How Smart Marketing Wins Accounting Talent Battles
Authored by: Kelsey Blum—Partner Marketing Manager
If you’re a Managing Partner, COO, or an Accounting Marketer, you’ve likely felt the heat of the talent shortage scorching the accounting industry. It’s no secret that firms everywhere are hiring—or at least trying to. The numbers don’t lie: more than 300,000 accountants and auditors left their jobs in the U.S. between 2019 and 2022, according to The Wall Street Journal (December 2022). Meanwhile, the National Center for Education Statistics reported a 7.8% drop in students completing bachelor’s degrees in accounting during the 2021-2022 school year (The CPA Journal, March 2025). Fewer individuals are pursuing accounting as a career, and that’s creating a perfect storm for firms like yours.
But here’s the kicker: every firm is hiring, yet only some are winning the talent war. Why? It’s not just about offering a job anymore. It’s about offering a lifestyle that resonates with today’s candidates, especially younger recruits. They want to see that you care, that you prioritize work-life balance, and that you celebrate wins, big and small. At Brand House Marketing, we’ve seen how blending marketing, talent development, and a standout firm lifestyle can help you attract and retain top talent. Let’s explore why this matters now more than ever and how we can help you rise above the challenge.
The Talent Shortage: A Crisis and an Opportunity
The numbers paint a clear picture. The American Institute of Certified Public Accountants (AICPA) reported a 32% drop in CPA exam candidates since 2016 (The CPA Journal, January 2025). Meanwhile, the U.S. Bureau of Labor Statistics projects a 4% growth in accounting and auditing jobs by 2032, adding 67,400 new roles, ,which outpaces the average growth rate for all occupations. Demand is rising, but supply? It’s dwindling fast. A Robert Half survey found that 93% of accounting and finance leaders say it’s challenging to find skilled talent in today’s market.
Why the exodus? Retiring Baby Boomers are part of it, sure. But younger professionals, those aged 25-34 and even mid-career folks aged 45-54, are leaving too. They’re lured away by tech, finance, or other fields promising a better work-life balance, higher starting salaries, or a shinier image. Accounting’s old stereotype as a desk-bound, number-crunching grind isn’t helping. And with starting salaries lagging—median pay for accountants is $79,880 compared to $95,570 for financial analysts (Accounting Today, November 2024)—it’s no wonder students are looking elsewhere.
To win, you need to stand out. That means marketing your firm as a destination, developing your talent, and crafting a lifestyle that makes candidates say, “This is where I belong.”
Marketing: Broadcasting Your Firm’s Lifestyle
Today’s recruits, especially Gen Z and Millennials, crave purpose and balance. Deloitte’s 2024 Gen Z and Millennial Survey found 89% of Millennials prioritize purpose in their jobs, and 60% of accountants value flexibility like hybrid work. Marketing is your megaphone to show them your firm delivers.
Imagine your firm offers hybrid schedules or a four-day workweek. We could launch a campaign called “Work Smart, Live Well,” with LinkedIn posts showing your team enjoying a Friday off or a video of an employee hiking midweek thanks to flextime. Or maybe you celebrate wins, such as landing a big client, with team outings or bonuses. We’d spotlight that in a blog, “How We Cheer to Success,” featuring photos of your latest celebration. These aren’t just perks. They’re proof you care, and they draw in candidates who want a life, not just a paycheck.
At Brand House Marketing, we’ll dig into what makes your firm’s lifestyle unique, whether it’s flexibility, team spirit, or community impact, and amplify it. Our SEO-optimized content and targeted social campaigns will reach candidates searching for “accounting jobs with balance” or “firms that care.”
Talent Development: Keeping the Good Ones
Attracting talent is only half the battle. Retaining them is where the rubber meets the road. With 36% of accountants planning to leave their roles within five years, investing in your team’s growth isn’t optional—it’s essential. A robust talent development program shows candidates you’re not just a job, but a career.
Say your firm offers mentorship, pairing newbies with CPAs. We could tie that into your lifestyle brand with a “Mentors Who Care” video series, showing how guidance leads to promotions. Or picture CPA exam support: paid study time and resources, like KPMG’s CPA Kickstart (Business Insider, February 2023). We’d market that as “Your CPA Journey, Our Support,” with testimonials from newly minted CPAs balancing work and study. Upskilling in AI or analytics? We’d showcase that in case studies, proving your firm keeps talent sharp and engaged.
We’ll weave these efforts into your story, from internal culture blogs to external PR, showing candidates your firm is a place to grow and stay.
Lifestyle: The Heart of Your Firm’s Appeal
Here’s where it gets fun: creating a lifestyle that screams “This is us.” New recruits want to feel valued and balanced. A firm that cares might host “Wellness Wednesdays” with yoga or mental health check-ins. We’d market that with Instagram stories captioned “We’ve Got Your Back.” Work-life balance could mean no weekend emails, proudly touted in a LinkedIn post: “Our Weekends Are Yours.” Celebrating wins? Picture a monthly “Victory Lunch” for hitting goals. We’d turn that into a photo series, “Team Wins, Team Grins.”
These touches build a culture that candidates can feel. We’ll help you define and promote this lifestyle, making your firm irresistible to those who want more than a 9-to-5 grind.
How Brand House Marketing Helps You Win
The talent shortage is real, but it’s also an opportunity to shine. At Brand House Marketing, we get accounting firms—we’ve spent years honing strategies that speak your language and solve your problems. We’ll partner with you to:
- Craft Your Lifestyle Brand: Highlight care, balance, and wins with campaigns that resonate.
- Attract the Right Talent: Use SEO, social, and ads to reach candidates where they are.
- Showcase Growth and Culture: Create content—blogs, videos, case studies—that proves you’re different.
The result? A firm that turns the talent shortage into a chance to shine, pulling in top recruits while others scramble.
Take Action Now
Every firm is hiring, but not every firm offers a lifestyle worth joining. Let’s make yours that firm. At Brand House Marketing, we’re ready to help you stand out with marketing, development, and a culture that candidates can’t resist. Want to see how it fits your firm? Let’s talk.