• Interest in the Great Dealerships to Work For awards criteria suggests a commitment to excellence.
After I sent out the recent MRAA press release announcing the 22 Certified Dealerships that earned a 2023 Great Dealerships to Work For (GDTWF) award at Dealer Week in Tampa, Fla., I received an email response asking what is required to earn a GDTWF award.
I immediately shared this follow-up question with our Dealership Certification team of Stevie Cook and Liz Keener. They said any dealership seeking to be recognized as a Great Dealership to Work For must meet these parameters:
- Be a Certified Dealership.
- Receive a 90% score on their Employee Satisfaction Survey (ESS).
- Complete and submit the survey to the MRAA team before the deadline.
Let’s inspect those numbers above. Of many remarkable and fabulous-to-work-for dealerships in North America, only 332 are Certified Dealerships (as of this writing). The field is narrowed immediately when considering the first requirement above. This doesn’t diminish the dedication of other deserving dealerships. While they excel in supporting their employees, they haven’t completed the Certification process required for GDTWF eligibility.
No. 1
However, our team considers dealers who earn Certification the cream of the crop because they have invested in strengthening nearly every facet of their business. This includes creating and implementing process maps, installing better employee and HR programs to enhance workplace culture, issuing the ESS for authentic and anonymous feedback and adding best practices, checklists and other proven tactics to become even more successful.
No. 2
A key component within the Certified Dealership program is the ESS. Without it, some of this polishing and refinement from participants would feel procedural and less meaningful. However, when you throw in authentic, honest feedback from the heartbeat of your store — your employees – you help develop a culture of accountability and trust and an environment that is open to feedback and showcases a willingness to change for the betterment of everyone, from the top down.
No. 3
This step is a process in and of itself. Meaning, that if a Certified Dealer has their ESS results but fails to submit on time, they miss out on an opportunity to shine amongst and in front of their industry peers. They also miss a chance to showcase to their community, state and marketplace that they are a great workplace.
This year’s deadline was Sept. 15. Chances are next year’s ESS results will be submitted around that same time frame in September of 2024. Mark your calendars now!
The selection process for the 2023 MRAA Great Dealerships to Work For list resulted in 22 dealerships meeting the stringent criteria. Notably, many other businesses demonstrated significant progress through continuous Dealership Certification, highlighting its effectiveness in fostering ongoing improvement.
It’s worth noting that the inquiring dealership, despite performing well with an ESS score near 80%, wasn’t deterred. Instead, they were motivated to reach the next level and strive for the 90% benchmark. Their interest in the Great Dealerships criteria suggests a clear commitment to excellence. With the Certified Dealership program as their guide, I believe they’ll achieve their aspirations.
Seeking greatness? Learn more about the Certification program, the ESS and more on the MRAA Dealership Certification webpage, or email Stevie Cook, MRAA Certification Specialist.
Editor’s note: We have participated in an ESS at the MRAA. Our survey results identified focus areas, produced adjustments within, and our culture, camaraderie and leadership have improved, too. The ESS results are gratifying even if your dealership doesn’t score 90% (4.5 out of 5) or higher, as the ownership, management and everyone can benefit from reviewing the results and it can lead to positive change and progress.
