Whereas automotive dealerships typically lean on their service and elements companies to take care of profitability, the technicians who do the work can typically go unnoticed, overshadowed by a larger concentrate on automobile gross sales.

Richmond Ford Auto Group in Virginia was seeking to stage out the imbalance by recognizing its practically 60 technicians with individualized banners that dangle over every service bay highlighting their experience and accomplishments.

“Within the technician world, they really feel just a little bit invisible as a result of we have a good time gross sales the entire time,” stated Kayla Kody, vice chairman of enterprise improvement at Richmond Ford Auto Group. “This undoubtedly confirmed them, ‘We’re taking note of you. Sure, you might be necessary. You drive our enterprise.’ ”

The group, which incorporates three shops, a collision heart and a business truck heart, offered 2,239 new and 1,847 used autos in 2022, and had greater than 55,000 buyer restore orders.

The banners, which the group shocked their technicians with in October, embrace particulars reminiscent of the worker’s identify, specialty, stars for further certifications and the month and 12 months they began as a technician at their store.

“It was only a token of our appreciation for the whole lot they do for us every single day,” Kody informed Automotive Information.

Additionally included on the banners is the technician’s signature — a private contact that Kody stated provides them a larger sense of possession.

“Getting these certifications and turning into a senior grasp technician or a transmission tech, diesel tech — that may be a lifelong profession that takes a very long time to good, particularly with Ford as these autos grow to be increasingly sophisticated,” she stated. “I wished them to have possession over the flags and be actually happy with them.”

The banners, which price the group about $12,000 in printing, set up and {hardware} bills, are up to date any time a technician will get a brand new certification — or if a correction must be made.

“If somebody was alleged to have 4 as an alternative of three stars or if it was alleged to learn a unique means, they’re on prime of it on a regular basis,” Kody stated. “It is a sense of delight for them and that makes us actually completely happy.”

Kody stated Chris Haynie, service supervisor at Richmond Ford West, and Jonathan Mitchell, a digital creator who designed the banners and transferred every technician’s signature to a digital file, had been each integral to the challenge.

Implementing the banners has boosted worker morale and impressed wholesome competitors among the many technicians as they climb the ranks and achieve extra certifications — and, extra stars on their banners.

It is also been useful for newer technicians on the lookout for profession steerage and mentorship. The banners, Kody stated, have created a supportive work tradition the place that’s inspired and appreciated.

“They know who to go to for assistance on a selected drawback,” she stated. “They know who’s been round for a very long time and may have the ability to assist them with one thing … with out having to attempt to memorize all people instantly.”

For Richmond Ford Auto Group, the banners have been a novel solution to appeal to technicians.

“We’ve got numerous issues in our shops — for instance, a store foreman — that assist us retain technicians,” Kody stated. “It is extra the discovering half that is tough as a result of everyone seems to be trying, and this undoubtedly set us aside.”

Kody is contemplating increasing the banner idea to the group’s gross sales, finance and accounting employees.

As Ford dealerships put together to promote and repair extra electrical autos — a transition that may require extra coaching and particular talent units, particularly within the service division — efforts that enhance worker morale are important.

“Being a technician is an especially tough job, and it retains getting tougher,” Kody stated. “It is going to be our jobs as vendor principals, vice presidents, operators, service managers — wherever you could be — to assist assist them throughout this time.”