Case Study: Hiring Campaign for
Accounting Firm
Belfint, Lyons, & Shuman, CPAs (BLS) is a Certified Public Accounting Firm serving companies across Delaware and Pennsylvania. In 2024, Epic Marketing worked with BLS to fill critical non-entry-level positions following an influx of clients. Leveraging existing social media management insights, the campaign focused on reaching experienced accountants (3-5 years of experience, CPA license) through LinkedIn, Instagram, and Facebook The strategy emphasized organic content highlighting the firm’s culture and benefits, supported by targeted paid advertisements. The campaign successfully filled 15 out of 20 target positions, demonstrating a significant return on investment compared to traditional recruitment methods.
Research
As part of an ongoing partnership to provide social media strategy to BLS, Epic Marketing shares detailed social media performance reports monthly. Additionally, Epic conducts quarterly sit-downs to review analytics, comparing year-over-year and quarter-over-quarter trends and discussing key insights.
During one of these client meetings, BLS approached Epic with an urgent hiring need. The team determined that a social media campaign would be the ideal solution, and Epic had flexibility regarding how and when to launch the hiring campaign. The primary constraint was to avoid the peak of tax season (January through April), as accountants would be too busy to consider new job opportunities. Instead, Epic aimed to launch the campaign as potential applicants headed out of tax season, typically from late April through June. This timing would also capitalize on a period when accountants might be more open to considering a career change.
Planning
As BLS sought candidates with three to five years of experience and a CPA license, Epic knew there was a need to reach professionals beyond entry-level. Based on this information, Epic zeroed in on the target demographic of professionals 25- to 35-years-old. In turn, this also influenced platform selection, with LinkedIn identified as the primary campaign platform. Instagram and Facebook were identified as secondary, experimental platforms. To measure success, Epic and BLS decided industry engagement and click-through rates would be used as benchmarks for campaign performance.
Goals
The goals of the BLS social media recruiting campaign were to:
- Fill up to 20 open certified accountant positions with qualified candidates
- Achieve or exceed industry standard engagement rates and click-through rates on paid social media advertisements
- Increase traffic to the firm’s career landing pages
- Generate high-quality applications that align with the required experience and qualifications
Benchmarks for Success
The benchmarks for success for the BLS social media hiring campaign were:
- Meet or exceed industry engagement rates (2024):
- Facebook: 3.6% (industry average)
- Instagram: 2.2% (industry average)
- LinkedIn: 2.5% (industry average)
- Receive interest from qualified candidates who met the hiring criteria (3-5 years experience, CPA license) in order to fill up to 20 open positions
Target Audience
The primary target audience for the BLS hiring campaign included:
Individuals 25- to 35-years-old
Professionals 3-5 years of experience in an accounting firm
Those who possess a CPA license (or equivalent certification)
Individuals potentially considering a career change
Strategy
The strategy for the hiring campaign was guided by three pivotal questions:
1
How do we effectively reach the right people?
This involved pinpointing where the age demographic with the right accounting experience and a CPA license could be found on social media.
2
How do we convey the benefits (value proposition) of working at the accounting firm?
The focus was on highlighting differentiators from “Big Four” firms, such as a family-first office culture, flexible work schedules, built-in career advancement, internal mentorships, and robust year-round community outreach programs. The aim was to emphasize non-monetary benefits and authentic firm practices.
3
How do we make the campaign work effectively within the given budget?
This led to a decision to prioritize high-performing content formats (video, carousels) for paid ads that focused on a strong call to action (“Are you looking for a flexible workplace? Apply today.”). Organic social media content was used to support these paid efforts by showcasing the firm’s culture, employee activities, and benefits in more detail.
Execution
To execute a successful recruitment campaign, our social media director collaborated with BLS’s in-house marketing manager, who created and deployed digital advertising graphics.
The execution involved a multi-pronged content and monitoring approach:
- Video content was prioritized due to its higher platform preference and engagement, followed by carousel images, and then static images for content diversity.
- Video content included video tours of the newly redone office space to showcase the modern work environment and promote the hybrid work option.
- Static images were used for diversity and carousel testing. The firm’s locally recognizable building was also used in imagery, allowing potential applicants to envision themselves in the role.
- All content adhered to the firm’s established brand standards, with support from their marketing assistant for branded social posts.
- Ads were checked daily immediately after launch. Weekly to bi-weekly check-ins with the client were conducted to assess increased traffic to landing pages and the LinkedIn company page. This frequent monitoring allowed for mid-campaign adjustments to targeting if qualified applications were not being received.
- The campaign ran for approximately 9-12 months, with the bulk of the paid activity concentrated in the first six months, allowing time for the firm’s longer hiring process.
Messaging
The messaging aimed to differentiate the firm and highlight its unique value proposition:
“Are you looking for a flexible workplace, career advancement, mentorship, and time for community outreach all while helping your nonprofit clients succeed? You’ve found the right place! Check out open positions and apply today.”
Communications consistently reinforced the theme of “Future is Bright” paired with the invitation “Looking for a change? BLS is hiring!” This welcoming, authentic tone and copy helped convey what the hiring campaign team already knew: BLS is a great place to work. A focus on the unique aspects of working at this specific firm—such as flexible work schedules, internal mentorships, career advancement, and a robust community outreach program—through benefit-oriented copy served to capture audiences. Epic and BLS wanted to especially convey that these benefits were genuine practices of the firm, not just checklist items.
Key Tactics
Organic social posts highlighted employee achievements, volunteer activities, and workplace awards (e.g., “Top Workplace,” voted by employees) to provide context and support the paid recruitment ads.
- Custom links were created for specific job openings to better track clicks from social media to particular roles.
- Including this question in the application process provided an additional data point for source tracking (Facebook, LinkedIn, Instagram).
Ensured Facebook and LinkedIn pixels were installed on relevant career pages for better tracking and retargeting.
Continuously monitored and adjusted ad targeting based on the quality of applicants received. For instance, excluding industries like “medical field” if irrelevant candidates were being reached, to focus on those with “CPA” in their profile.
Evaluation
The social media hiring campaign successfully filled 15 of its 20 targeted positions, with the remaining roles being addressed through internal placements or left open. The organic performance of the campaign was exceptionally strong, with engagement rates exceeding industry averages, indicating a high level of interest in the firm and its career opportunities.
2,044
engagements
These engagements included comments, likes, shares, video views, and 953 post-link clicks that directed users to the careers page.
92,270
impressions
Paid advertising efforts yielded significant results
15
hires
of its 20 targeted positions, with the remaining roles being addressed through internal placements or left open
Snaps
Paid advertising efforts yielded significant results, generating 92,270 impressions and 2,044 engagements. These engagements included comments, likes, shares, video views, and 953 post-link clicks that directed users to the careers page.
From a cost-effectivendustry average cost per hire of $4,700. This allowed the client to secure 15 hires at a fraction of the conventional cost, albeit over an extended recruitment timeline.
Furthermore, the campaign successfully cultivated a “semi-warm audience” of 953 individuals who had expressed interest in employment opportunities at the firm. This audience represents a valuable asset for future recruitment efforts.
Results
The tangible results of the campaign were immediately evident in the client’s business operations. They reported a substantial surge in quote requests, a direct indicator of heightened consumer interest and demand for their services. This uptick in inquiries translated into a significant increase in overall business activity, validating the strategic approach of the emergency-ready marketing efforts. In the client’s own words: