CDK Global Seeks to Increase Auto Dealership Workforce Diversity

CDK partnered with Hanover Research to understand the perception of car dealerships among job seekers.

As a market leader who provides integrated technology solutions to the automotive industry, CDK Global supports dealerships with innovative sales, marketing, operations, and management tools.

The Challenge: Improve workforce diversity in car dealerships

To facilitate dealership workforce diversity, CDK seeks to understand the perception of car dealerships among job seekers.

Research Goals

  • Determine how male and female job seekers perceive job opportunities at car dealerships.
  • Identify which car dealership job opportunities are most attractive to women.
  • Reveal barriers to female employment at car dealerships, typically a male-dominated field.

The Solution: Survey of job seekers provides insights into work-life balance perceptions

CDK tasked Hanover with fielding and analyzing a survey to assess attitudes about car dealership employment opportunities.

Methodology

Hanover’s research consultants used their understanding of CDK’s business needs to source a pre-qualified panel of respondents, and design, field, and analyze a survey to provide insight to CDK on attitudes about car dealership employment opportunities. The survey sought to understand the following:

  • Whether women and men job seekers perceive car dealership job opportunities differently
  • What opportunities do the findings present for dealerships seeking employees

As a result, Hanover recommended that dealerships highlight non-sales roles to attract female candidates seeking work-life balance because many women express doubts about whether dealership sales roles can meet their needs in this respect. Hanover’s survey provided critical insights into the top factors women consider appealing regarding career opportunities at car dealerships.

“Hanover provided tactical insight into job seekers’ preferences.” 

Peter Kahn,
Senior Director, Market Research and Global Insights

The Outcome: Careers that meet job seeker’s needs

Peter Kahn, Senior Director, Market Research and Global Insights, was delighted. He reports, “Hanover provided tactical insight into job seekers’ preferences. The Hanover team produced really great work that instilled a high level of confidence in our relationship. The study was able to answer our primary questions, was completed in a timely manner, and my Hanover team was very responsive to any questions I had. The insights for this survey will definitely help inform our decisions as we seek to better serve and inform our dealer partners.”

Working with the insights from Hanover’s study, CDK Global was able to:

  • Provide better insight to their dealer network on how to hit their recruiting target
  • Tailor their job postings content to appeal to women
  • Expand recruiting channels
  • Retain more women employees through an enhanced employee value proposition

“The Hanover team produced really great work that instilled a high level of confidence in our relationship.”

Peter Kahn,
Senior Director, Market Research and Global Insights

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The Client
Industry

Automotive

Headquarters

Hoffman Estates, IL

Research Methodologies

Surveys including Employment Preference Survey, Survey Fielding, Survey Analysis, Actionable Recommendations

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Hanover assessed the product opportunities for CDK through:

Employment Preference Survey

Survey Fielding & Analysis

Actionable Recommendations

Featured Insights

Find out how partnering with Hanover can help you prove the value of your products in your own market

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