Sonic created a virtual employment office, a separate Web site just for posting job opportunities and making application online. The site also promotes Sonic’s culture and mission: “Building one of America’s best companies to work and shop.”
And visitors can read about training, career paths and benefits. There are employee testimonials and a nice tribute to company founder O. Bruton Smith in a video describing his life and the corporate award named for him.
I spoke with Harry Harden, Sonic’s human resources chief, and he says the site draws 15,000 visitors each month and that 23 percent of them complete online applications.
And get this: Sonic’s spending less than it did for posting print ads for help in local newspapers.
Other large dealership groups -- AutoNation Inc., Lithia Motors Inc. and Larry Miller Group -- have created similar Web sites.