Attracting Students to the Automotive Service Industry

Listen ... hear that hissing sound? If you're in any of the numerous technical fields in the United States today, you should. It's the sound of the deflating supply of skilled workers in today's high-tech industries, and the leak, while it's finally been recognized, has yet to be repaired.

"The shortage of skilled employees is not a distant threat anymore," says Earnest Deavenport, chairman of the National Association of Manufacturers (NAM). "The skills gap is now catching up to us and could threaten the amazing growth and productivity gains of the past decade."

The Equipment Maintenance Council (EMC) has offered similar observations, claiming that "finding and keeping qualified operators and technicians" will be their top priority in the coming years.

The effects of this shortage are being especially felt in the automotive technology field, where members are scratching their collective gaskets as to how to stem the steady decline of new, qualified recruits. The number of students completing Auto Mechanics I, for example, has been in free-fall for 10 years, dropping from nearly 145,000 in 1987 to just over 110,000 in 1994, where it saw its sharpest decline ever (1994 statistics are the most current as of this article). What's keeping them away?

"I think it's the way technicians are perceived," says Bill Riley, team leader of a service facility in Leesburg, Va. "A lot of people still consider auto technicians to be high school dropouts, uneducated, always covered in grease," adds George Cotterman, technician for an independent repair shop in Frederick, Md. Tim Lowry, owner of a Chevrolet dealership in Paris, Texas, agrees. "Mommas and daddies don't want their kid to be that," he says, laughingly adding, "even though we have six-figure technicians now."

But it's not just the professionals; even automotive students and instructors are resentfully aware of the enduring stereotype. "[The public] doesn't understand what we have to go through to learn this field," says Jason Kmak, an automotive technology student in Leesburg, Va. "You have to understand how to operate a computer, make two computers interface with each other; it's a lot of electronic theory, and it's a real tough job." Everett Sutphin, Kmak's instructor, has seen numerous bright, skilled students come through his shop over the years, but still claims that "people think kids with academic problems go into automotive technology, and that image has to change. If the public knew what was involved in a technician's everyday life, if they had to go through the training, they would change their conception."

But how can the industry dismantle these long-held negative stereotypes? "Advertising is the main thing," says Gary Moore, an automotive instructor in American Fork, Utah. "Making parents aware that we're not going to turn their kid into a 'grease monkey'; marketing the job opportunities and how vast the industry is and what good jobs are available. Too much of the industry is being silent and isn't grouping together." Riley agrees that an ad campaign is a key factor in reaching younger students and their parents. "The automotive industry needs to get together as a group, without being manufacturer-specific, and go across the airwaves. If you get a little more respect out of the public, you won't have as many people afraid to go into these programs."

But getting students into the programs is only one battle in a larger war. Keeping them there, and training them to succeed in the industry when they leave, is an altogether different issue.

Bo Bolton, an automotive instructor in Paris, Texas, has been confronting that issue head-on for a long time now - and with a great deal of success. "Some kids are scared of the technology when they begin the program," Bolton says, "but the biggest thing I try to get across to them is to get them to believe in themselves - show them they can do it." Bolton is a member of the Vocational Industrial Clubs of America (VICA), and cites membership in the organization as a large factor in his program's success.

In particular, Bolton believes VICA's annual Skills USA Championships (where state champions from numerous fields compete in an Olympic-style atmosphere) to be a great incentive to students. Bolton's auto-tech team has been state champion for seven consecutive years, and has always performed well on the national level. However, the successes of his team members aren't measured in medals alone. "Most of them [past team members] are now making $50,000 or more a year," says Bolton. "We're extremely proud of what VICA has done for us. It amazes me what they ask out of these kids at the VICA contests. It just blows my mind to watch 'em work." The success of Bolton's automotive team has also had a tremendous effect on raising awareness of the automotive program at Bolton's school. His program actually has a waiting list!

According to Moore, however, not every instructor is equally motivated. "Sometimes you have automotive shops being instructed like a hobby shop. They need to bring in demo cars, and go down the list of skills they need students to walk out with." And where do the demo cars and other materials come from? Bolton, Moore and any other successful instructor knows that the value of their programs would undergo serious depreciation without the help of area dealerships and independent shop owners. "We cannot do without them," says Bolton. "They've given us the cars to work with, and that helps us unbelievably. We just couldn't survive without their help."

"We furnish him new vehicles to work on," says Lowry, whose dealership keeps in close contact with Bolton's program. "Whenever he's needed donations, we've come through. I've offered to pay for schooling for one of his kids. Us car dealers, we see the handwriting on the wall. If we can't fix the product we sell, we're not going to be selling it very long."

Cotterman would like to see more independent shops get involved, as well. "It really helps us out, in the short run and in the long run, to contribute to these programs, whether it's materials, money or whatever. It's an investment in our future, and in the future of the industry."

But providing materials and funding isn't the only way automotive technology professionals can help reach tomorrow's technicians. Personal visits are also encouraged, where technicians working in the field come to the classroom. "You have to go in there and show the young people some encouragement," says Riley. "They need to see people from the industry come in and tell them what it's like." These visits are beneficial from a recruitment perspective as well, as students can see the opportunities that exist in automotive technology personified in successful representatives from the field.

Many shops and dealerships continue their involvement by providing internship opportunities for students, for pay and/or course credit. Kmak claims to have substantially benefited from such programs. "It opens up my eyes a lot more than just what you see in the classroom. When you get out in the field, you see real life situations that can happen." But the students aren't the only ones who benefit. "The automotive program is real beneficial to a shop like ours, keeping a steady supply of technicians coming to us," said Riley.

One thing that hasn't remained steady about the emerging supply of technicians is gender content. With the shortage of skilled workers, what was once a decidedly male-dominated industry has found itself much more amenable to the notion of "non-traditional" recruits - namely women. Amber Bolas is a VICA national secondary officer and is enrolled in an automotive technology program in Sahuarita, Ariz. She admits to experiencing occasional gender discrimination, but knows where the greater problems for the industry as a whole lie.

"Our society's so based on 'you gotta go to college,' and they overlook the fact that in 10 years, 65 percent of the jobs will be technical. A lot of kids don't understand what a booming industry it is, and how much room there is for expansion. You can start out in an auto-tech program and move so many different places from there." Bolas, a skilled technician in her own right, plans to enter the business/marketing end of the industry after graduation. What's her advice to aspiring female technicians? "Do it; do it just to spite 'em. In all honesty, there's nothing in this industry we can't do as good or better than guys." And what does she think of her advisor? "She's great," Bolas proudly exclaims.

The automotive industry is definitely due for a tune-up. But, if that's the case, at least it's in the right hands. "I'd like to think it's going to get better," says Riley. "It's got to improve." "Besides," adds Bolas, "without automotive technicians, where would people be? Sitting on the side of the road."