Phase two of the IMI’s ‘There’s More to Motor’ campaign sees exceptional performance

Conversion rate for highly targeted campaign drastically exceeds industry average.

Two months into the second phase of the Institute of the Motor Industry (IMI) There’s More to Motor digital campaign, considerable success is being achieved to tackle the automotive sector’s significant skills gap. Highly focused targeting in key UK regions where automotive vacancies are highest has resulted in conversions already reaching close to 6,000; job seekers have carried out more than 3,500 searches on specific vacancies posted by a range of employers.

The campaign’s 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. Performance Max enables advertisers to promote ads across the Google network in a single campaign for heightened performance and cost-efficiency.

A diverse range of ‘real voices’ from Toyota GB form a key part of the second phase of the campaign, included in a series of short films that demonstrate the enormous scope of opportunities available. The videos also illustrate the breadth of technology advances that put automotive on a par with other tech-led sectors.

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. This makes the motor trade second only to hospitality for the highest number of job openings. Automotive technology advances form one of the biggest challenges faced by the sector; it is also one of the key opportunities. 

To find out how your company can get involved with the IMI's There's More to Motor campaign, or to share your experience working within the automotive sector, email realvoices@theimi.org.uk.