Sharing my article below that was published in the Fall/Winter issue of CPA Daily Dividends magazine.
As a Certified Professional Accountant (CPA), articulating a future state, a new way of working, or a solution to a problem in a way that gets buy-in from your teams and colleagues is often central to your professional duties. Those ideas are a key part of the value you bring to your organization. However, you need to be seen as a trusted advisor—complete with all the skills required—in order to have your ideas acted on by the organization.
Building that reputation as a trusted advisor doesn’t come easily to everyone, and may not come easily to you. It takes a certain degree of personal brand building or self-promotion to become recognized, and that is a barrier for many. After all, no one wants to be seen as someone who is always boasting or bragging. Fortunately, that type of behavior isn’t what I’m talking about; instead let’s focus on looking for opportunities to help others AND getting recognized for the hard work you do.
You already have a huge built-in advantage as a CPA. You have accounting expertise, which gives you insight into the numbers and allows you to see ways of helping business that others in the organization don’t. So, why not share that knowledge in ways that add value and gets you recognized?
As the diagram below illustrates, you can provide maximum value when your talent, the goals of the organization, and the impact of your ideas intersect. Moving outside of that intersection makes it likely that you’ll waste time, miss the mark, or burn out. Self-promoting in order to land on that intersection point is not only perfectly acceptable, it should be embraced! It is the only way you can ensure that your talent is being used on the right projects, to the greatest benefit to the organization.
So, how do you get the recognition you deserve without showing off?
It’s a combination of accounting prowess (check!) and effective communication (check?). Here are five ways I’ve seen be effective with accounting professionals I’ve worked with in the past:
1. Don’t rely on certifications.
Delivering on your commitments is job #1. If you are lacking in specific skills, then training is essential. However, don’t assume extra letters after your name will get you recognized, and pursue certifications as a means in itself. Your manager and company care about how you add value. Accordingly, look for ways to enhance your presence in the workplace such as public speaking, emotional intelligence and personal productivity.
2. Be dynamic, not a mechanic.
Financial reporting, reconciliations, and audits are important, but you also need to show awareness of the bigger picture. For example, have an opinion on important issues. How is your profession, your role, and your area of responsibility changing? Where will your organization be in five years? If you had no constraints, how could you add value?
3. Know the problem, not the numbers.
The CPA profession is sometimes guilty of over-reliance on the numbers and being too risk averse. One of the ways you can show value is to interpret the numbers and talk to business users in their language. Talk about accrued expenses and people’s eyes will glaze over; talk about rationalizing vendors for lower maintenance costs and you’ll get attention. Always strive to articulate business outcomes.
4. Get out of your lane.
Where do you spend most of your time? With other accounting and finance folks? Research shows that you are the average of the five people you spend the most time with. Getting different perspectives opens up new opportunities and highlights new ways to solve old problems. Meet with colleagues in other areas such as IT, HR, supply-chain management, and operations. Bounce ideas and business challenges. Successful leaders think across silos and are able to effectively leverage expertise from different teams and departments.
5. Be a self starter and speak up!
Finally, how will your manager know how great you are if you don’t ask for opportunities to show your value? Don’t take a backseat when it comes to your career. If you want more responsibility or to work on a high profile project, ask for it. Sometimes the fear of rejection or failure holds us back from taking on new things. Focus on your strengths and abilities and look for ways you can help.
Finance can be accelerator of growth and efficiency in today’s organizations and accounting professionals are uniquely positioned to help. By not self-promoting, you are not fully able to share your value. In doing so, you’re not only holding back your potential, you’re doing others a disservice!
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