Most shop owners think their hiring problem is a technician shortage. According to Matthew Strom, founder of AutoShop Media, the real issue is visibility, messaging, and how shops present themselves in a crowded market.

In this episode of Maximum Octane, Jason Patel sits down with Matthew to unpack what is actually working in automotive marketing and technician recruitment right now. Matthew shares how his company shifted from customer marketing to technician hiring in 2020, why most job ads blend into the noise, and how shops can stand out without massive budgets or polished production.

The conversation digs into why proof matters more than promises, how video has become the most effective hiring tool, and why technicians respond to clarity over buzzwords. Matthew explains how data from thousands of ads reveals what technicians actually care about, from pay structure and growth paths to shop culture and leadership consistency.

They also explore the hidden leaks in most hiring processes, including missed interviews, slow follow-ups, and unclear expectations that push good candidates away. Matthew outlines simple changes shops can make today to improve response rates, treat applicants like customers, and build a hiring system that works even in competitive or rural markets.

Tune in to episode 135 of Maximum Octane If you are struggling to attract or retain technicians, or you feel like your marketing efforts are not converting.

Episode Takeaways:

04:30 Why desperation during COVID led to a smarter hiring strategy

06:50 Why proof beats polished marketing in today’s attention economy

09:50 What video ads communicate that job descriptions never can

11:35 How to restructure job ads so technicians actually read them

14:20 Why unclear pay plans kill motivation before day one

18:55 The data behind why social media outperforms job boards for hiring

22:25 How algorithm training impacts who actually sees your ads

25:50 Why long interview processes cost shops their best candidates

30:30 What shops in rural or competitive markets must do differently

38:05 Three immediate changes every shop can make to improve hiring results

Connect with Matt Strom:

• Facebook
• Auto Shop Media website
• Phone: 760-990-1692
• Email: [email protected]

Let's connect:

• Website
• LinkedIn
• Facebook
• Email: [email protected]

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