There are projected to be about 136,400 openings for accountants and auditors until 2031. If you want to have great accountants working for you, you should put effort into making your firm seem more attractive than the competition.
While it’s important to attract the top clients, it’s also important to get amazing talent into your accounting firm as well. Marketing your business in the right ways and offering a great experience to employees can help ensure that more of the top accountants will come to work for you.
In this recruiting guide, we’ll tell you how great marketing for your accounting firm can help you attract top accounting talent.
How Marketing Helps You Attract Top Talent
Marketing can help you attract some amazing clients. However, taking the right approach with your business marketing strategy will also help you get competent employees as well. A winning accounting firm needs to have great CPAs on staff, if it wants to provide great service every time and ensure that clients keep coming back for more.
When you approach marketing in the right way, you’ll make your business more attractive to everyone. You’ll become an accounting firm that clients want to hire and that both untested and experienced professionals will want to be a part of. Not only this, you’ll retain that talent and ensure that they want to keep working for your firm year after year.
Improving Your Marketing to Attract Better CPAs
So how can you improve your marketing while also attracting great new employees to your firm? Here are some of the steps that you should take.
Perfect Your Company Culture
To attract top talent to your firm, the first thing that you’ll want to do is make sure that you have a strong company culture.
It’s important that your accountants feel engaged and like they’re a part of something bigger than themselves. For many job seekers these days, company culture plays a big role in whether they’ll want to take a position in a company or not.
Great company culture is about making your employees feel appreciated and connected. Make sure that you look for ways to personalize their experience. Give them opportunities to communicate openly with managers and provide feedback and give them opportunities to grow and connect with others in the company.
Create Growth Opportunities
A big part of creating a great company culture and making your accountants feel appreciated is to offer opportunities for growth and development.
If you show that you’ll invest in your employees, then they’ll want to invest in your accounting firm as well. Offer plenty of great training and skill development opportunities both at the beginning of employment and later on down the line as well. Building a mentorship program can also be a great idea.
Additionally, you’ll want to make sure that accountants have a path upward in your company. An employee will be happier working for an accounting firm if they know that there are additional roles and responsibilities that they can take on as time goes by.
By giving your team great opportunities to grow, you’ll grow your business as well. Be sure to check out our podcast to learn more about growing your accounting firm from B2B industry experts and advisors.
Distinguish Your Brand
Another great thing that you can do to market your company well to both clients and accountants is to get serious about branding. If you’re just another accounting firm, you’ll have a hard time attracting the talent that many other firms are also interested in.
You should be using professional logos, graphics, and marketing materials. However, remember that branding should include more than just great graphic design. With great branding, you should know what your company stands for and should display it to anyone that wants to learn more about your firm, whether that includes accountants or clients.
Make sure that you iron out your mission statement and don’t hide the personality of the people behind your business. Also, make sure to be creative and set your brand apart from other accounting firms. It’s a great idea to choose a niche to focus on to differentiate yourself from competitors.
Understanding your brand and displaying it well will help you get the top clients. However, it will also help you stand out while recruiting new accountants as well.
Strengthen Your Web Presence
These days, both clients and potential employees will do their research and learn as much as they can about you before choosing to start a relationship with your firm. You’ll want to make sure that they can find what they’re looking for easily and effortlessly.
Ensure that you’ve built a strong web presence for your accounting firm. You should show plenty of information about what your company has to offer.
You should have a well-designed website that showcases your mission statement. It should also display information about your firm’s background and your company culture. Also, list all services and ensure that it’s easy for a client to get in touch or for a CPA to apply to work for you.
You might also want to start a blog on your site as well. Starting a blog and using content marketing to provide value to accountants and clients can be a great way to build your authority. Doing so can help attract the attention of your ideal audience.
Additionally, don’t forget to use social media as well. Using social media can serve as a great way to personalize your brand. You’ll be able to connect with clients and accountants in a down-to-earth way while spreading brand awareness.
Building a Great Team by Marketing Your Accounting Firm
If you want to attract top talent to your firm, make sure that you understand the advantages of having a great marketing plan for your accounting firm. Making sure that your firm offers a great experience to clients and your team while also improving your company branding can go a long way.
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