Empowering the workforce with a deliberate approach to culture

By Bill Miller, KPMG National Partner in Charge of Culture

As the accounting profession continues to face challenges with fewer graduates and an aging workforce, attracting and retaining top talent is critical for firms aiming to maintain a competitive edge.

In fact, nearly 45% of registered CPAs in Ohio are aged 60 or older, and more than 65% are over the age of 50, according to Accountancy Board of Ohio data. As retiring professionals outpace the rate of new entrants to the profession, firms need to highlight how their culture empowers employees to advance their careers and contribute meaningfully to the firm’s growth.

While business leaders all agree on the need for a healthy company culture, exactly how to build that culture continues to prove challenging. Instead of letting a firm’s culture happen by accident, a deliberate approach to culture is essential because it creates a meaningful and engaging work environment that empowers professionals and employees. By prioritizing empathy, authenticity, and a genuine commitment to employee well-being, firms can foster a culture that not only attracts prospective candidates but also grows and develops existing talent.

This approach empowers employees to become proactive culture ambassadors, contributing to a supportive workplace that nurtures both professional growth and personal well-being. As a result, firms can transform their culture into a true competitive differentiator, ensuring long-term success and sustainability in the industry.

A systemic approach to culture

In 2019, KPMG realized there needed to be a platform to amplify employee voices and give them more influence in the firm’s future. This initiative led to the creation of the Culture Champions Network. Through this program, employees are empowered to act as culture ambassadors, fostering community, participating in skill-building opportunities, and monitoring the firm’s cultural health.

Achieving buy-in from employees can be challenging under the best of circumstances, but when the pandemic prompted a shift to a remote/hybrid work model in Spring 2020, firm leadership recognized the need to evolve the program to better engage employees and professionals. KPMG developed a step-by-step program, accessed on a virtual learning platform, that features achievement tiers employees can strive for, with recognition and rewards built into each level to inspire and drive progress.

Like a video game that challenges players to complete levels, the platform motivates employees to achieve each tier through a blend of actions and learning – from formal training around topics including innovation, inclusion, and environmental sustainability; to informal training such as coffee chats or working with non-profits.

To date, nearly a quarter of the firm participates in the program, with the majority – 89% – saying they would recommend that others join. As of this year, 270 professionals have achieved the top status of “Culture Legend.” This achievement comes with unique opportunities like access to leadership, community-building platforms, and skill-building opportunities.

Making culture a measurable result

A purpose-driven culture empowers professionals to be role models of values-led behavior by providing the training and upskilling opportunities necessary to thrive. In turn, professionals become culture ambassadors who help drive firmwide impact and change through leadership support and increased visibility. By fostering a sense of belonging and promoting psychological safety, equity, and inclusion, culture ambassadors help create a supportive community within the firm.

At KPMG, the impact of the Culture Champions Network on talent retention is notable. According to firm data, participants are more likely to stay with the firm long-term, as they find their work meaningful and see the positive impact of their roles. The network also provides opportunities for personal and professional growth, which contributes to job satisfaction and retention. Additionally, the program’s efforts in promoting well-being, recognition, and community impact further enhance the work environment, making it more attractive for employees to remain with the Firm.

Cultivating success through culture

A deliberate approach to culture is essential for public accounting firms aiming to attract and retain top talent. This approach focuses on fostering empathy, authenticity, trust, and employee well-being, which are essential in a sector experiencing a decline in accounting graduates. By creating a workplace that promotes collaboration, innovation, flexibility, and equitable growth opportunities, firms can support both professional and personal development while creating culture ambassadors.

Empowering employees as culture ambassadors not only enhances their engagement and loyalty but also creates a thriving workplace that supports both professional and personal growth. By implementing a systematic approach to culture development, a company can effectively weave shared values throughout the entire employee experience. This enables the firm to fully utilize the talents of its employees and professionals, serve clients well, and adapt to external market dynamics. Ultimately, a supportive and empowering culture does more than just improve the workplace; it ensures a resilient workforce while transforming the firm into a leader in innovation and inclusivity.

Bill Miller is the National Partner in Charge of Culture and an Audit Partner at KPMG US. He has worked in the KPMG Columbus office with life insurance and P&C organizations, including public and mutual insurance companies, for over 25 years. Bill holds a bachelor's degree in business administration and accounting from The Ohio State University and serves on its Accounting Advisory Board.