Automax Recruiting and Training
Background
Automax Recruiting and Training is a leading provider of recruitment and training services for the automotive industry, specializing in sourcing and developing professional automotive salespeople, internet sales personnel, Business Development Center (BDC) staff, service advisors, and management positions. Over the past 17 years, the company has successfully conducted over 14,500 recruitment campaigns, placing nearly 175,000 individuals into dealerships across the United States, Canada, and Puerto Rico.
Key Strategic Focus
Automax's strategic focus centers on delivering comprehensive recruitment and training solutions tailored to the automotive sector. The company's core objectives include:
- Recruitment Services: Utilizing advanced technology and proprietary job boards to attract and screen top talent for various dealership positions.
- Training Programs: Providing ongoing training to enhance the skills of automotive sales teams, ensuring they remain competitive and effective in the market.
- Technological Integration: Employing cutting-edge tools and platforms to streamline the recruitment process and improve training outcomes.
Automax primarily targets automotive dealerships of all sizes, from large metropolitan centers to smaller rural areas, aiming to meet the staffing and training needs of both franchised and independent dealers.
Financials and Funding
As of August 2025, Automax Recruiting and Training reported an estimated annual revenue of $26.1 million, with approximately 79 employees. The company has not publicly disclosed specific details regarding its funding history or recent funding rounds.
Pipeline Development
Automax's pipeline development focuses on continuously sourcing and training automotive professionals to meet the evolving needs of the industry. The company has developed proprietary job boards and talent networks that attract millions of potential candidates each month, ensuring a steady flow of qualified individuals ready to be placed in dealership roles.
Technological Platform and Innovation
Automax distinguishes itself through several technological platforms and innovations:
- Proprietary Job Boards and Talent Networks: These platforms reach millions of potential candidates monthly, enhancing the recruitment process.
- Advanced Recruitment Software: Offering a comprehensive DIY recruitment software platform that integrates job posting, applicant tracking, electronic onboarding, and multi-platform distribution.
- Partnerships for Enhanced Training: Collaborations with organizations like Ziegler SuperSystems provide comprehensive training packages for auto dealers across North America.
Leadership Team
The leadership team at Automax Recruiting and Training includes:
- Craig Lockerd: Founder and CEO with over 29 years of experience in the automotive recruitment and training industry.
- Joe Lockerd: Operations Director, contributing to the company's strategic and operational initiatives.
- Bradley "the Marine" Ingels: National Automotive Sales Recruiter and Trainer with 39 years of experience.
- Ernie Kasprowicz: Co-host of "The Recruiter Podcast," bringing 31 years of industry expertise.
- Steve Rzepiela: National Sales Trainer with 27 years of experience in automotive sales training.
- Mike Leffers: National Recruiter and Trainer with 15 years in the field.
Competitor Profile
Market Insights and Dynamics
The automotive recruitment and training industry is characterized by a growing demand for skilled professionals due to the evolving nature of the automotive market, technological advancements, and changing consumer behaviors. Dealerships are increasingly seeking comprehensive solutions that address both recruitment and ongoing training to maintain a competitive edge.
Competitor Analysis
Key competitors in the automotive recruitment and training sector include:
- Hireology: Specializes in recruitment software and services for the automotive industry.
- Recruitment HQ: Partners with Automax to enhance recruitment processes through live contact with recruits.
- Ziegler SuperSystems: Provides comprehensive training programs for automotive sales and management teams.
Strategic Collaborations and Partnerships
Automax has established several strategic partnerships to strengthen its market position and innovation capacity:
- PermaSafe Protective Coatings: In April 2020, Automax partnered with PermaSafe to distribute a long-term antimicrobial solution to the automotive industry, enhancing vehicle safety and customer confidence.
- Recruitment HQ: In January 2015, Automax partnered with Recruitment HQ to integrate live contact with recruits, combining high-tech and high-touch approaches to improve recruitment outcomes.
- Ziegler SuperSystems: In November 2010, Automax announced a comprehensive training partnership with Ziegler SuperSystems to offer a complete training package for auto dealers across North America.
Operational Insights
Automax's strategic considerations include leveraging its extensive experience and technological infrastructure to maintain a competitive edge. The company's partnerships with organizations like PermaSafe, Recruitment HQ, and Ziegler SuperSystems enable it to offer comprehensive solutions that address both recruitment and training needs, setting it apart from competitors.
Strategic Opportunities and Future Directions
Automax is well-positioned to capitalize on the growing demand for skilled automotive professionals by expanding its recruitment and training services. The company's focus on technological innovation and strategic partnerships provides opportunities for growth and the ability to meet the evolving needs of the automotive industry.
Contact Information
- Website: Automax Recruiting and Training
- Social Media: Facebook, YouTube
