Learn what today's school leavers expect from employers and how to strengthen your apprenticeship attraction strategy with insights from High Fliers Research and Cibyl School Leaver Research UK 2026.
For many employers, attracting school leavers has become increasingly competitive. Interest in apprenticeships continues to grow, particularly degree apprenticeships, but so does competition for talented candidates.
The challenge isn't simply attracting applicants, it's helping young people understand why accountancy could be the right career for them. Many students have little exposure to professional workplaces, and misconceptions about the profession often prevent them from considering it in the first place.
Start building awareness earlier
One of the biggest challenges facing the profession is awareness. Career decisions are being made earlier than many employers realise.
According to Cibyl School Leaver Research UK 2026:
“Around one in five students report deciding their career path while still in primary school, and many begin researching options long before they receive formal careers guidance from school.”
By the time students are actively applying for apprenticeships, many have already ruled careers in or out. This makes early engagement essential. Building relationships with local schools, attending careers events and supporting education initiatives can introduce students to accountancy before they commit to another career path.
One way employers can reach the next generation of talent is through RISE. By becoming a RISE partner, you can connect with schools, support career-related learning and raise awareness of the opportunities available in accountancy.
Show what working in accountancy is really like
Research consistently shows that work experience is one of the most valuable ways for young people to explore careers. Yet many students never have the opportunity to experience a professional workplace.
A consistent theme across the research is that young people struggle to understand what working in a professional environment is actually like. They want to know what a typical day involves, what responsibilities they'll have and how their career could develop over time.
This is particularly important for accountancy. High Fliers Research found that the biggest reason graduates do not consider the profession is the perception that the work will not be interesting. Others believe it is too technical, too specialised or lacks social impact.
The best way to challenge these misconceptions is by giving students authentic insight into the profession. Employers can bring the profession to life through virtual insight sessions, office open days, skills workshops, business challenges, mentoring opportunities and short work experience placements. They can reinforce this by sharing real client stories, creating "day in the life" content with apprentices, showcasing the breadth of work across audit, tax, advisory and business services, and explaining how accountants help businesses, charities and communities make better decisions.
The more relatable and realistic your recruitment content is, the easier it becomes for students to picture themselves working in your organisation.
Don’t forget parents
Parents remain one of the biggest influences on career decisions, ahead of teachers, careers advisers and social media. Many parents are still unfamiliar with modern apprenticeships and professional qualifications, meaning they may unintentionally steer young people towards more traditional routes.
Creating information specifically for parents can help answer common questions about earning while learning, salary progression, professional qualifications, long-term career opportunities and the support apprentices receive throughout their training. Helping parents understand these benefits can make them advocates for apprenticeship careers rather than barriers to them.
Be authentic on social media
School leavers increasingly look to Instagram and TikTok to evaluate potential employers and high-production corporate marketing rarely hits the mark. Young talent values transparency, relatable voices, and an honest glimpse into workplace culture.
To build trust and cut through the noise, consider these three practical approaches:
If you would like to showcase your workspace or feature your trainees’ stories, get in touch at studentrecruitment@icaew.com to get involved.
Highlight learning and development
Learning opportunities remain one of the strongest drivers when school leavers choose an employer. Young people want to understand the training they will receive, who will support them, how they will develop and where the role could lead.
High Fliers Research also found that graduates are attracted to accountancy because of its structured training, recognised professional qualification and long-term career prospects. Employers should make these benefits highly visible throughout the recruitment process by clearly explaining:
As an ICAEW authorised training employer, you can also highlight the structured support available to ACA students throughout their training. From dedicated tuition from ICAEW-approved training providers to practical work experience, professional development support and regular reviews of progress, ACA training provides a clear framework that helps apprentices build the knowledge, skills and confidence needed to succeed. Demonstrating this support can help reassure school leavers and their parents that your apprenticeship offers more than a job; it provides a supported pathway to becoming a chartered accountant.
Remove unnecessary barriers
Many school leavers find recruitment processes intimidating. Cibyl School Leaver Research UK 2026 found that uncertainty and anxiety are major reasons candidates withdraw before completing an application.
Small improvements can make a significant difference, including:
A transparent recruitment process creates a better candidate experience and can improve completion rates.
Turn insight into action
The research is clear: school leavers are interested in apprenticeships, but many still know very little about careers in accountancy. The employers that stand out won't necessarily be those with the biggest recruitment budgets. They'll be the ones who invest in building awareness early, provide authentic insight into working life and make it easy for young people to see themselves succeeding in the profession.
Whether it's inviting students into your workplace, giving apprentices a voice on social media, creating resources for parents or simplifying your recruitment process, small changes can have a lasting impact.
Supercharge your recruitment
- Train the complete package with an ICAEW apprenticeship
- Understanding professional skills: preparing for the first six-monthly review
- Mastering recruitment: trends, tips and ICAEW Training Vacancies
- Technology Hub: Preparing ACA students for a digital world
- How to make Specialised Learning work for you and your students