In this episode of Diesel Stories, Jay Goninen from WrenchWay shares his journey from growing up in an automotive shop to founding a platform focused on solving the diesel industry's workforce challenges. Jay discusses how WrenchWay evolved from a traditional recruiting firm to a comprehensive platform that connects shops with technicians and schools. He emphasizes the importance of shops building authentic brands on social media, being transparent about pay and culture, and investing in long-term relationships with technical schools rather than just seeking immediate hires. The conversation covers critical issues like technician retention, the need for career progression paths, and the industry's struggle with negative perceptions. Jay shares insights from WrenchWay's annual Voice of Technician survey, which reveals concerning trends about technician satisfaction and willingness to recommend the industry to others. The discussion highlights practical strategies for shop owners to improve their recruitment and retention efforts, including the importance of showcasing company culture, offering bonus structures, and developing apprenticeship programs.