If Your Tech Ad Fits in a Text, It Won’t Fill a Bay — Here’s What to Fix

Chris Lawson

Oct 31 • ✍️Job Ads✍️

I know that sounds strange.

Just about every shop owner I talk to wants to cut their ads down because "techs don't read."

After running 100,000+ job ads over 7 years, here's what the data actually shows:

Longer ads nearly ALWAYS outperform short ones.

Not sometimes. Not usually. NEARLY ALWAYS.

HERE'S THE TRUTH THAT'LL TRANSFORM YOUR HIRING THIS WEEKEND

Quality technicians aren't reading your ads word-for-word.

Nobody does. We all skim first.

But here's what separates the A-players from the tire kickers: The best techs come back and re-read sections that matter to them.

They're looking for proof you're different.

They're looking to play gotcha and catch you in a lie or say something unbelievable so they can move on to the next ad.

They're evaluating if leaving their current shop is worth the risk.

Short ads? They scream "we're just another shop desperate for warm bodies."

THE COSTLY MISTAKE I SEE EVERY WEEK

Shop owners panic about ad length, force me to shorten their ads, then blame ME when they get zero quality applications. (I used to cave on this. Not anymore.)

You know what shocks shop owners most?

When techs find an ad compelling, they don't just apply. They research you. They check your Google reviews. They look at your website. They might even drive by your shop.

They're doing homework because changing jobs is a BIG DEAL.

YOUR WEEKEND ACTION PLAN

Add this ONE element to your ad RIGHT NOW: Drop a link to your best review platform (Google, Yelp, Facebook - wherever you shine). Make it easy for skeptical techs to verify you're legit.
Start your next ad differently: Don't list requirements. Instead, step into their world. Show them you understand what it's like to be promised the world and get handed a wrench and told to "figure it out."

Example opening: "Tired of being told 'we're like family here' by managers who can't remember your kid's name?"

THE BOTTOM LINE

Stop writing ads for people you don't want (desperate techs who'll take any job).

Start writing for the employed tech who's not even looking - but would move for the RIGHT opportunity.

Long ads aren't the problem. Boring, generic, "me-too" ads are the problem.

This weekend, while your competition posts another "Seeking ASE Certified Tech, competitive pay" snoozer...

You'll be crafting an ad that makes that talented tech at the dealer stop scrolling and think: "Wait... these guys actually GET me."

P.S. - Want to know the #1 sign your ad is working? Existing employees start asking questions about the new hire's compensation package. That means you're attracting talent that even YOUR team recognizes as valuable.

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