Understanding Employees’ Preferences: The Key to CPA Firms Attracting Top Talent in 2025

For CPA firm leaders, the pressure is on to rethink talent management strategies so their firm can stand out as an employer of choice not only to new hires, but also to valued talent already on their team. Understanding and accommodating employees’ preferences to the extent possible is fundamental to achieving that objective.

But what do today’s workers want, in addition to earning competitive compensation? It’s more straightforward than you might think. Many professionals today look for employers to provide them with the following four opportunities:

1. The Option to Work Flexibly

Flexible work arrangements have become a top priority for job seekers in many professions, including finance and accounting. Workers in all demographic groups represented in the workplace increasingly value the opportunity to set their schedules or work off-site when needed. And in a recent Robert Half survey, six in 10 job candidates said they want a hybrid work arrangement.

It’s not difficult to figure out why flexibility matters to employees. It allows them to:

• Maintain a better work-life balance: Accounting professionals, like many workers, want to juggle their personal and professional lives effectively, especially during busy seasons.
  
• Work when they are most productive: Not everyone does their best work from 9-to-5. Giving accountants the option to work during their peak focus hours can help them deliver high-quality work more efficiently.
  
• Avoid the risk of burnout: Flexible schedules can help mitigate stress during high-demand periods, like tax season, audit season and the year-end close.

CPA firms that don’t offer work flexibility risk losing out on top candidates. Research for our Salary Guide found that 69% of finance and accounting professionals want to work in the office three days a week or less. Employers that insist on employees working on-site all or most of the time should also be prepared to offer higher salaries. In a Robert Half survey, 55% of employers said they are offering workers up to 20% more pay to come into the office four to five days per week.

2. The Support and Guidance to Grow Professionally

Talented accountants know their skills are in demand. So, if they don’t feel their current employer is giving them meaningful assignments, investing in their professional development or providing opportunities to advance their career, they aren’t likely to stick around for long.

You can help your team members grow professionally and visualize their future at your CPA firm by:

• Offering mentorship programs to help up-and-coming accountants learn from seasoned staff
  
• Encouraging employees to pursue certifications like the CPA or specialized credentials, and offering them financial support for courses and exams (plus ample time to devote to learning)
  
• Mapping clear career paths that show employees how they can progress within your organization and working with them to set realistic milestones for growth

Building on that last point: Consider making succession planning a priority at your firm. In addition to helping you retain valued talent, a formal succession planning program can help you create a more sustainable future for your business.

3. The Chance to Work with the Latest Technology

Today’s accountants are tech-savvy, and they want to work with technology that reduces tedious, repetitive tasks and enhances their productivity. By positioning your CPA firm as an innovator in the accounting space, you can appeal to candidates seeking a future-forward workplace.

For example, you can implement automation software and generative AI tools to give employees more time for strategic, value-adding work. You can invest in cloud-based systems to enhance collaboration and support remote and hybrid teams. And you can adopt advanced analytics, including predictive analytics, to support faster, more data-driven decision-making.

Also, as I explained in a previous post, if you aren’t already adopting tools like generative AI at your CPA firm, you’re at risk of falling behind your peers. Research for the Demand for Skilled Talent Report from Robert Half found that AI implementation and finance technology upgrades are strategic priorities for most finance and accounting organizations this year.

4. The Ability to Access Compelling Benefits and Perks

Competitive salaries remain essential for attracting and retaining in-demand professionals, but perks and benefits packages are becoming equally critical. In a Robert Half survey, over one-third of workers (35%) said the main reason they are looking for a new job is to gain better benefits and perks.

We also learned through our research for our 2025 Salary Guide that the benefits and perks employers commonly provide align with professionals’ preferences. For example, workers reported that flexible schedules, remote work options and wellness perks are most important to them, and those perks are among the top five offerings that employers provide.

If your CPA firm, like many, is also a small business, providing standout perks and benefits could give you a much-needed edge when competing against larger employers for in-demand talent. While those businesses may have more substantial hiring budgets and the ability to offer generous salaries, it’s often easier for small and midsize firms to tailor compensation packages to an individual worker’s preferences — especially when it comes to work flexibility.

CPA firms need to be prepared to compete hard for skilled professionals in 2025 — that’s a fact. By understanding employees’ preferences, you can develop effective strategies for attracting top talent, creating enticing job offers and, importantly, retaining your best people.

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Steve Saah is the executive director of the finance and accounting permanent placement practice at Robert Half, the world’s first and largest specialized financial talent solutions service. The company has more than 300 locations worldwide. He is responsible for leading U.S. operations, based in the Washington, D.C., metropolitan area. He was named executive director in 2017, previously serving as director of permanent placement services.

Saah has been with the company since 1998, where he started as a recruiting manager, following a career as an internal auditor and assistant controller. He is a noted expert, author and presenter on career, management and hiring trends, particularly those affecting the accounting and finance fields. Saah earned a finance degree from Virginia Tech.