TL;DR: Most auto repair shop website careers pages are terrible and get zero applications. To attract great techs, you need seven essential elements: an owner video message, real photos (not stock), team testimonials, a simple application (no resume required), a benefits list, a core values visual, and an open positions section. Always be hiring even when fully staffed to build a bench of qualified candidates. Your careers page isn’t just about hiring; it’s auto repair shop marketing that shows you run a professional operation worth joining.
Look, I’ve seen some really bad careers pages on auto repair shop websites. And I mean really bad.
Generic job descriptions that could apply to any shop in any town. Stock photos of people in hard hats who’ve never touched a wrench. Four-page applications that make applying feel like filing your taxes.
You know how many applications those shops get? Zero.
Here’s what you need to understand: your careers page isn’t just about filling open positions. It’s a critical piece of your auto repair shop marketing that shows potential employees and customers who stumble across it exactly what kind of operation you’re running. The best marketing strategies recognize that hiring is marketing, and marketing is hiring.
If your careers page looks like garbage, people assume your shop does too.
This Won't Be Easy
Let me be straight with you from the start: it takes time. This isn’t something you’re going to knock out in five minutes by scratching some stuff on paper. It requires your attention. It requires strategy and planning.
Think before you build. If you’ve ever heard me talk about a clarity break, you want to do one when creating this careers page. Get away from the shop, sit down somewhere quiet, and be intentional about what needs to be on this page.
And here’s the big one: Don’t lie or try to create some fake amazing culture. It’s 2025, and people truly have choices about where they work. You can fake it and might even succeed in hiring someone, but they won’t stick around in the long term. You’ll spend a fortune hiring, training, making mistakes, and getting the wrong people.
Your shop has a culture, whether you intentionally created it or not. If it’s not great, fix that first. This careers page strategy only works if you have something real to showcase.
Start With Your Team
Here’s where most shop owners get it wrong: they don’t know what makes people want to work for them. But you know who does? Your current team.
Go ask them: “Why do you enjoy working here?” Ask about the things they don’t enjoy, too, what can you work on and fix? Your team will tell you exactly what needs to go on this page to attract the right people.
Think about it, they want great co-workers, so they’re going to give you the insights that attract the right type of people.
Do your core values attract the right people? If you don’t have core values for your business, this is one of the highest priority things you can do. I used to be that person who never valued core values. But when we developed solid core values and actually ran our business by them, hiring, firing, rewarding, and recognizing all based on our core values, it brought the right people into our business.
What are some of your best team-building memories? You’re going to need those stories when it comes time to create this page.
What Your Page Must Include
What Your Page Must Include
When it’s time to put pen to paper and hand this over to your web developer, here are the non-negotiables:
Message from the Owner (use a video!) – This is huge. On our careers page, there’s a video message from me. We get more comments from applicants about that video than anything else because it gives them insight into who I am and who we are as a company.
One of the top things employees want from their employer is time and access to them. That video message gives them a glimpse into who you are before they ever walk through your door.
List of Benefits – Maybe you don’t have health insurance or a 401k yet. That’s fine. What benefits do you have? The best scan tools in town? Top-of-the-line equipment? Four-day work week? Do you take your team to Vision or ESTA every year? That’s an amazing benefit.
Think outside the typical health, dental, and 401 (k) box. Yes, include that stuff if you have it, but other real benefits come from working on your team.
Real Pictures (no stock!) – You want real pictures of real people in your business working on real clients’ cars in your real shop. Don’t put stock photography on this page. Give them lots of pictures that show what it’s like to spend a day in your business.
Team Testimonials (3-5) – We plaster websites with customer testimonials, but you’re trying to attract team members just like you attract customers. Testimonials from your current team will go a long way with people thinking about coming to work for you.
Core Values (Visual & Prominent) – Create a visual of your core values. You can use ChatGPT now, put in your core values, and say, “Create a nice graphic of this.” Or use Fiverr, Upwork, or your graphic designer. It makes the page look professional and shows you take your values seriously.
Minimalist Job Application (no résumé required) – I once had somebody make me build a four-page application form. Four pages. You know how many applications they got filled out? Zero.
You’re hiring a technician, not a resume writer. Some of the best techs in the world don’t know how to create a resume. You’re not hiring them to write resumes, you’re hiring them to fix cars.
Get just the information you need: name, phone, email, years of experience, specialties, certifications. That’s it. If they look like a good fit, invite them for coffee and handle the formal paperwork from there.
Open Positions – List any open positions, but here’s the key: even if you don’t have openings, give them a way to apply.
Real-World Example: A Shop That Gets It
Let me tell you, Atlanta Speedwerks is a shop that truly understands. Their careers page isn’t just a checkbox on the website. It feels intentional. Purpose-built. Like they’re actively trying to attract great people, not just waiting around for someone to hit “Apply.”
From the jump, you can tell they put thought into it. The layout is clean, the language is direct, and the job descriptions aren’t your typical cookie-cutter nonsense. They speak directly to experienced techs, especially those who know their way around Euro platforms, diagnostics, and performance builds. That alone sets them apart.
But they don’t stop there. They use real photos. Actual techs, real bays, real work. Not a single stock image in sight. That visual honesty builds trust fast.
They list real benefits too, like paid training, holidays off, and a team-first culture. Even when no jobs are open, they say “more positions coming soon,” which is exactly the kind of “always be hiring” mindset more shops need to adopt.
Could they improve it even more with an owner video or a few team testimonials? Sure. But they’re already operating on a level most shops haven’t even thought about.
If you’re building your own careers page, use Atlanta Speedwerks as your benchmark. And while you’re at it, check out these other examples from shops that are putting real effort into attracting top talent: North Bay Automotive and Jerry’s Automotive.
Always Be Hiring
This is critical: Always be hiring, even when you’re fully staffed.
My coach, Chris Cotton, taught me this. He calls it “stacking your bench.” You want a stack of highly qualified candidates ready to work for you at any given time, because things can change overnight.
I can’t tell you how many times someone has come to us looking for work when we didn’t have openings, and within a month, we had a position open. Where’s their information? We learned to always be ready.
Whether it’s someone quitting or a literal tragedy where you lose a team member, you need to be prepared. When you’re ready for these situations, they don’t devastate your business.
Use Retargeting Ads – Make sure you have the Meta Pixel on your website. When someone visits your careers page, you can retarget them with ads saying, “Hey, come back and apply. We’d love to interview you.”
This isn’t about being pushy; it’s about staying top of mind when they’re ready to make a move.
Looks Matter
Presentation equals professionalism. You don’t need to hire a professional photographer (though it wouldn’t hurt). You can do this with a cell phone.
But make the page look good. Do the core values visually, lay out the pictures nicely, put the video front and center, and make it mobile-friendly. In a perfect world, you’re working with a web designer and you tell them, “I want this page to look awesome,” then give them the budget to create something beautiful.
It truly matters when it comes to getting people to apply.
The Hidden Power of Great Careers Pages
When you nail this, you’re not just attracting techs. You’re showing customers and competitors that you run a professional operation that people want to be part of.
Your careers page becomes a powerful piece of your overall marketing for auto repair shops. It differentiates you from shops posting generic job listings on Indeed. It shows you invest in your people and culture, something that even the top auto repair shop marketing companies emphasize as crucial for long-term success.
Most importantly, it attracts the kind of techs who make shops successful, people who care about working somewhere they can be proud of, not just anywhere that’ll hire them. This is what separates effective auto repair marketing from the generic approaches most shops use.
Frequently Asked Questions
What should be on a careers page for an auto repair shop?
Your careers page should include a video message from the owner, real photos of your team and shop, a list of benefits, team testimonials, and your core values displayed visually. Make the job application simple with just basic information like name, contact details, experience level, and specialties, no resume required.
How do you attract good technicians to your auto repair shop?
Start by asking your current team what they love about working there, then highlight those genuine benefits on your careers page. Focus on real advantages like quality equipment, training opportunities, or company culture rather than generic promises about competitive wages.
Should auto repair shops always be hiring even when fully staffed?
Yes, you should always be hiring to build a bench of qualified candidates ready when positions open unexpectedly. Staff changes can happen overnight due to resignations or emergencies, and having pre-qualified applicants prevents business disruption.
What makes a good job application process for auto repair shops?
Keep applications minimalist, ask only for essential information like contact details, years of experience, certifications, and specialties. Don’t require resumes since many excellent technicians aren’t skilled at resume writing, and you’re hiring them to fix cars, not create documents.
How important is company culture for attracting auto repair technicians?
Company culture is critical since today’s workers have more employment choices than ever before. Fake or poor culture leads to high turnover and constant rehiring costs, while genuine positive culture attracts quality technicians who stay long-term and refer other skilled workers.
Don't Underestimate This
I’ve seen too many terrible careers pages on auto repair shop websites. Don’t let yours be one of them.
Send this to your web designer and tell them “do the things.” You still have to do the strategy and planning, that’s your job. But this will give them a much better idea of what you’re looking for.
Your careers page should work as hard as your best auto repair shop marketing efforts. When you build one that showcases who you really are and why great techs should choose you, you’ll stop settling for whoever applies and start attracting the people you actually want on your team.
At Shop Marketing Pros, we’ve built careers pages for shops across the country that attract quality techs and support long-term growth.
Ready to build a careers page that works as hard as you do? Book a free discovery call, and let’s turn your hiring from a constant headache into a competitive advantage.
Brian Walker
Brian Walker is the Owner and CEO of Shop Marketing Pros, a marketing agency specializing in marketing independently owned auto repair shops. Brian is a Mercedes Benz Master Technician and has owned multiple shops and served as the Mechanical Division Director for ASA-NC.He’s a mechanic at heart who loves fixing things that are broken, which is why he loves marketing so much.
“Digging in and figuring out why a business’ marketing isn’t working is a lot like it was when he was elbows deep into a car that no one else could fix. When you figure it out, there’s nothing else like it.”
To get to do this for auto repair shop owners combines his passions, and he couldn’t be more excited about helping shop owners.