In today’s competitive finance sector, employer branding isn’t a luxury for accounting firms, it’s essential.
With the accounting talent gap growing and top-tier professionals seeking more than just a paycheck, firms need a compelling, authentic employer branding strategy to remain employers of choice.
The statistics tell the story, 69% of job seekers wouldn’t accept a job from a company with a bad employer reputation, even if they were unemployed according to Glassdoor. On the flip side, strong employer branding can reduce cost per hire by up to 50% and improve employee retention significantly.
So, how can your accounting firm stay ahead of employer branding trends in 2025 and beyond?
Let's get started:
1. Create Employee Testimonial Videos With Vouch
The most powerful employer branding strategy you can have in 2025 is simple, it's "employee testimonial videos".
If you’re not capturing your current employees’ voices, you’re missing a goldmine of influence and trust building in your industry.
Video testimonials from your team show prospective employees what your firm is really like, and nothing is more trustworthy than genuine employee stories.
Platforms like Vouch make employer branding videos simple and empowers your recruiters with authentic employee spotlight videos content to share across digital platforms like LinkedIn and career sites.
✔ Capture real employees and team members, not stock footage
✔ Humanize your firm with short, engaging clips from your amazing employees
✔ Share behind-the-scenes insights into company culture
People trust people, and employee videos serve as drivers of employee satisfaction, referrals, and engagement.
2. Define (And Live) Your Employee Value Propositions
What’s your employee value propositions, known as EVPs, in 2025?
If you can’t define it them in a few sentences, it’s time to revisit and know why high-quality candidates should choose your accounting firm over others?
A compelling EVP includes:
- Clear talent development opportunities
- A unique compensation plan to inspire extra effort in the busy times
- A true commitment to work-life balance and your company culture
- Strong company values and company ethos
Statistic: according to LinkedIn Talent Solutions, 75% of job seekers research a company’s reputation before applying. An authentic EVP aligns your internal values with the expectations of potential hires.
The AI-enabled workspace for talent teams.
- Unified workspace for talent teams
- Accelerate hiring with AI tools
- Auto-generate polished hiring and employer brand content
- Easily repurpose assets across all channel
3. Leverage Consistent Thought Leadership Content
Don’t just post when you have a job opening, instead build a consistent content marketing strategy that reflects your knowledge, culture, and leadership.
Items to consider:
- Employee video content capturing your teams thought leadership
- Expert insights from your accounting leaders
- Behind-the-scenes posts on firm growth initiatives
- Posts that highlight training programs or coaching programs
Thought leadership is a powerful branding strategy, and is perfect for your entire recruitment content marketing and recruitment enablement strategy.
Statistic: According to HubSpot, companies with leaders that blog and post thought leadership videos generate 67% more leads than those that don’t.
4. Involve Your Current Team in Your Recruitment Efforts
Your experienced employees and mid-career employees are more influential than any recruitment ad.
Working with your HR team and management teams, look to make your entire team part of the recruitment marketing efforts.
Here’s how:
- Use referral incentive programs across your entire company
- Feature employees in content during interviews
- Highlight recognizable employee stories on social media
- Empower teams to share job openings with their networks
Statistic: Referred candidates are often of higher quality and stay longer according to SHRM, with employee referrals accounting for 30-40% of all hires in top firms.
5. Offer Career Growth and Development Paths
Accounting talent isn’t just looking for a job - they want a career roadmap.
This is especially true for ambitious professionals in a competitive talent marketplace and with changes like AI developments.
Ensure your firm offers and advertises:
- Career development programs
- Regular technical training and soft skills coaching with tools like Vouch
- Display clear paths from associate to partner
- Offer mentorship opportunities
Statistic: According to the AICPA, 47% of accountants under 40 say career development is the top factor in choosing a firm.
6. Promote Flexibility and Work-Life Balance
The post-pandemic shift in work priorities is here to stay.
Accounting firms that ignore employee well-being, flexible arrangements, or employee autonomy will lose out on top-tier talent.
Flexibility could include:
- Hybrid or remote work policies
- Customizable schedules during peak seasons
- Wellness days or employee health initiatives
- Mental health support and resources
These are more than perks - they’re a driver of employee satisfaction and a strong signal that your firm is modern and human-centric.
7. Measure, Improve, and Share Employee Experiences
A strong employer brand isn’t static.
Track employee engagement, gather feedback, and adapt based on what your employees at the heart of the business need.
Use tools like Vouch to:
- Run employee happiness barometers using pulse surveys or temperature checks
- Collect feedback on the entire hiring process
- Understand concerns among candidates and internal teams
- Measure employee turnover rates and satisfaction levels
You can also use content creation from your employees to showcase your improvements.
Who Are The Top 10 Accounting Firms Worldwide?
When we look at the top accounting firms worldwide as of 2025, the big players are still at the top.
Below are the top 10 accounting firms ranked by estimated annual revenue, each entry includes a brief overview and a link to the firm's official website.
1. Deloitte
- Revenue: $67.2 billion (FY2024)
- Overview: The largest of the Big Four, Deloitte offers services in audit, consulting, tax, and advisory across more than 150 countries, employing over 460,000 professionals.
2. PricewaterhouseCoopers (PwC)
- Revenue: $55.4 billion (FY2024)
- Overview: Headquartered in London, PwC provides assurance, advisory, and tax services in over 150 countries, with a workforce of approximately 370,000.
3. Ernst & Young (EY)
- Revenue: $51.2 billion (FY2024)
- Overview: EY operates in more than 150 countries, offering audit, tax, consulting, and advisory services, and employs around 393,000 professionals.
4. KPMG
- Revenue: $38.4 billion (FY2024)
- Overview: With operations in 143 countries, KPMG provides audit, tax, and advisory services, employing over 275,000 individuals.
5. BDO International
- Revenue: $14.0 billion (2023)
- Overview: BDO is a global network of public accounting firms, operating in 164 countries with more than 111,000 professionals.
6. RSM International
- Revenue: $9.4 billion (2023)
- Overview: RSM is a network of independent accounting and consulting firms, providing audit, tax, and consulting services across 120 countries, with a workforce of 64,000.
7. Grant Thornton International
- Revenue: $7.5 billion (2023)
- Overview: Grant Thornton offers audit, tax, and advisory services in over 130 countries, employing approximately 62,000 professionals.
8. Crowe Global
- Revenue: $5.3 billion (2023)
- Overview: Crowe is a global network of accounting firms, providing audit, tax, and advisory services in more than 130 countries, with over 40,000 employees.
9. Baker Tilly International
- Revenue: $5.6 billion (2024)
- Overview: Baker Tilly is a network of independent accounting and business advisory firms, operating in 145 territories with a combined workforce of 43,000.
10. Forvis Mazars
- Revenue: $5.0 billion (2023)
- Overview: Formed from the merger of Forvis and Mazars, this firm provides audit, tax, and advisory services across more than 100 countries, with a combined staff of over 40,000.
Summary
Employer branding in the accounting sector isn’t a quick fix, it’s a continuous commitment to building a strong employer brand strategy that benefits your entire accounting firm.
From embracing tools like Vouch to living out your EVP and engaging your team in storytelling, these strategies don’t just attract qualified staff - they create a community. Investing in your employer brand pays off by helping:
- Lowering your cost per hire
- Increasing your employee retention and motivation
- Lead to increased employee contributions
- Builds a deeper talent pool for your future hires
FAQs
What is an employer branding strategy for accounting firms?
A plan that shapes how your firm is perceived by current and potential employees, especially in attracting and retaining talent.
Why is employer branding important in the accounting industry?
It helps combat the talent shortage and builds a strong reputation in a highly competitive sector.
How can we promote our company culture effectively?
Use employee video testimonials, content marketing, and real stories from your team.
What are the best platforms for showcasing employer branding?
LinkedIn, your careers page, YouTube, and tools like Vouch.
How does employer branding impact employee retention?
A strong employer brand creates trust, engagement, and alignment—leading to higher satisfaction and lower turnover.
How often should employer branding content be updated?
Consistently — monthly blogs, quarterly video updates, and real-time social posts keep things fresh.
How can smaller accounting firms compete with big names?
By focusing on authenticity, flexibility, and a human-centred culture that speaks to today’s talent values.
See Why Employer Branding Managers Love Vouch!
Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon, and more, tools like Vouch make leveraging video for employer branding remarkably easy.
Book a Vouch demo today and chat with a video content marketing expert.
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