This year will go down as one of the worst in history. Words like "new normal," "pivot," "distancing," "national shutdown" and even "mask" all took on new meanings in the American lexicon in 2020.
Auto dealers, like many organizations, took it right on the chin financially and otherwise. Dealerships grappled with shifting definitions of the word "essential." The service lane was usually OK, but the sales floor often was not. Or it was, but only with appointments. Changes in what was allowed month to month and state by state presented unique challenges for retailers.
Our firm was thrilled again to partner with Automotive News to research and determine 2020's Best Dealerships to Work For. We conducted the employer questionnaire and the employee surveys, the results of which determined the winners. The deadline to register for this program was March 20. Yup, March 20. That was pretty much when we all realized that we were going into a deep, dark place, as establishments started shutting down and going remote — if they could. It flung this program into uncertainty as dealerships had to withdraw from the process to focus on survival.
We delayed the survey for four months. By that time, many dealerships had regained a bit of footing and could go through the process.
I get asked all the time about what employers are doing to keep employees engaged during a pandemic. For most organizations we survey, the No. 1 answer is increased and transparent communication. While that is also true for the dealerships on this awesome list, concern for employee safety is also right up there. Especially for those working in the service areas deemed essential. Thank you, by the way, to all of the service and parts people for risking their health to make sure we could all keep our cars going.
Communication is certainly essential. Especially when many of us were relegated to our homes, which can be depressing and isolating. A few weeks ago, I had the honor of moderating a panel of representatives from this year's Best Places to Work in Pennsylvania winners. One of the honorees was Doug Jones, president of Faulkner Subaru Harrisburg. That store is also on this year's Best Dealerships to Work For list. Doug had some really great things to talk about as his dealership was hit hard. His No. 1 engagement tool was the introduction of the messaging platform Slack. Whatever communication tool a company uses, it can be a technological godsend to keep employees connected and focused.
While some felt surveying employees during a pandemic seemed tone-deaf to what was going on around us, we feel strongly that there may be no better time to get employee feedback than during a tough year like 2020. Many have used survey results to understand the needs and mindsets of their work force, which are operating under new and stressful circumstances.
Participation was free, but many invested in the optional employee feedback report to make the most of the process.
When things open up for good, the employment market will return to its crazy, competitive self. The winners on this list will have a leg up knowing that, even in a pandemic, their employees remained engaged, enthusiastic and safe. That is a huge accomplishment and should be celebrated.
If you did not participate this year or had to withdraw, we understand. COVID-19 has slapped us all in the face. But as we regain some traction in 2021, what will continue to be essential is understanding our work forces, and building your brands as great employers through programs such as this. For more information about the program, visit BestDealershipsToWorkFor.com
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