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"The January 2005 Media Event that you and your team produced helped us bring the project to life and added significant momentum to our fundraising campaign."
R. Murray Clarke
Chief Administrative Officer
Town of Bracebridge
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Portfolio
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Web Marketing - University Accounting Student CA Firm Website Survey
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 Challenge:
CA Firms across the country are waging a war for talent as the pool of qualified employees continues to shrink. University accounting students are a hot commodity, and CA Firms need to know how they think, and how to get their attention.
Because the Internet is the number one source of information for today’s youth, and because it is the most effective method of communication, Marketing Breakthroughs developed an online survey that allowed accounting students from every major university business program in Canada to explore and rate the websites of Canadian CA Firms, from the big national firms, regional firms, to smaller local firms.
The eye-opening results would be shared with finance-industry decision-makers at MB’s CA Firm Recruiting and Retention Summit in Toronto.
Solution:
Marketing Breakthroughs, in cooperation with Envision Online Media, developed a four-page survey that was hosted online through the MB homepage. The landing page included links to the websites respondents were being asked to visit
In order to solicit results for this survey, MB sent e-mail invitations to an internally-generated list of student leaders who were current Presidents, Vice-Presidents, or Treasurers of accounting clubs associated with business schools and universities across Canada.
MB also advertised the survey heavily through social networking sites like Facebook and MySpace. In fact, it was through this channel that a majority of respondents learned about the survey, accounting for more than 70% of the total response.
Results:
MB received more than three-hundred website reviews and compiled them into an 18-page report that was presented by Steve Klein during his session “How to Turn Your Website into a Recruiting Magnet for Gen-Y.”
The specialized statistics detailing how accounting students look for jobs surprised many attendees, but it was the firm-specific results that really got them excited. Tailored specifically to their organizations, and providing an accurate measurement of the effectiveness of their online recruiting methods – both the successes and the shortcomings – the University Accounting Student Survey was one of the highlights of the Summit.
Click here to download a copy of the University Accounting Student Survey.
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