The competition, titled "Reel Influence," kicked off at more than 75 college campuses this week. It asks student teams to create compelling videos around the question, "Why professional services?" The competition creates a platform for students to express their creativity, leadership skills, and point-of-view in a public forum, while educating themselves, their peers, and future students about the opportunities available in the field.

The grand prize-winning team will join the Big Four firm's CEO, Jim Turley, on a business trip during which Jim will share his insights on the profession.

The videos from the competition will be utilized at future recruiting events and on the E&Y Web site to highlight the benefits of joining the profession to potential accounting and business majors.

Ernst & Young hopes the contest will generate more interest in the profession and, subsequently, future accounting and business majors.

"We want to empower students, to give them a voice, and to let them know we're listening. We also want to communicate with Gen Y in the ways that work for them," said Dan Black, Americas Director of Campus Recruiting for Ernst & Young. "We want students to know that what they do matters -- their thoughts and actions are important to the future of the profession and the broader business community."

E&Y said that it has recruited 3,300 college graduates and 2,200 interns in fiscal 2007, and is making concerted efforts to connect with Gen Y, including a corporate-sponsored recruiting page on Facebook.

Students pursuing accounting or other business majors at designated schools are eligible to submit their videos for the competition via the Reel Influence Web site, which will be advertised at individual school campuses. Ernst & Young has provided designated schools with newspaper ads, banners, postcards, and other materials. Recruiters will be holding campus events around the competition in the coming weeks and entries will be accepted from Sept. 17 through Dec. 1.