2025 Member Engagement Survey Results

 
By CPA Manitoba   |   October 30, 2025
 

A survey icon on a grey background with the words Member Engagement Survey.

Earlier this year, we asked you to provide feedback to inform the 2026-2029 strategic plan for CPA Manitoba. Thank you to all members who participated in the engagement survey, sharing valuable information with CPA Manitoba.

We worked with Leger to survey members from May 12 to June 20, 2025. We received 801 completed surveys, resulting in our desired response rate of 15%. Your valuable feedback will be used to shape the upcoming strategy for services and offerings, member experiences, and more.

Key Findings
The member engagement survey offered important insights into key areas for our organization and profession. These results have been contrasted against our 2023 survey. 

Value of the Designation

  • 87% of respondents believe the CPA designation contributes to their professional success (minor decrease from 88% in 2023).
  • 83% of respondents are likely to recommend the CPA designation to others (consistent with 2023 results).

CPA Manitoba Services, Offerings and Initiatives 
New in 2025, we asked members to rate our services and offerings in three different ways – awareness, value to you personally, and importance to the profession.

The services and offerings with the highest importance to the profession included: 

  • Professional Development Seminars at 96%
  • Member Advisory Services at 85%
  • Recruitment Initiatives at 85%
  • Member Conferences at 83%
  • Career Hub at 83%
  • Volunteer Opportunities for Members at 80%
  • Employer Advisory Services at 80%

 
In contrast, the services and offerings with the lowest awareness included:

  • Practitioner Focused Sessions at 48%
  • New Member Engagement at 47%
  • CPA Support at 43%
  • Member Advisory Services at 40%
  • Recruitment Initiatives at 39%
  • Employer Advisory Services at 36%
  • Indigenous Understanding webpage at 30%

The variance between importance to the profession and awareness uncovered some hidden gem areas, including our member advisory services, employer advisory services and recruitment initiatives. CPA Manitoba will be exploring ways to build awareness of the value and impact of these services and offerings. 

Satisfaction with CPA Manitoba 
Satisfaction levels have risen to 73% after dropping to 68% in 2023.  Members over the age of 45 and those who work in education tend to report the highest levels of satisfaction.

Two member segments we continue to focus on, given their importance to the profession, are: 

  • New members who have been part of the profession for less than 3 years. In 2023, their satisfaction rating was 56%. In 2025, it rose to 71%, which is a significant change.
  • Public practitioners, a segment where we have seen the satisfaction rating rise from 53% in 2023 to 64% in 2025. 

Many new initiatives have been implemented for these audiences over the past two years; however, we remain committed to listening and pivoting to best serve members in these segments.
 

Common Themes
In addition to surveying members, CPA Manitoba consulted with stakeholder groups, including employers, post-secondary institution partners, staff, Manitoba Finance and the Treasury Board Secretariat.

Amongst all stakeholders, common themes that emerged included:

  • Attractiveness of the profession
  • Labour market shortage of CPAs
  • Purposeful regulation, including considerations for interprovincial mobility
  • Thoughtful change management relating to the new CPA Professional Program
  • Continuous development of members

Moving Forward 
Thank you again to the members who took a few minutes to participate in the survey. The valuable feedback will be used to inform our 2026-2029 strategic plan.

Some preliminary action items include:

  • Sending out Hot Topic Surveys through eNews to gather more regular and informal feedback
  • Creating a comprehensive plan for the transition to the new CPA Professional Program 
  • Updating the prairie region Labour Market Study
  • Creating new communications tailored to employers
  • Leveraging the Learning Hub to offer relevant resources to members beyond professional development
  • Introducing a refreshed user interface on Career Hub and at least one AI-driven tool to enhance employment search functionality