With New Website, Pep Boys Wants to Attract People Who ‘Put Customers First’

Jun 4, 2014
This article is part of a series called Tips & Tricks.

Pep Boys has sent a new career site live, one aimed at attracting people with a customer-service mentality.

Pep Boys, which operates in 35 states in the U.S. as well as in Puerto Rico, wants to be known for having great customer service.

That effort has been a couple of years in the making.

Pep Boys started working with IBM in 2012 on employee assessments, and late last year with IBM — actually IBM Kenexa — on studying its culture. After that research was done it set out to relaunch its brand.

A main feature of the new site is a photo of a car with eight areas for candidates to click on. With each click, you’re told something about the culture, like this if you click on “oil”:

… the same old oil won’t keep you running forever. You’ve got to change it to keep things fresh. That’s the key to a long journey at Pep Boys, too. Keep learning new things …

Pep Boys employs about 18,500 people. It has been around since 1921, and is based in Philadelphia.

This article is part of a series called Tips & Tricks.
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