the tools they have in the workplace. Meanwhile, employers are also creating or updating their IT policies to adapt to millennials’ technology needs—for instance, providing smartphones as an employee benefit.

How Technology is Impacting Auto Dealerships

One of the biggest changes that is forcing dealerships to shift the way they sell cars is customer behavior—which has been altered by the Internet. According to an article from Fortune magazine, customers now make fewer than 2 visits (1.9 to be exact) to a dealership before making a purchase.

Online shopping is the main culprit. Because of the free flow of information on the Web, car buyers are more inclined to research their auto purchases at home or on the go using their computers and mobile devices. They’re no longer so dependent on salespeople for information about specific cars. As a result, some auto dealerships are equipping their sales team with tablets to facilitate customer interactions and close deals in the showroom. This is a particularly strong approach for dealers who are targeting millennials to work on the sales floor.

There are a number of benefits. First, it gives the sales team instant access to information when customers have questions to which they may not know the immediate answer. Second, it initiates the sale on the floor instead of having to wait until customers are in the back office.

Providing access to this type of technology is one way that auto dealerships can remain competitive, especially when they’re looking to hire millennials on staff.

Updating Your Career Site

Hireology gives you the resources you need to find and recruit top talent. With tools for pre-screening candidates and interview scorecards, Hireology provides you with the technology that enables business growth.

Looking to attract the right millennial talent to your dealership? Discover if it's time to refresh your career site by downloading the complimentary eBook below. 

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HR & HR Technology, Automotive Industry, Retail Automotive, Dealership Hiring

Erin Borgerson

About the Author

Erin is the Director of Marketing, Crisis Controller and Culture Ambassador (the last two titles she gave to herself) who joined the Hireology team in April of 2012. As a certified Inbound Marketer, Erin manages Hireology's marketing department, the Hireology Blog, and media relations. She is also a co-leader of the Chicago Hubspot User Group which brings together Hubspot users from around the Chicagoland area. Erin set off to Chicago after graduating from Western Michigan University. In her spare time she can be found shaking it in a Zumba class, reading a bestseller, or drinking a craft beer on her Wrigleyville porch.