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Steve Briginshaw: Workplace Transformation and the Next Generation Employee

The sought after skill-set that clients are looking for from their accountant of the future (a tech savvy, client-centric trusted advisor) are closely aligned to the characteristics of the next generation employee. With this in mind, Steve Briginshaw advises accountancy firms to cater to the wants and needs of the next generation, just as much as they cater to their prospects…

With all the recent changes in the accountancy profession – auto enrolment, FRS 102 and Making Tax Digital – it’s easy to have missed the change that has happened right under our nose: millennials. The generation born between 1980 and 2000 are now in full flow within the accounting profession and they have different ideas, wants and needs. Unlike the generation before (gen X, born 1965 to 1979), where a steady job with promotion prospects, health insurance and a company car were a great reward, millennials want the workplace to be different in order for them to stick around and really enjoy work. More importantly, 75% of the global workforce will be millennials by 2025.

Millennials do not strive for partnership, they want access instead of ownership. This mindset shift is mirrored within their subscription based financials and the fast growing ‘gig economy’ of working on a contract basis for a number of businesses, instead of being an employee, doing what they’re good at when and from where they want to do it.

They are the first generation of digital natives, and their affinity for technology shapes how they behave, shop and build relationships. They are used to instant access, such as monthly car leases, air bnb, netflix and amazon prime, which has resulted in a different attitude towards ownership. According to Goldman Sachs, there is a growing percentage of older millennial who are choosing to rent and not buy, with over 60% without property in 2013. The “sharing economy” has replaced the sturdy clockwork lifestyle typical of the 9-5 baby boomers.

However, this shift is not without detriment to the baby boomers generation. Those who are looking to retire their asset rich inheritance to the next generation, may not be as profitable as they could have been previously. Millennials have come of age during a time of technological change, globalisation and economic disruption. The gig economy does not want the hassle or the tie to one business, but instead strive for maximum convenience for minimum effort. In order to maximise the profitability for all generations, the latest technology must be embraced and the changing role of an accountant as a consequence must be acknowledged.

Technology has enabled the “sharing economy” to become the hassle-free norm for the majority of a millennial’s day to day pursuits. And in turn, this can be used to benefit the accounting profession to attract one of the largest generations in history. Being good with preparing accounts and data entry are not the key components of a successful accountant anymore. Nor are they what your clients are looking for from their accountant. Business owners, particularly SMEs are searching for a tech savvy, client centric trusted advisor over a compliance focused relationship.

In addition, both clients and future employees are looking beyond the brand before they make a purchase. Marketing, online social presence and making a positive impact secure loyalty over and above a quality track record.

Accounting Today’s 2018 survey highlighted that the top five things SMEs look for in their accountant are;

  1. being a trusted advisor (78%)
  2. responding quickly (74%)
  3. understanding the client’s business or industry (74%)
  4. being affordable (70%) and
  5. communicating clearly with non-accountants (69%)

Without the power of technology and a switched on team, accountants would need nothing short of a miracle to achieve this within the normal working week. Your clients want for an affordable, hassle-free, accessible, empathetic and clear advisor is also reflected in your employees wants. Millennials care about emotional intelligence, social online networks, modern technology, wellness and cost-efficiency, and your job roles should cater to their wants and needs just as much as they cater to your prospects.

Steve Briginshaw

Steve Briginshaw

Clarity
Steve is the COO and founder of Clarity, a global business advisory platform that’s making business simple. Clarity enables accountants and advisors to deliver business advisory services throughout the whole team, which helps small businesses obtain cash more easily, understand their numbers, and improve them, and have a clear plan to build their ideal business. He’s a business advisor and chartered accountant and has helped small business owners and accountants from all over the world since 2000. He’s an award-winning entrepreneur running his own businesses and has started, built and sold two accounting and advisory firms. Steve is also an international bestselling author of the book The Profits Principles - The Practical Guide to Building an Extraordinary Business Around Doing What You Love. He’s also listed in the Avalara Accounting Top 100.