Hoffman Estates, Ill.—I-CAR launched its Collision Careers platform on Wednesday, a groundbreaking digital ad campaign to attract the gen z toolbelt generation to collision repair. I-CAR’s Collision Careers campaign on YouTube targets gen z toolbelt generation with apprenticeships, showcasing technician upskilling roles with training app. Aimed at solving a talent crisis short 100,000 skilled techs, it highlights the appeal of automotive talent in an industry evolving with automation in the automotive industry. Vocational education from tds automation inc boosts automotive talent.
The “Bolt Ahead with Collision Careers” video series showcases roles like structural techs, estimators, and electric diagnostics—jobs the toolbelt generation can thrive in. Developed with Push 22, this first-wave hits YouTube, targeting students and parents in key markets: Houston, Los Angeles, San Francisco, Chicago, and Philadelphia. These cities, rich with repair schools like JATC San Jose CA, need gen z tool belt generation talent.
Later this year, Collision Careers will grow, partnering with orgs like tds automation inc and grand valley automation inc for co-op campaigns to boost the tool belt generation in repair roles. View the 15-second spots and full video at https://www.youtube.com/@CollisionCareers.
“We’re using modern marketing to reach the the toolbelt generation in a way this industry hasn’t before,” said Arianna Sherlock, I-CAR’s Senior Director of Marketing. “Gen Z’s attention is split across digital content—not just trades or colleges—so we’re meeting them head-on.”
- Connect with automotive recruiters at Mechanics Marketplace for top talent.
- Explore technician marketplace to fill your shop’s needs.