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To Attract Top Talent in 2025, SMBs Must Understand Employees’ Preferences

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By Steve Saah, Executive Director of Finance and Accounting Permanent Placement, Robert Half Small and midsize businesses (SMBs) must be prepared to compete hard for skilled talent over the next several months, as companies of all sizes are in hiring mode. Robert Half’s State of U.S. Hiring Survey found that 63% of employers plan to add new permanent positions during the first half of 2025. That’s up from 52% in mid-2024. Company growth and project demands are top factors fueling hiring plans for many of these employers. In that same survey, almost all managers at SMBs said their organization plans to hire during the first six months of 2025 as well, and they’re also recruiting candidates primarily for new roles. However, in a separate survey by our company, four in 10 managers at SMBs said finding candidates with the required skills would be a key hiring challenge for their business through the end of 2025. All of this means the pressure is on leaders at small and midsize firms to rethink talent management strategies so their business can stand out as an employer of choice to in-demand candidates. Understanding and accommodating employees’ preferences to the extent possible is fundamental to achieving that objective—and retaining valued talent, too. But what do today’s workers want, in addition to earning competitive compensation? It’s more straightforward than you might think. Many professionals today look for employers to provide them with the following four opportunities:
Flexible work arrangements have become a top priority for job seekers in many professions, including finance and accounting. It’s not difficult to figure out why flexibility matters to employees. It allows them to maintain a better work-life balance and: Work when they are most productive: Not everyone does their best work from nine to five. Giving employees the option to work during their peak focus hours can help them deliver high-quality work more efficiently. Avoid the risk of burnout: Flexible schedules can help mitigate stress, especially when workloads rise and deadlines loom. Offering flexible work options can also help you meet the needs of a multigenerational workforce. Our research shows professionals in all demographic groups represented in the workplace increasingly value the opportunity to set their schedules or work off-site when needed. Read Robert Half’s report, Examining the Multigenerational Workforce, for more insight on this topic.
Talented and skilled professionals know they are in demand. So, if they don’t feel their current employer is giving them meaningful assignments, investing in their professional development or providing opportunities to advance their career, they aren’t likely to stick around for long. You can help your team members grow professionally and visualize their future at your small or midsize business by: Offering mentorship programs to help up-and-coming employees learn from seasoned staff. Encouraging employees to pursue certifications or other specialized credentials relevant to their field, and offering them financial support for courses and exams (plus ample time to devote to learning). Mapping clear career paths that show employees how they can progress within your organization, and working with them to set realistic milestones for growth. Building on that last point: Consider making succession planning a priority at your small or midsize business. In addition to helping you retain valued talent, a formal succession planning program can help you create a more sustainable future for your company.
Most professionals today are tech-savvy and want to work with technology that reduces tedious, repetitive tasks and enhances their productivity. SMBs that position themselves as innovators in their industry can appeal to candidates seeking a future-forward workplace. For example, you could implement automation software and AI tools to give employees more time for strategic, value-adding work. You might invest in cloud-based systems to enhance collaboration and support remote and hybrid teams. And you could adopt advanced analytics, including predictive analytics, to support faster, more data-driven decision-making. Also, as I explained in a previous post, if you aren’t already adopting tools like generative AI in business functions like finance and accounting, you’re at risk of falling behind your peers. 
Competitive salaries remain essential for attracting and retaining in-demand professionals, but perks and benefits packages are becoming equally critical. In a recent Robert Half survey, over one-third of workers (35%) said the main reason they are looking for a new job is to gain better benefits and perks. We also learned through our research for the 2025 Salary Guide From Robert Half that the benefits and perks employers commonly provide align with professionals’ preferences. For example, workers reported that flexible schedules, remote work options and wellness perks are most important to them, and those perks are among the top five that employers provide. While larger businesses may have more substantial hiring budgets and the ability to offer generous salaries, it’s often easier for smaller firms to tailor compensation packages to an individual worker’s preferences—especially when it comes to work flexibility. Providing standout perks and benefits can give SMBs a much-needed edge when competing against larger employers for in-demand talent in 2025. In addition to understanding the employee preferences outlined above, SMBs that want to succeed at securing skilled talent for their teams this year should strive to avoid costly hiring delays. In a Robert Half survey, nearly four in 10 hiring managers at small and midsize firms said they were concerned prolonged hiring cycles could lead them to lose out on hiring top candidates. So, if you find a great potential hire, move swiftly to make them a compelling offer.
Contact Robert Half. Our staffing specialists can help you find skilled professionals ready to support your small or midsize business.
Follow Steve Saah on LinkedIn. The original version of this article appeared on the CPA Practice Advisor website.