CPA Australia campaigns for accountants who think and create

Accountants who combine logical and lateral thinking are the cornerstone of a new drive by CPA Australia to demonstrate the value that its members bring to business.

'What we're saying is that a CPA adds more than numbers to your business,' CPA Australia president Alex Malley told INTHEBLACK. 'They have two sides. One is logical and analytical and the other is innovative and visionary. Businesses need both. It is this unique combination that drives business success.'

He said business was all about the pursuit of success and finding staff that could bring the competitive edge. CPA Australia members had a vital role to play in modern business practice, he says.

'If CPAs weren't able to think about what the numbers tell them and create opportunities for growth, a lot of businesses wouldn't be enjoying the success they are now.'

Malley said he hoped the Australia-wide campaign would increase general awareness of what accountants do. It also reflects how CPA Australia members view themselves.

'Our research shows that our members know accounting is the language of business and they are more than just number crunchers,' he says. 'They want to be technical experts but they also want to play a part in the development of strategy to influence business outcomes.

'Their key motivations are to have an advantage in their career, to have flexibility in their career choices and to make a difference and add value to business. They have a passion for success.'

To combat perceptions that accountants are boring, and to attract more people into the profession, CPA Australia has previously run advertising campaigns that have reflected the diversity of its membership, inspirational role models and the opportunities and excitement that accounting offers as a career.

Malley says the new campaign demonstrates the employability of CPA Australia members and the skills and qualities they bring to businesses in 100 countries around the world. 'If you're an accountant, the world's your oyster,' he says. 'For a start, there's a shortage of qualified accountants.

'Secondly, everything these days is fast-paced, and having the latest knowledge is a must. But getting that knowledge is a challenge in itself. Employers don't have the time or resources to train up staff. They need someone who can think and do.

'In short, they need a technician, a manager, a strategist, tactician and a leader. A CPA.'

Reference: October 2008, volume 78:09, p. 13