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 multichannel 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 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 cohort 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.”
northeastautomotivealliance.com