Your firm’s brand visibility and reputation are critical when competing for skills in a tight labour market, says Mary Cloonan
For accountancy firms, recruitment at all levels can be a challenge. With good candidates in short supply, firms need to be able to show that they are a great place to work.
A robust and well-designed branding strategy is an excellent investment in your firm’s future success and sustainability. It builds credibility, enhances your reputation, supports growth, and strengthens your ability to attract and retain employees.
In my experience, while progressive accounting firms often value marketing as a tool for practice development, many do not always fully leverage their brand in their recruitment strategy. This is a missed opportunity, as getting great candidates to view your firm as an environment where they can thrive is the first step to having teams in place to do the work that will drive your firm forward.
Your brand must show that you are a great choice for accountants and support staff who want to build a successful and satisfying career.
Experienced hires
It is worth thinking about what experienced candidates consider before submitting a CV.
Just like prospective clients, many will start by researching your firm. They’ll probably Google your firm’s name and the names of your senior partners.
They’ll look for online reviews and news stories that give a sense of your firm’s values.
They’ll check your website and see how your thought leadership articles reflect your values and ambition.
They’ll look for any articles you have contributed to the business and professional media and your social and community engagement coverage.
They’ll review your social media accounts, especially your LinkedIn firm page and the profiles of your senior leadership and team members.
If this research throws up anyone they know on your team, they’ll probably ask this person what it’s like to work for you. The stronger your digital presence, the better your chances of attracting good candidates.
Your website and social media platforms should be designed with employer branding in mind. They should showcase your culture, values and benefits in a way that engages potential employees.
Crucially, they should be up-to-date and user-friendly. If not, you could lose out on the most talented candidates.
Entry-level candidates
The first step towards effective graduate recruitment is understanding your target candidates. The typical upcoming graduate is in their early to mid-20s, making them part of Gen Z.
Gen Z looks for specific employer qualities. They want to feel challenged and need to know that their entry-level role will enable them to grow as a professional.
They tend to have big, out-of-the-box ideas and want to work somewhere that appreciates them.
They think highly of organisations offering workplace flexibility and will often consider this when comparing firms.
Stand out to get talent in
Many firms are struggling to find good candidates in the current market, and both graduates and experienced hires can often choose from a pool of potential suitors.
The stronger your brand and messaging, the more you will stand out from your competitors.
Mary Cloonan is Founder of Marketing Clever
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