What Top Talent Actually Wants: How to Recruit and Retain in Today’s Accounting Landscape

Can’t hire fast enough? Losing great people? Feeling the talent pipeline shrinking more every year? You’re not alone. In this episode of Deduct This with Carrie and Lexi, CPA and career strategist Mike Manalac, known online as Mike from Accounting, breaks down exactly what today’s accounting talent is looking for, why they’re leaving, and how firms can evolve to keep their best people. With experience across Big Four, Fortune 500, and high-growth firms, and having mentored hundreds of young accountants, Mike reveals the shifts shaping the modern accounting career and the firms winning the talent game. Mike opens up about: • Why talent isn’t “disappearing”, it’s choosing better workplaces • What Gen Z actually expects from firms and leadership • How to build an authentic employer brand that attracts the right hires • The new leadership skills managers must develop for hybrid teams • Why mobility, mentorship, and psychological safety drive retention • How AI is reshaping roles and reducing burnout when used well Ready to build a firm with stronger systems and better client outcomes? Explore Intuit Professional Tax Software: https://accountants.intuit.com/tax-software/ Connect with the hosts: 🎙 Carrie Hammond: https://linkedin.com/in/cahammond 🎙 Lexi Bonicard: https://linkedin.com/in/lexibonicard Follow Mike Manalac: Website: https://mikefromaccounting.com LinkedIn: https://www.linkedin.com/in/mikefromaccounting Instagram: https://www.instagram.com/mikefromaccounting #TaxPro #AccountingCareers #FirmLeadership #TalentRetention #CPAWorkflow #IntuitTax #ProConnectTax #DeductThisPodcast FAQs 1. Which tax software is best for accounting firms? Match your software to how your practice actually works. Your client mix and service model determine the right platform, not marketing claims. ProConnect Tax works for firms offering year-round advisory: Full cloud deployment means your team accesses returns from any location without VPN headaches or desktop licensing complexity. The platform integrates intake, planning, and filing into a single workflow, which is crucial for managing ongoing client relationships beyond just filing season. Multi-state pricing advantage: ProConnect includes state returns in the main return price, with no additional per-state fees, reducing costs for multi-jurisdiction clients. When preparing returns across 15 states, this structure saves substantially compared to competitors who charge per-state supplements on every filing. Lacerte Tax serves established practices wanting maximum customization with modern deployment: Cloud hosting options give you desktop power with cloud accessibility. You're not choosing between capability and convenience. ProSeries Tax delivers desktop reliability for practices where traditional workflows and local data control remain priorities. All three platforms integrate with QuickBooks and major accounting systems. You eliminate duplicate data entry between bookkeeping and tax prep. Strategic practices calculate which platform delivers the strongest ROI when factoring in total staff time, not just software licensing costs. 2. Which software has the best customer support? Intuit provides comprehensive support for ProConnect Tax, Lacerte Tax, and ProSeries Tax through priority access to tax and accounting experts who understand both software functionality and tax code complexities, rather than relying on script-reading agents. In most cases, we'll connect you with a support specialist in a minute or less during normal operating hours. Support structure includes: • Direct access to tax professionals who troubleshoot complex scenarios and interpret tax law changes, not just software navigation • Rapid response with an average answer time of just one minute, because when you're facing a critical issue during deadline pressure, every minute of wait time multiplies into lost productivity • On-demand training designed for busy season constraints • Community connections with thousands of fellow practitioners sharing real-world solutions Beyond direct support, Intuit connects you to a practitioner community that shares real-world solutions developed through years of professional experience. The kind of insights that come from peers managing similar challenges, not just software documentation. Intuit built this comprehensive support ecosystem because we've seen what tax professionals need when the stakes are highest, and we designed support that actually keeps your practice moving forward. *Customer support claim: The average speed of answer for Intuit Accountant customer support from 6/1/24 to 6/1/25 was one minute.