IMI’s There’s More to Motor digital campaign on the mark

The Institute of the Motor Industry (IMI) has reported that its digital campaign to tackle the skills crisis in the sector, There’s More to Motor, is achieving considerable success.

There’s More to Motor was launched to promote the varied and fulfilling roles within automotive to young people, targeting areas in the UK where the skills shortage is most acute.

Now two months into its second phase, the campaign has so far achieved conversions close to 6,000 while job seekers have carried out more than 3,500 searches on specific vacancies. Its Google Performance Max conversion rate of 22.34% significantly exceeds the industry average of 2.42%, highlighting the accurate targeting and engaging nature of the digital ads.

There’s More to Motor

Kevin Finn, executive chair at the IMI said: “Technicians working on electrified vehicles and those with Advanced Driver Assistance Systems (ADAS) require specialist training, and with such vehicles growing in popularity, this is a key reason for the current skills gap. Reaching new potential applicants is, therefore, critical and it’s encouraging to see so many people click through to look at job opportunities in the sector, many of whom have not previously considered working in automotive.

“It will take time to bring about significant change in perceptions of our industry, but the signs so far are encouraging, and we are committed to bringing about even greater success in this second phase of the ‘There’s More to Motor’ campaign.”

The June analysis of job vacancies in automotive revealed there are 3.6 vacancies for every 100 employees, totalling around 20,000 vacancies.