As demand for CPAs runs high, accounting firms are using creativity to sell potential accountants on the profession.
When it comes to names, India has no qualms about being different. Take, for example, the recent decision by the council of the Institute of Chartered Accountancy of India (ICAI) to up the profile of its accountants by adding the prefix CA to the names of all licensed CPAs, following the example set by doctors and members of the armed forces. Now a CPA named Mohamed Singh will be addressed as CA Mohamed Singh, though it is unclear whether one is meant to say "C" "A" or just to address the person as "Ka".
Either way, the decision could be a smart move at a time when demand for accountancy services is rising, the result of increasing regulation, a hot economy, record levels of M&A, and the adoption of international accounting standards. The pressure for new recruits has become so intense that bigger pay packages simply aren't enough to attract them anymore. Firms are finding they have to offer signing bonuses, longer holidays, gym memberships, and other perks. And smaller outfits, especially, are having trouble sourcing enough graduates at home, leading them to broaden their search to less-developed nations. In October, the Hong Kong Institute of Certified Public Accountants (HKICPA) announced that it had opened an office in Beijing, its first in China.
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