Making an Impact — New Efforts to Promote Industry Careers

You’ve heard lots of talk in the news about the “brain-drain” phenomenon. Well, our industry is also experiencing a “brain-drain” in that most young people considering their career options are bombarded with information about computer industry occupations while the opportunities in the automotive repair and service industry are for the most part ignored.

Often if they do receive any information it is inaccurate and does not show the high-tech nature of today’s workplace. As a result, very few pursue automotive careers.

It’s no secret that more young people with the right skills and attitudes are needed in the industry. But, how do we compete with all the other trades and industries who also need people??

Well, the first step is to promote the occupations in our industry to as many young people as possible. CARS is now embarking on a new project, in partnership with Human Resources Development Canada, to develop automotive repair and service industry career materials as well as a promotional campaign to alert more people to the realities of today’s industry occupations.

These materials will include a web site and CD-ROM that students can use to explore the options available and the educational requirements.

There will also be information directed to teachers on how they can help students make the connection between what they are learning in their school subjects and how this can be applied to an industry occupation.

The key is to bring the information into the classroom so a large number of students are exposed to an accurate representation of the industry. Once developed, materials will be delivered to schools all across Canada.

CARS will also develop a marketing campaign to promote industry careers and show today’s workplace and the skills you need to succeed. Many people have an old and inaccurate perception about automotive careers and this campaign will endeavor to educate young people, as well as the general public, about the fast-paced, high-tech nature of today’s industry.

Without question it is a big job to change people’s existing perceptions about the industry and the careers it offers. However, by offering information to young people in an exciting format, some may find an occupation in our industry more appealing and worth pursuing.

This project combined with other industry efforts to promote careers and improve the image will, over the long-term, make an impact!