Operative Talent: On a Mission to Educate the Public about Collision Careers

Do you believe that this industry needs to do a better job of educating today’s youth and the general public about the multitude of amazing job opportunities available in the collision industry? You’re not the only one! That’s why the Collision Repair Education Foundation (CREF), BASF and KTL Restorations (Danville, VA) teamed up on Operative Talent, a project focused on attracting future talent to the industry by educating the population as a whole on the ample opportunities, success stories and segments within the collision repair industry.

“We continually discuss the need for more technicians, estimators and other industry professionals, but instead of just thinking about it and talking about it, we’re going to put some actions behind it which will involve everybody in this industry,” shares Brandon Eckenrode, managing director of CREF.

The industry’s technician shortage is a multi-faceted problem, so Operative Talent will take a multi-pronged approach to solving the dilemma with the overall goal of addressing the industry’s aging workforce by highlighting collision repair as a viable career path. This approach includes engaging students through a vehicle rebuild, which will then be raffled off to raise funds to create public awareness campaigns promoting the industry. Ambitious, yes… but definitely doable with everyone’s help!

Since Operative Talent was first announced at the end of 2021, KTL Restorations has been rebuilding a 1969 Camaro, named “Talent,” but with over three dozen partners from across the country joining together to increase the reach of this impressive initiative, it’s important to realize that this initiative is about a lot more than simply raising funds through raffle ticket sales and generating industry involvement through sponsorship opportunities – Operative Talent also offers an unique opportunity for the next generation of collision repair enthusiasts to get some hands-on exposure to rebuilding a vehicle!

To encourage young people’s interest in this field, students between the ages of 16-23 are invited to participate in the rebuild by applying online. By participating in rebuilding the classic car and learning a little more about the different career paths available in this diverse industry during the process, students will gain experience and exposure to the awesome opportunities the automotive industry offers…and hopefully uncover a passion that can turn into a fruitful and fulfilling career!

“Cars are cool, and working on them is a lot of fun,” shares Crystal Lawrance of KTL Restorations. “Unfortunately, today’s students don’t often have the chance to get hands-on exposure to this type of work because so many schools have closed their trade programs. We want to showcase the awesome opportunities this industry offers – whether you’re interested in pursuing an automotive career or just want to learn something new, Operative Talent offers a unique experience you’re not able to get anywhere else.”

“We’re passionate about the next generation, but few show enthusiasm for automotive careers because they know nothing about it. No one shows them what’s available…Kids are told they must obtain a four-year degree (and accrue college debt) to be successful, yet the trades offer great opportunities for good-paying jobs,” Lawrance adds. “It’s time to spotlight the many different jobs that exist and drive that knowledge to schools to help educate the future generation about industry careers and to help us find quality talent. If we don’t bridge that gap, there will be no one to repair vehicles or create custom cars in the future.”

“Talent” will ultimately be raffled off at SEMA 2023 to raise funds to finance a national public service campaign showcasing collision career opportunities and generating awareness about the industry as well as a public-facing website to educate the public about the variety of career paths in the industry.

“Our industry has a bad reputation as this greasy, dirty place, but those days are long gone,” Lawrance insists. “It takes many different people with various talents to make up today’s automotive industry. Sure, body work and painting still happens in the back of the shop, but up front, we have estimators, accountants and a whole production team. Suppliers have many roles to fill; just look at BASF! They need chemists to create the beautiful colors we spray on these cars. And we even have positions for social media managers, industry journalists and more!

“We don’t do a great job of educating students or the general public about all the options that are out there,” she continues. “Just because you don’t want to work in a shop, that doesn’t mean there’s not a place for you if you love cars. Automotive professionals don’t all fit in the same box these days…and that’s just the way we like it! So, we’re hoping to introduce students to some of the different ways they might fit in, whether they’re already planning to enter this field or maybe they just want to explore their options.”

The automotive and collision industries have spent years griping about the lack of qualified help entering the workforce, and it’s time to DO something about it!

“We need everyone’s support…from donated parts to raffle ticket sales, we need the entire industry to get behind this effort – to get behind these students, our industry’s future – and help make Operative Talent a success,” Eckenrode urges.

Those interested in educating the public about the multitude of opportunities available within the automotive industry can purchase raffle tickets now at bit.ly/Talent-raffle. And in addition to supporting trade school education, you’ll even get a chance to win the custom-built Camaro these kids will be working on at KTL!

The initiatives funded by the Operative Talent fundraiser will help showcase the industry and its career opportunities to the general public, which will benefit the entire industry. The success of the project relies on the entire industry getting involved and championing the endeavor.

“Operative Talent is amazing,” BASF’s Tina Nelles praises the project. “Attracting new talent is important to our company and the entire collision repair industry. We’ve dedicated efforts to helping by offering internships, increasing scholarships and supporting schools, but the key piece that’s always neglected is outside perception of our industry…We need people talking about this industry in the right

by Chasidy Rae Sisk

ways! By promoting collision repair careers through the website and the PSA campaign, we can ensure that students, as well as their parents, teachers and guidance counselors, understand the variety of opportunities that exist within this industry.”

“This is a full industry effort,” Eckenrode stresses. “And each of you can help determine the success of this operative by getting involved to make Operative Talent the best it can be – by raising funds and donating your time and efforts, we can showcase this industry and ensure it has a bright future!”

And Lawrance hopes that Operative Talent can continue highlighting the industry on a broader scale in the years to come. “We’re talking to different shops around the country, and so many people believe in this project…I hope to see it grow and expand to offer students opportunities in different markets. How many kids can we attract if we just welcome them into this industry in a fun way? How many share the same passion that we do but need help discovering it? This is just the beginning,” she promises.

To support the industry’s future by purchasing raffle tickets, participating in the rebuild as a student or by donating parts, visit OperativeTalent.com