I heard it again on Monday! “Why would anyone want to work for our firm?” I’ve written about the self-esteem problem in the professions before and this is a classic example. The partner who uttered these words runs a boutique accounting business in a great suburban location; no rush hour to contend with, plenty of parking, great working environment. The firms works with a small number of high value clients and gets involved in a host of interesting projects helping those clients. It’s the basis of a great story to sell to prospective team members – and yet, “why would anyone want to work for us?”
If you believe that, then of course it will be true. Not a week goes by without someone telling me how hard it is to find good people.
If someone asks you what makes your firm a great place to work, what is your response? You need to have a pithy answer that you and your team can trot out whenever it is needed. Some examples:
- “We are the fastest growing firm in our region so there is enormous opportunity for great people to progress very quickly.”
- “We are acknowledged experts in the pharmacy industry so you have a genuine opportunity to develop some niche industry knowledge.”
- “Our best clients engage us to help them grow their businesses. We love that sort of work and we do it better than any firm I know.”
- “We asked our team members that very question just recently and the top three things they said they found stimulating about working at our firm were…”
The greatest thing about perception is you can create it. By adapting this strategy, you can create a very different perception in your own firm. Just be careful that you can live up to the image you are putting forward. It is dangerous to promise client contact, for example, if you do not intend to offer it. So find points of difference that work for you, then get your light from under a bushel and sell your firm – both to clients and prospective team members. What’s the worst that could happen?