Student recruitment campaign 2020 - attracting the brightest and best

Jun 16, 2020

Our 2020 student recruitment programme includes a strong suite of initiatives to support all entry routes across the island. The programme includes strategies across five distinct workstreams building on yearly experience, insights and market intelligence. These work streams include our client relationship engagement, brand activities, second level, third level and lead generation.

The overarching aim of the programme is to support the recruitment of the brightest and best into the profession. All of these activities use the “secure your success” tagline and tell real-world student and member stories, demonstrate the global mobility of the qualification, explain the educational quality and flexibility to position the profession for the future.

Focus on lead generation advertising campaign

During the summer months our advertising targets individuals considering the qualification while our Client Relationship team are out engaging with practice, business and the public sector to support and drive student numbers along with promoting the wider services and supports the Institute can provide.

The summer advertising campaign focuses on our members. These advocates tell their story on how they considered the qualification and how they went about qualifying. An example of one of the insights that advocates are addressing in the campaign is from Nadia Kuhteva, State Street.

Q. Can you explain the Flexible Route to someone who doesn't know what it is?

"The Flexible Route suited me perfectly because I am a mother & a wife so time is something that was scarce for me. The lectures are summarised and structured so well that from the start of the lecture to the end you’ll have covered all important learning points and then you can practise the questions at home in your own time. There is help available all hours through the day or night – between online lectures and class groups, there is always support available on any query you may have. Also, lecturers are always available to help via call or email, saving you travelling and time."

Advertising activities

This all island advertising campaign launched Monday 15 June across digital channels including google and social ads, which will run until the enrolment deadline of 30 September 2020. Radio advertising will be aired from Mid-July into August. New activities to this year's plan include a series of podcasts with Accountancy Ireland. We'll also be running a number of online virtual open days throughout the summer. All of the above activity will be supported by PR and media coverage.

Listen to our radio advertisement.

Examples of digital advertising

NEWS BODY - 2020 Student recruitment attracting the brightest and best 01-min

NEWS BODY - 2020 Student recruitment attracting the brightest and best 02-min

In addition to all of this activity we have a dedicated team dealing with inbound queries over the phone, via email and live chat as well as an outbound programme driving traffic to the institute site to encourage enrolment for September 2020.

Campaign hero video

Meet our advocates

CTA - Lucy Maher-min

Lucy Maher

CTA - Marta Saltarska-min

Marta Saltarska

CTA - Nadia Kuhteva-min

Nadia Kuhteva

CTA - Ross Langan-min

Ross Langan

CTA - Shaun McGlade-min

Shaun McGlade

CTA - Vera Sackitey-min

Vera Sackitey

Find out more about our advocates.

Chartered Accountants Ireland education & COVID-19

For several years up to the outbreak of the pandemic, the Institute has followed a ‘blended learning’ education model, being a mix of face-to-face and online teaching and lectures. This model has worked well for students, with consistently high student pass rates. The world over, the education model is shifting from face-to-face to online education delivery, as immersive, responsive and content-rich technologies emerge to provide an excellent, flexible education experiences.

With the arrival of COVID-19, all education bodies have had to review their use of in-person lectures, and Chartered Accountants Ireland has been no different. 

Since March 2020, Chartered Accountants Ireland moved quickly to deliver all remaining lectures exclusively online. But that’s not all. True to the Institute’s commitment to excellence in professional education, best practice in online education was deployed in support of our students. Additional features included webinars, podcasts, digital exam preparation, knowledge checks, virtual classrooms, ‘Ask Me Anything’ sessions, polling tools and student surveys.  

The online lectures and other supports put in place for the remainder of the 2019/20 academic year have worked extremely well, with high levels of satisfaction from students.  We also experienced very high metrics in terms of lecture attendance and participation.

Chartered Accountants Ireland will be adopting the very best education experience for its students for 2020/21 while complying with all government guidelines on social distancing and congregation. The Institute is currently finalising our plans around education delivery for Sept 2020, and we anticipate that we will be in a position to make a definitive announcement in early July 2020.

Getting involved

If you know someone considering an accountancy qualification, or if you are considering taking on a trainee we are here to support, so please spread the word and get in touch.