Deakin University is expanding its Counting on U program to support more business professionals who are providing mental health support for business owners, particularly small-business owners, who are struggling with post-pandemic pressures.
Counting on U is a training program that equips client-facing business professionals with the skills to build long-term trusting relationships, navigate difficult client or customer conversations, and look after their own well-being while supporting their clients and colleagues. It was developed in close collaboration with, and funding from industry affiliates like the Institute of Public Accountants (IPA).
With the expansion, the program is now open for registration to all client-facing business professionals in Australia and New Zealand, following a successful trial of the program in 2021 and 2022, focussed on upskilling advisers working with small business clients,
The announcement comes in the wake of a recent Australian Government report into small business and mental health, which stated that one in five business owners was recently diagnosed with a mental health condition. Almost a quarter said they seek support from their accountant or business adviser regarding emotional concerns about their business.
Another report for the NSW State Insurance Regulatory Authority found that mental health professionals were consistently referred to by most small-business owners as being critical sources of assistance in supporting and reducing their ‘mental load’.
Counting on U co-founder, Deakin Business School Professor of Accounting George Tanewski, said research findings from the trial had been used to strengthen some of the critical knowledge aspects of the program.
“We have also adapted the program for the post-pandemic business environment, in response to current issues like the economic downturn, supply chain disruptions, cost of living concerns and inflation,” Professor Tanewski said. “We know small-business owners in particular are feeling the heat financially and it’s affecting their mental health. But across the board, enhancing workforce mental health and wellbeing is one of the biggest trends for businesses in 2023.”
By combining Relationship Building Training with Mental Health First Aid, Counting on U offers a uniquely integrated approach for business advisers to confidently approach mental health conversations with clients or their colleagues.
“Many can still feel uneasy about raising concerns for fear of saying the wrong things, and some finance professionals also argue that mental health conversations are not part of their roles,” said program co-founder and Deakin Business School Professor of Management Andrew Noblet. “Programs like Counting on U are not about training participants to become counsellors; it is about knowing how to support an emotionally distressed person and when to encourage them to seek professional support.
Noblet added, “When business advisers are equipped with the appropriate knowledge and skills, they not only feel more confident about having difficult conversations with clients experiencing financial and emotional distress – issues that we know go hand-in-hand, but it also provides the opportunity to form stronger, more trusting and longer-term client relationships.”
Of those involved in the Counting on U pilot program, 62 per cent reported improvements in their relationship with clients one-month post-training. Nearly half of those who never spoke to clients about their mental health pre-training reported doing so post-training.
“I am proud of the work the accounting profession has done in partnership with Deakin University and Mental Health First Aid Australia to provide such a practical, life-changing program to thousands of professionals,” said IPA CEO and Counting on U co-founder Professor Andrew Conway. “The program can help you find the missing link in the accountant-client relationship, and I hope that other people can learn from it too. It grows your awareness, builds your courage, and helps you support your community on the path to health and wellbeing.”
