NPAG Accounting Talent Strategy Report: Recommendation #6 – Tell a More Compelling Story
The National Pipeline Advisory Group (NPAG) has released its Accounting Talent Strategy Report, sharing the results of months of research and feedback on how to improve the accounting talent pipeline. This series of six articles presents a brief overview of the recommendations outlined in the report.
Throughout NPAG’s research, stakeholders strongly agreed on the need to communicate a more compelling story about accounting. They also agreed that the messaging cannot overlook the challenges of a career in the profession or distort the reality of the day-to-day work. In its report, NPAG reviews several recommendations of ways all stakeholders in the profession can contribute to telling a more compelling story.
Student Outreach Programs
NPAG acknowledges that student outreach and awareness programs have been in effect for some time and recommends that they continue to be utilized. The report highlights the Center for Audit Quality’s (CAQ) Accounting+ as an example of a current successful student outreach initiative. NPAG also recommends that those already working in the profession continue to authentically share their experiences, especially on social media. Volunteer programs by employers, schools and professional organizations, such as the state CPA societies’ and the AICPA’s Accounting Opportunities Experience (AOE), should also continue to be promoted.
The Pipeline Pledge
NPAG created the Pipeline Pledge to help the accounting profession transform and build the pipeline of talent. The pledge is an individual commitment to take ideas from the National Pipeline Strategic Plan and advance them in one’s organization and community. NPAG encourages all stakeholders in the profession to take the pledge at http://www.accountingpipeline.org.
The pledge is deliberately broad and includes multiple tactics and resources. NPAG intends for this broad approach to address several issues and misperceptions, including but not limited to:
- Efforts to address the image of accounting
- The accountant's value to society
- The perception that accountants mainly perform tasks like creating financial statements
NPAG believes the short-term success of the Pipeline Pledge will be determined by tracking the number of participants, activities and students reached. In its report, NPAG recommends the profession take steps to create a national promotional campaign for 2025 to help volunteers unite around goals, events and messages and to help build awareness among a wider audience.
Understand Disconnects
The next recommendation NPAG outlines is for the profession to understand and address the disconnects between the perception of an accounting career and the reality. Disconnects may stem from outdated messages about the profession that do not resonate with the newer generations. NPAG also points out the importance of the timing of student outreach, noting that research shows middle school is the best time to start exposing students to possible careers. However, NPAG’s student survey showed that 43% of students first heard about the CPA profession during their time in a four-year college or university, and just 13% of students first heard about the profession before high school. In addition to messaging and timing, the profession should also focus on finding inclusive ways to communicate to students about careers in accounting.
Enhance K-12 Programs and Funding
NPAG also recommends enhancing K-12 programs and funding around accounting, including gamification. Existing initiatives, such as CAQ’s Accounting+, should be expanded upon and used as a foundation for new initiatives. To continue the development of programs for K-12 students, professional organizations and employers must also commit to working to secure funding for K-12 outreach.
More Information
For more details on this topic, or to read the full Accounting Talent Strategy Report, visit https://www.accountingpipeline.org.