ACCA stands for the Association of Chartered Certified Accountants, a leading international accountancy body. It is a global professional association issuing highly respected and valued international accounting qualifications and is recognised by member states of the European Union and the United Nation.
The ACCA qualification proves to employers that an individual has ability in all aspects of business. It is the largest and fastest growing qualification in the world, with over 500,000 members and students in 170 countries.
The Need For A Solution
ACCA, whilst still the leading association in the sector, was facing increased competition from similar associations and wanted to maintain its positioning as the primary ‘go to’ institution. They felt that the most time and cost-efficient way to do this was through digital innovation in terms of expanding their global reach.
Ivent were given the objective to increase membership through a series of virtual events based around both graduate recruitment and careers fairs across a series of different ACCA global regions, including the UK.
The first virtual event was based around graduate recruitment inviting members and non-members to attend.
Employers seeking top of the range accountancy graduates were invited to have a virtual booth at the event with the ability to post graduate positions that could be applied for during the event. Live presentations including optimum CV development, and advice to graduates on how to apply for roles were also included as well as scheduled breakout sessions and many informal networking chats. Engagement was very high with a high number of formal and informal conversations online.
This event also included:
- An ACCA hall with a variety of different booths to be manned by their staff to answer questions about the association
- A recruiters’ hall for specialist recruiters into the accountancy profession offering advice and roles
- An employer’s hall for organisations wishing to recruit into accountancy graduate positions.
There were 34 recruiters and employers with booths in the event including Capita, Boots, Talk Talk, Ford, Dyson and RBS.
Success was based on achieving 250 attendees to the live virtual event. There was a final attendance to the live event of 1250 graduates with a further 350 visiting during the on-demand phase.
Over 600 applications for graduate positions were made in the event from delegates.
As a result of the success of this first event a virtual careers fairs model was developed with ACCA and online careers events were then delivered in Ghana, the UK, Singapore, Kenya, Ireland and Nigeria.