The balance sheet: highlights from episode 5 of Balancing ambition for students

Qualifications and technical expertise can take you a long way in accounting. But when lots of people have similar credentials, what can you do to stand out from the crowd, especially when you are just starting out? 

In this episode of Balancing ambition for students, host Zoe Smith is joined by Jo Wood, CEO of The 6 Figure Bookkeeper, and Bailey Crossland, audit and accounts senior associate at Clive Owen LLP, to explore the skills that can set you apart, from communicating your value and building your personal brand to developing your commercial awareness. 

Missed the conversation? We’ve rounded up five of the biggest talking points, with practical advice to help you stand out and take the next step in your career. 

1. Your qualifications are just the starting point 

Qualifications provide an important foundation for a career in accountancy, but they’re not the only thing employers and clients value. 

Bailey discussed starting his accounting career at 18, straight after his A-levels. Without accountancy qualifications or experience, he had to demonstrate his potential in other ways. 

“I had to sell myself through my personality and the potential I had.” 

For Bailey, this meant drawing on experiences outside work, including playing team sports, to demonstrate his communication and teamwork skills. 

Jo referenced her own early work experience at Miss Selfridge, saying she had been trusted to open up and shut the shop and she leaned into this trustworthiness when she later applied for her first accountancy role. 

She also stressed the importance of developing commercial awareness early on. Understanding the numbers is one thing, but being able to interpret them, understand what’s driving them and help businesses make meaningful improvements is another. 

And both guests agreed that gaining qualifications shouldn’t mark the end of your learning journey. 

Jo recalled the advice her mum gave her when she passed her driving test: “You are now safe enough to continue to learn on your own.” 

It’s an approach she believes applies equally to accounting qualifications. They provide the foundation, but there’s always more to learn. 

What this means for you: Think about the wider skills and experience you bring to your role, and look for opportunities to develop your commercial understanding. Remember, your qualifications are only one part of what you have to offer. 

2. Good communication is about more than sharing information 

Being a great accountant isn’t just about understanding financial information. It’s also about being able to communicate that knowledge in a way that makes sense to others. 

Bailey highlighted the importance of adapting your communication style to different clients. Some prefer short, direct emails, while others appreciate more detail and a personal approach. 

The key, he explained, is “understanding the person who’s receiving it and what your intended outcome is”. 

Jo agreed, emphasising the importance of “listening more than you are talking to them”. 

She also encouraged accountants and bookkeepers to be proactive when they spot something unusual or potentially important in a client’s accounts, rather than staying quiet because they don’t have all the answers. 

“Have the conversation with the client and then you figure it out.” 

Communicating effectively also means looking beyond financial figures to demonstrate the real-world value you provide. 

Jo encouraged listeners to “stop talking about the transactions that you are going to deal with but talk about the transformation you can take them through”. 

For example, rather than simply focusing on how much profit a business is making, consider what that profit could mean for the business owner. Could it give them more freedom, less stress or more time with their family? 

What this means for you: Take time to understand who you’re communicating with, whether that’s a colleague, manager or client, and what matters to them. Ask questions, listen carefully and adapt your communication style to help people understand the information you’re sharing.  

3. Don’t wait to start developing your personal brand 

Jo explained that everybody has a personal brand, whether they’re employed or running their own business. 

Her advice was to use LinkedIn as a ‘live CV’, sharing what you’re learning, celebrating achievements and highlighting your involvement in workplace activities. 

She shared how a LinkedIn post celebrating her 18-year-old son’s Xero accreditation attracted the attention of a business looking for someone with his skills. 

It’s an example of how sharing your achievements can create unexpected opportunities. 

But as Bailey pointed out, personal branding isn’t just about what you post online. 

“You kind of tend to forget that you already have your own personal brand.” 

Your colleagues already have an impression of your strengths, abilities and approach to work. By recognising what you’re good at and finding ways to demonstrate it, you can build on that reputation. 

Both guests also challenged the idea that doing good work is enough to get noticed. Taking the initiative, suggesting ideas and putting yourself forward for projects can all help you demonstrate what you bring to an organisation. 

What this means for you: Think about what you want to be known for and how you can demonstrate it. Use LinkedIn to share what you’re learning and achieving, even while you’re studying. And when you’re in the workplace, look for opportunities to get involved, contribute ideas and make your strengths visible. 

4. It’s never too soon to take your first steps in networking 

Networking can feel daunting when you’re just starting your career, but building professional connections doesn’t have to mean walking into a room full of strangers. 

Bailey suggested looking for networking opportunities that suit your interests, whether that’s a traditional business breakfast, a networking walk or even a game of padel. 

You could also take a friend along for moral support and gradually build your confidence as you get more comfortable meeting new people. 

Jo encouraged students to start even closer to home, explaining that “networking is about connection and people understanding who you are, what you’re about and what you do”. 

She suggested practising explaining your work to friends and family, making sure they understand what you do and who you help. 

Jo shared how her daughter recently overheard someone talking about invoicing at her riding stables and recognised that her mum could help. 

And they reminded listeners not to forget the connections you’re already making. From classmates and colleagues to people you meet at events, these relationships could become valuable parts of your professional network. 

What this means for you: Start building your network now, even if you’re still studying. Look for opportunities that suit you, practise talking about what you do and connect with people you meet along the way on LinkedIn. Remember, networking doesn’t have to be intimidating. Small steps can help you build your confidence and your connections. 

5. Curiosity can help you stand out  

Curiosity and a willingness to learn can help you stand out, particularly when you’re still building your qualifications and experience. 

Bailey encouraged students to ask questions, both during job interviews and once they’re in a role. 

Whether it’s learning more about the clients your organisation works with, exploring different services or asking to spend time with another team, showing an interest in the wider business can open up new opportunities. 

His advice was to keep “asking lots of questions, being naturally curious on a day-to-day basis”. 

Jo suggested taking this a step further by finding an area you’re particularly interested in and developing your expertise. 

She shared how she’d encouraged her son to become the go-to person for a particular accounting software platform, watching webinars, completing accreditations and gradually building his knowledge. 

Developing specialist knowledge in a particular industry, software platform or area of accountancy could give you an advantage when applying for future roles. 

But Jo also encouraged students to think about what genuinely interests them, asking “what excites you?” 

Finding something you’re passionate about can help you demonstrate enthusiasm and motivation, even if you’re not naturally confident. 

What this means for you: Don’t be afraid to ask questions and explore different areas of accountancy. Look for opportunities to learn from colleagues, develop your knowledge of software or build expertise in something that interests you. Showing initiative and genuine enthusiasm can help you stand out to employers. 

Harry Rogers is AAT Comment’s news writer.