Research shows that less than half (45%) of all qualified accountants are female, while those from black and minority ethnic backgrounds make up just 13% of accountancy professionals. To address this, ICAEW (Institute of Chartered Accountants in England and Wales) partnered with Springpod to develop an online work experience programme that would reach a more diverse range of young people and build its brand awareness. Recognising that some individuals experience barriers to entering the profession, especially those from lower socio-economic backgrounds, the idea was to create an inclusive programme where students could build understanding rather than a traditional recruitment campaign.

The virtual format ensured that it was accessible to all, irrespective of geographical location or financial standing. Live webinars enabled students to have access to seasoned experts and their industry insights, while Q&A sessions allowed them to clarify any doubts they might have and receive career advice in real time. They were also able to see examples of people like themselves, reinforcing the message that the sector is open to all. Interactivity was key – a blend of written and video content alongside live virtual events and interactive quizzes meant that students were not ‘talked at’ during the programme.

The outreach was significant, with 5,600 participants enrolling in the programme. Springpod used its outreach team to spread the word in schools, colleges and specialist educational institutions, periodically delivering in-person workshop sessions. The demographic breakdown of those who participated matched the organisation’s goals to diversify the pool of young people coming into the profession. The programme has instilled a sense of confidence and ambition in those who participated and many who may not have considered a career in accountancy before are now equipped with the knowledge to explore it further.