In the latest episode of The Digital Shop Talk Radio, AutoVitals welcomed Jay Goninen, co-founder of WrenchWay, to share the findings of the 2025 Voice of Technician Survey. This comprehensive survey gathered insights from over 4,700 participants, including automotive technicians, instructors, students, shop owners, and industry leaders, to shed light on the current state of the automotive industry and identify areas for improvement.
The survey provided valuable insights into technician satisfaction, highlighting a complex landscape that shop owners should consider amid the ongoing technician shortage. While some technicians expressed contentment with their roles, a significant portion highlighted areas needing attention. Some notable results of the survey include:
Jay Goninen emphasized that the goal of the survey is to “drive really good conversations within shops." He also noted that the survey was designed to provide technicians with a safe space to share their honest feedback, stating, "It really did allow technicians to feel safe to give their true feedback on the industry without having ramifications." He hopes these insights will empower shop owners to make necessary changes, improve technician satisfaction, and ultimately strengthen the industry’s workforce. The significant percentage of technicians who would not recommend the profession to a friend highlights that these issues must be addressed urgently. This blog will equip shop owners with the necessary tools to address these challenges and enhance the industry's appeal to both current and future technicians.
Effective communication is a large factor in technician retention according to the survey. Alarmingly, 66% of technicians reported that their shop management does not communicate well with employees. This communication gap can lead to misunderstandings, decreased job satisfaction, and ultimately, higher turnover rates. Addressing this issue is crucial for shops looking to retain top talent, particularly in an industry where attracting skilled technicians is increasingly difficult.
To bridge the communication gap, shops can implement several strategies:
By prioritizing effective communication, shops can create a supportive work environment, leading to increased job satisfaction and retention among technicians.
The survey covered key factors technicians consider when evaluating potential employers. The top three priorities identified were:
It’s important for shop owners to prioritize these key factors in order to retain top talent. Jay Goninen highlighted a concerning trend, stating that the 2025 survey results have “almost gone backward when we look at the results from the current technician satisfaction” compared to 2024. This decline underscores the urgent need for shops to address workplace concerns, from compensation and benefits to communication and career growth opportunities.
Goninen emphasized that they “wanted to get a pulse around job satisfaction, important factors when looking for a job, industry issues, and more.” One measure of job satisfaction is compensation structure. The survey found:
These insights reinforce the idea that shops must adapt to evolving workforce expectations if they want to stay competitive in the job market. Whether it’s re-evaluating pay structures, offering flexible schedules, or creating a workplace culture that technicians are willing to commute for, understanding these preferences can help shop owners make meaningful improvements that drive long-term technician retention.
The survey highlighted a variety of industry challenges, some more broad than others. Notably, 78% of technicians agreed that "higher pay" is the most urgent issue that needs to be addressed to help fix the technician shortage. Furthermore, 70% of technicians reported that their shop does not have a clear career path they can follow, underscoring the need for structured progression opportunities within organizations. Without competitive compensation and a well-defined career trajectory, many technicians may seek opportunities elsewhere, exacerbating the industry's workforce shortage.
Jay Goninen emphasized that addressing these challenges starts with fostering open communication between shop owners and technicians, providing career development opportunities within shops, and re-evaluating pay structures. By actively listening to their workforce and making necessary changes, shop owners can create a more supportive, stable, and attractive work environment that benefits both employees and the industry as a whole.
The 2025 Voice of Technician Survey offers invaluable insights into the priorities and concerns of today's automotive technicians. By addressing issues related to compensation, communication, equipment, and career development, shops can create environments that attract and retain top talent. As the industry evolves, staying attuned to the needs of technicians will help shops retain a skilled and satisfied workforce. Listen to the full episode to learn more, or register for future episodes of The Digital Talk Shop Radio.