For years, CPA and law firms have approached retention with a narrow lens: better pay, generous PTO, or the occasional pizza party. But if the last few years have taught us anything, it’s this—retention isn’t about perks. It’s about people. And people stay where they feel seen, valued, and aligned.
As I’ve explored in my research on firm culture and talent development, culture is infrastructure. It’s not the bonus round—it’s the foundation. If you’re serious about retaining your best people (and attracting new ones), then culture must be baked into the way you lead, communicate, and operate daily.
The Real Reasons People Leave
It’s rarely just about money. When talented professionals walk out the door, it’s often because of:
- Lack of flexibility or autonomy
- Burnout and unsustainable workloads
- Absence of mentorship or growth opportunities
- Poor communication or outdated leadership
- A culture that doesn’t match their values or identity
If you’re not addressing these issues systematically, no compensation package will fix it.
Culture Isn’t Vibes—It’s Decisions
Too often, firms confuse “culture” with employee engagement activities. Yes, team-building events are nice. But culture is really about how decisions get made. Who gets promoted. How mistakes are handled. What’s rewarded. What’s ignored.
Want to know your real culture? Ask your newest hire how onboarding felt. Ask your junior staff how performance is measured. Ask your seniors what it takes to make partner.
That’s your culture—not the mission statement on the wall.
Retention Starts at the Top
You can’t delegate culture. Leadership has to model the behavior they expect from others. That means:
- Being transparent with communication (even when it’s uncomfortable)
- Investing in coaching and mentorship—not just training
- Creating space for honest feedback (and acting on it)
- Recognizing contributions beyond just billable hours
- Being flexible in how and where work gets done
Leadership sets the tone. When leaders evolve, the culture follows.
Flexibility Is More Than Remote Work
Hybrid work isn’t a trend—it’s a permanent shift. But flexibility doesn’t just mean working from home. It means flexibility in career paths, client expectations, scheduling, and how success is defined. If your firm only knows one way to “do the job,” you’re leaving talent on the table.
Retention Is Everyone’s Job
From HR to marketing to admin to senior leadership—retention isn’t one department’s responsibility. It’s an organization-wide commitment. It requires alignment across hiring, performance management, client service, and firm strategy.
Because when your internal culture is thriving, your external brand improves. Retention is the bridge between the two.
The Bottom Line
You don’t need to guess what the next generation wants. They’re telling us. They want purpose, balance, growth, and real leadership. If you can offer that, you won’t just retain staff—you’ll activate them.
And that’s the difference between surviving and thriving.