Access Accountancy
Driving social mobility for
school and college leavers
The challenge
Access Accountancy is a collaboration between some of the UK’s largest accountancy firms, including EY, PwC and Deloitte.
As a group they observed a distinct lack of diversity in the sector. They also discovered school and college leavers were mystified and unattracted by the profession.
Their team came to us with three clear goals which have evolved throughout our 3 year partnership:
Dispel myths and encourage school leavers into a career in accountancy
Simply and creatively explain the different paths into accountancy
Increase the diversity of those engaged, with a specific focus on social mobility
87%
Met social mobility criteria
69%
Female participation
Our campaign
Our team took a bold approach and launched ‘The Secret Career’. We decided NOT to reveal the company or sector behind the challenge.
The Secret Career involved a short, informal quiz, with all questions secretly relating to accountancy.
‘Accountancy’ was not revealed as the hidden career until after students had completed the challenge. The idea was to challenge their expectations and perceptions through a sleight of hand.
We reached the audience on a nationwide scale via digital media, national fairs and in-classroom events.
There was a specific focus on educating young people from low-socioeconomic backgrounds. To encourage them not to rule themselves out of a rewarding career.
Participants were in with a chance of winning work experience with the partnered employers or laptops to increase their digital access.
Get in touch about this campaignThe results
Our multi-channel approach has reached and promoted accountancy to 1 million year 12 + 13 school and college students.
1 million +
Interactions with school and college leavers
87%
of participants met social mobility criteria
69%
of participants were female Women are underrepresented in accountancy so engaging with SO many female students really supported our push for increasing diversity.
Student
feedback
“I am very happy to have been shortlisted and selected as one of the lucky winners of the Secret Career challenge. I intend on getting a laptop to further my studies as I have always been using my phone to study.
“Thank you to Access Accountancy and RateMyApprenticeship for this wonderful gesture."
