When firms are hiring in practice, salary is often the first lever they reach for. But after placing candidates across Top 10, Top 100 and independent firms, we see the same thing time and time again: the offer with the highest salary is not always the one that wins.
Accounting professionals, particularly those progressing through ACA/ACCA/CTA, are thinking about much more than their pay packet. The firms that consistently attract and retain strong people are the ones that understand this.
Here are some of the benefits and perks that candidates in practice are increasingly prioritising beyond salary.
Genuine Flexibility (Not Just “Hybrid” on the Job Ad)
Most firms now advertise hybrid working, but candidates quickly discover whether that flexibility is real or just a line in the advert.
What candidates actually value is:
- Flexibility around core hours during busy season
- The ability to work from home when deep work is needed
- Trust to manage their workload without unnecessary presenteeism
Some firms are also trialling summer hours or early Friday finishes outside of January–April, which is proving popular.
In a profession where long hours can be part of the job, flexibility is often seen as the real perk.
Clear Progression (Especially Post-Qualification)
One of the most common reasons candidates speak to us is uncertainty about their progression.
Typical questions include:
- “When will I be promoted to manager?”
- “Is partnership actually achievable here?”
- “What does the path look like after qualification?”
Firms that outline a clear roadmap from senior → manager → director → partner often retain talent far more effectively.
Transparency removes doubt and doubt is what usually drives people to test the market.
Strong Study Support (and a Culture That Actually Supports It)
For trainees, study support is non-negotiable.
But the quality of that support matters just as much as the policy itself.
Candidates look for firms that offer:
- Paid study leave that is actually protected
- Mentors who have recently completed the exams themselves
- Flexibility during exam periods
- Financial support for resits where needed
Firms that genuinely back their trainees through ACA, ACCA or CTA tend to see stronger loyalty afterwards.
Exposure to Interesting Work
Not all experience in practice is created equal.
Many candidates reach out because they feel their role has become too narrow. Common frustrations include:
- Only doing compliance work with no advisory exposure
- Being stuck on the same clients every year
- Limited opportunity to deal directly with partners or clients
Firms that give staff exposure to: Advisory work, Complex tax planning, Larger or more interesting clients, Direct client interaction often see much stronger engagement.
Variety is a surprisingly powerful retention tool.
A Sensible Busy Season
Everyone in practice understands that January and year-end deadlines come with pressure.
But candidates are increasingly paying attention to how firms manage busy periods.
Positive signs include:
- Proper resourcing within teams
- Time off in lieu after intense periods
- Realistic deadlines and expectations
- Partners leading by example on work-life balance
A well-run busy season builds loyalty. A chaotic one sends people straight to recruiters.
Culture That Feels Human
This is the hardest benefit to quantify but one of the most important.
Candidates consistently tell us they value firms where:
- Partners are approachable
- Teams genuinely support each other
- Success is recognised and celebrated
- People feel comfortable asking questions
In practice, where teams work closely together under pressure, culture makes a huge difference.
And candidates can usually sense it very quickly during the interview process.
The Firms Winning Talent Right Now
The firms attracting the best people are rarely the ones simply offering the highest salaries.
Instead, they tend to combine:
- Competitive pay
- Clear career progression
- Strong technical exposure
- Genuine flexibility
- A supportive culture
In other words, they create an environment where people can build long-term careers not just collect a pay cheque.
Final Thought
If you’re hiring in practice right now, it’s worth asking a simple question:
Would your team stay if a recruiter called them tomorrow?
Salary matters, but it’s rarely the only factor.
The firms that understand this are the ones that keep their best people and attract the next generation of talent.
