Accountancy firms are losing talent at every stage of hiring, with 22% of professionals turning down job offers because of concerns about a firm’s reputation.
New research from B2B PR agency Midnight shows that employer reputation is now a decisive factor in the accountancy sector, with nine out of 10 (90%) of employees saying it is important that a firm reflects their personal values – higher than the national average of 82%.
Flo Powell, Joint Managing Director at Midnight (pictured), said: “Reputation is now directly shaping hiring outcomes in the accountancy sector. It is influencing who applies, who accepts and who walks away.
“In a market where firms are already competing hard for talent, losing candidates before they even reach interview stage is a risk many cannot afford.”
And, the trend is accelerating with more than four in five (83%) accountancy professionals saying employer reputation will play an even greater role in their career decisions in future.
The research also highlights a disconnect between how firms present themselves and how they are perceived. In discussions, University of Sussex students reported that it is often difficult to understand what an employer does, let alone assess its culture or reputation, based on its website and social channels.
Flo added: “Many firms assume their reputation is clear, but for candidates it is often difficult to see or understand.
“In a highly competitive hiring market, that lack of clarity becomes a commercial disadvantage. Firms that fail to communicate what they stand for will be overlooked.”
