Marketing to the unknown reader… (Part Two)

In the last article we looked at what marketing is, who should we market to, how, and are there any clients that we should really let go, in order to be able to provide a better level of service to our best clients.

I want to focus this time on looking at our marketing tools and consider how they effect our recruiting efforts.

As recruiting is a big part of my own business, finding professional staff at many levels for public accounting firms, I feel I have something of an inside track on this issue.

Let’s imagine that you’ve found a great potential employee for an open role in your firm.

You’ve seen their resume, either due to an advert, a referral or the use of a recruiting service, and you want to meet them to talk about the exciting career opportunity you have and where it can take them.

Before the candidate agrees to attend you office for an interview, many will try to find your firm on the internet, looking for your web site, in order to learn more about your firm, your clients, and even about you as an individual.

Some will even look to find directions to your office and tips on either parking facilities available on-site or nearby or public transport options.

With talent being such a scarce resource these days, we need to provide candidates with as much information as possible about the firm in as positive a manner as possible. The firm brochure and web site are both ideal opportunities to do just that.

When putting a web site or brochure together, we need to consider the needs of the unknown reader; are they a potential client, prospective employee or even a referral source? And then we need to cater to as many of those needs as possible.

Many firms I work with have a recruiting section on their web site, where they post current opportunities at the firm and invite visitors to submit their resume and apply for the position.

However, few take the time and trouble to go that little bit further which can make all the difference.

What do I mean by this? Simple – a section on the web site describing what it’s really like to work at your firm. What interesting and varied projects do people get to work on for your clients? What travel prospects are there? Are there any niche markets your firm serves that could be described as unusual or ‘sexy’?

What about promotional prospects for employees? And what is your firm’s track record like for hiring talent early in their career, coaching and mentoring them and promoting them regularly to the point of some of them now being partners in the firm?

These are the issues many bright young accountants want to know about, and the recruiting section of your web site is an ideal place to address these issues.

A few case studies of senior people in your firm who joined at an early stage in their career and have made excellent progress would be a good way of showing potential new employees that there are, indeed, some great opportunities within the firm and chances to move up.

How much client contact do people get? What study support do you offer students, and what opportunities are there to specialize after they have qualified?

If you are a larger firm with a tax department, a corporate finance team, a litigation support service, corporate recovery department and various other disciplines within the practice, then the career options that you are able to offer candidates is indeed wide and varied.

This is another big bonus when it comes to recruiting, especially if you have a shortage in the ‘2 to 4 year post qualifying’ range – these people are probably getting a little tired of one audit and assurance engagement after another and are probably considering what their options are for further growth.

Outsiders looking in will also be thinking along similar lines; ‘Where can my career go with this firm should I join them?’ and, of course, it is important to keep in mind that they will probably be looking at opportunities elsewhere, not just at your firm, and they will be comparing the longer term prospects at every other firm they see or hear about to what you have to offer.

Make sure your materials do you justice, as they can sometimes make or break a potential deal with a great employee even before you’ve had the chance to meet with them.

MFA Group 2006