Storytelling is often touted as a means to address the accounting pipeline challenges. The National Pipeline Advisory Group (NPAG) has highlighted the need for a compelling accounting story in the Accounting Talent Strategy Report. Past INCPAS Board Chair Carrie Minnich, CPA, MAcct, has also called on members to share stories and work on changing the profession’s image.

Positioning the profession as attractive to students is important, and it takes diverse voices and experiences to help shape this narrative. What does this mean for you? That your story is likely more valuable than you think!

Today’s Students: What to Know Before You Share Your Story

Understanding some of the challenges and perceptions of today’s students is important for sharing a story that will have the most impact.

First and foremost, it’s not just about accounting — it’s about promoting the opportunities a college education can offer.

A large part of the pipeline issue isn’t fewer accounting majors, but fewer students entering college. While the pandemic has been blamed for recent dips, NPAG highlights that college enrollment was already dropping pre-pandemic, often driven by rising tuition and interest in trade fields. It’s estimated that from 2010–21, college enrollment dropped 15%. While some gain has been made since 2020, enrollment is still far from pre-pandemic levels with 900,000 fewer students enrolled in an undergraduate program.

Perhaps more staggering: Gallup reports the number of young adults ages 18–29 who rank a college education as “very important” dropped from 74% in 2013 to just 41% in 2019. In general, only about half the country now sees merit in a college education.

But costs and value aren’t the only factor for students. Parental influence is high. While a little over half of parents of children ages 11–25 indicated they prefer college for their child, 46% express interest in more options like trade programs. Parents who have a bachelor’s degree were more likely to prefer a four-year college experience, as were parents of Black and Hispanic children.

When it comes to accounting specifically, parental and other personal influences rank especially high. The CAQ reports that three out of four of today’s accounting majors personally know an accountant. Teachers and mentors can have an effect, and hands-on experience is also very high for helping students decide what career path they want to pursue.

In general, the CAQ found that today’s high school and college students are focused on three key areas for their career:

• Fulfillment: Feeling their job has an impact and purpose, having opportunities to grow and finding overall challenge and enjoyment in what they’re doing.
• Stability: Having a liveable income, stable benefits and strong job outlook.
• Culture: Flexibility, work/life balance, travel opportunities, diversity and work location.

While these factors are significant across all student demographics, Black and Hispanic students also have unique sets of motivating factors, including a strong interest in a business degree as a means for entrepreneurship and having a career that can make an impact on their communities.

Hispanic students were particularly driven by the idea of improving their community and were swayed by the idea of accounting allowing them to support small businesses. Black students were also more likely to seek diverse and welcoming workplace environments. Both groups see accounting as lacking in diversity.

Once a student does declare an accounting major, there continue to be roadblocks on the way to CPA licensure. The NPAG reports that completion of an accounting degree is still a significant challenge, with the number of completed majors dropping around 17% since 2017–18. From there, fewer are enrolling in graduate programs and even fewer apply to sit for the CPA Exam. The percentage of accounting majors who go on to take the Exam has now dropped below 50%.

Understanding these trends and current student and parental mindsets is an important building block of shaping your story in a way that’s effective.

Crafting Your Accounting Story

The idea of talking about yourself can make many uncomfortable. You might also be questioning if you even have a story to tell or why anyone would find what you have to say interesting.

The truth? Everyone has a story. It’s how you put it together, not what’s in it, that can make a difference.

First, consider the impact of college on your life. As the data showcases, it’s no longer just about inspiring students to become accountants, but also about being the first to make it to college. Share not only where you went to college, but also why you went. Consider the experiences and lessons you learned that are often unique to a college experience, including critical soft skill development like communication, conflict resolution, leadership development and more. Overall, what difference has a college education made in your life?

Also important: Consider challenges. Younger generations are concerned about debt. How did you navigate the cost of college? Were there any other challenges you experienced, like being a first-generation student or needing to have a job during the school year to help cover costs?

Second, think back to how you discovered accounting. For a lot of INCPAS young professionals we’ve talked with, parents were a big influence on selecting accounting as their major. If that was the case for you, remember that “my dad told me to do it” might not be the most inspiring story. Even though your parents or another person in your life may have been involved, there was still something you enjoyed that made you stick with it.

Some questions to consider:

• How did you first learn about accounting?
• What was your favorite accounting class? Why?
• Was there a professor or a high school teacher who impacted your interest in accounting?
• What drove your decision to major in accounting?
• What was your first job? Has your role changed in any way?

Next, consider the three key career factors of fulfillment, stability and culture. These factors are top of mind for students—assess your experience with each. Consider the following questions:

• Fulfillment
• What does a day in your life look like?
• How does your job fulfill you?
• What excites you about it?
• How do you continue to grow as a professional?
• What opportunities have you had to continue your education, including conferences, internal and external professional development, formal education like pursuing a master’s degree, etc.?
• What experiences have been the most rewarding for you?
• Is there a particular instance you can share that showcases how you helped make a difference for a client or a community?
• Stability
• Was it easy for you to find an accounting job?
• What opportunities does your firm or organization offer?
• Are there regular job openings?
• What do you see as the benefits of pursuing accounting when it comes to stability?
• Culture
• What type of environment do you work in?
• Do you travel for work?
• Does your firm or organization offer flexible options like hybrid work models?
• What types of opportunities does your firm or organization offer that contribute to the overall culture, like team building, volunteer opportunities, celebrations and recognitions, etc.
• Why would you tell someone they should work at your particularly firm or organization?

You don’t have to cover everything in your story. One of the key characteristics of the profession is that it offers diverse experiences, from working at a Big Four firm to a small-town nonprofit. Consider what stands out the most to you in your career. Maybe the stability factor is the most relevant for you, or maybe you’re more passionate about the culture of your workplace. Highlight whatever makes you the most passionate about your career. Enthusiasm is the secret to telling an engaging story and can be infectious.

Finally, consider many of the common myths about and perceptions of the profession. You’ve likely heard them all: accounting is boring and so are accountants, you have to be a math genius, you’re chained to your desk 365 days of the year and you only do taxes. What myths, if any, did you used to believe? How has your perception of the profession changed? Is there any myth you feel particularly passionate about dispelling?

If your particular career path doesn’t include working in tax or bookkeeping, now is your time to shine! Highlighting the diverse paths in accounting is one of the most critical for helping to open young minds to its possibilities.

When engaging with students who might be more in tune with the profession — including its reputation as being high stress with long hours — be prepared to answer questions. One of the best ways to address these concerns is to remind them that every good job has busy periods and stressors. It’s not unique to accounting, and learning how to navigate and manage stress is an important skill for every professional to learn.

Sharing Your Accounting Story

Sharing your story can come in many forms, both formal and informal. Here are just a few ways to inspire the future of the profession and help change the overall perception of what it means to be a CPA.

Speak in schools. From elementary school career days to participating in high school programs like INCPAS CPA Week to presenting to college classes, there are plenty of opportunities to talk about your career journey in the classroom. Think a younger audience wouldn’t benefit from hearing from you? The NPAG highlights the ideal time to connect with students and plant the seed of accounting as a career option is middle school. Even elementary school students can gain from hearing about accounting as an exciting way to be involved in business and the community.

Give time to interns. Interns are eager to connect and build relationships. Invite your organization’s interns for coffee or lunch to answer their questions and share more about your story.

Post on LinkedIn and other social platforms. Part of dispelling the myths of accounting starts with those in your existing circle. Share parts of your daily life and experiences, celebrate successes and help showcase why being a CPA is rewarding.

Connect with old professors and accounting educators. Still have connections to your alma mater’s accounting program? Reach out! Offer yourself as a resource to help students understand more about what accounting looks like beyond the classroom.

Introduce yourself to a school in your community. Do you have kids in school or are you interested in investing more in your local community? Here’s how one CPA took the initiative to introduce himself and make an impact.

Look for opportunities to be a guest on a podcast or contribute to a blog. From career-related podcasts to industry sites to opportunities to write for INCPAS, there are endless opportunities to share your story on a larger scale.

Need more inspiration and resources?

• Consider signing the NPAG’s Pipeline Pledge, which encourages accounting professionals to participate in at least two activities that can help impact the pipeline.
• The CAQ’s Accounting+ website is another way to explore messaging that speaks to today’s students.
• Connect with INCPAS Vice President – Pipeline & Outreach Ali Tonini, CAE, to learn more about ways you can get involved through the Society.