IMI’s ‘There’s More to Motor’ campaign moves to phase two

The IMI is launching the second phase of its ‘There’s More to Motor’ digital campaign, launched to encourage more people into the industry.

As the campaign moves to the next stage, the IMI is now introducing a wide range of ‘real voices’ from the sector, with colleagues from Toyota GB sharing their experiences and promoting the opportunities available within the industry.

Paula Cooper, director consumer one and academy at Toyota GB, said: “Toyota GB has captured ‘real voices’ from both head office and our retail network to showcase the many exciting and rewarding opportunities to grow and develop a career in automotive.

“As our industry faces a significant shortage of skills in traditional and new aspects of the business, it is crucial that we change the perception of automotive and attract new, diverse talent. Toyota and Lexus are employers of choice, and our retail network provides a wide range of career opportunities throughout the UK. We want to attract talent who would not have otherwise considered working for us, demystifying what it is like to work here. We offer world-class learning and development to support candidates joining our business. We are confident the IMI campaign will inspire people to join our brands – there is a role for the broadest range of skills and profiles, and at all stages of development.” 

There’s More to Motor

In the first phase of the campaign, ‘Theres More to Motor’ attracted

• More than 75,000 clicks

• 34,600 conversions
• 32,500 clicks on the ‘Search Jobs’ button
• Over five million impressions

Sally Hodder, head of equity, diversity, inclusion and belonging at the IMI, added: “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.”