Why People-Led Marketing Works for Accountancy Firms

Recently, I’ve been working with Harling & Kirk Accountants on some updates to their website.

One of the key projects involved refreshing their staff profiles and careers section. As we worked through it, it really highlighted something that many accounting firms overlook:

Your people are your brand.

And marketing can play a huge role in showcasing them.

People Trust People & Not Just Logos

In accountancy services, relationships matter.

Clients don’t just choose a firm, they choose the people inside it.

Research consistently shows that content shared by employees receives significantly more engagement than content shared by a brand page.

In fact:

• Employee-shared content can receive up to 8× more engagement than brand posts.
• People are significantly more likely to trust information shared by individuals than corporate messaging.

This is why firms that highlight their teams often see stronger engagement on social media and better brand perception overall.

2026 Is the Era of “Authenticity”

Marketing trends are moving strongly toward authentic, human content.

Audiences are increasingly sceptical of overly polished marketing and corporate messaging. Instead, people want to see the real individuals behind a business.

In simple terms:

“People want to see real people, real stories and real workplaces”.

For accountancy firms, where trust is so important. This presents a huge opportunity.

Are You Featuring Your Team Enough?

Many firms still treat staff visibility as an afterthought. But staff-led content can be incredibly powerful across multiple marketing channels.

Your Website

Ask yourself:

• Do you list your team on the About Us page?
• Are the photos recent and professional?
• Do staff have short bios explaining their role and experience?

Clients often like knowing who they will be speaking to before they even make contact.

For service-based firms, this builds trust early. Which is especially important if potential clients come to your website to check the firm out before making contact.

Social Media

Staff content is some of the easiest and most engaging content to create.

Think about posting:

• New starters
• Promotions
• Exam passes
• Staff achievements
• Team events
• Behind-the-scenes moments

These posts often perform far better than purely accountancy based content because they feel personal and genuine.

Newsletters

Your team stories are perfect for newsletters too:

• “Meet the team” features
• Career milestones
• Industry qualifications
• Firm highlights

It keeps communication interesting while reinforcing the human side of the business.

This is where a more considered marketing approach starts to make a difference, ensuring your website, messaging and content are all working towards the same goal. If you would like to know how I help firms then you can read more here.

Marketing Also Plays a Role in Recruitment

Another area where marketing and people strategy overlap is recruitment.

When someone considers applying to a firm, they often look at the website first.

Ask yourself:

• Do you have a dedicated careers section?
• Do you clearly explain what it’s like to work at the firm?
• Do you show staff development opportunities?

If you offer training contracts, this should also be clear.

For example:

• Do you support Association of Accounting Technicians (AAT) qualifications for early-career accountants?
• Are you an approved training employer with Association of Chartered Certified Accountants (ACCA) or ICAEW (ACA)?
• Do you highlight this clearly on your website?

Professional bodies encourage firms to display their accreditation and logos on marketing materials and websites where appropriate.

You should also consider:

• Listing current vacancies
• Offering a CV upload option
• Explaining your training pathway

The best candidates are often looking for culture and development, not just a job description. Marketing can help communicate that.

Why This Matters for Accountancy Firms

Unlike product-based businesses, accountancy firms are entirely service-driven. Clients build long-term relationships with the people who advise them. That means your team is not just part of your business.

They are the face of it.

When firms invest in showcasing their people, they often see benefits across:

• Marketing engagement
• Client trust
• Brand reputation
• Recruitment

And in a competitive talent market, that can make a real difference.

A Simple Question for Firms

When someone visits your website or LinkedIn page, what do they see?

Just a logo and service list?

Or the people who make your firm what it is?

Because increasingly, it’s the people behind the firm that clients and candidates want to see.

Further Resources for Accountancy Firms

If your firm is highlighting professional qualifications or training opportunities on its website, the following resources provide official branding guidance and marketing materials.

• Association of Accounting Technicians – employer and training provider resources
• Association of Chartered Certified Accountants – guidance on firm branding and logo use
• ICAEW – member firm logos and promotional guidelines
• Employee advocacy research (Marketing Society) – On engagement levels.

Ready to take this further?

If you’d like support applying this to your firm, you can explore how I work with accountancy firms and how this could support your growth.