IMI expands digital campaign

IMI expands digital campaign

After the success of the first phase of its ‘There’s More to Motor’ digital campaign, The Institute of the Motor Industry (IMI) has invested in a further push to improve perceptions of the automotive sector as career choice.

The first phase of the IMI campaign surpassed industry benchmarks across all platforms. The second phase will run throughout the summer months focusing on the social platforms that proved most successful.

Phase One achieved:

  • More than 75,000 clicks
  • 34,600 conversions
  • 32,500 clicks on the ‘Search Jobs’ button
  • Over 5 million impressions
  • More than 2,000 users successfully taken to partner (recruitment) sites

Sally Hodder, Head of Equity, Diversity, Inclusion & Belonging at the IMI, explained: “While the first phase of the campaign was successful across the board, the most valuable result was the 2,000 conversions where users clicked through to partner sites to browse and apply for job opportunities. What that told us is that there is strong interest in our sector when we tell the story of the career potential. We are, therefore, delighted to have partnered with Toyota GB to bring more ‘real voices’ video content into the second phase to highlight the many different roles available to a wide diversity of people and skills, as well as illustrating the breadth of technology advances that put automotive on a par with other tech-led sectors.”

The latest IMI job vacancy figures show motor trades remain the sector with the highest skills gap, with 22,000 unfilled posts. The need to encourage more people to consider a career in automotive, therefore, remains critical. Yet there are more than 200 different occupations across the sector, with technological advances creating opportunities that go far beyond traditional perceptions of working in automotive.

Sally concluded: “Phase one of ‘There’s More to Motor’ undoubtedly raised awareness of the career possibilities in automotive with the data showing a clear increase in the number of people considering a role in the industry for the first time. However, it will take time for the impact to make a significant difference to the vacancy rate and the projected skills gap, so we are determined not to take our foot off the pedal. Utilising carefully selected ad placement coupled with greater industry engagement, we believe this next phase will be an even greater success and bring wider benefits to the industry in the short and long-term.”

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