• Why proactive marine industry hiring strategies will set up your dealership for success

By Amanda Funk, Founder, Compass Maritime Group, an MRAA Partner

Building strong sales and service teams in the marine industry has become one of the biggest challenges facing dealerships today. Candidates are scarce, competition is fierce and the roles themselves are changing.
The traditional methods of hiring simply don’t work anymore. There are more open positions than available candidates, and dealerships need to stand out to appeal to qualified candidates.
So how do you attract and keep the right people? It starts with rethinking the way we hire.

Identify Your Hiring Needs Early

Most dealerships don’t plan to fall behind in hiring. They just wait until a vacancy or busy season forces their hand. That’s reactive hiring: rushing to fill a seat instead of strategically building a team.
Proactive hiring looks different. It starts with a clear understanding of what your dealership needs, not just today, but three to six months from now. It means asking questions like:

• Which positions are critical for spring operations?
• Who might be retiring, relocating or moving into a different role?
• Where do we have growth opportunities that need the right people in place to support them?

When you plan ahead, you gain options. You can take time to recruit selectively, train properly and onboard effectively. You can create internships or part-time roles to build your future talent pipeline.
Reactive hiring costs more. Not just in wages, but in lost efficiency and morale. Proactive hiring saves time, protects your culture and ensures you’re ready when business ramps up.

Market the Opportunity, Not Just the Job

We spend plenty of time marketing boats, but what about marketing our careers?
Job seekers respond to stories, not checklists. A posting that says “Service Technician wanted. Competitive pay. Must have experience” won’t stand out.

Instead, describe the purpose: “You’ll play a key role in keeping our customers on the water diagnosing, repairing and fine-tuning the boats that bring families joy all season long.”
For sales roles, highlight the opportunity and lifestyle: “If you love the water and enjoy helping people find their perfect boat, this is a career that lets you share that passion every day.”
Think like a marketer. Emphasize what makes your dealership unique: your culture, team, values and connection to the water. That’s what draws people in.

Expand Where and How You Look

The best candidates aren’t always scrolling job boards. Many are working in adjacent industries such as automotive, small-engine or outdoor recreation where their skills translate easily.
Consider these recruiting channels:

• Referral programs: Reward team members for bringing in quality candidates.
• Trade schools and technical programs: Students are eager for hands-on experience and can grow into full-time techs.
• Local partnerships: Sponsor a class, speak at a school or host a “Marine Industry Career Day.”
• Social media: Post short videos featuring your team in action. Real faces and authentic enthusiasm are your best advertising.
• Recruiters: Partnering with an industry-focused recruiter can expand your reach, screen candidates efficiently and free up your managers to focus on customers. A good recruiter should feel like an extension of your team, not a replacement for it.

You don’t need every channel, just the right ones, used consistently.

Hire for Culture, Train for Skill

The best hires aren’t always the most experienced; they’re the most teachable. Technical ability can be developed. Drive, integrity and curiosity cannot.
“Some of my best hires were those with the least amount of experience,” Amanda Funk recalls of her days as a marine retail store manager.

Interviewing

During the interview process, focus less on checking boxes and more on uncovering motivation, character and cultural fit. Instead of asking, “Do you have marine experience?” try questions that reveal how candidates think, learn and interact.

Build a Structured Interview Framework

A good interview process should be intentional and repeatable. Every candidate should move through the same core steps:

• Initial phone screen: Confirm basics: availability, interest and communication style. This can be done by a manager or recruiter and helps you quickly identify candidates worth pursuing.
• In-person interview: Dive deeper into experience, problem-solving and attitude. Include at least one situational or behavioral question that relates to real dealership life.
• Team involvement: Bring a few existing team members in and let them ask a question or two. Culture fit is a two-way street. This step helps both sides gauge whether it’s the right match.

A structured approach not only creates consistency but also reduces bias and speeds up decision-making. When using an industry-focused recruiter, much of the interviewing is done for you, and only the top candidates are presented for your final review.

Look Beyond the Words

Pay attention to tone, curiosity and confidence. A candidate who asks thoughtful questions, “What kind of training do you provide?” or “How is success measured here?” is demonstrating long-term interest.
Body language matters too. Are they engaged? Do they light up when talking about teamwork or customer service? These cues often predict job performance better than technical credentials alone.

Close the Interview Strong

Every interview should end with clarity. Explain next steps and your decision timeline. Be transparent about what the role entails including seasonality, expectations and growth opportunities.
Even if you don’t extend an offer, every candidate should leave with a positive impression of your dealership. That goodwill strengthens your reputation in the local labor market.

The Takeaway

Hiring in the marine industry isn’t getting easier, but it can get smarter. By shifting from reactive to proactive hiring and treating every position as a story worth telling, dealerships can build marine workforces that reflect the passion and professionalism of our industry.
As the season winds down, use this time to review your dealership hiring strategy, strengthen your job postings and build your candidate pipeline. When spring arrives, the dealerships with prepared crews will be the first ones off the dock.

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