The Power of Visual Images When Recruiting Future Accountants

Abstract

Though accounting is a high-paid profession, with above average growth, African-Americans constitute only 1% of CPAs at U.S. CPA firms (AICPA, 2017). Consequently, the impact of recruiting materials in attracting minorities to the profession is of great importance. This study examines African-American college freshman responses to accounting career recruiting materials on the professional association’s website in 2017. Results indicate that students observed a lack of racial diversity and a dissonance in the use of children as icons for the profession. They concluded that the visual images conveyed the strong message that accounting is not a career for African-Americans.