Supporting individuals throughout early careers

How ICAEW powers its students to feel confident

Suzanne Heath

ICAEW uses Careercake’s content as part of its digital offering to individuals considering a career in chartered accountancy. Here they talk about how it’s used as a bolt-on to an initiative that is aimed at helping to support individuals throughout their early careers, while contributing to wider brand awareness objectives.

Careercake’s content helps us to support our users by building up their confidence levels, understand how to evidence their abilities and ultimately, secure a job as a trainee chartered accountant and thrive in the workplace.

Suzanne Heath, Marketing Manager, ICAEW

ICAEW (The Institute of Chartered Accountants in England and Wales) is a world-leading professional accountancy body with an educational portfolio of products available to members and students around the world.

Suzanne Heath is one of their Marketing Managers who works as part of the Global Student Recruitment and Marketing team. She uses Careercake’s content as part of ICAEW’s digital offering to individuals considering a career in chartered accountancy.  

"We needed to keep the scheme relevant, innovative and up-to-date"

“There are many routes into studying to become an ICAEW Chartered Accountant”, says Suzanne, “one of which is through the graduate option. And, as part of work we do with universities and university students, we have a specific student scheme which aims to raise awareness of  ICAEW, chartered accountancy as a profession and what’s involved in a career as an ICAEW Chartered Accountant.

“One of the ways we support university students through this scheme is by offering a suite of digital benefits that help students interested in a career in accountancy to develop the employability skills that employers look for. We provide them with resources to help them understand more about the skills they need to be a successful chartered accountant as well as resources which then help them develop these job-essential skills and behaviours.

"In return, we hope that more university students choose chartered accountancy as a career and that more are successful in their job applications. It allows us to strengthen the relationship we have with universities and their students from the earliest stages of their career journey.

“We found, however, that over time, the demand to maintain, develop and expand the resources within the schemes was taking up more time, resources and financial input than we had available within the team.

“Yet, we needed to keep the scheme relevant, innovative and up-to-date, so we looked at external suppliers to see if there was content aimed specifically at engaging with our end user. In this search, we found Careercake”.  

 

The challenge

Suzanne tells us her team helps these university students to develop, communicate and evidence the skills today’s employers are asking for, with a focus on supporting learners to develop the right mindset when entering the workplace environment.

“The challenge lies in encouraging individuals to spend time and effort in developing their skills and being able to evidence these before jumping straight into watching videos about how to get through the interview process” says Suzanne.

Interestingly, like other organisations who are engaging with those users at the start of their careers, Suzanne highlights the challenge of helping to build confidence levels.

“We find they (undergraduates) tend to have low confidence levels when it comes to communicating their value. Then once they enter the work environment they are faced with a new set of hurdles - how to write appropriately, how to act in a team etc. The transition from studying and being accountable to a lecturer is very different to entering the commercial environment and answering to a new boss.

“As part of this therefore we want to help them build up their confidence levels, understand how to evidence their abilities and ultimately, secure a job as a trainee chartered accountant and thrive in the workplace”.

 

How it is delivered.

As part of this project, Careercake’s library of careers content sits alongside the digital portfolio ICAEW offers to its students. Students within the student scheme are provided with a Power Pass, enabling them to access the Careercake platform of over 100 career development and professional development videos.

After signing up and answering a profiling question, they are then provided with learning paths highlighting relevant playlists to help guide their learning. Playlists offered to students include collections of themed content such as boosting confidence levels and dealing with conflict as well as more linear paths, such as what to do when you are a new starter in a business.

Suzanne, as an admin user, is able to log in to the platform, invite her students and, using the reporting feature, monitor engagement rates enabling her to align it to internal metrics such as the volume of students signing up and which videos they are watching.

What processes does Careercake enhance?

“The reporting helps us to see which topics students are interested in and we can then tailor our future content and develop resources and support towards their key areas of interest.  We can then also vary these according to the various stages of their career planning or career development journey” says Suzanne.

What aspect of Careercake do you value the most?

Careercake’s content helps us to support our users by building up their confidence levels, understand how to evidence their abilities and ultimately, secure a job as a trainee chartered accountant and thrive in the workplace.

 

Want to learn more about how you can find new ways to engage with your customers members or people? Get in touch with Careercake today. 

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