Employer Branding Strategies for Growing Accounting Firms - Accounting Influencers Podcast

Episode 116

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Published on:

20th Aug 2020

Employer Branding Strategies for Growing Accounting Firms

Lee Frederiksen is an award-winning marketer, Visible Expert®, and business strategist who helped pioneer the field of research-driven marketing. As the Managing Partner of Hinge, a marketing firm for the professional services industry, he draws on his Ph.D. in behavioral psychology and his CEO experience to help clients achieve high growth and profitability. Lee’s research on marketing and business growth has made him a recognized industry name, along with the numerous books he authored on the same topics. He been quoted in a number of mainstream publications, and he regularly speaks at major industry events around the country. Shownotes:

  • Why employer branding is a critical topic for accounting firm leaders to understand
  • The three things you need to build a successful professional services firm
  • The biggest growth challenge for many accounting firms
  • Why the accounting profession has the lowest number of actively looking job-seekers in the whole professional services sector
  • What exactly job seekers are looking for in new roles depends on where they are in their career
  • The importance of being able to work remotely for talent looking for accounting roles
  • Why accounting firms who have not responded well to covid will suffer most in losing top talent
  • The number one factor in creating a really strong employer brand for your accounting firm
  • The futility of your accounting firm having more than 3 core values
  • The number one thing job seekers who are actively looking for a new position actually want
  • The prime times or triggers that make people restless in wanting to leave an accounting firm or role
  • Explaining the trend of people thinking of their career as a series of gigs vz jobs
  • Why loyalty to an accounting firm increases once a critical time has passed
  • The disruptive role of mergers and acquisitions in disruption of workforce stability
  • Why making people stay with 'golden handcuffs' can cause resentment and lowered productivity in accounting firm staff
  • The two stages in developing a compelling 'employer brand' in an accounting firm
  • A strong accounting firm brand in the market place may attract talent to you, but there's one vital thing it won't do
  • The differences in professional services sectors when it comes to how they attract and retain top talent
  • The important of time horizons for restless employees - vital to know for retaining your best people
  • Why it's inevitable in tough times that accounting firms will lose peopl
  • How the business model of 'needing a local and regional presence' has changed for accounting firms
  • What accounting firms can do to attract employees that are not actively looking to move
  • Questions accounting firm leaders should be asking in shaping a strong employer brand
  • Two top tips for accountants who want more career capital and greater promotability


When he’s not traveling to speaking engagements or working at the Hinge headquarters, you’ll find Lee pursuing his interest in hot rods or watching movies with his wife, Candace. You can reach her here...

Lee on LinkedIn

Lee on Twitter

Check out his website here

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About the Podcast

Accounting Influencers Podcast
Host Rob Brown shows accounting professionals and leaders how to be more influential, grow their personal brand and be more authoritative, relevant and high profile in their roles..
The Accounting Influencers Podcast, hosted by Rob Brown, is a must-listen for accounting professionals looking to strengthen their leadership presence, stay informed on disruptive forces in accounting and build credibility within their firms. Geared toward firm leaders, managers, partners and influencers, the show covers key topics like career development, influence, personal branding and interpreting the evolving trends impacting the accounting world. Rob brings his expertise to each episode, offering insights and guidance on how to grow your personal brand and stay strategically important in a rapidly changing profession. Whether you're aiming to influence within your firm or expand your reputation outside of it, this international podcast offers practical advice and forward-thinking insights that will keep you informed and prepared for the future.
Accounting leadership
Executive presence for accountants
Building influence in accounting
Accounting industry trends
Personal branding for accountants
Accounting firm strategy
Accounting business models
Leadership in accounting firms
Talent management in accounting
Authority in accounting profession
Career development for accountants
Accounting firm growth strategies
Influencers in accounting
Accounting firm management
Disruptive forces in accounting
Accounting leadership strategies
Accounting career success
Accounting firm decision-makers
Accounting business trends
Building credibility in accounting

About your host

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Rob Brown

Rob Brown hosts the multiple accounting podcast and chair conferences, panels and events globally for the accounting and fintech profession. He is co-founder of Accounting Influencers Roundtable (AIR) which helps vendors, experts and influencers serve the accounting and finance world. He is a dynamic speaker and accomplished expert on trust, reputation, employer brand, talent, career development, succession, gen z/generations, employee advocacy and executive presence. Rob is author of the bestselling book Build Your Reputation (Wiley) and his TEDx talk ‘The Personal Brand of You’ has been viewed 400,000 times on YouTube. He is a stroke survivor, has epilepsy, is a committed Christian and has a black belt in kickboxing. He is based in Nottingham UK, home of Robin Hood, plays chess and backgammon, loves orange chocolate and is allergic to grapefruit.