IMI launches ‘Perceptions’ campaign to help fill vacancies

The Institute of the Motor Industry (IMI) is launching a campaign to combat outdated perceptions of the motor industry.

It said there was “an urgent need” to encourage more people to think about a career in automotive, with IMI data suggesting 111,400 roles need to be filled in the next 10 years.

The new IMI campaign will highlight that career opportunities exist for individuals, whether at the start of their working life or looking for a change in direction.

Using a highly targeted, regional digital media strategy, real voices will share their own positive experiences within the automotive industry and encourage others to do the same.

The IMI Perceptions campaign will use digital platforms to reach people at key points for job change.

Kicking off in September, therefore, with regionally targeted activity pinpointing job roles matched to employers with vacancies, the campaign will also highlight stories of those who have moved into automotive for a career change.

Amy Edwards, an apprentice LCV Technician at Motus Commercials is one of voices featuring in the campaign.

“I never thought about joining the automotive sector until I saw a service advisor job advertised at the same company where my Dad and brother worked. With my customer service background in retail, I thought why not have a go. I haven’t looked back and I honestly can’t imagine working in any other industry now.

“I believe the biggest misconception of the sector is that workshop roles are dirty and for less intelligent people. The way the industry is going with EV means that there are less mucky jobs on the vehicles and the added safety concerns means that everyone needs a good level of training. Plus, I’ve never met a Master Technician who hasn’t completely blown my mind with the amount of knowledge they have.

Lesley Woolley, COO at the IMI said: “Understandably, businesses are worried about filling vacancies and the impact of skills shortages.