How Professional Services Firms Are Using Video to Win Grad Talent in Competitive Markets

The professional services landscape has never been more competitive for graduate talent. With Big Four firms, boutique consultancies, and mid-tier accounting practices all vying for the same pool of bright graduates, traditional recruitment methods simply aren’t engaging anymore.

Today’s graduates want authentic insights into company culture, career progression and what their day-to-day experience will actually look like, and that’s exactly where employee-generated video content is transforming how professional services firms attract and hire top talent.

Core Hiring Challenges Facing Professional Services Firms

Professional services firms face a unique set of recruitment hurdles that make talent attraction particularly challenging in today’s market.

• Graduate expectations have shifted dramatically – The pandemic fundamentally changed what graduates prioritise in their careers. Whilst previous generations might have been swayed by prestige and salary alone, today’s graduates are looking for purpose, work-life integration, and genuine career development opportunities. They want to see real employees talking about their experiences, not polished marketing materials that feel disconnected from reality.
• Fierce competition for top talent – Firms are battling not just within their sector, but against tech companies, startups, and other industries that have traditionally been more innovative in their recruitment approaches. The best graduates have multiple offers, and firms need to differentiate themselves beyond the traditional selling points of training programmes and career progression.
• Perception challenges plague the industry – Many graduates still view professional services through outdated lenses, thinking of gruelling hours, limited creativity and hierarchical structures. Whilst many firms have evolved significantly, these perceptions persist, making it harder to attract diverse talent who might assume the culture isn’t for them.
• Campus recruitment is increasingly saturated – University career fairs and graduate recruitment events are crowded with similar-looking firms making similar-sounding promises. Standing out in these environments requires more than branded pop-up stands and generic brochures, it demands authentic storytelling that resonates with students’ actual concerns and aspirations.
• Skills shortages in specialised areas – Firms are competing for graduates with specific technical skills or subject backgrounds. Whether it’s data analytics, sustainability consulting, or digital transformation expertise, firms need to showcase the exciting work available in these areas to attract candidates who might otherwise be drawn to pure tech roles.

Why Video Works Brilliantly for Professional Services Recruitment

Video content addresses these challenges head-on by providing the authentic, human connection that modern graduates crave. Unlike traditional recruitment materials, video allows potential candidates to see real employees in their actual work environments, sharing genuine experiences and insights.

• Trust and authenticity are paramount in professional services, where graduates are essentially buying into years of career development and mentorship. When a current graduate trainee talks about their experience on camera, discussing both the challenges and rewards, it carries infinitely more weight than any corporate marketing copy. Video humanises the recruitment process in an industry that can sometimes feel impersonal or intimidating to outsiders.
• Complex career paths become clearer when explained through real employee stories. Professional services career progression can seem opaque to graduates who don’t understand the difference between various service lines or what progression actually looks like day-to-day. Video testimonials from employees at different career stages help demystify these pathways and make them tangible for potential applicants.
• Cultural fit assessment works both ways. Video content helps graduates self-select by giving them genuine insights into company culture, team dynamics and work styles. This leads to better-quality applications from candidates who are genuinely excited about what they’ve seen, reducing time-to-hire and improving retention rates.

Top Video Strategies for Professional Services Firms

1. Graduate journey testimonials

Feature recent graduates talking about their experience from application through to their current role. Include honest discussions about training programmes, early responsibilities and how they’ve grown professionally. These videos work particularly well when they address common concerns about work-life balance and career development.

2. Service line spotlights

Create focused content around different practice areas, i.e. audit, tax, consulting and advisory, featuring employees who can explain what they actually do day-to-day. This helps graduates understand the variety of opportunities available and identify areas that align with their interests and skills.

3. Day-in-the-life content

Show real work environments, team meetings, client interactions (where appropriate), and the variety of tasks that make up a typical day. This content is gold for breaking down misconceptions about professional services work and showcasing the collaborative, dynamic nature of modern firms.

4. Diversity and inclusion stories

Feature employees from different backgrounds discussing their experiences, career progression, and how the firm supports diverse talent. This content is crucial for attracting graduates who might not see themselves represented in traditional professional services marketing.

5. Learning and development showcases

Highlight training programmes, secondment opportunities, professional qualifications support, and career progression through employee stories. Show the investment you make in their people’s development, a key differentiator for graduate candidates.

Customer Spotlight: Grant Thornton’s Video-First Approach

Grant Thornton Australia demonstrates exactly how professional services firms can leverage employee video to transform their graduate recruitment strategy. Their comprehensive video content library showcases authentic employee stories across different service lines, career stages and backgrounds.

What makes Grant Thornton’s approach particularly effective is their focus on real, unscripted employee testimonials that address the questions graduates actually ask. Rather than corporate messaging, their videos feature graduates and experienced professionals talking candidly about their career journeys, the support they’ve received and what they genuinely enjoy about their roles.

Examples of video themes:

• Transitioning from university to work
• Mentorship and growth
• Stepping outside of your comfort zone
• Balancing work and life
• Embracing diversity and inclusion

The results?

With a library of nearly 60 videos, Grant Thornton have seen a noticeable improvement in candidate quality, compared to previous years. Candidates are more informed and engaged with the application process, as they feel they already have a connection to the organisation and its people. An unexpected bonus was seeing candidates recognise current grads from the videos at career fairs and assessment centres, further cementing the genuine human connections that authentic videos can provide.

View Grant Thornton’s Story Feed to see their videos in action.

Transform Your Graduate Hiring Strategy

Professional services firms that embrace employee-generated video content are seeing measurable improvements in their ability to attract, engage and hire top graduate talent. The key is authenticity. Letting your people tell their stories in their own words, addressing real graduate concerns and showcasing the genuine opportunities available within your firm.

The graduates you want to hire are looking for authentic insights into what their career could look like. Video content provides exactly that, cutting through the noise of traditional recruitment marketing to create genuine connections with potential candidates.

Looking to revolutionise your graduate hiring strategy? Book a demo to discover how VideoMyJob can help you create compelling employee video content that attracts the best graduate talent to your professional services firm.