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Individuals from Toyota GB have shared their career stories in Phase Two of IMI’s ‘There’s More to Motor’ digital campaign which will run throughout the summer with the aim of shifting perceptions.
The ‘real voices’ from Toyota GB are shown in a series of short films that can be accessed at There’s More to Motor – YouTube. The campaign highlights the various roles available, diversity, and the extent of technology advances.
Paula Cooper, director Consumer One & Academy at Toyota GB, said: “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.”
IMI job vacancy figures show that motor trades remains the sector with the highest skills gap, with 22,000 unfilled posts.
Phase One of the campaign included over 75,000 clicks, 34,600 conversions, 32,500 clicks on the ‘Search Jobs’ button, over 5 million impressions and more than 2,000 users taken to partner (recruitment) sites.
Sally Hodder, head of Equity, Diversity, Inclusion & Belonging at the IMI, said: “It will take time for the impact to make a significant difference to the vacancy rate and the projected skills gap, so we are determined not to take our foot off the pedal.
“Utilising carefully selected ad placement coupled with greater industry engagement, we believe this next phase will be an even greater success and bring wider benefits to the industry in the short and long-term.”