Thanks for taking the time to chat with us, Dayna! We’d love to start with who you are, where you work, and how you got into the industry.
I'm Dayna Kleve, and I work for Walser Automotive Group in Minneapolis, Minnesota. My path into this industry was rather unconventional. A lot of people say, “I never thought I'd work in automotive,” and I'm definitely one of those people. I never thought I'd work here.
I have a background in Journalism. I worked in TV news for a number of years and then I taught English in South Korea for a while. I have a big spirit of adventure, it’s a big part of who I am. It fills my cup.
When I returned to the U.S, I applied for a Social Media position at Walser. Instead, they offered me a position in Reputation Management, handling Google and Yelp reviews and responses. It was actually a really good place for me, because writing is one of my passions. It was a great way for me to meet General Managers and liaise with them. If there was an issue with a customer, I was really able to forge those relationship and a deeper understanding of what wasn’t working or what the struggles were. I later transitioned to social media but ultimately found my real fit in corporate communications.
We have a total of 27 rooftop dealerships; 17 out of Minneapolis, and 9 in Wichita. If you know anything about our group, it's very progressive and our footprint is expanding quickly. And so for me, sharing who Walser is and the people behind it is so important. I mean, you talk about more than cars! We can all take professional pride in what we do, but you don't stop being who you are when you come to work, so it’s been great to learn about the team on a personal level.
We just have to ask this as a follow to one part of your story — what was the most common customer complaint you noticed?
Transparency was probably the biggest issue. Customers felt they weren't told the full truth, a perception that's unfortunately persisted in the industry. When it comes to your own money in your own wallet, your expectations are really high. Any hint of dishonesty is a problem.
Tell us more about your transition to social media.
Well, let me tell you this, nothing I ever posted went viral. It was definitely a learning experience, but my secret weapon is that I'm a researcher, and I'm a learner. So, even if I may have not done it, I know our process and can figure it out. But, influencing effectively on social media requires a unique skill set and there is a reason why people study this in school and get paid a lot of money to do it.
We now have a fantastic team member who excels at it, and my role has evolved a bit to CEO communication, external media outreach, and using corporate comms to support employee engagement. That's where I’ve found my sweet spot.
What would you consider your formal title?
My specific title is Director of Diversity, Engagement, and Foundation. Some more common title these days are Corporate Social Responsibility, or Environmental, Social, and Corporate Governance, but I really wanted a title that reflected in plain speech what it means.
I also support our Employee Resource Groups, like Women of Walser, Drive with Pride, and the Asian Hmong Alliance. These groups are all employee led, employee driven, and fully funded with their own budgets. We’re really serious about putting our money where our mouth is, and walking the walk when it comes to engaging with others.
We as a company want to collectively create a culture focused on our employees’ careers, development, and belonging as a whole, and all of these pieces work together to support that mission.
It’s really amazing that you get to help facilitate and highlight the special skills and passions of the talented people under your rooftops.
My boss Sherry Schultz has a saying that has stuck with me: “I know myself, I love myself, I like my job.” If you can't say that, you’ve got yourself a problem. Happy people do good work, and I’m interested in how we can better understand each other.
At the end of the day, we are all one company rowing the boat in the same direction, which is to provide a consummate customer experience, and an amazing employee experience for our people so that we can all have long, successful, engaging careers.
What do you think it takes to be a successful communicator and how do you manage communication in such a multifaceted environment?
Communication can be challenging in such a diverse workforce, but we use various methods — from posters to intranet to mailers —to reach people where they are. Not everyone checks email regularly, or has time to sit down and read a lengthy PDF, so being creative with how we connect with employees is crucial.
What might you share with newcomers in the industry? How do you help dispel some of their preconceived notions about dealerships?
Dealers are incredible community drivers, and incredible small businesses across our country. I think people tend to forget that sometimes.
I think auto is a place for anyone and it is what you make of it. You don't have to be the CEO to find success, and you don't have to pigeonhole yourself into one thing. The number of people I've seen who have leapfrogged to different roles is incredible. It's not a ladder, it's a lattice.
There's another quote that I’ve loved forever: “I don't chase my dreams, I hunt them down and beat them into submission.” I feel that's kind of how I am. You are the only person who's in control of your career. To think you have any less of an opportunity for a long, satisfying career in automotive (or wherever), is just a disservice to yourself.
Wow. We’re really impressed with everything you're doing for your team and community. It must make such a positive difference in your employees’ lives in and outside of work.
I sure hope so! I mean, that's the goal, right? And the work is never done because people are complicated and imperfect beings. It's not easy to exist as a human in this world. And I think that that makes for job security in the best way possible.
It has been a pleasure chatting with you, Danya, and thank you again for all that you do!