The British Industrial Truck Association (BITA) has launched a new campaign to attract students to the materials handling industry.

The initiative is part of an ongoing program designed to raise awareness of career opportunities available to school leavers, and to improve links between employers and students.

BITA president Brian Tyrer said industry feedback suggested a shortfall of new recruits in engineering, sales and service. A brochure, to be distributed at schools, colleges and careers centres, would detail job roles, entrance requirements and companies running recruitment programs.

"Our main aim is to encourage young people to consider the materials handling industry when making career choices," Mr Tyrer said. "The brochure is one way in which we hope to raise the profile of the industry and get the message across to young people about the many and varied careers on offer."

BITA is also introducing a student connection service which ensures students' CVs are seen by more than 50 of the UK's leading manufacturing and distribution companies. Participating students receive careers information, notification of job vacancies and advice on how to get into the industry.