Case Study
Pine & Company CPAs Hiring
Pine & Company CPAs was turning down work because they didn't have enough tax professionals on staff. They needed help attracting high-quality tax pros who fit their professional culture. Guide MKTG updated their careers page and armed their recruiting firm with the words needed to pursue and convert high-quality candidates.
Project Goals
- Increase number of qualified candidates that apply
- Build a page that accurately describes what it's like to work at Pine
- Encourage applicants to explore the company website
- Provide recruiting firm with pre- and post-application emails, inMails, and scripts for cold outreach
What We Did
Clear Company Message
The same messaging principles that attract customers can be used to attract employees. We developed a message for all hiring initiatives.
Website Landing Page
Worthwhile employees will check out your website. Reward their effort with a page written especially for them.
Job Descriptions
Candidates are interested in much more than compensation and benefits -- especially if they're leaving their current position. This piece is KEY to your success.
inMail & Email Messages
For Pine, recruiting through LinkedIn was essential. The recruiting firm needed effective inMails that actually got opened -- and emails to continue the conversation once a connection was made.
The Results
average time visitors spend reading their Careers page
of Careers page visitors clicked Apply
qualified applicants in the first month, up from 4
tax professionals added to their team within two months
We are now getting hundreds of qualified applicants per month thanks to the content Guide MKTG wrote. We've hired 4 tax professionals in the first 6 weeks and have more in process. I'm networked with dozens of other CPA firms who are turning away client work because they don't have enough staff. I've told them to hire Guide to create all of their hiring content.
Mike Pine, Founding Partner, Pine & Company CPAs
Built on the StoryBrand Framework
Pine & Company's hiring strategy is based on StoryBrand principles. The same strategies we use to bring you ideal customers can be used to bring you ideal employees. This work is delivered through Right People Co., our dedicated hiring messaging practice.
Learn about our StoryBrand approach →Your hiring problem might be a messaging problem.
The right candidates are out there. Let's make sure the words you're using actually convince them to apply -- and say yes.