22 October 2024 — Stories
A success story by the Norwegian Institute of Public Accountants
Accountancy Europe is committed to enhancing the attractiveness of the accountancy profession. To support this effort, we are actively promoting the topic through online campaigns, events and blog articles. Check now our work on attractiveness.
One example of success in this area is the recent work done by the Norwegian Institute of Public Accountants (NIPA) to improve the image of auditors and attract new talent.
The audit profession in Norway is facing a pressing challenge: the country needs 5,000 new auditors to meet growing demand, yet outdated perceptions and misconceptions about the profession are hindering recruitment efforts. Many people still view auditing as a monotonous, number-focused job, disconnected from societal impact. To tackle this, NIPA launched a bold campaign to transform how the public perceives auditors and to make the profession more attractive to new talent.
In collaboration with major audit firms, NIPA carried out extensive research to understand the reputation of the auditing profession. It became clear that to address this image problem, we needed to reach a wide audience and increase public awareness of auditors’ vital role in society. Additionally, it was important to inspire auditors themselves to take pride in their work and speak positively about their profession.
The solution came in the form of a unique campaign, focusing on one of the most recognisable symbols of trust in the profession: the auditor’s signature. The “Signature of Trust” campaign highlighted the crucial role auditors play by placing their signatures alongside other iconic signatures, illustrating that an auditor’s endorsement is invaluable. This initiative sparked a sense of pride within the profession, prompting auditors to share personal stories about their work and its importance on social media.
We built on this momentum by retelling the best of these stories through short films, further enhancing public understanding of the value of auditing. These stories highlighted the day-to-day realities of the profession, dispelling myths of boredom and monotony, and demonstrating the diverse and meaningful tasks auditors handle.
The campaign came at a critical time. Norwegian media was filled with stories of political scandals, with public trust in leadership at an all-time low. NIPA seized the opportunity to position auditors as champions of trust. Through opinion pieces and articles, we highlighted the importance of trust in society, reinforcing the role auditors play in maintaining transparency and accountability.
The head of NIPA also took an active role in investigating a high-profile public scandal, further boosting the visibility of auditors and their essential contribution to upholding trust. Additionally, we showcased young, dynamic auditors as role models in various content pieces, where they spoke about their work and the significance of auditing in preserving democracy. Social media posts further emphasised the value of trust and the auditor’s role in safeguarding it.
The campaign had a notable impact on how the profession is viewed by the general public. More people now recognise that auditing involves interesting, varied tasks, and fewer associate the job with monotony. This shift in perception has also been felt within the profession, with auditors reporting increased pride in their work and a better understanding of its societal importance.
Importantly, these efforts have also started to pay off in recruitment. The number of newly graduated applicants for audit positions has risen by 10% in the past year, and NIPA’s membership has grown by 9% over the last two years. These positive trends indicate that the profession is beginning to attract more talent, positioning it for a stronger future.
Improving the reputation of a profession is a long-term endeavour. While there is still work to be done, NIPA’s campaign has made significant progress. By highlighting the vital role auditors play in maintaining trust and transparency, we have started to change how the public—and auditors themselves—view the profession.
As we move forward, auditing is increasingly seen as a valuable and essential profession, with a workday that appeals to a new generation of talent. With continued efforts, we are confident that the profession’s standing will only grow stronger in the years to come.
