Would you work at your firm if you were 20 years younger?
At the expense of declaring my age I can tell you that when I first started work as a trainee accountant many moons ago none of the following existed;
- Personal computers
- Fax machines
- Mobile phones
- The internet!!
And you could even smoke at your desk!
Sometimes I think we forget how much the world has changed through technology in such a short period of time.
The thing is though most professional service firms are still using pretty much the same marketing tactics they did back in that world.
- Brand awareness
- Newsletters and events
And the list goes on, yes we may be using digital channels for some of it but the tactics are still the same – a classic example is using Google and your website as a glorified Yellow Pages ad and corporate brochure.
So in light of that I ask you to ask yourself this;
If you were a late 20 early 30 something who grew up in a completely different world to you and me would you work at your firm?
A worrying trend we are starting to see across the many firms we talk to at all levels is ageing partners with ageing client bases that were forged in the old world and no clear strategies to attract clients in the new world.
Do you expect the new younger breed of partners to generate new business the same way you did 20 to 30 or even 10 years ago?
Do you expect new younger clients and for that matter staff and graduates to be attracted to your firm the same way they used to be?
If your goal is to leave your firm in better health than when you first started with a clear direction moving forward for those you are leaving behind then now is the time to act.