Toyota drives latest phase of IMI ‘There’s More to Motor’ campaign

Toyota GB talented workforce is sharing career stories in the second phase of IMI's digital campaign aimed at shifting perceptions of the automotive sector as a career choice.

Following the success of the initial phase of the ‘There’s More to Motor’ digital campaign, The Institute of the Motor Industry (IMI) is expanding its efforts to improve perceptions of careers in the automotive sector.

Central to this new campaign are diverse ‘real voices’ from Toyota GB, featured in a series of short films available on There's More to Motor - YouTube which highlight the wide range of opportunities available in the automotive industry.

Paula Cooper, director of Consumer One & Academy at Toyota GB, said: “Toyota GB has gathered ‘real voices’ from both our head office and retail network to showcase the exciting and rewarding career opportunities in automotive.

“As our industry faces a significant skills shortage in both traditional and new areas, it’s crucial to change perceptions and attract diverse talent.

“Toyota and Lexus are employers of choice, offering a wide range of career opportunities across the UK. We aim to attract candidates who might not have considered working with us, demystifying the experience.

“Our world-class learning and development programs support new hires, and we believe the IMI campaign will inspire people to join our brands. There are roles for a broad range of skills and profiles at all stages of career development.”

The first phase of the IMI campaign exceeded industry benchmarks across all platforms. The second phase, running throughout the summer, will focus on the most successful social media platforms.

Phase One Achievements

• Over 75,000 clicks
• 34,600 conversions
• 32,500 clicks on the ‘Search Jobs’ button
• More than 5 million impressions
• Over 2,000 users directed to partner recruitment sites

Sally Hodder, head of equity, diversity, inclusion & belonging at IMI, noted: “The first phase’s success, especially the 2,000 conversions to partner sites, demonstrated strong interest in our sector when we highlight career potential. Partnering with Toyota GB for the second phase, we’re introducing more ‘real voices’ to showcase the diverse roles and advanced technologies in the automotive industry.”

Recent IMI job vacancy figures show that the motor trades sector still has the highest skills gap, with 22,000 unfilled positions. Encouraging more people to consider automotive careers remains critical, with over 200 different occupations available, many involving cutting-edge technology.

“Phase one raised awareness of automotive career possibilities, with data showing more people considering roles in the industry,” said Hodder. “However, it will take time to significantly impact the vacancy rate and skills gap. We are committed to maintaining momentum. By strategically placing ads and increasing industry engagement, we aim to make the second phase even more successful, benefiting the industry in the short and long term.”