February 9, 2023

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Lithia Motors’s new Michigan car dealerships turn to TV for new hires

The Suburban Collection, a group of 34 Michigan dealerships owned by Lithia Motors Inc., for the initial time is utilizing Television set commercials to glance for staff.

The recruitment marketing campaign, which commenced in October and attributes ads on broadcast and streaming Television set and social media, is previously supporting Suburban’s choosing attempts in this tight labor industry, a Suburban executive explained.

Suburban has not run recruitment marketing like it ahead of, and it can be also the initial reliable marketing campaign of that mother nature for Lithia, executives explained.

Employing is “a challenge for all people in the industry,” explained Tom Dobry, vice president of advertising for Lithia, which acquired Suburban last April. “We’re continue to getting rid of a good deal of front-line individuals to other industries. As other industries promise increased wages, we have acquired to compete with that. I would say [for] all of our merchants, I think finding fantastic individuals in each and every department is an ongoing challenge.”

The Suburban ads intention to enchantment to those hunting for a new career. In the first thirty-second location, a Suburban Collection spokesman addresses viewers directly and briefly points out why those hunting for a career ought to take into consideration the dealership group.

Ron MacEachern, group standard manager for the Suburban platform, declined to say how a great deal Suburban has put in on the marketing campaign but explained it as “a pretty sizeable amount.” About twenty five % of Suburban’s marketing is recruitment-centered at the instant, he explained.

At a company stage, Medford, Ore.-based Lithia, the second-largest dealership group in the place, actively recruits on-line by way of career-posting sites these types of as Without a doubt, Dobry explained. The enterprise also is hoping to drive individuals to lithiacareers.com.

“But then our platforms, our merchants, are absolutely free to increase that,” Dobry explained. “They do a variety of points no matter if it can be marketing for career fairs or jogging additional local marketing. And so Suburban just kind of took that up a notch with their brand name marketing campaign.”