NFDA’s employment initiative Drive My Career’s presence at the recent British Motor Show drew large numbers of young people interested in starting a career in the automotive industry.
The Drive My Career team engaged with young people and their families to highlight that while the perception that working in the automotive industry usually means either fixing or selling cars, and although the industry offers fantastic opportunities for people with these skillsets, there are a lot of other career avenues the automotive sector offers.
The team helped young people familiarise themselves with these options, showed the opportunities available and connected potential candidates with their nearest automotive retailer, giving demonstrations of how to use the resources available.
A number of apprentices and colleagues from the industry, including DMC Ambassador Samantha Anscombe, Parts Advisor at Sytner, joined the DMC staff at the show.
The team shared guidance and answered questions about working in automotive, helping job seekers find the business area that best suits their skills and interests, and identifying the retailers looking for candidates in specific areas. Also, Gabriele Severini, Drive My Career’s Communications Manager joined the IMI and School of Thought on stage to discuss careers in automotive.
In addition to this, the DMC stand hosted its annual Mario Kart competition, young people were encouraged to play the game in an attempt to be the fastest time of the day. Each day had a winner receiving a £50 Amazon Voucher, which garnered a great deal of attraction over the course of the event. Industry ‘celebrities’ including The Stig from Top Gear and ‘Ben Bear’, the automotive charity’s mascot, also got involved.
Social media interactions experienced a significant increase during the event. Regular updates through Twitter and Instagram allowed DMC’s digital marketing team to connect with the public, the British Motor Show itself and various stakeholders. Instagram insights reflected a 3,821% rise in accounts reached and a 933% rise in account interactions during the week.
Participants who showed particular interest in Drive My Career, careers in automotive or were open to learning more about our industry in general, were added to DMC’s communications network to receive further updates, news, and career guidance.
Sue Robinson, Chief Executive of the National Franchised Dealers Association (NFDA) commented: “The British Motor Show presented the perfect opportunity to display all of the exciting and stimulating aspects of working in the automotive industry to young people and their families. The Drive My Career stand allowed us to directly convert this interest from the public towards career opportunities.
“We look forward to communicating further with those who showed interest and continue to raise awareness of careers automotive on behalf of our dealer members.”
Drive My Career is the employment initiative developed by the National Franchised Dealers Association (NFDA) to help dealers attract and retain candidates by raising awareness and improving the perception of the automotive industry. NFDA represents franchised car and commercial vehicle retailers in the UK.
About the RMI
The Retail Motor Industry represents the interests of operators in England, Wales, Northern Ireland and the Isle of Man providing sales and services to motorists and businesses. The RMI has a formal association with the independent Scottish Motor Trade Association which represents the retail motor industry in Scotland.