Staffing Issues in the Accounting Industry: Why Your Website Needs Google Reviews and a Careers Section

The accounting industry is facing a talent crisis. From baby boomer retirements and declining CPA exam participation to younger generations seeking more flexible, tech-forward work environments, staffing has become a top concern for firms of all sizes. Firms are no longer just competing for clients—they’re competing for people.

If your accounting firm is struggling to attract and retain top talent, your website may be part of the problem—and also the solution. Two often overlooked but critical elements of a modern firm’s online presence are: Google Reviews and a careers section. Both play an outsized role in helping your firm stand out to potential employees.

The Accounting Staffing Shortage Is Real

Accounting and finance job openings have outpaced available talent for years, and the pipeline of new professionals entering the field is shrinking. This means:

• Hiring timelines are longer

• Candidates have more choices

• Smaller firms struggle to compete with national firms offering flexible schedules and signing bonuses

In this environment, it’s critical to differentiate your firm not just as a great place for clients, but as a great place to work.

Why Google Reviews Matter for Hiring—Not Just Clients

Many firm owners view Google Reviews strictly as a marketing tool for attracting new clients. But prospective employees are researching your online reputation too. In fact, your Google Reviews may be one of the first things a candidate sees when searching your firm name.

Here's how reviews help with recruiting:

• Builds trust and credibility: A firm with 50+ glowing reviews signals professionalism and success.

• Reinforces your culture: Positive client feedback about your responsiveness, expertise, and communication style reflects well on your team.

• Influences perception: Just like clients, candidates are more likely to apply to firms with a strong online presence.

Ignoring reviews—or having only a handful—can send the wrong message, especially to tech-savvy professionals who expect transparency.

Why a Careers Section Is Essential

When candidates land on your website, they aren’t just looking at your services—they’re evaluating whether your firm is a place they’d want to work. A dedicated “Careers” or “Join Our Team” page gives them:

• Clear information about open roles

• A sense of your firm’s values and culture

• An easy way to apply or express interest

Even if you’re not hiring today, having a careers page allows you to collect resumes from future candidates and build a bench of interested talent. It shows you’re growing, professional, and intentional about building your team.

Combined, Reviews + Careers = Employer Brand

Google Reviews and your website’s careers section work together to strengthen your employer brand—the perception of your firm as a place to work.

When your firm shows up with:

• Dozens of 5-star reviews,

• A clean, modern website, and

• A compelling careers page with employee testimonials or videos…

…it positions you as a forward-thinking, people-focused firm—something that today’s accounting professionals are actively seeking.

Take Action: Build a Talent-Friendly Web Presence

If you’re serious about attracting top-tier staff in a tight labor market, start by improving your digital footprint:

• Ask your best clients to leave Google Reviews regularly

• Monitor and respond to feedback professionally

• Add a careers section to your website—make it visible and robust

• Highlight perks like remote work, flexible schedules, growth opportunities, and culture

• Share photos, videos, and team stories that humanize your brand

Below are two examples of how Accounting firms are using Google Reviews in combination with a Careers section on their Build Your Firm website to win the staffing wars.  

Example #1 - 56 Google Reviews in Orlando FL - Lab Coat CPA's

Example #2 - 146 Google Reviews - Bethesda MD CPA Firm 

Reasons Why You Should Work Here - Careers section on Sullivan website 

Final Thoughts

In a world where accountants have options, the firms that win the talent war will be the ones that treat their online presence as more than just a sales tool. Your Google Reviews and careers page aren’t just for prospects—they’re for future team members too.

Give them a reason to believe in your firm—and a way to join it.