Accounting Website Attracts Talent
Case Study

ReaLogo2How does a CPA firm attract top new and experienced talent when the average unemployment rate for accountants and auditors is just over three percent? Rea & Associates, a public accounting firm with 11 locations throughout Ohio, understood that a career section with the same information as every other firm just wouldn’t do. Rea retained the services of Ingenuity to create new, engaging pages for the careers section of the firm’s website.

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Strategy

In order to create an authentic experience for Rea’s prospective talent, the team at Ingenuity had to immerse itself in the firm’s brand. We first reviewed (and memorized) The Rea Way, the values and morals for which the firm stands, and other materials shared internally. We then interviewed five Rea employees of different experience levels to understand the unique qualities that attracted them to Rea. Using this information, we created 12 new pages for the careers section of the website that are optimized for search engines. More importantly, these new pages speak to the reader in the Rea tone and project The Rea Way.

Results

Roughly one month after updating the careers pages of the website, the average time on page increased by about 50 percent. In addition, pages that detail the experience and benefits of working at Rea, including those created by Ingenuity, are listed in the top 30 most viewed. “Everyone was really happy with the new careers pages,” said Becca Davis, Director of Practice Growth at Rea. “I like the transparency of the copy and that it truly gives a look inside Rea.”


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