CBIZ Looks to the Skies, Oceans, Mountains to Highlight CFOs

By Christina Camara

Every accountant knows the stereotype: the cautious, change-averse perfectionist more comfortable in the world of numbers than the messy world of people and experiences.
Chief financial officers (CFOs) suffer some of the same misperceptions, and CBIZ is trying to do something about it through a contest called "Behind the Numbers – The Secret Lives of CFOs."
Like many accounting firms that are highlighting the diverse interests of their professionals in their marketing efforts, CBIZ is looking to personalize its hard-working clients: the CFOs, who believe it or not, jump from airplanes, surf, rock climb, waterski, explore coral reefs, cook, write, volunteer, or participate in any number of none-too-boring activities after working hours.
"I was surprised to see how creative these CFOs are," said Amanda Markos, CBIZ social media marketing manager. Agreeing, Mark Waxman, CBIZ chief marketing officer, said, "They're more than number crunchers." 
Waxman noted that the role of the CFO is evolving. CFOs are expected to do more than demonstrate their strong knowledge of the company's financials. They're also taking on a much broader strategic role in the company's future. He said the profession "really is a relationship business," so it makes sense to draw attention to the human side of CFOs. 
CBIZ is doing this for the first time by sponsoring a photo contest through its Facebook page. CFOs are asked to upload photos of themselves enjoying their hobbies by March 15. CFOs can share their photos on Facebook and ask friends, family, peers, and colleagues to vote. The top ten highest vote getters will win an iPod and a customized plaque. The grand prize is a personalized iPad, filled with cool apps that match the winner's hobby, an award, and the recognition of the CFO's peers through CBIZ marketing materials.
CBIZ is known for providing information on the latest tools and techniques in the industry, but the contest strays from typical business topics. "It's great to mix in something fun that's still completely relevant," Waxman said.
Read more details and watch a video about the contest on the CBIZ website.

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