September 15, 2019

Are the Edgy Efforts Really Necessary for Recruiting Accountants?

PwC’s Branding Week taught us nothing we didn’t already know.

So as you may recall, PwC launched its massive PR campaign two weeks ago, wrapped up in super-PR spin in this clip from ABC news:


Even if you sat earnestly with pen in hand, I doubt you had any significant takeaways from the video. “Networking starts with the people you know.” “Students should be aware of what they post online.” “Careers are a marathon, not a spring.” Really? For a moment I thought networking was accomplished by connecting with complete strangers on LinkedIn. Please.

Don’t forget about Deloitte’s push to join the 21st century, albeit it a few years late. Talk of Facebook pages, Twitter feeds, and YouTube channels, oh my! Come ON. Walk into a campus lecture hall of 100 students and you’ll find 97 of them tapping away on their cell phones. Are they tweeting? Hell no. This generation finds Twitter boring. They need more (as in pictures, tagging, communication channels) than Twitter can offer. Blah.

At the core of it all, are these efforts really necessary? The fundamentals of supply and demand will always make accounting majors one of the top recruiting prizes on college campuses. The major consistently has a top-five placement rate after graduation. Both the accounting firms and the private sector will continue to flourish as hiring grounds.

Then why bother? We all know the profession is sugar coated with promises of worldly travel or volunteer release time; the need for the best and brightest is no secret. That is, in itself, the answer.

Anyone can recruit an accountant, but the best and brightest are chased. Hounded. Stalked. All in the name of tweets.

PwC’s Branding Week taught us nothing we didn’t already know.

So as you may recall, PwC launched its massive PR campaign two weeks ago, wrapped up in super-PR spin in this clip from ABC news:


Even if you sat earnestly with pen in hand, I doubt you had any significant takeaways from the video. “Networking starts with the people you know.” “Students should be aware of what they post online.” “Careers are a marathon, not a spring.” Really? For a moment I thought networking was accomplished by connecting with complete strangers on LinkedIn. Please.

Don’t forget about Deloitte’s push to join the 21st century, albeit it a few years late. Talk of Facebook pages, Twitter feeds, and YouTube channels, oh my! Come ON. Walk into a campus lecture hall of 100 students and you’ll find 97 of them tapping away on their cell phones. Are they tweeting? Hell no. This generation finds Twitter boring. They need more (as in pictures, tagging, communication channels) than Twitter can offer. Blah.

At the core of it all, are these efforts really necessary? The fundamentals of supply and demand will always make accounting majors one of the top recruiting prizes on college campuses. The major consistently has a top-five placement rate after graduation. Both the accounting firms and the private sector will continue to flourish as hiring grounds.

Then why bother? We all know the profession is sugar coated with promises of worldly travel or volunteer release time; the need for the best and brightest is no secret. That is, in itself, the answer.

Anyone can recruit an accountant, but the best and brightest are chased. Hounded. Stalked. All in the name of tweets.

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