In this episode of Move Like This, Bonnie speaks with Dan Hood, editor-in-chief of Accounting Today, about the sweeping changes reshaping the profession. From accelerating technology and the rise of advisory services to demographic shifts, ESG, and evolving expectations of work, Dan emphasizes that it’s not any one factor but the collision of all of them that defines today’s accounting landscape. These changes demand new skills, career paths, and approaches to managing multigenerational teams, all while the profession grapples with how to stay attractive to future talent.
A central theme of the conversation is culture as a true differentiator. Dan stresses that thriving firms don’t rely on surface perks but intentionally build cultures rooted in clear values, consistent reinforcement, and practices that employees feel in tangible ways. This includes thoughtful benefits and flexibility, but also visible sponsorship, career investment, and rituals that communicate “this matters here.” From meeting design to milestone celebrations, culture must permeate every process if firms want to stand out in the talent market.
The discussion also dives into the realities of inclusion and belonging. Dan debunks common misconceptions about DEI, clarifying that it’s not about quotas but about awareness and retention: showing underrepresented students that accounting is a viable career and ensuring once they arrive, they are supported and want to stay. Representation matters both for the pipeline and for credibility with Gen Z, who closely watch whether firms live their stated values. His advice for leaders over the next five years: be intentional, embed culture into daily operations, expand recruiting efforts beyond traditional feeder schools, and tell a better story about the breadth of accounting careers.
Key Takeaways:
- Embrace Change as the Constant: Technology, demographics, and shifting career expectations are converging. Firms that adapt quickly will be best positioned for growth.
- Plan for Advisory as the Core: Compliance will remain essential, but the profession’s future lies in building relationships and delivering advisory services first.
- Build Culture with Intention: Strong cultures don’t happen by accident; they’re created through clear values, constant communication, and everyday practices that reinforce them.
- Redefine DEI as Access and Belonging: It’s not about quotas; it’s about expanding the pipeline by raising awareness and then ensuring people feel supported once they join.
- Expand Recruiting Beyond the Usual: Firms that only visit the same handful of schools or networks miss entire pools of qualified candidates. Outreach must be broader and more creative.
- Retention Requires Representation: Especially for Gen Z, seeing leaders who reflect their own identities and values is non-negotiable for long-term commitment to a firm.
- Recognize the Generational Squeeze: Boomers delaying retirement and younger professionals seeking faster paths will reshape firm structures, prompting both challenges and opportunities for new firm formation.
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