If you’ve ever tried to hire qualified professionals for your accounting firm, you know that reality isn’t meeting expectations. The demand for skilled professionals is through the roof, but qualified talent is harder to come by.
If the talent pool is small and the choice of accounting firms is many, how can you get the best workers to come to you instead of competitors?
“Employee benefits,” you say, but your branding and marketing also play a significant role in attracting top talent. Let’s look into how you can leverage these tools to thrive in a challenging hiring landscape.
Why the Talent Gap Exists in Accounting…
The talent shortage in accounting has grown to a full-blown crisis. Why?
- Evolving skill requirements: Automation and AI have changed the game. It’s no longer just about balancing books; it’s about data analysis and tech-savvy solutions.
- Intense competition: Accounting firms aren’t just competing with each other anymore. Tech companies, consulting agencies, and financial services are all eyeing the same talent pool.
- Shifting workforce dynamics: Millennials and Gen Z are rewriting the rulebook. They want work-life balance, career growth, and a company that aligns with their values — not just the paycheck.
… And How Employer Branding Closes it
Employer branding is like a siren call to potential candidates. If they resonate with your company ethos, they’ll come to you instead of the firm down the street.
The accounting companies standing out in today’s talent war show they genuinely care about their people. They show it through creating a positive company culture, investing in professional development, and doing more to create a work-life balance.
Take PwC. Its “Be Well, Work Well” campaign highlights the company’s mental health resources and work-life balance through blogs, videos, and interviews. But it goes much deeper. In 2022, PwC invested $2.4 billion in employees’ well-being, from flexible schedules and work-from-home options to two week-long company shutdowns a year. You can be sure talent is taking notice.
3 Ways to Strengthen Your Employer Branding Through Content
Content marketing is how you bring your company branding to life. By creating strategic content, you can spotlight what makes your firm special.
1. Use Content to Showcase Company Culture
Employee testimonials, behind-the-scenes videos, and leadership Q&As give potential hires a real taste of what life’s like at your firm. Look at BDO Global.
A newsletter created by its Canada division showcased BDO’s “flex challenge,” where workers shared stories on social channels about the benefits of BDO’s flexible workplace. BDO is creating content that speaks directly to Millenials and Gen Zs with a subtle “this could be you” invitation.
2. Demonstrate Career Development Opportunities
If you want top-tier talent, you need to show them a path forward. Career growth content highlighting mentorship programs, promotion tracks, and continuing education helps potential hires see how they’ll grow with you. Some ideas are to:
- Publish success stories from employees who’ve climbed the ranks, highlighting their journey from entry-level to leadership roles.
- Create blog posts or case studies about workshops, certifications, and other available learning and career development programs.
- Create educational content (webinars, podcasts, white papers) on hard and soft skills needed in the industry.
- Develop mentorship and coaching programs and feature them in case studies or testimonial videos.
Look at Grant Thorton and its comprehensive career development, mentorship, and learning opportunities. Its Elevate program is designed for female and non-binary senior managers and associate directors, offering a nine-month development plan focused on leadership skills, networking, and personal growth.
3. Promote Work-Life Balance and Employee Well-being
Work-life balance is no longer a buzzword. It’s a must. Top candidates won’t settle for firms that burn them out. To appeal to the best talent, you need to prove that employee well-being is a priority.
Grant Thornton deserves another shoutout for its “Life at Grant Thornton” blog series. In it, its trainees highlight everything from flexible working arrangements to employee health initiatives. It’s smart because it shows candidates they’ll have room to breathe — and thrive — at the firm.
Things you can do at your firm include:
- Showcasing flexible work policies in blogs, case studies, and social media content.
- Highlighting well-being programs through infographics, wellness blogs, and videos.
- Promoting personal development opportunities through results employees have gotten in the company’s programs.
- Creating wellness-focused content hubs on the company website, featuring a mix of articles, podcasts, and videos covering topics like time and stress management.
- Having employees participate in content creation by discussing their experiences balancing work and life in blogs, vlogs, or social media posts as part of your employee advocacy program.
What Kinds of Content Build Employer Branding in Accounting?
The content that works to build a strong employer brand includes testimonials, behind-the-scenes content, and thought leadership pieces. Let’s break each down further to help set your accounting firm apart.
Employee Testimonials and Success Stories
People trust people more than brands, and that’s why employee testimonials are so powerful. Real-life stories from your team give potential hires a peek behind the curtain and help them picture themselves as part of your firm.
Ernst & Young LLP (EY) has used this to their advantage with its alumni stories. These stories show prospective employees that EY isn’t just a job; it’s a launchpad for future success. And who wouldn’t want to be part of that?
Behind-the-Scenes Content
Transparency is everything. Behind-the-scenes content offers a sneak peek into your culture and operations, helping candidates see if your firm is a fit. Whether it’s Instagram stories from team-building events or YouTube videos of leadership roundtables, this content shows the human side of your firm.
Deloitte has this down. Its Instagram is full of candid, behind-the-scenes moments that show what it’s really like to work there. It’s filled with employees who competed at the Olympics and Paralympics. How’s that for a flex?!
Thought Leadership and Industry Expertise
The best employees want to work for leaders in the industry. You can position your firm as an authority by sharing thought leadership content, like blog posts, white papers, or keynote speeches.
RSM does this exceptionally well. Their consistent thought leadership content — from industry reports to expert blog posts — shows they’re at the cutting edge of accounting. It’s a magnet for ambitious professionals who want to grow and lead.
3 Tips to Measure Your Employer Branding Efforts
You’ve worked to build your employer brand through content, but how do you know if it’s paying off? It’s time to look at the numbers and track your success. Here’s how to measure the effectiveness of your employer branding strategy and ensure long-term gains.
Tip 1: Track Key Metrics
Content engagement rates (think likes, shares, and comments on your content), application rates, and employee referrals are good starting points to tell whether your branding is hitting the mark.
More advanced key metrics to look at include:
- Quality of hire: New hires’ time to reach full productivity, performance reviews, and retention rates.
- Employee Net Promoter Scores (eNPS): How likely current employees are to recommend their workplace to others.
- Retention rate and turnover costs: Retention rates for high performers and how much having to replace them costs.
- Offer acceptance rate: How many of your offers are accepted versus declined?
- Glassdoor and review site ratings: Ratings and reviews on sites like Glassdoor, Indeed, or Comparably can provide valuable insight into how current and former employees perceive your firm.
Tip 2: Talk to Candidates
Want to know if your content is doing its job? Start gathering feedback from candidates. Are they referencing your content during interviews? Are more qualified applicants coming through the door? These insights help you tweak your approach and ensure your employer brand is making waves.
Tip 3: Be in It for the Long Haul
Employer branding is a marathon, not a sprint. Firms that commit to consistent content marketing will see long-term wins, from stronger recruitment pipelines to higher retention rates and an enhanced reputation in the industry.
Employer Branding is Your Secret Weapon
The accounting talent gap isn’t going away soon, but here’s the good news: firms that invest in employer branding through content marketing are already ahead of the curve. By showcasing your culture, commitment to career development, and employee well-being, you’ll attract top talent and build a firm that people are proud to be part of.
A well-thought-out content calendar guarantees you’re hitting all the marks. Connect with a ClearVoice content strategist to get started.
