Recruiting Gen Z successfully starts with understanding how this generation approaches work. Compared to millennials, they're more likely to join the trades, but the automotive industry isn’t always on their radar.
That’s why there’s a real opportunity here. By understanding what matters to this generation and adjusting how you reach and support them, you can open the door to a whole new group of potential technicians.
In this blog, we’ll walk through what Gen Z values, the roadblocks they face, and how you can make your shop a place where they want to start—and grow—their careers.
Table of Contents
If you want to bring Gen Z into your shop, it helps to understand what they’re looking for in a job. While not every person fits the same mold, this generation tends to be more thoughtful about the kind of work they do and who they do it for.
Gen Z includes people born between the mid-1990s and early 2010s. They grew up with the internet, smartphones, and social media as part of everyday life. On the whole, they’re more comfortable with technology and more tuned in to issues like mental health, sustainability, and equity than previous generations. That awareness often shows up in how they choose employers.
Gen Z cares about building a life, not just making a living. Some of the things that tend to matter most when choosing where to work include:
The more you can show that your shop understands these priorities—the better your chances of standing out to Gen Z job seekers.
Bringing Gen Z into the trade starts with removing the friction that keeps them out. While there’s interest in hands-on careers, the path to becoming a technician isn’t always clear or accessible.
Understanding these hurdles can help shops create a smoother entry point—and a better long-term fit—for the next generation of techs.
For many students, the cost of trade school is a major hurdle. Tuition, fees, and tools can add up fast, and not everyone has access to financial support. In some areas, trade programs are hard to get into due to long waitlists or limited resources, which can leave interested students without a clear way to move forward.
Gen Z tends to see work a little differently than previous generations. Things like flexibility, open communication, and support really matter to them. But some shops are still operating the way they always have—and that can create some disconnect.
When a young tech walks into a shop that feels rigid, outdated, or closed off, it can be tough for them to settle in. That’s when frustration builds, and people start thinking about other options.
Here are a few things that often cause friction:
You don’t have to flip everything upside down, but small changes in how your team works and communicates can go a long way in keeping younger techs engaged and wanting to stick around.
If you want to connect with Gen Z, traditional methods like newspaper ads or career fairs aren’t going to cut it. With all the information they’re taking in online, it’s important to show up in the right places and in the right way. That means going beyond just listing an open position—you’ve got to help them actually see what the job and your shop are all about.
Authenticity goes a long way. Gen Z doesn’t expect polished, corporate videos—they’d rather see real people doing real work. A short clip of one of your techs walking through a repair or a quick look around the shop says more than a flashy ad ever could.
Use your content to give them a sense of the job, your team, and the kind of environment they’d be walking into. When they can picture themselves there, you’ve already gotten one step closer to bringing them in.
These platforms aren’t just for promotion—they’re tools to tell your story. When you use them to offer a real, honest look at what it’s like to work in the trade, Gen Z is much more likely to take interest.
Gen Z wants to know there’s room to grow. If a role feels like it has no clear next step, it can be tough to keep them engaged for the long haul.
From the beginning, it helps to talk through what the future could look like. Explain how someone can build their skills, take on more responsibility, and move into roles that fit their interests—whether that’s diagnostics, team leadership, or even training others down the line.
You don’t need a corporate-style career ladder, but outlining a general progression makes a difference. Let them know:
Even a rough roadmap gives them something to work toward.
Read More: Create a Career Development Plan for your Auto Shop Employees
If your shop offers mentorship, certification opportunities, or in-house training, say so. Gen Z values learning, and they’ll appreciate knowing you’re invested in helping them improve.
Examples of support that matter:
You don’t need to promise a fast track—but you do want to show that growth is possible. A little clarity and encouragement go a long way in helping Gen Z feel like they’re building something solid, not just punching the clock.
Gen Z grew up learning from YouTube and mobile apps, so sitting through a 4-hour PowerPoint lecture or flipping through a thick training manual just isn’t going to work. They prefer learning in short bursts, with visual cues and interactive formats.
What training styles they prefer:
Modern platforms that combine tech and training not only keep Gen Z engaged—they also make it easier for shops to track progress, identify gaps, and scale learning across the team.
It’s not just about the pay—culture plays a huge role in whether Gen Z sticks around. A shop that feels rigid, unwelcoming, or disconnected from its team won’t retain top young talent for long.
What Gen Z wants in a work environment:
Building a culture that supports all employees—not just Gen Z—improves morale, reduces turnover, and increases shop productivity over time.
Read More: Auto Repair Shop Employee Recognition Ideas
Waiting until Gen Z graduates to start recruiting is too late. To get ahead of the curve, shops should partner with high schools, vocational programs, and technical colleges to build interest early.
How to get involved:
By showing up early and often, shops can build strong pipelines of future techs who already feel connected to the brand.
Generation Z brings curiosity, drive, and a desire to make an impact—traits that align perfectly with what the automotive industry needs right now. But to fully tap into their potential, shops need to adapt: in how they recruit, how they train, and how they support their teams.
The shops that embrace modern tools, offer clear growth paths, and foster supportive environments will not only weather the technician shortage—they’ll thrive.
If you're looking to update your team training to match what Gen Z is looking for, be sure to reach out to the Today's Class team.