TACTICS TO ATTRACT GEN Z AND GEN ALPHA TO ACCOUNTING By KATHLEEN HOFFELDER
NJCPA SENIOR CONTENT EDITOR
With declining accounting program enrollments and a fall-off in the number of new CPAs, accounting professionals and academia are realizing the need to attack the CPA pipeline problem head on. That means, like warriors, they need strategies and plans. Here are some tactics to reach the latest generation in the workforce — Gen Z, born between 1996 and 2010 — and the next, Gen Alpha, born between 2010 and 2024.
START EARLY Introducing the accounting profession as a positive career choice at an early age can help. While, historically, high school or college professors informing students about the accounting field have made significant breakthroughs, some are realizing extra efforts need to be made to reach and connect with these new generations. Albert J. Campo, CPA, MBA, president of AJC Accounting & Consulting Services, LLC, supports early education on becoming a CPA. “Like the NJCPA, all state societies should be engaging students starting at the high school level, educating them about what the accounting profession is and the multitude of options available to them with an accounting degree,” he said. The NJCPA’s Career Awareness program at the high school level has helped many students not only go into the accounting field but apply for NJCPA scholarships as well. An introduction to the accounting profession at an even earlier stage, such as middle school or elementary school, could also be what’s needed to pique the interest of these generations. CPAs who are parents of students in these schools could take the initiative on career days and enlighten
students about the field of accounting. Learning about a CPA, alongside a fireman or policeman in elementary school, for example, could also help. Teaching resources, such as Applied Educational Systems’ Middle School Career Readiness projects (aeseducation.com/blog/careerexploration-projects-middle-school), can lessen the burden on teachers to describe what accounting is all about and help explain a typical day in the life of an accountant. Getting the attention of Gen Z at a networking event is also unmatched for both students and the accounting firm or organization looking to hire. Prior to the pandemic, networking was shown to be one of the most successful ways to land a job or make a connection for a future move. Dr. Barry R. Palatnik, Ed.D, MBA, CPA, associate professor of accounting at Stockton University, knows firsthand about the importance of networking. Stockton teamed up with the NJCPA Atlantic/Cape May Chapter in February to host a Zoom call and one-on-one Zoom breakout sessions with students and accounting professionals. The students had such a great time that they asked for more events like this.
COMMENTATORS (in order of appearance)
ALBERT J. CAMPO, CPA, MBA
DR. BARRY R. PALATNIK, Ed.D., MBA, CPA
President AJC Accounting & Consulting Services
Associate Professor of Accounting Stockton University
JERRY MAGINNIS, CPA Executive in Residence Rowan University and author
JESSICA E. McCLAIN, CPA, CISA, PMP, CITP, CGFM CFO Girl Scouts of Nation’s Capital
KRISTINA KOSTOVSKI, CPA Senior Accountant Traphagen CPAs & Wealth Advisors
NEW JERSEY CPA | SUMMER 2022
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