The North East Automotive Alliance (NEAA) is working with a trio of marketing, communications and digital agencies to deliver a pilot campaign to assist long-term, unemployed residents in South Tyneside, secure entry-level roles and raise the sector attractiveness of the advanced manufacturing industry.
Horizon Works is to develop a branding, messaging and a comprehensive digital toolkit. Bradley O’Mahoney will deliver a communications and stakeholder engagement campaign, with ROAR Digital Marketing delivering a strategic multi-channel online campaign to generate online awareness and engagement. All three companies are members of the NEAA.
The toolkit will extend beyond this pilot, being used in schools, colleges and community outreach to raise the attractiveness of the automotive sector and promote career pathways in advanced manufacturing.
The project, funded by the UK Shared Prosperity Fund (UK SPF), has an initial aim of getting 50 unemployed or NEET (Not in Education, Employment or Training) South Tyneside locals into entry-level automotive jobs to address significant worker shortages. It will also support a further 100 to access a vocational skills pathway leading to employment in advanced manufacturing. The innovative approach seeks to be self-sustaining and support best-practice pathways in other sectors, including construction and health.
It will create opportunities for a diverse range of local residents, including women and those with Special Educational Needs (SEN). Participants will receive practical resources, confidence-building support and clear pathways into employment. The initiative focuses on overcoming barriers such as low self-esteem and a lack of work experience, empowering individuals to see their potential and take the next step into the workforce, as well as showcasing career pathways and success.
Unemployment and economic inactivity are acute issues in South Tyneside, disproportionately impacting residents and constraining the local economy. The unemployment rate is the highest in the North East, with some wards experiencing rates twice the regional average.
Over 20% of local households are workless and around 14% of 17-year-olds in South Tyneside are NEET. A quarter of the working-age population is economically inactive, with 40% attributed to long-term health conditions, the highest level of core or work-limiting disability in the North East (34%) and the lowest proportion of disabled people in employment (39%) – increasingly impacting the future workforce.
Paul Butler, CEO of the North East Automotive Alliance, said: “We believe this is the start of a much wider initiative aimed at raising sector attractiveness and the variety of roles available in the sector.
“The pilot is a vital step towards filling the many unfilled roles in the region’s automotive sector. At the same time, it provides long-term unemployed residents with the support they need to gain meaningful employment. By focusing on inclusivity, confidence-building and support, the programme offers a unique opportunity to succeed in a sector that needs workers and can offer a life-long career.”
Sarah O’Mahoney, director of Bradley O’Mahoney, said: “Being a South Tyneside-based business we are very pleased to play our role in the generation of new jobs and, in particular, to be involved in a campaign that can potentially be life-changing for a large number of people living in our borough. This programme offers a great opportunity to address the skills gap by empowering people who may have felt excluded. Our role is to build confidence and demonstrate that the automotive sector is open to everyone and all are welcome.”
Samantha Vassallo, managing director, Horizon Works, said: “Horizon Works has a long-standing relationship with the NEAA and we’re thrilled to be supporting the organisation, and to be working alongside Bradley O’Mahoney and Roar Digital Marketing, to deliver such an important project.
“As someone who hails from South Shields, it’s especially pleasing to be part of this initiative. Horizon Works was launched in South Tyneside and is focused on the manufacturing and engineering sectors, so we’re proud to be involved in a campaign which will help people in the area enter rewarding careers and connect with world class manufacturing businesses in North East England.”
Michael Knowles, managing director of ROAR Digital Marketing, said:” “As a North East business owner, I’m incredibly proud that we can play a part in creating jobs in the region. This innovative new programme gives those previously struggling to find work, or who have felt excluded, a real opportunity to build a career in the sector . Our role in the programme is to ensure the right people see what’s available and to encourage them to take the first step into the automotive sector. We’ll also reinforce the message our partners have created – that the sector is truly open to everyone.”
Careers Clinics and Careers Fairs
North East Automotive Alliance Advanced Manufacturing Careers Clinic
Tuesday 11th March
9.30am to 4.30pm
South Shields Jobcentre, NE33 1TA
North East Automotive Alliance Advanced Manufacturing Careers Clinic
Tuesday 18th March
9.30am to 4.30pm
Employment and Skills Hub, NE33 1RF
North East Automotive Alliance Advanced Manufacturing Careers Fair
Tuesday 25th March
10.00am to 2.00pm
South Shields Town Hall, NE3 2RL