Financial executives suggest that accounting and finance graduates seek jobs in financial planning, according to a new survey.

In a survey developed by Robert Half International Inc., a staffing service specializing in the accounting, finance and information technology fields, recent survey, chief financial officers said they recommend beginning accountants specialize in personal financial planning (23%), e-commerce strategy (17%), and tax accounting (12%).

The survey, conducted by an independent research firm, includes responses from 295 CFOs from a stratified random sample of Canadian companies with more than 20 employees. Forensic accounting and auditing tied for fourth place (at 10%), followed by environmental accounting, general accounting, healthcare accounting and “other”.

“Financial planners and tax accountants are in demand as more individuals focus on investing wisely, reducing debt and minimizing their tax burdens,” said Kathryn Bolt, district president of Robert Half International Inc. “As e-commerce continues to be a driving force in business, more finance professionals are also playing a larger role in strategy development for their firms.”

Bolt pointed out that finance and accounting graduates can better plan for their future by researching specialties experiencing rapid growth and by completing related internships and coursework.