Recruiting Marketing- How are you fighting (and hopefully winning) the talent war?

Potential employees might be the most important audience we can target. What does "recruiting marketing" mean in your firm? What best practices are you transferring from client acquisition strategies to recruitment marketing? How are your roles changing, given an increased focus on talent acquisition? Please come prepared to share how your firm is fighting (and winning!) the talent war. 

Speaker

Alison (she/her) for seven great years, was the head of marketing for a regional CPA firm in Greater Boston where she would joke "if it's not a tax return or an audit, it crosses my desk."  She was responsible for branding and online marketing, recruiting and firm culture, business development and proposals, and more.  Even though she had a job, she was getting requests from other CPA firms to help with their marketing; which is, supposedly, how you know you're onto something good.  In 2013 she became an entrepreneur.  In order to serve more clients, she attracted a team of really amazing people who focus on specialty areas within marketing because (get ready for one of her catch phrases) "Marketing is one word that means a lot of things" and it's all too much for any one person to be good at.  So, now she focused on working directly with clients on strategies to help them reach their goals while overseeing more of the activities. Alison is a member of MassCPAs, ProVisors, and AAM. She has presented multiple times at the MassCPAs annual conference, and has been featured on the Marketing Mistakes (and how to avoid them), and Stop the Noise podcasts.

Facilitators

Raissa Evans

Raissa joined Weaver as head of digital and lead gen in 2020, a full-service national CPA and advisory firm. She began her early career in the technology industry, then spent 12 years as head of marketing at PKF Texas, a firm recognized as a market-leader by its peers due to many industry firsts, winning more than 120 awards along the way. She founded her consultancy Running Reload LLC in 2015 where she works with clients on social optimization and Guided Marketing. 

As a pioneer of digital strategy for professional services for more than 20 years, Raissa’s led digital transformations in marketing technology, web and content strategy and lead generation customer journeys. She speaks regularly on growth strategy, marketing operations, digital performance and the like.  

She hosts AAM’s monthly Virtual Campfire video conference and was AAM Marketer of the Year 2011, was named "One to Watch" by Accounting Today's Top 100 Most Influential in Accounting, is Past President of Houston's Interactive Marketing Association, and founder of non-profit Celtic Valor, which awards scholarships to veterans.

Amanda Sturdevant

Amanda is a marketing strategist and project manager with more than fifteen years of experience in accounting marketing. In late 2022, she joined the Enterprise Marketing team at Baker Tilly, an IPA Top 10 firm, through a merger and is still feeling her way around. Prior to the merger, she spent seven years as Marketing Director at True Partners Consulting (TPC), a national tax-only accounting firm with nine offices across the U.S. At TPC, Amanda provided strategic marketing counsel to the firm’s management team, managed all forms of marketing communications, planned conferences and events, and trained firm professionals on marketing and business development topics. Prior to her role at TPC, Amanda was the Marketing Director at MorrisAnderson, a restructuring and turnaround consulting firm. She strongly believes that the most important thing an accounting marketer can do is build trust with the partners and professional staff by learning and understanding their business.

Amanda earned her MBA in Marketing Strategy & Planning and Brand Management from DePaul University’s Kellstadt Graduate School of Business in Chicago. She is also a proud alumna of the University of Wisconsin – Go Badgers! She works remotely from her home in Connecticut which she shares with her husband and two sons.

Amanda is the co-host of AAM’s Virtual Campfire video conference series and looks forward to facilitating conversations on topics that help AAM members contribute to the growth of their firms. She also serves at co-chair of AAM’s Virtual Education Committee.  Connect with Amanda on LinkedIn.    

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