Purpose The purpose of this article is to ascertain empirically to what extent we can quantify an occupational shift, where a new type of bureaucracy of organisational professionals is on the rise in tertiary educational institutions in New Zealand. Furthermore, the objective is also to present accountability as the prime factor behind the changes. Design/methodology/approach The analytical strategy of the study takes a point of departure in the distinction between occupational and organisational professionals in the public sector in general, and more specifically in tertiary education (TE). Based on these new categorisations, the authors have used various descriptive historical statistics (both national and institutional) to estimate changes over time. Findings The article finds, in line with some international research, that there has been a comparatively higher growth of organisational professionals in TE in New Zealand, and a significantly higher growth than in the private sector and in the overall public services. The authors hypothesise that this growth can be associated with accountability (both vertical and horizontal) as the dominant notion in TE. Originality/value This article takes a different approach than the existing literature on administrative intensity in TE by looking at occupational changes rather than changes in institutions budgets. This article also confirms some of the findings in the growing international literature on changes in professional roles.