Mind the gap: WD-40 brand supports efforts to combat technician shortage

As current and former automotive workers retire and the industry adapts to the ever-changing needs of the modern world, finding talented and trained technicians continues to be a critical challenge. In fact, analysts predict that by 2028, there will be more than 3 million skilled-trade job openings, and 500,000 are already available throughout the United States.

WD-40 Brand, a recognized name in maintenance products for more than 65 years, believes educational programs are critical to filling the skilled trades gap. As such, the brand supports the automotive and skilled trade industries through partnerships with industry groups, including Universal Technical Institute, TechForce Foundation, Generation T, ASE Education Foundation and S/P2.

Through these partnerships, WD-40 Brand provides scholarships for students looking to pursue a technical education – creating increased accessibility for low-income students and families — and offers quality, trusted information for those working in skilled trade industries.  And while a career in the trades is rewarding, valuable and important work, many young students (and their parents) don’t consider careers in trade industries to be their first choice.  

No one-size-fits all approach to education

When it comes to higher education, one size does not fit all. Every student is wired differently. For some, a four-year college degree may be ideal, but for many learners, especially tactile ones, a technical training program can be the best option to build upon their gifts and talents and grow an increasingly valuable and in-demand career.

Education in the automotive industry isn’t what it once was, and today’s technicians are the ultimate problem solvers. Vehicles today have changed and are more like computers on wheels than vehicles of the past. The average modern vehicle has more than 100 million lines of code, meaning they require technicians who are immersed in modern technology and have critical analytical and diagnostic skills that are steeped in science, technology, engineering and math.

Even if the automotive industry can generate interest from would-be technicians, the competition to attract and retain top talent is fierce, especially among the younger generation which has different values and work-style preferences that are changing shop and dealership dynamics.

Attracting and retaining younger generations

The automotive industry has a lot to gain — including increasing productivity and efficiencies — by having young men and women join and stay part of their teams.  

Automotive shops and dealerships can appeal to young people by demonstrating purpose, working smarter – not harder, and by continuously innovating.

• Demonstrate Purpose — At WD-40 Company, we know that purpose mobilizes people in a way that pursuing profits alone never will. A company with a clear sense of purpose ignites the passion of its employees, particularly younger demographics, and inspires trust. Employees want to be part of something bigger, and automotive shops, dealerships and parts dealers can benefit by articulating a clear “why” behind their work.  

• Work Smarter, Not Harder — People of all age groups would prefer to minimize time spent on certain tasks, like routine maintenance. In the automotive industry, this can mean choosing products that are proven and effective. WD-40 Brand products offer powerful industrial solutions that outperform other brands and last longer. In fact, WD-40 Specialist Gel Lube, which goes on thick, stays where you spray it and is perfect for vertical surfaces, lubricates 15x longer than the competition ⁽¹⁾, meaning less frequent application, and less product and labor used. In addition, WD-40 Specialist Penetrant with EZ-REACH_® penetrates up to 2x faster than the competition ⁽²⁾ and has a flexible straw that bends to keep its shape allowing users to get into hard-to-reach places without disassembly. Employees benefit by using less time and elbow grease and employers benefit by greater value and increased efficiency.                                                                                                                                                              

• Continuously Innovate — Younger age groups have an intrinsic desire to challenge the status quo. At WD-40 Company, innovation is embraced and exemplified with the WD-40 Specialist line, which provides specialized, heavy-duty solutions for industry professionals in factories, facilities, automotive garages and on farms around the world. Consisting of lubricants, penetrants, greases, cleaners and degreasers, and rust-management solutions scientifically formulated for the world’s toughest jobs, the WD-40 Specialist line is a demonstration of WD-40 Company’s value of making it better than it is today. 

Empowering young trades professionals

While WD-40 Brand continues to add value, opportunity, scholarships and training support to automotive and skilled-trade professionals through partnerships with like-minded organizations to fill the trades gap, the organization wanted to do more to connect with and empower young professionals pursing a technical career.

WD-40 Brand recently cranked up its efforts to support automotive technicians nationwide by establishing the Techs & Trades program, which empowers skilled trades professionals to get the Job Done Right_™ with dedicated resources, content, offers and catered solutions.

Through the program, members receive access to monthly content, offers and information designed specifically for skilled trade professionals.

For more information and to join, visit wd40.com/techs-and-trades/.

(1) Test Lab: Petro-Lubricant Laboratories Inc. (Lafayette, NJ); ASTM D5620A; Test date: 04/2020. 

(2) Test Lab: Fred Cuneo (3rd Party); Nail Climb Test; Test date: 03/2021.