Accounting firms have historically struggled with image. The picture of the eye-shaded, pocket protector, horn-rimmed glasses numbers cruncher is cemented in the minds of many people...even accountants themselves! With competition for business and talent giving accounting firms cold sweats, projecting an image of being smart, hip, contemporary, young, and forward thinking is increasingly important.
I've been spending more time dialoguing with marketing professionals and principals with accounting firms about how we can together create photos of their staff, both posed and more lifestyle oriented that are more authentic and edgier. For example, I've developed a style that opens up the image more to show hands making the subjects look more expressive.
In addition, more dramatic lighting is used with parts of the face allowed to go to shadow. Using a different aspect ratio such as square or 16:9 (also known as movie screen) adds an extra dimension.
Recruiting is a bigger challenge than ever. Competition for talent and a high generational retirement rate means that accounting firms have to look younger and more interesting if they are going to be able to maintain their staffing and insure the future of the firm. Projecting dynamic work environments are key to this effort.
4445 W. 77th St. #130
Edina, MN 55435