How your dealership can build a more gender-diverse workforce

Despite growing calls for workplace diversity across industries, the automotive dealership sector remains a bit stagnant. For too long, it has employed predominantly men.

As per the Canadian Automobile Dealers Association’s (CADA) 2024 National Workforce Study, only 23 percent of active employees in new car dealerships — a number that hasn’t changed since 2023. With more than three-quarters of employees being men, it’s clear the industry is overdue for change.

In today’s labour market, businesses can no longer afford to limit their talent pool. Not attracting a significant portion of the potential workforce is a missed opportunity to fill critical roles and drive desired business outcomes.

It’s time to break down barriers that keep underrepresented genders from joining dealerships, create more inclusive environments, and become workplaces that attract a broader range of talent.

Understanding the gender divide in dealerships

While some industries are taking strides in improving diversity and inclusion, progress on closing the gender gap in auto dealerships has lagged behind.

But the challenge isn’t just about the numbers. It’s about culture, opportunity, and making your business a place where anyone has access and can succeed. And it begs the question: Are we missing out on talent?

Here’s why gender diversity matters:

Expands the talent pool

In an already competitive labour market, narrowing your recruitment pool — even unintentionally — limits your access to top talent. Gender diversity and inclusion can help fill the gaps where dealerships are experiencing the highest turnover. For example, formalizing career paths for all genders in service roles, sales, and leadership could help retain your existing workers and bring fresh prospects to your business.

Aligns with your customers

When it comes to vehicle purchases, men aren’t the key decision makers. Yet, dealerships continue to present a men-dominated front to the customer. Imagine the potential of having a team that reflects your customer base and understands their needs on a deeper level. A more gender-diverse workforce could improve your customer experience, build trust and help you build stronger relationships with buyers.

Keeps you competitive with the future of work

Today’s younger workers — Millennials and Gen Z — value diversity and inclusion. If your dealership doesn’t reflect those values, it may struggle to attract this next generation of talent. These employees are looking for workplaces where everyone has an opportunity to grow where different perspectives are valued and embodied.

Steps to create a more inclusive dealership

1. Rethink your recruitment strategies

To attract a more gender-diverse talent pool to your dealership, you’ll need to rethink how you’re recruiting, where you are recruiting, and where you are attracting talent from. Posting job ads in traditional ways and places may not be enough. Consider listing your positions on platforms that specifically target underrepresented professionals, hosting recruitment events, or featuring more diverse employees in your marketing materials.

The goal is to make it clear that your business is a welcoming place for everyone.

2. Offer structured career paths

Retention is often as much about career development as it is about culture. By offering clear, structured career paths for the roles in your organization, you provide your employees with a sense of direction, purpose, and belonging.

This is particularly important for those who may not traditionally see themselves in these roles. When employees know they can advance within your dealership, they’re more likely to stay.

3. Build a culture of inclusion

Creating an inclusive dealership goes beyond hiring — it’s about fostering a culture where everyone feels they belong. Policies like family-friendly benefits, flexible work arrangements, and zero-tolerance for harassment are key to building that culture. These are becoming table stakes across several industries today.

It’s also essential to train your leadership team to model inclusive behaviour and leadership. The tone is set from the top. Dealerships that succeed in creating an inclusive environment will attract a more gender-diverse demographic and will improve overall employee engagement and morale.

The time to act is now

Dealerships can’t afford to take a passive role around the potential of a more gender-diverse and inclusive workforce. The talent pool is out there, and they are ready to contribute to your success. But if the environment isn’t welcoming or the path forward isn’t clear, they’ll look elsewhere.

By focusing on gender diversity, creating structured career paths, and fostering a culture of inclusion, your dealership can fill talent gaps, improve retention, and maybe even enhance overall performance.