MassCPAs releases new video series 

The Massachusetts Society of CPAs released a video series that aims to change the image of the profession and highlight the multiple career paths it offers.   

The series, "CareerPathways: Your path. Your journey. Your CPA career," explains how CPAs can help businesses or communities at various stages of their careers, while also refuting preconceived ideas about the industry.

"The perception students have of CPAs is much different than what they really do, and who they are," said MassCPAs president and CEO Amy Pitter in a statement. "We are actively working to debunk stereotypes and shed light on the role CPAs play as trusted advisors and in cutting-edge technologies, and to educate students on all the career paths in the profession."  

The videos were developed based on the recent Center for Audit Quality market research findings study, which uncovered what motivated students when choosing a career. MassCPAs will use targeted social media ads to reach students as young as middle schoolers and share them at networking events or in communications between educators and students. With these videos, MassCPAs follows the same trajectory as its ACE Leadership Program, which has aimed to support high school students from underrepresented backgrounds and diversify the accounting pipeline since 2017.

Liz Barentzen, CAQ vice president of talent initiatives, says the new generation of diverse leaders needs firms to understand what drives their academic and career interests, for them to join their workforce. Based on qualitative and quantitative research, the CAQ has launched the Accounting+ campaign to raise awareness about the opportunities and benefits the profession offers. The center's research showed that many students of color who might not have close contacts in the profession get career information and guidance on social media. 

"With Accounting+ we are engaging students in the digital spaces where they spend time with high-quality, relevant information on the exciting career opportunities for accountants," said Barentzen. "While our research informed Accounting+, we understand that addressing the accounting pipeline diversity challenge requires a collective effort and there is a need for greater coordination and consistency in how we message the benefits of studying accounting, so we made our research available to the public and are excited that it is being utilized to inform the work of others."