Young accountants entering the profession and small firms may both be missing a huge opportunity, according to leading consultant Darren Root.

Root, the CEO of firm membership organization Rootworks, and Kristy Short, its chief marketing officer, explained in a presentation on Monday that the current college recruiting structure drives students towards the Big Four and other large firms, while leaving them unaware of the potential for creativity and growth available to them as employees – or owners – of small firms.

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