Video: The Keys to Attracting and Retaining Talent at the Dealership

In today’s competitive job market, attracting and retaining top talent is just as critical to dealership success as moving inventory. Bruce Johnson and Justin Falk from CDK Global unpacked insights from the CDK Dealership Workplace Study at NADA 2026, which surveyed more than 400 dealership employees to understand what truly draws people to dealership careers and what motivates them to stay. 

Culture, Communication and Leadership Are Key Retention Drivers

The findings highlight the power of great culture, fair and transparent compensation as well as strong, accountable leadership in building an engaged workforce. Employees consistently pointed to positive team environments and leaders who communicate clearly and listen as key reasons they feel satisfied at work.

The number one reason employees are satisfied is that simply they like the people that they work with.

Justin Faulk, vice president of Marketing Insights and Commercialization 

Top Challenges Affecting Dealership Employee Retention in 2026

The conversation also explored the challenges dealerships face in long‑term retention, from work‑life balance and compensation clarity to technology frustrations and economic uncertainty. While pay matters, the study revealed that culture and leadership often outweigh compensation — especially for younger employees — making people strategy a competitive advantage for dealerships willing to invest in it. 

By modernizing compensation structures, improving benefits, addressing everyday stressors, and equipping leaders to lead effectively, dealerships can create an environment where employees want to build lasting careers. 

5 Practical Strategies To Retain Top Talent

Justin Faulk laid out the top ways dealers can retain top talent: 

• Build a culture that people want to be a part of. 
• Train and hold your leaders accountable. 
• Improve work-life balance, even in small steps that matter.
• Modernize compensation structures and make them transparent.
• Fix your tech stack to support, not frustrate, employees.

Watch the full conversation from CDK LIVE at NADA 2026.