In celebration of National Skilled Trades Day, GM is recognizing the more than 40,000 auto technicians working across GM’s dealership network with the Bring Us Your Talent marketing initiative. Aimed at bolstering GM’s recruitment efforts to bring on new talent and fill the technician gap, the Bring Us Your Talent marketing initiative will share unique career stories and journeys across several GM platforms. The Bring Us Your Talent initiative first launched in 2021.
Technicians and students in the GM Automotive Service Educational Program
“With the progression of automotive technologies and the shift to electric vehicles, there is an ever-growing demand for skilled technician talent,” said GM global vice president, Customer Care and Aftersales, John Roth. “Not just today, but every day, we appreciate our dealership technicians who bring us their skills and continue to advance their training to take care of our customers.”
As part of the initiative, GM will release a video highlighting the journey of students participating in the GM Automotive Service Educational Program (ASEP), including an appearance by legendary NASCAR racing driver Dale Earnhardt Jr., as well as firsthand accounts from GM-certified technicians at all levels sharing why they chose their career path, what life on the job is like, career advancement opportunities, and more.
These stories will be shared at BringUsYourTalent.com, as well as GM’s various social media channels. The efforts will bolster the automaker’s efforts to attract new talent and increase enrollment in the 51 ASEP schools around the country, where enrollment is already at its highest level in the last 10 years.
GM ASEP training includes a two-year program with a mix of in-class instruction and hands-on experience, as well as paid internships. The program pairs students with dealer sponsors who then employ students and provide additional training, while building out the talent pipeline.
To help retain current talent, GM is also leveraging the GM Technician Excellence Program, now celebrating its second year. Through the program, technicians can work towards new levels of certification via additional training, opening up eligibility for quarterly rewards. Last year, 28,633 dealership technicians enrolled in the program, of which 10,981 qualified for a reward.
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Comment
How are they celebrating? Cutting the labor rate on warranty work? Most technicians are leaving for better pay and steady work at independent shops. The best are opening their own shops.