How Communications Can Boost Talent Strategy for Consulting Firms

Historically, PR, marketing and communications for consulting firms were focused entirely on reaching current and potential clients. Though client acquisition and retention are still paramount for any consulting firm, we recognize another area of increasingly critical importance: talent strategy. When it comes to attracting and retaining talent, there’s a clear need for consulting firms’ communications teams to be instrumentally involved. The current and future employee is now a key strategic audience.   

As they look to expand in the wake of the AI boom, consulting firms are facing talent shortages. A recent article highlighted they are especially struggling to attract and – even more so – retain Gen Z staff. Why? Three perceived reasons: 

• Poor life/work balance 

• A “dead end” in terms of professional development 

• Lack of meaningful purpose in work 

As companies of all stripes, including consulting firms, face the mass retirement of the Baby Boomer generation, a lack of attraction among the rising generations could prove challenging. An effective communications strategy around talent can help.  

Themes communications for consulting firms should emphasize 

To showcase the desirability of employment with a consulting firm to both current and potential employees, there are a few big (and growing) key themes to emphasize in communications:  

1. Investment in career development and upskilling: A 2023 study found that more than a third of consultants planned on leaving their jobs in the coming year. Though compensation was a factor, respondents also listed “new challenges” as a reason for departure. Whatever offerings you have for talent development, upskilling and reskilling should play the central role in your communications as you position yourself as a firm at which employees will have a future of growth and advancement. Have your leadership team and partners communicate that you’re a long-term bet for talent. This entails speaking proactively – on social media, at conferences and in the media – about what your firm offers for development and upskilling.  

2. Prioritization of employee wellbeing: Though largely perceived to be over, the “Quiet Quitting” trend highlighted that younger employees are looking for a less intense and demanding workplace. This has to be reckoned with as consulting firms craft company messaging. An emphasis on a rigorous work environment where you give your all to the job, however much it may appeal to older generations, just won’t play well with the rising workforce. But a firm that projects an image of caring about wellbeing and company culture is one where staff are likely to want to work – and where they will have higher performance and satisfaction.   

3. A sense of purpose in the company’s mission. This trend has been around for a while now (it was said about Millennials before it was said about Gen Z), but there’s little reason to believe it has gone away. Younger workers make less separation between their career and their personal beliefs, and want the companies they work for to integrate the greater good into business. Communications pertaining to sustainability and broader company purpose are, despite some wider backlash over the past couple years, important in building the case for being a company worth working for. If your consulting firm has active practice areas around driving company sustainability, accelerating the energy transition or making a social impact, make sure they serve as the cornerstone of your thought leadership. Get your research and case studies on these topics out in front the public – and your potential employees – through a comprehensive communications strategy focused on social, media and conferences.  

The future of consulting firms will depend on the ability to present the consulting industry as a good bet for the rising generation, as well as promising a purpose-filled career. Communications for consulting firms are instrumental to building this image.