Parents: the critical ‘blind spot’ in automotive recruitment strategies

New YouGov research identifies that employers must adapt recruitment approach to win over parents and carers of 14-17 year olds

New exclusive data from the Institute of the Motor Industry (IMI) suggests parents and carers are a ‘key point of failure’ in attracting new talent to the sector. According to YouGov research commissioned by the IMI, while 90% of parents would consider an apprenticeship for their child, fewer than half (41%) would encourage an automotive pathway.

The YouGov survey¹ of over 1,000 parents of 14-17 year-olds exposes a critical blind spot in automotive recruitment strategies. Employers are competing for talent in a market where parents mentally categorise automotive alongside declining traditional trades, while placing Digital & IT (58%), Engineering (56%), and sustainability-focused sectors on their ‘acceptable careers’ shortlist. Yet all of these disciplines exist in automotive.

According to the IMI report - The Apprenticeship Mindshift: How Parents Really View Automotive Careers and What Changes Minds - when presented with examples of digital, technical, sustainability-focused, and business roles within automotive, 49% of parents reported being more likely to encourage their child to consider the sector.

As Nick Connor, CEO of the IMI explained, the research is a huge wake-up call for employers. “The persistent skills shortage in automotive is not a problem of capability or opportunity, but of perception. Employers need to fundamentally rethink how they communicate career opportunities to reach the people who really influence young talent decisions: parents and carers.

"The roles automotive employers are recruiting for - cyber security specialists, sustainability officers, AI specialists – are exactly the careers parents want for their children. But parents don't associate these roles with automotive.

“Parents aren’t closing the door on automotive careers – many have never been invited to look behind it. When they are, perceptions shift. Employers who understand this and adapt their recruitment approach accordingly will have a significant competitive advantage in attracting the next generation of talent. That's the perception gap employers must close."

The research also reveals that specific concerns about the workplace culture of automotive significantly outweigh general hesitations about apprenticeships. This includes workplace environment and professional identity; gender imbalance and inclusion; the long-term sustainability of the sector and alignment with values around environmental responsibility.

For employers, this means recruitment materials, workplace imagery, job descriptions, and career pathway communications must actively address these concerns.

Four Actions Employers Can Take Now

1. Reframe job titles and descriptions to reflect reality: Highlight data analytics, digital systems, cyber security, and sustainability elements in automotive roles. Make it clear these aren't ‘garage jobs’ but technology and engineering careers that happen to be in automotive.

2. Make parents the primary audience: Career fairs, apprenticeship promotions, and recruitment campaigns should speak directly to parental concerns about progression, professional status, workplace culture, and long-term relevance. Include salary progression, qualification pathways, and career destinations.

3. Showcase diverse role models: Parents of daughters need to see evidence that automotive is inclusive and welcoming. Employers should prominently feature female technicians, engineers, and managers in recruitment materials and workplace visits.

4. Connect automotive to the green economy: Parents are drawn to sustainability-focused careers but don't associate automotive with environmental solutions. Employers must explicitly communicate their role in electrification, battery innovation, and net zero transition.

The IMI's There's More to Motor campaign provides employers with evidence-based resources, messaging frameworks, and real-world examples to help reshape parental perceptions.
 

 ¹All figures from YouGov Plc. Total sample size: 1,002 UK parents of children aged 14-17. Fieldwork: 7-12 August 2025. Survey conducted online. Figures weighted and representative of all UK parents of children aged 14-17