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By Counterman
Photo caption: GM ASEP students from Des Moines Area Community College in Ankeny, Iowa, Joseph Njue (left) and Tyler Tessman (right) work on an engine donated by GM in October 2022. (Photo courtesy of Des Moines Area Community College)
In recognition of National Skilled Trades Day, celebrated on the first Wednesday in May each year, General Motors Customer Care and Aftersales (CCA) is recognizing the vital role that the more than 40,000 skilled auto technicians across GM dealerships bring to the GM owner experience.
Through “Bring Us Your Talent,” GM’s marketing initiative to help GM dealers recruit and train new talent to fill the technician gap, unique career stories and journeys will be shared across several GM platforms including:
The future of automotive talent – A video highlighting GM Automotive Service Educational Program (ASEP) students sharing their journeys with Dale Earnhardt Jr., who knows firsthand the importance of under-the-hood expertise. What GM-certified automotive technicians are saying: Stories from automotive technicians at all levels on why they chose their career path, life on the job, advancement and more. These stories, along with information on pursuing career opportunities as an automotive technician at a GM dealer through GM ASEP, are live on
link hidden, please login to view. GM brand social channels will also be featuring content honoring the experts who help keep us on the road. “With the progression of automotive technologies and the shift to electric vehicles, there is an ever-growing demand for skilled technician talent,” said John Roth, GM global vice president, Customer Care and Aftersales. “Not just today, but every day, we appreciate our dealership technicians who bring us their skills and continue to advance their training to take care of our customers.”
“Bring Us Your Talent” launched in May 2021 to coincide with National Skilled Trades Day and targets potential talent with educational content on automotive technician career opportunities. The initiative also provides marketing and advertising assets to dealerships to help them drive technician recruitment and industry awareness in their markets.
These efforts have helped to attract and build a pipeline of talent. Enrollment in the 51 ASEP schools across the United States is the highest it has been in 10 years.
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