ICAS has recently undertaken a comprehensive study of perceptions
of members in England and Wales.
The membership in England and Wales has grown rapidly over the
past decade as ICAS has trained more and more students in London.
In 2000, we had around 3,000 members in England and Wales and in
2011, we have 6313 members in England and Wales. This is 33% of the total
membership. We forecast that in the next
five years, this will become at least 37% of the total membership and by 2021
will be over 40% of the total membership.
In light of this changing demographic a Steering Group was
established to oversee a review of ICAS member engagement in England and Wales,
with a particular focus on London and the South East. The Steering Group was
chaired by Jock Lennox and was made up of council members Anna Coutts-Donald,
Jim Pettigrew, Rob Waddelow; England and Wales Area Chair, Norman Renfrew;
Executive Director, Member Engagement, Atholl Duncan and Assistant Director,
Member Engagement, Sonia Larsen,
Assistant Director in the London office.
IPSOS Mori was engaged to help with member research. Twelve “in depth” face to face and telephone
interviews were carried out with a cross section of members. Around 60 members were consulted in discussion
groups, including members in business, members in practice, newly qualifieds, students
and young members at Ernst and Young.
An online survey was targeted at all members in England and Wales and
responses were received from more than 900 members (around 12%). The responses were consistent for all three
pieces of research.
The views were broad ranging, but general sentiment towards ICAS
is very positive, with three-quarters ‘favourable’ overall and only 6%
‘unfavourable’. However, levels of actual engagement are limited. This limited level of engagement can be seen
in the fact that around four-fifths describe their relationship with ICAS as
‘distant’.
ICAS is rated well for the ‘CA qualification’, for being a ‘world
class institute’ and ‘maintaining industry standards’. Members’ feedback about what they see as the
benefits of membership re-enforce this consistent view. It is the CA
qualification and employers’ reactions when applying for jobs which are top of
members’ minds.
The CA Magazine, which is the main point of contact for most
members, is seen as ‘too parochial’ and ‘not reflecting the diversity of ICAS’s
membership’.
About two-fifths of members expressed an interest in being either
an ICAS mentor or mentee. Those based in London and who are working in business
show particular interest.
Over three-quarters of members say they would be interested in
accessing the online learning resource. Students and those who have just
qualified are particularly interested, as are those in larger organisations
(1,000+ employees).
Perhaps the research could be best summed up in the words of a
young E and Y CA based in London who when asked what she wanted from ICAS said,
“I would just like to feel like I belong. At the moment I don’t feel that at all.”
A series of recommendations, addressing some of these issues and a
diverse range of others has been submitted to Council and received its full
endorsement. A programme of activity surrounding
the themes of knowledge and networks will be introduced in 2012.