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 In today's
competitive labor market for accountants, it is not uncommon for staff to
leave one CPA firm for another or to pursue new opportunities beyond
one's current firm. Still other staff members may not be a good fit for
your firm and are counseled out. After investing thousands of dollars to
recruit, train and develop these staff members, how good are you at
remaining connected with these professionals after they leave your firm?
If you
are like most CPA firms, the answer is not very good. By creating a
comprehensive alumni program for your firm, you will be able to stay
connected to potential referral sources -- for both staff and clients --
and extend your firm's marketing efforts. You will also be able to
bolster your firm's Learning & Development initiatives by
demonstrating your commitment to your staff while they work for you and
after they leave.
Alumni
programs are not a new concept. International consulting firms such as
Bain, Boston Consulting Group, McKinsey, Monitor Group and many others have
first- rate alumni programs. Just visit any one of these firms' Websites
and you will notice on the front page a link for alumni. These firms
sponsor many alumni programs that could -- and should -- be easily
implemented by CPA firms. From hosting alumni events to invite back
former employees to keeping alumni informed of current happenings through
newsletters and publications, these firms recognize the importance of
staying connected to former staff and continuing to foster a
relationship.
To
establish an alumni program at your firm, contact former employees and
solicit input from current staff on structure. Begin by hosting an alumni
reception and invite current employees to attend to network with alumni.
Next, inform new recruits of your firm's alumni program so they
understand that when they join your firm they begin a relationship that
will endure even if they leave the firm. Finally, include an alumni link
on your firm's Website profiling successful alumni, announcing alumni
events, and providing opportunities for alumni to connect with members of
your firm. Visit www.bain.com/alumni or www.mckinsey.com/alumni for ideas
on how to get started.
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