How to Build a Dealership Employee Referral Program

1. Make It Worth Their While

Offer a meaningful reward for successful hires. It doesn’t always have to be cash, though a referral bonus is the most straightforward approach.

Dealerships have found creative ways to keep it exciting:

• Cash bonuses (tiered by position difficulty)

• Tool credits or gift cards

• Extra PTO

• Recognition at team meetings or on social media

The key is to make rewards timely, pay out the bonus once the new hire reaches a milestone like 90 days.

2. Keep It Simple

If referring someone feels like work, employees won’t bother. Provide an easy, fast process:

• A one-page referral form (digital or printed).

• A shared email inbox like “careers@[dealership].com.”

• A QR code that links to a referral form on your website.

Communicate the program clearly, hang posters in the shop and break room, mention it in team meetings, and include it in your internal emails.

3. Recognize Referrers - Even When It Doesn’t Lead to a Hire

Public recognition goes a long way. Thank everyone who refers someone, even if the candidate doesn’t end up getting hired.

A simple shout-out during a service meeting or in a group message reinforces that referrals are valued and keeps momentum going.

4. Track and Celebrate Results

Once your referral program is up and running, track how many hires come through it and how long those hires stay.

Sharing results like “Three hires this quarter came from employee referrals!” gives

your team a sense of ownership and pride in the dealership’s growth.

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Why Dealerships Choose CarGuys, Inc.

At CarGuys, Inc., we specialize in helping dealerships and repair shops hire faster and smarter. Our recruiting process combines decades of automotive experience with modern tools to deliver qualified, ready-to-work candidates, without the noise and wasted time of traditional job boards.

Whether you need technicians, service advisors, or sales professionals, our team works behind the scenes to attract, screen, and connect you with top talent in your market.

If you’re ready to fill open bays and reduce hiring headaches, let’s talk.

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Beyond Employees: Other Word-of-Mouth Recruiting Channels

Employee referrals are the foundation, but there are several other word-of-mouth strategies that can bring in equally strong candidates. Dealerships that diversify their referral network get better long-term results and tap into hidden talent pools.

💬 1. Industry Partners and Vendors

Your vendors, from tool reps to parts suppliers, interact with techs and service advisors at multiple shops every day. They often know who’s reliable, who’s looking for work, and who might be open to new opportunities.

Tip: Let them know you’re hiring and what types of roles you’re looking to fill. A simple “If you know anyone who’s looking, send them my way” can lead to high-quality introductions.

This informal referral system works especially well in tight-knit local markets.

🧰 2. Trade Schools and Technical Programs

Stay connected to local automotive training programs, community colleges, and ASE certification centers. Students in these programs are often looking for part-time work, internships, or entry-level positions.

Tip: Offer to host a shop tour, sponsor a class project, or speak at an event. The more visible your dealership becomes to students and instructors, the more likely you’ll attract new techs before they hit the job market.

👥 3. Past Employees and Alumni Networks

People leave jobs for all kinds of reasons, sometimes it’s scheduling, management changes, or simply the wrong timing. That doesn’t mean they wouldn’t come back.

Tip: Keep the door open. A quarterly “shop update” email or holiday card to former employees is an easy way to maintain goodwill and remind them that they’re welcome to return if the fit is right.

Dealerships with good alumni relationships often find rehires to be their most productive employees.

📱 4. Social Media Word-of-Mouth

Encourage your team to share open roles on their personal social media accounts, especially on Facebook, LinkedIn, and local automotive groups.

Tip: Provide a short, ready-to-post caption and a link to your careers page. Example:

“We’re hiring at [Dealership Name]! Great pay, great people, and a place where your work actually gets noticed. Message me for details.”

Your employees’ authenticity carries more weight than any paid job ad ever could.

🗣️ 5. Customer Referrals

Your most loyal customers often know skilled people, techs, advisors, or even sales professionals, who are between jobs.

Tip: Add a small customer incentive:

“Refer someone we hire and get a free oil change or $50 gift card.”

It’s low cost, builds goodwill, and turns your customers into advocates for your brand.

Final Thoughts

The best dealerships understand that recruiting isn’t just a department, it’s a culture. When your employees, partners, and community are all excited to recommend your dealership as a great place to work, hiring becomes easier, faster, and more effective.

Employee referral programs and word-of-mouth recruiting channels don’t replace traditional hiring, they make every other effort stronger.

At CarGuys, Inc., we’ve seen how small changes in recruiting strategy can create big improvements in team stability and morale. It’s not just about finding people, it’s about finding the right people, through networks that already know and trust your brand.

Or Call Us At (877) 750-3358

CarGuys Inc. is a dealership recruitment agency. From technicians and service advisors to salespeople and managers, we connect dealerships and repair shops with qualified talent faster, using AI-powered tools, nationwide reach, and years of hands-on experience. 

With over 500 clients and thousands of hires, we don’t just fill positions, we help build stronger teams that drive long-term success.