How Can CPA Firms Attract and Retain Top Talent by 2025?

The public accounting sector is undergoing significant transformation due to technological advancements and evolving client expectations. These changes are shaping the landscape for CPA firms, creating new opportunities and challenges alike. However, a persistent concern remains: attracting and retaining skilled talent. Research from the 2025 Salary Guide by Robert Half highlights that 85% of finance and accounting managers in the U.S. struggle to find skilled professionals. This challenge is being exacerbated as more baby boomers retire and fewer young professionals pursue the CPA designation.

To navigate this talent acquisition challenge, CPA firm leaders must reassess their talent management strategies to distinguish their firms as employers of choice. Attracting new hires and retaining valued current employees necessitate an understanding of and accommodation for employee preferences. The need to go beyond competitive compensation is paramount. In the article, four key opportunities emerge: flexible work options, professional growth support, cutting-edge technology, and compelling benefits and perks.

Flexible Work Arrangements

A major theme that stands out is the increasing demand for flexible work arrangements. This priority is shared across various professions, including finance and accounting. Flexible work options allow employees to tailor their schedules or work remotely as needed. A Robert Half survey found that approximately six in ten job candidates prefer a hybrid work arrangement. This data underscores the critical need for firms to adapt to changing preferences to remain competitive.

The significance of flexibility extends beyond simple remote work. For many professionals, the ability to manage their working hours to align with personal needs and peak productivity is invaluable. Reasons for the importance of flexibility include better work-life balance, working during peak productivity hours, and mitigating burnout risks. CPA firms unable to offer flexibility risk losing top candidates. Sixty-nine percent of finance and accounting professionals expressed a preference to work in an office three days a week or less. Additionally, employers demanding more in-office days are compensating with up to 20% higher salaries, indicating the tangible value of flexibility in today’s job market.

Flexible work arrangements are not just about remote work; they also encompass flexible hours and compressed workweeks. By offering these options, CPA firms can cater to the diverse needs of their workforce, making them more attractive to potential hires and retaining current employees who value work-life balance. This strategy not only appeals to job seekers but also enhances the overall employee satisfaction, leading to better retention rates and a more motivated team.

Professional Growth Opportunities

Professionals in demand, such as talented accountants, prioritize clear professional growth opportunities. If they perceive that their current employer is not providing meaningful assignments, investing in their development, or offering career advancement prospects, they may seek opportunities elsewhere. The article emphasizes the importance of mentorship programs, encouragement, and financial support for attaining certifications. Mapping clear career paths also plays a critical role in retaining top talent.

Implementing mentorship programs allows less experienced accountants to gain insights from seasoned staff. These programs foster a culture of continuous learning and professional development. Encouraging employees to pursue CPA or specialized credentials, and supporting them financially and with ample learning time, contributes to their professional growth. Establishing clear career paths with realistic milestones further enables employees to visualize their future within the firm. When employees see a defined route to career advancement, their commitment to their current employer strengthens.

Succession planning is also highlighted as a crucial aspect of retaining talent and ensuring a sustainable business future. A formal succession planning program benefits both talent retention and creating a continuation plan for the firm’s longevity. When firms actively invest in their employees’ futures, they build loyalty and a sense of belonging. This proactive approach not only prepares the firm for future leadership transitions but also reinforces a stable and motivated workforce.

Innovative Technology Adoption

Another trend is the necessity for CPA firms to be technologically forward-thinking. Today’s accountants are tech-savvy and prefer working with technology that reduces monotonous tasks and enhances productivity. Firms leveraging automation software, generative AI tools, cloud-based systems, and advanced analytics appeal to candidates seeking a modern, innovative workplace. Staying ahead of the technological curve allows firms to attract a tech-savvy workforce and enhance operational efficiency.

Automation and AI tools, for instance, free up time for employees to focus on strategic, value-adding tasks. These technologies streamline workflows and reduce the burden of repetitive, mundane activities. Cloud-based systems facilitate collaboration and support remote/hybrid teams, while advanced analytics allow for data-driven decision-making. Falling behind in technology adoption could cost firms in competitiveness, as embracing AI and finance technology upgrades are strategic priorities for most organizations according to Robert Half’s Demand for Skilled Talent Report.

Investing in technology not only attracts tech-savvy professionals but also improves overall efficiency and client satisfaction. By staying ahead of technological trends, CPA firms can position themselves as leaders in the industry, appealing to top talent who seek innovative and forward-thinking workplaces. Furthermore, a robust technological infrastructure enhances the firm’s ability to deliver superior client services, further solidifying its reputation in the market.

Compelling Benefits and Perks

The public accounting sector is experiencing significant transformations due to advancements in technology and changing client expectations. These shifts are redefining the landscape for CPA firms, unveiling new opportunities and posing challenges. One major, persistent concern is the attraction and retention of skilled talent. The 2025 Salary Guide by Robert Half indicates that 85% of finance and accounting managers in the U.S. find it difficult to hire skilled professionals. This issue is aggravated by the retirement of more baby boomers and the declining number of younger professionals pursuing the CPA designation.

To address this talent acquisition challenge, CPA firm leaders need to rethink their talent management strategies to position their firms as desirable employers. Attracting and retaining top talent requires understanding and accommodating employee preferences. Offering more than just competitive salaries is crucial. The article highlights four key opportunities: flexible work options, support for professional growth, access to cutting-edge technology, and attractive benefits and perks. By leveraging these strategies, firms can enhance their appeal as employers and retain their valuable staff.

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