Overview
The Institute of the Motor Industry (IMI) has partnered with Gen Z recruitment agency Not Going to Uni to attract UK school leavers into automotive careers ahead of National Apprenticeship Week (starts Feb. 9). The collaboration, part of the IMI’s “There’s More to Motor” campaign, drives young people to the MoreToMotor site to search apprenticeships and entry-level roles across the sector.
What the campaign does
- Leverages Not Going to Uni’s channels to guide candidates to IMI’s MoreToMotor platform and live vacancies.
- Promotes technical and non-technical paths: ICE and EV technicians, body repair, marketing, HR, and software engineering.
- Broadens perceptions of automotive work, reflecting shifts toward electrification, connectivity, and digital services.
Why it matters
- Seeks to convert National Apprenticeship Week visibility into applications during spring intake cycles.
- Positions the IMI as a connector for employers and early-career candidates, widening and diversifying the talent pipeline.
- Aligns with IMI’s wider training and workforce initiatives, including dealer surveys and work to address apprenticeship barriers.
Measures of success
- Traffic and engagement on the MoreToMotor site during and after National Apprenticeship Week.
- Volume of applications and subsequent placements across participating employers.
Notable comments
IMI’s Emma Carrigy highlighted the breadth of opportunities and the goal to welcome a new cohort of apprentices. Conor Cotton of Not Going to Uni emphasized attracting quality candidates across the industry.
Timing
The campaign is underway, with content and links already pushing prospects to MoreToMotor. National Apprenticeship Week begins on Feb. 9.
