Impacting the Pipeline from Different Perspectives: CAQ Market Research Findings Amongst High School and College Students
This session will center on understanding high school and college students’ motivations and priorities in choosing career paths and can inform colleges, universities, and the accounting profession on how to best build awareness about and effectively message the benefits of selecting accounting as a major. Liz Barentzen, CAQ’s VP, Operations and Talent Initiatives, will discuss the results of the CAQ’s recent market research findings aimed at better understanding the student mindset, motivations and priorities when making decisions about their careers. The CAQ is utilizing this research- which includes qualitative focus group data and quantitative survey data of almost 4,000 high school, community, and four-year college students- in developing a targeted brand awareness campaign to reach underrepresented high school and college students, with the intent to increase the pipeline overall. In addition, this session will focus as to how academia and the profession might also use these findings in reaching and engaging with students about the potential of a career in accounting, with the overreaching goal in making this profession a more inclusive one.
Learning Objective(s):
To learn about the results of a CAQ study on the accounting student pipeline.
CPE Information:
Accounting - 1.2 CH
Program Level:
Basic
Prerequisites:
None
Advance Preparation:
None
Delivery Method:
Group Internet Based
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Moderator: Karen Osterheld , AAA
Presenter:
Liz Barentzen, CAQ