It is extremely positive to see the success that Drive My Career has had over the past two years with millions of young people reading about a career in the automotive sector, said Sue Robinson, Director of the National Franchised Dealers Association.
It developed Drive My Career in February 2018 and is an industry-first employment initiative which was launched to address franchised retailers’ concerns that not many young people generally consider the automotive retail sector as an option for their professional careers.
The initiative uses highly-targeted digital marketing campaigns to connect an audience of 16 to 24 years old potential candidates with dealers in their local area.
These campaigns make young people aware of the variety of roles available in the industry and the rewarding sides of a career in automotive. Through many channels, these challenge the misconceptions of the automotive sector and promote diversity, inclusivity and transparency.
In 2019, Drive My Career reached 2,5 million young people through social media. Its main channels of communications included Instagram, Facebook, YouTube and Twitter.
During the first month of Drive My Career, the website redirected to dealers’ portals as many people as it now does in a day. The traffic to the website has grown from a few hundred users a month to more than 10,000.
People visit the Drive My Career website not only to find the dealerships based in their areas but also to learn more about careers in the automotive retail sector.