Research shows that apprenticeships are often overlooked as an early careers route because there are preconceptions that they don’t offer students the same opportunities for progression as university. EY offers more than 450 apprenticeship opportunities up to Level 7, where apprentices are fully supported by a coach, counsellor and buddy.

The firm wanted to reach a new audience via digital platforms, and partnered with a digital media agency to build a suite of TikTok influencers that would help amplify its brand among Gen Z candidates. The content was focused on company culture, profession, specific opportunities in assurance and tax, and help with the application process. EY also targeted specific study interests including business and finance.

The campaign achieved impressive numbers and views, through seven videos from five influencers. As search terms, ‘EY Apprenticeship’ and ‘EY Apprenticeships’ shot up in popularity shortly after the paid advertising campaign was set in motion. EY also made the most of other platforms such as Spotify, with targeted playlists that would reach out to both students and parents through podcast advertisements. It held a virtual apprenticeship scheme with school careers platform Unifrog, generating a high proportion of its final applications. Applications to apprenticeships doubled between 2023 and 2024.