Richmond Ford Auto Group’s practice of placing individualized banners over each service bay instills a sense of pride in its technicians, resulting in higher employee morale.

While car dealerships often lean on their service and parts businesses to maintain profitability, the technicians who do the work can sometimes go unnoticed, overshadowed by a greater focus on vehicle sales.

Richmond Ford Auto Group in Virginia was looking to level out the imbalance by recognizing its nearly 60 technicians with individualized banners that hang over each service bay highlighting their expertise and accomplishments.

“In the technician world, they feel a little bit invisible because we celebrate sales all of the time,” said Kayla Kody, vice president of business development at Richmond Ford Auto Group. “This definitely showed them, ‘We are paying attention to you. Yes, you are important. You drive our business.’ ”

The group, which includes three stores, a collision center and a commercial truck center, sold 2,239 new and 1,847 used vehicles in 2022, and had more than 55,000 customer repair orders.

The banners, which the group surprised their technicians with in October, include details such as the employee’s name, specialty, stars for extra certifications and the month and year they started as a technician at their shop.

“It was just a token of our appreciation for everything they do for us every day,” Kody told Automotive News.

Also included on the banners is the technician’s signature — a personal touch that Kody said gives them a greater sense of ownership.

“Getting these certifications and becoming a senior master technician or a transmission tech, diesel tech — that is a lifelong career that takes a long time to perfect, especially with Ford as these vehicles become more and more complicated,” she said. “I wanted them to have ownership over the flags and be really proud of them.”

The banners, which cost the group about $12,000 in printing, installation and hardware expenses, are updated any time a technician gets a new certification — or if a correction needs to be made.

“If someone was supposed to have four instead of three stars or if it was supposed to read a different way, they are on top of it all the time,” Kody said. “It’s a sense of pride for them and that makes us really happy.”

Kody said Chris Haynie, service manager at Richmond Ford West, and Jonathan Mitchell, a digital creator who designed the banners and transferred each technician’s signature to a digital file, were both integral to the project.

Implementing the banners has boosted employee morale and inspired healthy competition among the technicians as they climb the ranks and gain more certifications — and, more stars on their banners.

It’s also been helpful for newer technicians looking for career guidance and mentorship. The banners, Kody said, have created a supportive work culture where that is encouraged and appreciated.

“They know who to go to for help on a specific problem,” she said. “They know who’s been around for a long time and might be able to help them with something … without having to try to memorize everybody immediately.”

For Richmond Ford Auto Group, the banners have been a unique way to attract technicians.

“We have a lot of things in our stores — for example, a shop foreman — that help us retain technicians,” Kody said. “It’s more the finding part that’s difficult because everyone is looking, and this definitely set us apart.”

Kody is considering expanding the banner concept to the group’s sales, finance and accounting staff.

As Ford dealerships prepare to sell and service more electric vehicles — a transition that will require more training and specific skill sets, especially in the service department — efforts that boost employee morale are essential.

“Being a technician is an extremely difficult job, and it keeps getting harder,” Kody said. “It’s going to be our jobs as dealer principals, vice presidents, operators, service managers — wherever you might be — to help support them during this time.”