Question:
How many of your team joined you because they wanted or needed a job somewhere versus how many joined you because of the desire to work for your firm specifically?
The late actor Burt Reynolds, who was the number 1 box office actor in Hollywood for five years straight, said that there were 5 clear stages of his career. The top one being when casting directors would say ‘Get me Burt Reynolds!’.
Too many accountants don’t think of their name or brand or firm as being anything different or better or unique than any of their competitors BUT they DO then complain about the price sensitivity in their clients, the struggle to hire and retain top talent and the challenge to attract Grade A new clients.
See a connection?
The US Top 500 firm Withum, saw a dramatic rise in applicants to work in their firm when they capitalised on the flashmob video craze back in 2012 https://www.youtube.com/watch?v=v1osnKQ9lHI
In the UK, Cassons, now Azets; drove up their lead gen by similar video marketing techniques in 2014.
Historic examples perhaps but that’s the point, these two firms knew what I’m telling you over a decade ago and more importantly, did something about it without spending a lot of money.
Answer:
If you want to charge more, hire better talent, attract better clients then give them a reason so that a CEO says ‘Get me (name of YOUR firm)’ rather than the name of your one of your competitor firms.
To your success,
Martin Bissett
