Keiter CPA, the largest independent accounting firm in central Virginia, executed a strategic, integrated recruiting campaign to strengthen its early-career talent pipeline. Through a mix of digital engagement, content marketing, direct outreach, and career development initiatives, the firm successfully increased its internship and full-time hiring numbers and received national recognition for their internship program.
The “Day in the Life of an Intern” video series provided an authentic look into Keiter’s internship experience, driving engagement across social media platforms. These videos led to a 51% increase in engagement.
Day in the Life Video Performance:
Keiter’s strategic recruiting marketing efforts strengthened its early-career talent pipeline, driving significant growth in internship participation and full-time hires. 39 interns and 36 externs participated in 2024, an increase from previous years. 24 new hires led to a 5.2% increase in FTEs, while a 220% surge in career-related website traffic highlighted the campaign’s success.
Intern Spotlight Series:
Intern spotlight blogs and intern-led vlogs featuring real intern experiences to showcased workplace culture.
Local Community Awareness:
Out of town candidates were targeted with a “Why Move to Richmond?” blog, increasing interest from non-local applicants.
Why move to Richmond in 2025? – An Accounting Firm’s Perspective
Customized College Campaigns:
Personalized email campaigns targeted students at key universities and on-campus recruiting events strengthened Keiter’s presence among top accounting students.
National Podcast Participant:
Keiter participated in a national internship podcast, The Internship Show by Abode, increasing brand visibility among entry-level candidates.
Keiter’s internship program goes beyond the traditional by focusing on mentorship, career development, and real-world learning opportunities.
2024 Virginia Top Employer Intern Award
Keiter also received national recognition as one of the Top 100 Internship programs in 2024 and stood out among over 500 other nominated companies and organizations, to receive the specialty award of “Small but Mighty,” one of only five specialty awards available through this program. This singular award is given to an organization with less than 1,000 employees and has demonstrated an exceptional internship experience.
Top 100 Internship Program National Award
Internships at Keiter are immersive learning experiences that equip students with real-world skills and experiences. By fostering hands-on development and mentorship, Keiter builds strong relationships with future business leaders while shaping a workforce ready for today’s demands. Gary Wallace, managing partner, shared these insights in this Richmond Times-Dispatch article.
Keiter CPA’s recruiting campaign seamlessly integrated public relations, content marketing, digital engagement, and direct outreach to build a stronger talent pipeline and led to a national internship program award. By effectively leveraging thought leadership, social media, and storytelling, the firm not only exceeded hiring goals but also enhanced its reputation as a top employer for aspiring accountants.
