Looking Through Gen Z’s Eyes: What the Next Generation of Accountants Really Wants
As the accounting profession navigates a generational shift, one thing is becoming increasingly clear: Gen Z is beginning to redefine the workforce.
When I recently spoke at the Michigan Women’s Tax Association Annual Conference about how to attract and retain the next generation of tax talent, this exact topic came up again and again. It’s something every company is wrestling with: How do we connect with a generation that wants more than a paycheck?
A recent Accounting Today article, “Looking Through Gen Z’s Eyes,” offers valuable insight into how these early-career professionals view their employers, careers, and the profession itself. For those of us in recruiting and talent strategy, especially within tax and accounting, it’s an important reminder that attracting and retaining the next generation requires more than new technology or flexible work policies. It demands a new mindset.
The Shift: From “Pay Your Dues” to “Invest in Me”
Gen Z professionals grew up in an era of instant access and transparency. They’ve seen layoffs, burnout, and career pivots firsthand, and they’re asking sharper questions than any generation before them:
What’s the path forward here?
What skills will I build that actually matter?
How will this role support my life, not consume it?
Work-life balance tops their list of priorities, even above compensation. That doesn’t mean they’re not ambitious. It means they define success differently. They value meaningful work, mental health, and employers who make good on promises of growth and inclusion.
Compensation Still Counts. But So Does Clarity
Accounting has long struggled to compete with finance and tech when it comes to starting salaries. Gen Z knows that. What they’re asking for, more than ever, is clarity: show them how their career will progress, what skills they’ll gain, and how their compensation grows alongside their contribution.
In my own recruiting work, I see this all the time: young professionals are less interested in “paying their dues” and more interested in understanding how a role prepares them for the next step. Firms that communicate clearly about growth and compensation are the ones keeping these talented individuals long term.
Purpose, Belonging, and Wellbeing Are Non-Negotiable
Gen Z wants to work for organizations that care. About people, about purpose, and about progress. They’re looking for belonging, not bureaucracy. They want to see that their work has impact and that leadership values wellness as much as performance.
The message is simple: if your culture prioritizes output over humanity, the next generation won’t stay long enough to change it.
Tech and Growth Go Hand-in-Hand
Automation and AI are rapidly changing the accounting landscape, but rather than fearing these tools, Gen Z expects to use them. They want to offload the repetitive work and dive into higher-level thinking. Advisory, strategy, analysis. Firms that position technology as an opportunity for growth, not a threat, will have a massive recruiting advantage.
What This Means for Leaders and Recruiters
For firms competing for next-gen tax and accounting talent, here’s what stands out:
Invest early in development. Don’t make them wait three years to do meaningful work.
Be transparent. Spell out the career path, compensation philosophy, and firm direction.
Offer real flexibility. Hybrid work and clear boundaries aren’t perks. They’re expectations.
Tell a better story. Frame tax and accounting as strategic, forward-looking disciplines that use technology to solve complex business problems.
Recognize their voice. Gen Z expects to contribute ideas, not just execute tasks.
Gen Z isn’t rejecting the accounting profession. They’re challenging it to evolve. And that’s a good thing.
When firms meet young professionals where they are (through transparency, flexibility, and purpose), they don’t just attract better talent; they build workplaces where people actually want to stay and grow.
If your organization is struggling to connect with the next generation of tax and accounting professionals, we can help you design recruiting and retention strategies that resonate with today’s talent market. Without losing sight of what makes your firm unique.
