Your Job Ad Isn't Supposed to Describe Your Shop

Most shop owners write job ads like they're filling out a form.

"We're a busy, family-owned shop. ASE preferred. Monday through Friday. Competitive pay."

It makes sense. You're describing the job. You're describing the shop. You're giving them the information they need to decide if they're interested.

Here's the problem: That's not how great technicians read job ads.

They're not scanning for information. They're scanning for recognition.

When a skilled tech reads your posting, they're asking one question (even if they don't know it):

"Does this shop see me the way I want to see myself?"

They're not looking for a description of your shop. They're looking for a description of themselves—the version of themselves they're proud of, the craftsman they've worked to become.

When your ad says "experienced tech needed for busy shop," they hear: You're interchangeable. We need hands.

When your ad says "We're looking for the kind of tech who takes pride in doing the job right the first time—even when no one's watching," they hear: You see me. You understand what I value about myself.

Same job. Same shop. Completely different response.

The shift isn't about better copywriting tricks. It's about understanding that people don't respond to descriptions of who they are.

They respond to descriptions of who they're becoming.

Your ad isn't a job description. It's a mirror. And the best technicians will only stop scrolling when they see their best self reflected back.

Here's what I want you to try:

Pull up your current job posting.

Find one line that describes your shop or the job requirements.

Now rewrite that single line to describe the technician you're looking for—not their skills, but their identity.

Who are they? What do they value? What kind of work makes them proud?

Drop your before and after in the comments. 👇

I'd love to see what you come up with.

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