The Bonadio Group

Like many companies, The Bonadio Group—a top 50 accounting firm—faced challenges in attracting and retaining top talent in the wake of the pandemic and the Great Reshuffling. Research revealed that new accountants prioritize meaningful work over financial compensation. And employees with a sense of purpose are willing to forego higher salaries elsewhere. We launched the “To Be Greater” brand platform to focus on the strong company culture and position T.B.G. as the perfect place for people to grow into their own greatness.

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