{"id":54225,"date":"2024-11-19T06:00:21","date_gmt":"2024-11-19T13:00:21","guid":{"rendered":"https:\/\/www.clearvoice.com\/?p=54225"},"modified":"2025-04-30T14:31:19","modified_gmt":"2025-04-30T21:31:19","slug":"accounting-firms-close-talent-gap-with-employer-branding-content","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/accounting-firms-close-talent-gap-with-employer-branding-content\/","title":{"rendered":"How Accounting Firms Can Close the Talent Gap with Strong Employer Branding and Content Marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">If you&#8217;ve ever tried to hire qualified professionals for your accounting firm, you know that reality isn&#8217;t meeting expectations. The demand for skilled professionals is through the roof, but qualified talent is harder to come by.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Employee benefits,&#8221; you say, but your branding and marketing also play a significant role in attracting top talent. Let&#8217;s look into how you can leverage these tools to thrive in a challenging hiring landscape.\u00a0<\/span><\/p>\n<p><b><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-54237 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/Why-the-Talent-Gap-Exists.png\" alt=\"\" width=\"820\" height=\"460\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/Why-the-Talent-Gap-Exists.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/Why-the-Talent-Gap-Exists-300x168.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/Why-the-Talent-Gap-Exists-768x431.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/b><\/p>\n<h2><b>Why the Talent Gap Exists in Accounting\u2026<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The talent shortage in <a href=\"https:\/\/www.clearvoice.com\/resources\/educating-on-complex-accounting-topics\/\" target=\"_blank\" rel=\"noopener\">accounting<\/a> has grown to a full-blown crisis. Why?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Evolving skill requirements:<\/b><span style=\"font-weight: 400;\"> Automation and AI have changed the game. It\u2019s no longer just about balancing books; it\u2019s about data analysis and tech-savvy solutions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Intense competition:<\/b><span style=\"font-weight: 400;\"> Accounting firms aren\u2019t just competing with each other anymore. Tech companies, consulting agencies, and financial services are all eyeing the same talent pool.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Shifting workforce dynamics:<\/b><span style=\"font-weight: 400;\"> Millennials and Gen Z are <\/span><a href=\"https:\/\/www.clearvoice.com\/resources\/fractional-talent\/\"><span style=\"font-weight: 400;\">rewriting the rulebook<\/span><\/a><span style=\"font-weight: 400;\">. They want work-life balance, career growth, and a company that aligns with their values \u2014 not just the paycheck.<\/span><\/li>\n<\/ul>\n<h2><b>\u2026 And How Employer Branding Closes it<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Employer branding is like a siren call to potential candidates. If they resonate with your company ethos, they\u2019ll come to you instead of the firm down the street.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The accounting companies standing out in today\u2019s 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.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take PwC. Its <\/span><a href=\"https:\/\/www.pwc.com\/us\/en\/about-us\/purpose-and-values\/be-well-work-well.html\"><span style=\"font-weight: 400;\">&#8220;Be Well, Work Well&#8221; campaign<\/span><\/a><span style=\"font-weight: 400;\"> highlights the company\u2019s mental health resources and work-life balance through blogs, videos, and interviews. But it goes much deeper. In 2022, <\/span><a href=\"https:\/\/www.forbes.com\/sites\/jackkelly\/2022\/05\/06\/pwc-is-making-a-24-billion-investment-in-its-employees-well-beings\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">PwC invested $2.4 billion<\/span><\/a><span style=\"font-weight: 400;\"> in employees\u2019 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.<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-54236 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/Strengthen-Employer-Branding.png\" alt=\"\" width=\"820\" height=\"460\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/Strengthen-Employer-Branding.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/Strengthen-Employer-Branding-300x168.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/Strengthen-Employer-Branding-768x431.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2><b>3 Ways to Strengthen Your Employer Branding Through Content<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Content marketing is how you bring your company branding to life. By creating strategic content, you can spotlight what makes your firm special.\u00a0<\/span><\/p>\n<h3><b>1. Use Content to Showcase Company Culture<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Employee testimonials, behind-the-scenes videos, and leadership Q&amp;As give potential hires a real taste of what life\u2019s like at your firm. Look at BDO Global.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A <\/span><a href=\"https:\/\/experience.bdo.ca\/the-bdo-experience\/the-bdo-experience\"><span style=\"font-weight: 400;\">newsletter<\/span><\/a><span style=\"font-weight: 400;\"> created by its Canada division showcased BDO\u2019s \u201cflex challenge,\u201d where <\/span><a href=\"https:\/\/www.clearvoice.com\/resources\/employee-advocacy\/\"><span style=\"font-weight: 400;\">workers shared stories<\/span><\/a><span style=\"font-weight: 400;\"> on social channels about the benefits of BDO\u2019s flexible workplace. BDO is creating content that speaks directly to Millenials and Gen Zs with a subtle \u201cthis could be you\u201d invitation.<\/span><\/p>\n<h3><b>2. Demonstrate Career Development Opportunities<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">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\u2019ll grow with you. Some ideas are to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Publish success stories <\/b><span style=\"font-weight: 400;\">from employees who\u2019ve climbed the ranks, highlighting their journey from entry-level to leadership roles.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Create blog posts<\/b><span style=\"font-weight: 400;\"> or case studies about workshops, certifications, and other available learning and career development programs.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Create educational content<\/b><span style=\"font-weight: 400;\"> (webinars, podcasts, white papers) on hard and soft skills needed in the industry.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Develop mentorship and coaching programs<\/b><span style=\"font-weight: 400;\"> and feature them in case studies or testimonial videos.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Look at <\/span><a href=\"https:\/\/careers.grantthornton.co.uk\/life-at-grant-thornton\/career-development\/\"><span style=\"font-weight: 400;\">Grant Thorton<\/span><\/a><span style=\"font-weight: 400;\"> 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.\u00a0<\/span><\/p>\n<h3><b>3. Promote Work-Life Balance and Employee Well-being<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Work-life balance is no longer a buzzword. It\u2019s a must. Top candidates won\u2019t settle for firms that burn them out. To appeal to the best talent, you need to prove that employee well-being is a priority.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Grant Thornton deserves another shoutout for its <\/span><a href=\"https:\/\/trainees.grantthornton.co.uk\/life-at-grant-thornton\/\"><span style=\"font-weight: 400;\">\u201cLife at Grant Thornton\u201d blog series<\/span><\/a><span style=\"font-weight: 400;\">. In it, its trainees highlight everything from flexible working arrangements to employee health initiatives. It\u2019s smart because it shows candidates they\u2019ll have room to breathe \u2014 and thrive \u2014 at the firm.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Things you can do at your firm include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Showcasing flexible work policies<\/b><span style=\"font-weight: 400;\"> in blogs, case studies, and social media content.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Highlighting well-being programs<\/b><span style=\"font-weight: 400;\"> through infographics, wellness blogs, and videos.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Promoting personal development opportunities<\/b><span style=\"font-weight: 400;\"> through results employees have gotten in the company\u2019s programs.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Creating wellness-focused content hubs<\/b><span style=\"font-weight: 400;\"> on the company website, featuring a mix of articles, podcasts, and videos covering topics like time and stress management.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Having employees participate in content creation<\/b><span style=\"font-weight: 400;\"> by discussing their experiences balancing work and life in blogs, vlogs, or social media posts as part of your <\/span><a href=\"https:\/\/www.clearvoice.com\/resources\/launch-employee-advocacy-program-part-content-distribution-plan\/\"><span style=\"font-weight: 400;\">employee advocacy program<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-full wp-image-54234 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/What-kind-of-Content-Build-Employer-Branding-in-Accounting.png\" alt=\"\" width=\"820\" height=\"460\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/What-kind-of-Content-Build-Employer-Branding-in-Accounting.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/What-kind-of-Content-Build-Employer-Branding-in-Accounting-300x168.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/What-kind-of-Content-Build-Employer-Branding-in-Accounting-768x431.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2><b>What Kinds of Content Build Employer Branding in Accounting?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The content that works to build a strong employer brand includes testimonials, behind-the-scenes content, and thought leadership pieces. Let\u2019s break each down further to help set your accounting firm apart.<\/span><\/p>\n<h3><b>Employee Testimonials and Success Stories<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">People trust people more than brands, and that\u2019s 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ernst &amp; Young LLP (EY) has used this to their advantage with its <\/span><a href=\"https:\/\/www.ey.com\/en_us\/alumni#stories\"><span style=\"font-weight: 400;\">alumni stories<\/span><\/a><span style=\"font-weight: 400;\">. These stories show prospective employees that EY isn&#8217;t just a job; it&#8217;s a launchpad for future success. And who wouldn&#8217;t want to be part of that?<\/span><\/p>\n<h3><b>Behind-the-Scenes Content<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">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&#8217;s Instagram stories from team-building events or YouTube videos of leadership roundtables, this content shows the human side of your firm.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Deloitte has this down. Its <\/span><a href=\"https:\/\/www.instagram.com\/reel\/C8KQ9pIvBPR\/\"><span style=\"font-weight: 400;\">Instagram<\/span><\/a><span style=\"font-weight: 400;\"> is full of candid, behind-the-scenes moments that show what it&#8217;s really like to work there. It&#8217;s filled with employees who competed at the Olympics and Paralympics. How&#8217;s that for a flex?!<\/span><\/p>\n<h3><b>Thought Leadership and Industry Expertise<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">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.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">RSM does this exceptionally well. Their consistent thought leadership content \u2014 from <\/span><a href=\"https:\/\/rsmus.com\/middle-market\/the-real-economy.html?cmpid=ppc:509750-econ-tre-brand-branded-tre-g:bb01&amp;gad_source=1&amp;gclid=Cj0KCQjw3bm3BhDJARIsAKnHoVUp9JnMa6ApdVr6fKC0K-loZcHkxuioYIv7N-Y7ABmEZV5TubZtlf8aAslMEALw_wcB\"><span style=\"font-weight: 400;\">industry reports<\/span><\/a><span style=\"font-weight: 400;\"> to expert blog posts \u2014 shows they\u2019re at the cutting edge of accounting. It\u2019s a magnet for ambitious professionals who want to grow and lead.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-54233 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/3-Tips-to-Measure-Your-Employer-Branding.png\" alt=\"\" width=\"820\" height=\"484\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/3-Tips-to-Measure-Your-Employer-Branding.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/3-Tips-to-Measure-Your-Employer-Branding-300x177.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/3-Tips-to-Measure-Your-Employer-Branding-768x453.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2><b>3 Tips to Measure Your Employer Branding Efforts<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">You\u2019ve worked to build your employer brand through content, but how do you know if it\u2019s paying off? It\u2019s time to look at the numbers and track your success. Here\u2019s how to measure the effectiveness of your employer branding strategy and ensure long-term gains.<\/span><\/p>\n<h3><b>Tip 1: Track Key Metrics<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">More advanced key metrics to look at include:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Quality of hire:<\/b><span style=\"font-weight: 400;\"> New hires&#8217; time to reach full productivity, performance reviews, and retention rates.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Employee Net Promoter Scores (eNPS):<\/b><span style=\"font-weight: 400;\"> How likely current employees are to recommend their workplace to others.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Retention rate and turnover costs:<\/b><span style=\"font-weight: 400;\"> Retention rates for high performers and how much having to replace them costs.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Offer acceptance rate:<\/b><span style=\"font-weight: 400;\"> How many of your offers are accepted versus declined?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Glassdoor and review site ratings:<\/b><span style=\"font-weight: 400;\"> Ratings and reviews on sites like <\/span><a href=\"https:\/\/www.glassdoor.com\/index.htm\"><span style=\"font-weight: 400;\">Glassdoor<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.indeed.com\/\"><span style=\"font-weight: 400;\">Indeed<\/span><\/a><span style=\"font-weight: 400;\">, or <\/span><a href=\"https:\/\/www.comparably.com\/\"><span style=\"font-weight: 400;\">Comparably<\/span><\/a><span style=\"font-weight: 400;\"> can provide valuable insight into how current and former employees perceive your firm.<\/span><\/li>\n<\/ol>\n<h3><b>Tip 2: Talk to Candidates<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<h3><b>Tip 3: Be in It for the Long Haul\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-54232 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/Employer-Branding-Secret-Weapon.png\" alt=\"\" width=\"820\" height=\"460\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/Employer-Branding-Secret-Weapon.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/Employer-Branding-Secret-Weapon-300x168.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/Employer-Branding-Secret-Weapon-768x431.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/h2>\n<h2><b>Employer Branding is Your Secret Weapon<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The accounting talent gap isn\u2019t going away soon, but here\u2019s 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\u2019ll attract top talent and build a firm that people are proud to be part of.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A well-thought-out content calendar guarantees you\u2019re hitting all the marks. <\/span><a href=\"https:\/\/www.clearvoice.com\/content-strategy-session\/\"><span style=\"font-weight: 400;\">Connect with a ClearVoice content strategist<\/span><\/a><span style=\"font-weight: 400;\"> to get started. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you&#8217;ve ever tried to hire qualified professionals for your accounting firm, you know that reality isn&#8217;t meeting expectations. The demand for skilled professionals is through the roof, but qualified talent is harder to come by.\u00a0 If the talent pool is small and the choice of accounting firms is many, how can you get the [&hellip;]<\/p>\n","protected":false},"author":176,"featured_media":54238,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177,165,167],"tags":[137,139,138],"ppma_author":[292],"class_list":["post-54225","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-featured","category-resources-featured","tag-branding","tag-content-creation","tag-content-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Accounting Firms Close the Talent Gap with Employer Branding<\/title>\n<meta name=\"description\" content=\"The accounting talent gap isn\u2019t going away soon. 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