Speaking to Accountants Daily, Accodex CEO Chris Hooper said firms should reflect on their strategies for attracting new clients and talent.
“A very powerful tool is customer testimonial and case study,” Mr Hooper said.
“When the market place sees you doing cool stuff with your clients, it’s not just prospective clients that are seeing that, it's prospective employees, and they're like, 'Hey, I really want to be doing work like that, how do I get in?'.”
Mr Hooper said this is part of a broader change in terms of the narrative that the profession projects.
“It should be less about telling your story and more about telling the stories of your clients, because through your clients you're effectively telling your story,” Mr Hooper said.
“I think a lot of firms think they should compete for talent on things like having beanbags and Xboxes and things like that, but honestly none of that makes a difference if the work is boring.”
Mr Hooper admitted that he didn’t get it right to start with, but said it’s never too late to change your approach.
“That's something we made a huge mistake on last year and something that we're actually correcting this year. It’s about the clients, not about you or the firm,” he said.
“Through case studies as a form of media, you can communicate how interesting and meaningful the work actually is.”
Chris Hooper will be speaking at Accountants Daily's Business Advisory Day. This is a must-attend event for all accountants that want to accelerate their business advisory services and capture more business from new and existing clients. Early bird tickets on sale at just $299 for a limited time only.