Attracting and retaining talented staff is top of mind for firms across the country. Join Mike Platt, publisher of INSIDE Public Accounting (IPA), who will offer ideas on keeping under-40 CPA professionals involved, engaged and excited about their work.
IPA is sponsoring a webinar for the Association for Accounting Marketing (AAM) at 1 to 2:15 p.m. EST Nov. 29. The AAM High webinar is free for members. Register for the webinar.
Retaining this critical demographic has never been more important. IPA’s annual survey of more than 540 accounting firms shows average turnover among all non-Big 4 firms is nearly 14%. At firms of $75 million or more, it’s even higher, at 17%. While some turnover is healthy, extra emphasis needs to be focused on making sure the right people stay.
Platt will discuss results of an extensive survey/study of more than 700 professionals aged 21-40 on their key motivators and “stay factors.” IPA partnered with ConvergenceCoaching to conduct the research survey, which uncovered what young professionals like (and don’t like) about their jobs, and how the firm can position itself to appeal to this key demographic of future leaders.
This webinar will offer analysis from the research study, “The Road to Retention: Motivators and Drivers for Young Public Accounting Professionals.” Attendees will learn:
The best and worst parts of working in public accounting, according to Millennials (21-33) and Gen X professionals (34-40).
- The top reasons they would make public accounting a long-term career.
- The types of financial information they would like leaders to share with them.
- How often they prefer feedback about their performance.
- Their ideas on how different generations can work together more successfully.
- Their top firm weaknesses and strengths.
After attending, listeners can get a better understanding of what role they can personally play within their firm to retain young professionals, encourage a culture of openness and transparency, and involve young staff in firm initiatives. New and experienced marketers alike can benefit.