case study

Pine & Company CPAs Hiring

Not having enough tax professionals on staff meant that Pine & Company CPAs was turning down work. They needed help attracting high-quality tax pros who would fit with their professional approach and highly intentional corporate culture. We worked with Pine to update their careers page and arm the recruiting firm with the words they would need to pursue and convert high-quality candidates.

Project Goals:

  • Increase the number of qualified candidates that apply
  • Build a page that accurately and attractively describes what it’s like to work at Pine
  • Encourage applicants to explore the company’s website
  • Provide professional recruiting firm with the pre-application and post-application emails, inMails, and scripts they need to pursue (cold outreach) candidates

Messaging & Marketing Tools We Used

clear message

Clear Company Message

The same messaging principles that attract customers can be used to attract employees. We developed a message that could be used across all hiring initiatives.

website

Website Landing Page

Worthwhile employees will check out your website. Reward their effort with a page that’s written especially for them.

clear message

Job Descriptions

Candidates are interested in much more than compensation and benefits — especially if they’re going to leave their current position for a new one. This piece is KEY to your success.

clear message

inMail & Email Messages

For Pine, recruiting through LinkedIn was essential. The recruiting firm needed effective inMails to send — ones that actually got opened. Once a connection was made, they needed emails to continue the conversation.

computer on a desk with the email on screen

The Results

8min

Average time visitors spend reading their Careers page

50%

of the people who visited their Careers page clicked “Apply”

200

qualified applicants in the first month (compared to 4 the month before)

8

Tax professionals  added to their team within the first 2 months

How would business change if you had all the help you need?

Imagine being able to say “yes” to every customer, every job. No more waitlist or backlog. No more turning down work. No more doing the work yourself. We can help you find high-quality candidates.

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

person scrolling through email on their phone
computer on a desk with the email on screen
StoryBrand Guide Badge

Pine & Co’s messaging and marketing strategy is based on StoryBrand principles. We consistently see impressive results, for clients of all sizes and types, when using this framework. Ask us about it when you schedule a call.

Stop wasting good money on bad marketing.

616.559.0007

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1800 92nd Ave
Zeeland, MI 49464

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