The MassCPAs’ New England Practice Management Conference returned in person this year, and the committee asked me to present on some of the biggest issues CPA firms face today. One of those, recruiting, is a challenge that’s not going away anytime soon. As Millenials rise through the ranks and Gen Z enters the workforce, these smaller generations can’t possibly maintain the size of the labor market established by their predecessors. That means, anyone looking for a job is going to have plenty of options, and employers will need to work harder to attract and retain new team members. They will also need to be prepared to meet the expectations of job seekers in order to be a contender for today’s savvy professionals. 

So why did MassCPAs ask *me* to give a presentation on recruiting? Because marketing can help! Here are my insights on how firms can deploy their marketing toolbox to stand apart from the crowd, and get the right message in front of professionals looking for what the firm has to offer.

What’s the cost of not differentiating?

First, you have to think of prospective employees much like prospective clients. Both groups are out there in the market, looking for a firm that is a good match to their particular needs. It’s imperative that the expectations established during the application and interview process are aligned with the actual experience of working with you, your new hire may be quickly looking for the door. Your firm already has a culture, so I’m not about to ask you to change who you are, but it’s critical to accurately represent yourself in the recruiting process so no one wastes their time on something that was never meant to be. Also, if you’re investing in a recruiter and you’ve not done the work to differentiate the firm, that recruiter is just going to send you anyone who’s looking for the job title you’ve posted. Help them make strategic and thoughtful introductions by giving them a clear picture of your firm, what your employees like most about working with you, and what characteristics you’re looking for in a new hire.

Do you mean me?

Here’s how to know if your recruiting materials need an overhaul. Consider the following phrases found on two different CPA firm websites:

“We are always looking for quality people to join our team.”

“We have a unique approach to the hiring process - we consider the whole person!”

If you were looking for a new job, which firm would you choose? How are they different? If you answered, ‘huh?’ (or ‘neither’), you’re right! And if either of these appear in any form on your firm’s website, job descriptions or postings, it’s time to take a deep dive into your recruiting brand.

How to Fix Your Recruiting Messaging

When we work with firms looking for recruiting support, we gather qualitative data that helps us truly home in on what makes the firm unique. We meet with firm leadership, get to know their goals, and what they are currently doing to attract professionals. Then we interview employees and clients to gain a first hand understanding of why people love your firm. That helps us transform their current recruiting language to truly reflect the experience and expectations new hires can look forward to should they join the firm. This is how we help a firm distinguish itself from the others a job seeker may consider.

Language Transformation

Here’s an example of how we can take generic language and reinvent it based on what we’ve heard in our interviews.

"Whole Person" becomes "Your career is important, but it doesn’t have to define you."

"Rewarding work environment" becomes "High-quality, meaningful work that supports important community organizations"

"Self-starter" becomes  "Autonomy and meaningful client relationships"

Expectations of Job Seekers

Before you run off with your new and improved recruiting language, you need to know who you’re talking to. It’s an employee market, and they are evaluating the experience of working at your firm based on what they see online or hear from friends and colleagues. They can afford to dismiss a firm that doesn’t make a stellar first impression. Make sure you are considering these job seeker expectations throughout all of your recruiting activities:

Firm culture- If your firm comes across generic and lackluster in your recruiting materials, job seekers will assume that’s what it’s like to work there. On the other hand, over-promising on flexibility, compensation, paths to partnership, or travel among other workplace practices will only lead to disappointment and frustration. Today’s workers want to know how their efforts make a difference. Be sure to describe the impact you have with your clients and in the community.

Applicant journey- Every touchpoint someone has with you is creating an impression of what it’s like to work with you. If your job descriptions are vague or generic, the reader can easily assume you don’t view this potential new hire as a unique individual who has worked hard developing the skills and experience you need. If they can’t figure out how to apply on your website, or your careers page doesn’t indicate how to apply for each open position, the applicant may think your firm is not technically sophisticated. 

To be treated like a human being- This may seem flippant, but it’s the most important point. Job applicants are typically only contacted if they are selected for an interview. And after the interview, if they are chosen to continue in the process. Anyone who has taken the time to research your firm, write a cover letter and submit an application is deserving of follow up communication. Applying for jobs is stressful and can feel defeating. Put yourself in the applicant’s shoes and stop ghosting applicants. 

Key Takeaways

Attracting and retaining professionals takes effort and doing the work of defining your recruiting brand is part of a long game recruiting strategy. Here’s what I hope firms take away from this approach:

In other’s words-. Just like your firm’s brand, your culture is what others say about you, so start by listening! Synthesizing why your clients and employees are satisfied will help you attract professionals with similar values and approaches, and politely repel those who might be happier at a different firm.

College students and professionals- Those just entering the workforce have completely different needs and expectations than experienced professionals looking to make a change. Be sure your website and other recruiting materials speak to them separately and specifically. In fact the more specifically you can speak to your ideal hire, the more effective your materials will be.

Transparency- The more you can help prospective applicants glean a sense of working for you, the better the recruiting process will serve all parties. Provide as much detail as you can about your workplace, benefits, team structure, expectations, compensation and client work. All of these are reasons why someone may choose you, or decide to keep looking, so put it out there.

Focus on the employee experience- Stop talking about yourself in your recruiting materials. Having 300 years of experience among your partners, being founded by two guys named John or moving to a new office in 2012 are NOT meaningful details that distinguish you from the firm down the block. This is where your interviews really come into play. Provide as much insight into the employee experience as possible to attract future successful team members.

Be yourself!- Just like online dating, there’s someone for everyone, and it’s best to put yourself out there truthfully. If you boast four day work weeks, giant bonuses or a super chummy office to be competitive on the job boards, reality will set in sooner or later and retention will falter (and your brand will suffer). Stand behind your culture and policies and you will attract more employees that are well suited to your culture.  

In Conclusion

Recruiting challenges are here to stay, but it’s possible to set yourself apart from the crowd. Invest in doing it right and you’ll begin to attract the professionals who will enhance your team and keep clients happy. If you’re thinking about revamping your recruiting efforts, let’s talk. I’d love to hear about what makes your firm special. Contact me today!