And if you go to YouTube and type in "HKICPA" you'll see rapping accountants identified as part of The Hong Kong Institute of CPAS. Dressed in suits and sunglasses, they bust rhymes like: "I'm a CPA and that's what I do. I know it doesn't sound sexy to you. But I can tell you I'm a person of repute. It's all because I belong to the 'Tute." At least three different postings of the Hong Kong video appeared on YouTube last year and have since collected nearly 100,000 views.
The accounting profession should be thankful there weren't more, said David Morrison, founder of TWENTYSOMETHING Inc. a Philadelphia-based strategy company focused on young adults. Morrison is curious about the reaction in Hong Kong. But in North America? "You could lose an entire generation of future CPAs if this thing was really mainstreamed out here," he said.
YouTube can be a powerful marketing tool but can also backfire, he said. Morrison watched the MACPA recruitment video featuring several CPAs discussing the varied places accounting has taken them. "They're not break dancing. They're not rapping. They're not wearing Ray-Ban sunglasses," Morrison said. "It's much more of 'Here's what it's all about.'"
Morrison did suggest showing more diversity and sprinkling in some CPAs closer to college age. "But it's keeping it real, which is important," he added. "This market can quickly smell out a fake. It's better to be a little dry than to be forced."
Deloitte's YouTube clips sprung from its "Film Festival," with employees invited to make short films about their employer. "The idea of it was to create connections and energy and buzz," said Deloitte Chief Talent Officer Cathy Benko. From nearly 400 submissions, 14 finalists were worked into recruiting programs and posted on YouTube. Benko said she was surprised by how the submissions transcended hierarchy and age. "We knew it would connect with the younger ones," she said. "What we didn't realize was how much ... YouTube and the like is popular in multiple generations within the workplace." Deloitte keeps a close eye on comments generated by the clips.
"The greatest risk when you put it out there directly is that it creates a forum for people to post their thoughts," Morrison said. "Just look at the Hong Kong video. They got slammed." Negative comments can negate a clip's intent, he added, so if you plan to advance an agenda on YouTube be prepared to monitor your post.
"Hourly," he suggested.