In this episode of MOVE Like This
, host Bonnie speaks with Carrie Steffen about what she’s seeing from her new role as CEO of the Iowa Society of CPAs. After 25 years advising firms on growth and marketing, Carrie stepped into the CEO role in 2025 with responsibility for member engagement, education, and legislative advocacy. One of her earliest takeaways is that communication is far more complex than it appears. A state society represents professionals across different firm sizes, geographies, and career stages, and reaching them effectively requires clear, intentional messaging that builds trust and keeps people connected to the profession.
Carrie also links today’s talent pressures to broader economic realities and generational expectations. Professionals entering the workforce during uncertain economic periods often prioritize stability, flexibility, and a sense of community. In that environment, belonging is no longer a “nice to have.” It plays a central role in whether professionals stay in the field, develop within their firms, and see a future in the profession.
The conversation also explores the profession’s pipeline challenge and why fewer students are choosing accounting. Carrie suggests part of the problem is messaging: the profession often highlights deadlines and workload instead of the impact and opportunity that a CPA career can offer. At the same time, accounting is competing with highly visible careers in tech and finance. Firms that want to remain relevant will need to tell a more compelling story about the stability, versatility, and long-term career paths accounting provides while also listening to younger professionals whose perspectives will shape what the profession becomes next.
Key Takeaways:
- Communication Is a Strategic Advantage: The profession spans countless perspectives, including firm sizes, locations, and career stages, so clear, targeted communication is essential to engagement and trust.
- Belonging Drives Resilience and Retention: In today’s talent market, people stay where they feel connected, valued, and part of a community, especially amid economic uncertainty.
- The Pipeline Problem Is Part Messaging Problem: Overemphasizing deadlines and drudgery discourages students; the profession needs to tell a better story about impact, purpose, and opportunity.
- Accounting Must Compete With “Flashy” Career Paths: Tech and finance attract attention, but accounting can win by highlighting stability, flexibility, and the breadth of career options for CPAs.
- Future-Ready Firms Listen to Next-Gen Voices: Keeping firms relevant requires bringing younger professionals into strategy and decision-making, because the future won’t be built on “analog” leadership habits.
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