9 minute read
Attracting top talent this tax season
Your employer brand can make all the difference
As tax season approaches, many CPA firms turn to seasonal employees to help carry the heavy workload. However, the search for temporary employees might be more difficult this year.
By Lee W. According to the U.S. Bureau Frederiksen, Ph.D. of Labor Statistics, 4 million Americans quit their jobs in July, leaving a record-breaking 10.9 million open positions. It’s being called “The Great Resignation,” and professional services firms in the Midwest and South are the hardest hit. Accounting firms are at particular risk during this time. Mid-career employees between the ages of 30 and 45 — those with the skills many CPA firms rely on — are driving resignations. There’s always been competition to hire top talent, but with the number of open jobs today, people have more options than ever before. Mid-career employees are most familiar with tax laws and require less training than junior CPAs. Unless accounting firms can build highly qualified candidate pools, increased training costs for less experienced seasonal help will cut into your profit margins. Amidst all this bad news, here’s some good news: By understanding the factors at play in the workforce, your firm can design a strategy that will attract the professionals you need for tax season and beyond.
A shift in priorities
2020 brought into clear focus ideas on work-life balance, remote work and the benefit of a shared cultural fit. Midcareer employees — especially those who work full time and care for young children or elderly parents — began to question the value of their current positions. While competitive salaries are the leading factor for individuals looking for a new job, Hinge’s 2020 Employee Study found other factors are driving resignations, too. Professionals today are attracted to organizations that share their values and promise to be a good cultural fit. They also respond to strong leadership and a clear vision for the future. These factors are certainly important for individuals seeking full-time employment, but contractors also look for the same qualities when signing on with a new firm. Hiring seasonal employees affords you the chance to evaluate the work performance, communication skills and professionalism of potential full-time employees. But remember, temporary employment allows contractors to evaluate your firm and its culture at the same time. Make sure to put your best foot forward.
Create an irresistible offer
As you develop your job descriptions, consider the following points that will be attractive to job seekers. 1. Flexible work schedules. Flexible work schedules are a strong selling point for employees at all stages of their careers. Consider how you can meet your clients’ needs and entice the candidates who will make tax season successful.
2. Remote or hybrid work. Last year, a growing number of accounting firms offered the option of remote work to their full-time and seasonal employees. Offering
these options when possible will help accounting firms attract and retain the individuals they need throughout the year.
3. Opportunity to work with professional accounting
software. Contract employees seek opportunities to use cutting-edge accounting software, which will make them more attractive candidates for full-time work. Showcase the expertise of your firm and increase productivity by using high-powered software and offering to train seasonal help. 4. Team-based work. Job seekers value being part of a good team, one they can learn from and contribute to. Offering this option to seasonal employees promotes the expertise of your team and enhances your firm’s corporate brand and reputation as a workplace. Now that you have an idea of what the top candidates are looking for, it’s time to make sure your organization is visible to top accounting talent.
Build a highly visible, robust employer brand
A strong employer brand is essential to your recruiting efforts. Your employer brand is your reputation as a workplace or employer. Since last year’s social justice protests, your employer brand has risen in importance as a component of your overall corporate brand. It has also come under more scrutiny by job applicants. Having a dedicated career page on your firm’s website is essential to your recruiting efforts. But potential employees will scour your entire site for information. Tell your organization’s story across your website, social media channels and created content. Pay close attention to search engine optimization (SEO) to ensure the people you’re looking for can find you.
Put yourself in the minds of potential employees
What will potential employees find out about your firm when they conduct a Google search or look on job boards and trade associations? It’s critical to know the answer and have a strategy in place to showcase your firm in an authentic and compelling light. The work you put into hiring seasonal employees today can help you recruit and retain top talent year-round. Your competitors are only too eager to lure away prospective candidates. Tailor your messaging and job descriptions according to a candidate’s career stage, industry, position and talent profile. You’ll be excited by the results.
Lee W. Frederiksen, Ph.D., is managing partner at Hinge, a research-based branding and marketing firm for professional services. Contact him at lfrederiksen@hingemarketing.com.
Special kudos
Kathy Koltin Blumenfeld, CPA, will assume the role of Wisconsin Department of Administration Secretary for Gov. Tony Evers on Jan. 17, it was announced by Gov. Evers in December 2021. Secy. Blumenfeld had held the post of Department of Financial Institutions Secretary since December 2018 (confirmed by the state Senate in October 2019). “Secretary Blumenfeld has been an incredible partner and leader at DFI since the beginning of my administration, including during the pandemic, providing guidance and steady leadership for Wisconsin’s financial institutions and the financial well-being of folks across our state,” said Gov. Evers. “I know she will bring the same sort of strategic and dependable leadership to the Department of Administration, and I’m really looking forward to her serving in this new role.” The WICPA wishes Secy. Blumenfeld the best of success in her new role.
William A. Bares Matthew J. Brannan Robert E. Freese Joanne Horvath Michael Jankowiak Ryan Laughlin Amanda M.A. McNutt Molly A. Mundinger Nicole C. Rice Brian Wilson
Gerald Arnholt, financial advisor for VantagePointe Financial Group, has been appointed to the 2021-2022 Membership Council of the Independent Business Association of Wisconsin.
William A. Bares, CPA, has joined Vrakas CPAs & Advisors (Vrakas), Brookfield, as a tax principal with responsibilities in tax consulting, compliance and planning, as well as reviewing complex corporate, partnership and individual tax returns for privately held businesses and their owners. Matthew J. Brannan has joined Vrakas as a tax associate after graduating from Wisconsin Lutheran College. He interned with the firm in spring 2021. His responsibilities include income tax preparation for privately held businesses and their owners.
Ryan Brummund, CPA, has started a new position as operations analyst at CyberOptics Corp. in Golden Valley, Minnesota. Heather Dunn, CPA, senior VP and CFO of West Bend Mutual Insurance Co., was recognized on Nov. 1 as a 2021 Notable Woman in Insurance by BizTimes Media. Robert E. Freese, CPA, has joined Vrakas as a tax principal with responsibilities in reviewing complex corporate, partnership and individual tax returns, along with tax consulting, compliance and planning for privately held businesses and their owners. Jan Hauser, CPA (retired), has been appointed to the board of directors for Enfusion, a global investment management software company. Joanne Horvath, CPA, MBA, has joined Rogers Behavioral Health as chief financial officer, providing financial leadership and oversight for hospital operations, strategic financial planning, capital resources and investment management. Michael Jankowiak has joined Vrakas as an audit associate after graduating from UW–Whitewater. His responsibilities include financial statement and employee benefit plan audits and other assurance engagements for privately held businesses. Marcy Kempf, CPA, a partner at Cohen & Co., was appointed to the advisory council of SecureFutures, a teen financial literacy nonprofit.
Ryan Laughlin, CPA, MST, JD, AEP,
has joined Hawkins Ash CPAs as a partner. Laughlin has more than 20 years of professional experience with regional, national and global public accounting firms and provides tax and transactional planning to business owners, individuals and families. Carrie Leonard, CPA, has been elected the new president of Johnson Block and Co. Inc. following the retirement of the former president, Janice Froelich, CPA, from its board of directors. Froelich served on the board for 30 years. Amanda M.A. McNutt, CPA, has joined Vrakas as an audit principal with responsibilities in audit, review, compilation and benefit plan services for privately held businesses as well as business planning and owner transitions. Molly A. Mundinger has joined Vrakas as an audit associate after graduating from Concordia University–Wisconsin. She interned with the firm in spring 2021. Her responsibilities include financial statement and employee benefit plan audits and other assurance engagements for privately held businesses.
Mark C. Oldenberg, CPA, was appointed by Security Financial Bank (SFB) to succeed Paul Rudersdorf, CPA, as bank president, effective Jan. 10. Rudersdorf will remain in the role of CEO of SFB and CEO and president of its bank holding company, Security Financial Services Corp., until he retires at the end of 2022, at which time Oldenberg is expected to assume the roles. Nicole C. Rice, CPA, has joined Vrakas’s Kenosha office as an audit manager. She is responsible for performing various audit, review and benefit plan tasks for privately held businesses.
Robert Traylor, CPA, has been promoted to executive vice president for Horicon Bank, where he also serves as chief financial officer. Brian Wilson, CPA, has been promoted to partner at RitzHolman CPAs.
ORGANIZATION NEWS
Baker Tilly US LLP announced the management buy-out of Baker Tilly Search & Staffing, formerly a subsidiary of Baker Tilly US LLP, effective Nov. 30. Named Truity Partners, the new recruiting, staffing and executive search business will be led by partners Laura Huggett, CPA; Carver Smith, CPA; Kim Herlitzka and Joel Buffington, along with their directors.
Huberty has announced mergers with
Van De Kreeke and Associates S.C.
and RRK CPA LLC. The merged firms will continue to operate as Huberty. The merger gives the firm a presence in Port Washington in addition to their offices in Sheboygan, Plymouth, Fond du Lac, Ripon and Minocqua.
Vrakas CPAs & Advisors has relocated its Kenosha office as a result of continued strategic growth and is now located at 6309 60th Street, Suite 200, in Kenosha.
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