There’s something about a good story that captures our attention, our imagination and our emotions.

Dr. Jennifer Aaker, author, speaker and professor at Stanford Graduate School of Business, states, “Stories provide a sense of purpose; they capture, create and communicate meaning. Stories make us human.”

Sure, your skills, knowledge and expertise are important in what you do—and to some extent speak to who you are. But even greater to your story are the twists and turns, the ups and downs, and the impact others have had in your life. Those are the things that makes you, well, you.

Stories help us understand each other. So, the logical question is: What story are you telling about yourself and your firm or business as you interact with clients/customers and look for new hires? What stories are you telling day to day, both inside and outside the office? Do the stories offer a glimpse into who you are or the culture of your firm or organization, or are they full of tasks and deadlines?

There’s a long-standing debate over what’s more important: Hiring for culture or hiring for skills. The answer is “it depends,” you may say, and that could be true to an extent. Here’s what author and speaker Simon Sinek has to say: “If you hire people just because they can do a job, they’ll work for your money. But if you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.”

And how do you know what they believe and how do they know what you believe? Stories. This profession—and all business you can argue—is a people and relationship business.

CalCPA and the profession are working on this storytelling aspect as it relates to developing accounting’s talent pipeline. You’ve of course noticed our new brand and refreshed website showcasing our dedication to supporting a dynamic and evolving profession.

At the professional level, the National Pipeline Advisory Group was created about a year ago to develop a research-driven national pipeline strategy focused on attracting more people to the profession. In May, the group released a report and one of the key themes it recommended was to “tell a more compelling story.”

Tell a more compelling story about careers in accounting; about the value of a CPA license; and about how the profession impacts people, businesses and communities.

Our profession can open doors to various career paths and opportunities—yet mention accounting and people jump to long hours, no balance and “busy season.” So, what actions can we take to change this? Pull from your experiences and share what defined and shaped you so far in your life. These are your go-to stories that can inspire. Too, stories are remembered up to 22 times more than facts alone. As you develop your stories, I would love to hear from you! Please share them with me at denise.froemming@calcpa.org.