All things being equal on the shop floor

Skahan's article also suggested that part of the problem is our tendency to focus on traditional male and female roles, instead of looking at what a person is good at and interested in and encouraging young people in that direction.

If you are working with a local high school counselor or ROP instructor, let him or her know that you are serious about promoting young women who are considering working in your business, attending your outreach program, educational seminars, etc. That counselor or instructor will be an advocate for your recruitment effort and reinforce this with any young female who may be questioning whether there really is a place for her in your shop.

There is nothing that says you shouldn't start your outreach to even younger girls. Shop owner Cathy Reichow, writing for ABRN's sister publication Motor Age, assists Girl Scouts who want to earn their car care badge by learning basic vehicle maintenance, such as checking fluid levels, inspecting tires and becoming familiar with an owner's manual.

At the outset, it is important to note that many of the reasons a shop owner or manager may choose not to hire a female technician over a male technician, assuming equal skills and experience, are prohibited by state and federal law. That said, one cannot with a straight face overlook the fact that introducing a 19-year-old, top-of-her-class technical school graduate into a shop of all-male technicians who are at least twice her age might present "extra work" for the shop manager.

Ironically, however, this "extra work" to assure a smooth transition and a welcoming work environment, is the very thing employers tend to overlook as part of the integration (and retention) of all new employees. Indeed, many of Fortune magazine's "100 Best Companies to Work For" acknowledge the importance of a warm welcome of new employees as part of their workplace assimilation strategy. The fact that part of the manager's sensitivity under this hypothetical is integrating a woman into a male-dominated workplace is really secondary.

The collision industry is going through radical changes, including a greater focus on efficiency through lean processes, demand for reduction in repair cycle time and high Customer Satisfaction Index (CSI) scores. The backbone of CSI is the quality of communication with and treatment of the customer. Think "TLC" (tender loving care) when you read CSI. Insurance company print ads and commercials reinforce this theme with terms like "safe," "understanding" and even "[accident] forgiveness."

Why women are more attuned to TLC issues — whether we are born with it or socialized (raised) that way — is a topic for another day. I say this because many highly successful businessmen possess TLC traits such as empathy, compassion, good listening skills and kindness, and will readily admit that those traits have served them well in business.

All things being equal, you have two technicians of equal skill, but one of them possesses TLC skills and the other does not. Who would you rather have the insurance re-inspector talk to about the need for extra hours on a job?

In an industry reeling from a shortage of new recruits, it makes good business sense to consider the consequences of failing to actively cultivate women — the other half of the available workforce. Moreover, there is strong evidence that a further byproduct of more women on the shop floor will elevate CSI scores, and that's a factor that benefits everyone.