CPA Australia aims to make the accounting profession BRIGHT again

CPA Australia’s year-long BRIGHT project to make accounting the profession of choice in Indonesia has met with a resounding success. 

‘Bringing the future of accounting to universities’ or BRIGHT in short, covered six cities including Jakarta, Bandung, Malang, Surabaya, Yogyakarta, and Semarang. 

More than 50 universities participated in the project involving over 1,500 students and academics.

“Fears around digitisation and new technology trends replacing traditional accounting roles has contributed to declining student intake in accounting degree programmes globally,” said Priya Terumalay FCPA, Regional Head for CPA Australia in Southeast Asia.

“To counter this misconception in Indonesia, CPA Australia initiated the BRIGHT project to connect employers with academics and students to create awareness about the value accountants bring to organisations.

“There’s never been a better time to be an accountant or to have a background in accounting and finance skills,” said Priya.

“As we all grapple with big picture issues – from geopolitical and economic uncertainty to social cohesion and climate change – people with accounting skills offer much-needed clarity in a world of confusion.”

The project involved the participation of 25 employers from leading accounting firms, corporations and government agencies. It included expert panel sessions and competitions with over 70 elevator pitches by students. 

BRIGHT showcased emerging trends to enable students to understand the role accountants play in various fields, including finance, human capital, ESG and digitisation. 

“New technologies, including AI, are set to enhance the accounting profession and will only support accounting professionals in helping to reduce some of the time-consuming aspects of their roles.

However, it is important that accountants prepare and adapt to this change. If they do, their value to organisations will only increase as they take on greater strategic and leadership responsibilities,” Priya added.

Host universities included Padjadjaran University Bandung, Trisakti University, Airlangga University, Brawijaya University, Negeri Semarang University, and Gadjah Mada University.

Choirunnisa C.A, Head of the Undergraduate Accounting Program from the Faculty of Economics and Business in Universitas Gadjah Mada said BRIGHT has broadened students' perspectives on how accounting is evolving in the digital era. 

‘The materials presented by the speakers were highly engaging and provided valuable insights on the integration of technology in accounting and the strategic roles accountants play on a global scale,”

“The connections established by participating employers, including members of CPA Australia, have availed opportunities for internship placements and scholarships. Through their earnest engagement and support for BRIGHT, participating employers have inspired and motivated students to see the value of a professional accounting designation,” said Priya.

Elly Zarni Husin, CA, Executive Director of The Institute of Indonesia Chartered Accountants (IAI) said BRIGHT has provided a platform for university students to understand the opportunities and challenges that lie ahead in their careers. 

“IAI’s focus on advancing a cadre of aspiring professional accountants aligns with the importance CPA Australia places on high professional competence. Together, we can nurture accounting talents.”

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Selvi Tanggara
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