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Technology is Changing the Parking Industry Workforce – Here’s How

May 15, 2017

It’s an exciting time to be in the parking industry.  A lot is changing, and much of it has to do with technology and all of the ways it is propelling our industry forward.  These advancements have brought with them changes in the workforce and companies have had to adapt to attract and retain the best talent to be successful.



With this continuing evolution, parking asset owners have higher levels of expectations regarding how data is leveraged to maximize the profitability of their properties.  This requires a different set of skills and abilities for parking operation managers and new types of roles within an operating team to analyze and best use the data. 


Now these roles are viewed as more of a business partner by the asset owner and they’re expected to analyze data and think strategically.  Gone are the days of just reporting results and explaining variances and in its place clients expect their parking operators to actively participate in forecasting, budgeting, revenue management, etc.  As well, the renewed focus on the various customer types, their social media reviews, online reservations providing a wider scope of parking choices and a shift from transaction to experience have also driven owners to lean on the operators to implement key tactics to attract and drive repeat customers.


With these material shifts in play from owner expectations and changing roles and responsibilities, those operators who have pivoted their key operational roles from caretaker to partner enjoy a competitive advantage as compared to their peers.  To ensure your organization is attracting, hiring and retains today’s talent in the industry, evaluate the first, and likely the most important step to the process – your employer online presence.


According to Hitwise, in 2015 338m job seekers went online to find their next career.  Of those, 60%, looked at the employer’s website to learn about opportunities and the organization itself.  With that statistic in mind, it’s crucial that any employer’s online career site promotes not just open positions, but the value proposition as to why anyone would want to work there.  A number of operators today showcase employee testimonials, videos, and recent achievements to support not just the words behind any given mission statement or values, but to demonstrate those themes in action within the work place.


Once the potential candidate is engaged with the open position and gains a sense of what it’s like to work at the organization, employers would do well to ensure the actual application is user friendly.  Best practices dictate, the more clicks, the more likely candidates will cease the application process.  Specifically: 



  • From the home page to the actual application is three;

  • From home page to career page is one;

  • From career page log in to application is two; and

  • To complete the application is four.


And as always, once you receive a completed application, make sure whoever is reviewing it acts fast.  Another study shows high potential career seekers applying for anywhere  between 16-18 different opportunities; the longer they sit in the pipeline, the less likely they will still be in a search.


Keeping up with your client demands – that are both changing and more comprehensive with every technological advancement – becomes less of a challenge when you hire the best talent to do the job.  Improve the casting of your applicant net by ensuring your company’s career site sells not just open positions, but how potential employees can play a key role in contributing to sustained success.


Colleen Niese, who has over twenty years experience in the parking industry, is a Principal at Marlyn Group.  She can be reached at: cniese@marlyngroupllc.com



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