Pictures of Partners
post # 379 — May 21, 2007 — a Client Relations post
A reader writes in to ask: “I’ve noticed that the Big Four accountancy firms do not profile their partners on their websites – yet almost every law firm does. Any thoughts on the reasons and wisdom of these differing approaches?
I guess it could send the message that when you instruct anyone at PwC etc., you instruct the firm; but when you instruct someone at a law firm, you instruct the individual. Do clients really see a distinction? Or do accountancy firms fear that their staff will be poached by rivals, I wonder?”
Ideas, anyone? Advice?
Krishna De said:
David – I am not sure that the accountancy practices are so different from many corporations or even other professional services firms.
Perhaps there is an over riding sense historically that people are hiring the firm versus an individual.
Many people are also hesitant about having their photograph taken too – let alone it being theor for all the world to see.
What many people do not realise is that one of the most frequented pages on a web site after the home page is the about us.
Personally I encourage all my clients to ensure that their photographs and that of their teams are on their website/business blog.
You see people want to get a sense of who they are doing business with – are they someone they can relate to, respect and trust – we get a perception of that from a photograph.
Adding your photograph, audio and ultimately video (as you have done) both enhances the corporate brand and also the personal brand of the leaders in the organisation.
In a world where it is becoming ever more challenging to differentiate ourselves from our competitors and where people do business with people not corporations, the simple act of adding your professional photograph can make a difference as to whether people might get in touch with you.
And of course it also helps to recognise the person you are going to meet!
One of the readers on my blog commented on an article I had written about adding photographs to your website or blog that subscribers to his blog had dramatically increased when he added his photograph to his blog.
As to whether the photograph will lead to poaching by rival firms – I would suspect that any leader in a professional services firm who is serious about the talent management agenda should make it their business to know the highly talented people in their industry.
One head hunter told me once that actually head hunting senior players was actually very straight forward as it is easy to find out who they are and if they are any good they should have a reputation and strong personal brand in the community they operate in.
Where as more work is required to find talented people in the junior and mid levels of a firm where they are less likely to be well networked and connected externally.
posted on May 21, 2007