Access Accountancy’s innovative recruitment marketing campaign scoops top award
Campaign focused on improving access to the accountancy profession wins top prize at RateMyApprenticeship awards
London, 15 July 2021: Access Accountancy has been recognised for a 2020-21 recruitment marketing campaign at the RateMyApprenticeship awards.
‘A Career For Everyone’ focused on improving access to the accountancy profession and was aimed at year 12 students nationwide.
The campaign featured a series of brainteasers, framed as situations that young people could relate to. It resulted in 67% of those who took part saying they would now consider a career in accountancy.
As part of the campaign, students were provided by their schools and RateMyApprenticeship with educational content and video case studies, and the option to gain monthly work experience prizes. Incentives included winning a new laptop or vouchers.
Farrah Beveridge, Senior Early Careers Lead at RSM, who heads the Access Accountancy team responsible for the recruitment marketing campaign, said: “I am delighted our campaign was recognised in the RateMyApprenticeship Awards for breaking down barriers and demystifying the accountancy profession. We were really pleased with the campaign’s progress in engaging and attracting apprentices who might previously have not considered accountancy. Access Accountancy is a fantastic example of how collaboration between employers across the industry can achieve a greater impact than acting independently.”
Now in their seventh year, the RateMyApprenticeship Awards champion apprentices, schools, employers, and training providers for their efforts in the apprenticeship market.
Access Accountancy is a collaboration of more than 25 professional services firms dedicated to improving access to the accountancy profession in the UK. The programme was established in 2014 with the ambition to promote diversity across all levels of the sector in the face of overwhelming evidence showing that applicants from lower socio-economic backgrounds were less likely to be hired. It achieved its initial target of delivering 3,950 work experience placements in 2019, the last year data is currently available for.
"our campaign was recognised for breaking down barriers and demystifying the accountancy profession."