Luther Partners with Minnetonka Momentum Program

Luther Automotive was recognized with a Momentum Gold Partner Award at Minnetonka’s annual Celebration of Excellence in May. This award is for Luther’s continued support of the Momentum Program and its students. The Momentum program offers students hands-on, real-world learning in the trades.

Luther Automotive partnered with the Momentum Program on a year-long project for students to solve a project in the industry. They challenged the students to find better ways to recruit younger employees in technician roles. Carleen Shimanski, Service Recruitment Specialist, partnered with Blake Sorem, General Sales and Operations Manager at the Automotive Performance Studio, on the project and met with the students throughout.    

“We quickly started to see how social media could assist us in attracting new employees in the future,” Sorem said. “So, we drew Jalen in to get his experience.” Jalen Logan-Redding has been the social media manager at APS since graduating from the University of Minnesota this past May. You can read more about Logan Redding’s internship with Luther in Volume 1 of the Luther News.    

The students conducted a survey in the high school asking various questions about what students look for in an employer and what social media they use the most to determine how Luther could better target this group of potential employees. Survey results found that students are mainly on TikTok and Instagram and don’t care about Facebook.    

APS took what the students recommended and have already   implemented some of their suggestions. They found that younger generations want to see the exciting work they would be doing, especially at APS. They revamped their website to include videos that demonstrate their technical and creative work and leverage this content on their social media platform as well.   

Luther provided equipment, like a break micrometer or a car for them to work on. They also gave tours of the Technical Training Center, APS and a dealership tour of Hopkins Honda. Service Manager Justin Nickel and Shop Manager Derek Ausman helped students prepare for their final presentation with industry knowledge and feedback.

Hopkins Honda also gained a new staff member through the program. Daniel is a junior at Minnetonka and is a new runner at Hopkins Honda. They met him through the Minnetonka Momentum Program and he now wants to go to the Luther Technical Training Center after he graduates. “He’s got in on the ground level and he can create an amazing career for himself because of Momentum.” said Caroline Gates, Hopkins Honda Service Manager.

Despite Sorem being an Eden Prairie Graduate, a long-time rival of Minnetonka in sports, he was impressed with what Minnetonka had set up for a trades program. “We give kids other avenues besides four-year college programs and get our name out there.” Sorem said. “I think it’s our job to make sure they know there’s other options for their futures.”   

“Seeing them invest not only their time but also having many intentions and ambitions was cool. I think they’re on the right path,” Logan-Redding added.