Drive My Career members have taken part in the third ‘Apprentice Takeover’ campaign to raise awareness of the multiple apprenticeship opportunities in the retail automotive industry during the National Apprentice Week 2021 which took place between 8 and 14 February.
Drive My Career is the employment platform launched by the National Franchised Dealers Association (NFDA) in February 2018 to make the motor retail sector more attractive to young jobseekers and connect potential candidates with their local retailers.
As part of the #DMCApprenticeTakeover campaign, Drive My Career members promoted across their social media channels inspiring apprentices’ case studies through stories, images and videos.
Franchised dealers supported the initiative, and, in particular, Marshall Motor Group, who have taken part for the third consecutive year, shared 31 pictures, videos and stories from apprentices, their mentors, Aftersales Managers as well as the group’s CEO, Daksh Gupta. The divisions that participated in the #DMCApprenticeTakeover were Marshall Audi, Volkswagen, Jaguar Land Rover, Volvo, BMW, MINI, Mercedes-Benz cars, Mercedes-Benz commercials, SEAT and SKODA.
Also a number of videos featuring current and former apprentices working for Sytner contributed to significantly raising the profile of the campaign and apprenticeships in general.
Social media posts with the hashtag #DMCApprenticeTakeover were shared across a range of platforms including Twitter, Facebook, Instagram and LinkedIn. The hashtag achieved over 180 mentions and more than 500 interactions, reaching over 650,000 people.
In addition to this, Drive My Career representatives also shared some of their own content throughout the week, showcasing how employees have benefitted from an apprenticeship scheme with the experience and life skills that have come from this. During the week, Drive My Career provided also CV and job interview tips for anyone in the audience to help on their career journeys.
Through targeted campaigns, Drive My Career is currently supporting its members who are actively recruiting, while it continues to also promote via the website success stories, career guidance and additional tips for jobseekers.
Sue Robinson, NFDA Chief Executive said, “Following such a difficult year, it was extremely positive to see franchised dealers endorsing their workforce and investing into the future generation.
“Reading the inspiring stories of apprentices and seeing their excitement to be part of our industry has been encouraging. Drive My Career will continue to raise awareness of the rewarding career opportunities available in the automotive sector.
“A huge thank you to our members for their continued, outstanding support”.
NFDA Communications Manager