Running a firm can feel like juggling a dozen balls at once: clients, deadlines, software, team dynamics, growth strategy, and your own life. It’s easy to get caught up in everything you “should” be doing as a leader and forget that some of the most powerful ways to keep a team motivated and loyal are also the simplest.
In a recent CPA MOMS Podcast episode, Nicole Kehl sat down with Heather Spreduto, Vice President of Sales Operations at ADP, to explore what really drives employee engagement in accounting firms. Spoiler alert: it’s not just paychecks or ping pong tables.
According to Heather, the two most important things every team member wants are:
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To feel cared for
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To feel recognized
It’s really that simple. And yet, it’s the piece many firm owners overlook in the hustle of running a business. Let’s unpack both and explore how you can deliver them in a meaningful way, even if you’re a small firm with limited resources.
1. Care: The Foundation of Retention
Think back to your own experience as an employee. What made you stay in a role? What made you leave?
According to ADP’s data, when employees feel genuinely cared for:
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92% are more engaged
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65% stay longer
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Over 50% become more productive
That kind of impact is too important to ignore.
So what does “care” look like in a practical sense? It’s not big, dramatic gestures. It’s consistency. It’s creating a culture where team members know their time, energy, and humanity matter.
Here’s how to start:
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Check in regularly. Not just about work, but about how they’re doing. “How’s your week going?” can go a long way.
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Listen without fixing. Sometimes your team just needs to vent or be heard.
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Be flexible. If a team member needs time to handle a family situation, offer grace.
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Model empathy. You’re building a business and a life, and so are they.
2. Recognition: The Multiplier
The second essential need is recognition. Heather’s insights show that:
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Employees are 5 times more likely to stay when recognized
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79% of those who leave cite a lack of appreciation as the reason
The key here is to remember that recognition isn’t a once-a-year review. It’s a regular rhythm that makes people feel seen.
You don’t need an elaborate system. Here are some simple ways to embed recognition into your leadership:
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Say thank you often and specifically. “Thanks for turning that around so quickly, I know that wasn’t easy.”
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Give public shoutouts. In a team meeting or chat thread, call out wins.
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Note the how, not just the result. Recognize the effort, attitude, or creative problem-solving that led to the outcome.
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Ask for input. When you invite your team to weigh in on decisions, you’re showing you value their perspective.
What About Compensation and Benefits?
Of course, people need to be fairly compensated. Heather acknowledged that salary and benefits are part of the equation, but they’re often the baseline. What keeps people truly invested isn’t just the financial package, it’s the emotional and professional experience they have working with you.
If you’re a smaller firm that can’t compete with Big 4 salaries, lean into what you can offer:
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A voice at the table
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Flexible scheduling
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A strong sense of purpose
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Opportunities to grow and learn
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An environment where they feel safe, appreciated, and respected
A People-First Culture Is a Profitable One
It’s tempting to think of culture as a “nice to have.” But the numbers are clear. Engaged, appreciated employees stay longer, work harder, and contribute more to your firm’s growth.
The best part? Delivering care and recognition doesn’t require a bigger budget. It requires intention.
Ask yourself:
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When was the last time I acknowledged someone’s contribution?
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Do I know what matters to each person on my team?
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Am I showing up as a leader who listens, encourages, and leads by example?
You don’t have to be a perfect boss. You just have to be a present one.
Start Small, Show Up Consistently
Whether you have a team of one or ten, now is the perfect time to start integrating care and recognition into your leadership rhythm. These aren’t just soft skills, they’re firm-building skills.
When people feel like they matter, they give their best. And that’s the kind of culture where both people and profits thrive.
Want help creating a firm where people love to work (including you)? Join us at CPA MOMS: https://cpamoms.com/start