The balance sheet: highlights from episode 5 of Balancing ambition

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? 

In this episode of Balancing ambition, host Zoe Smith is joined by Jo Wood, CEO of The Six 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 qualifications or experience, he had to find other ways to demonstrate his potential. 

“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 agreed, saying that accountants and bookkeepers can sometimes place too much emphasis on gaining additional qualifications rather than recognising the skills they already have. 

She also stressed the importance of developing commercial awareness. 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 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. Confidence doesn’t have to come naturally 

Talking about your strengths and achievements doesn’t always come easily. So how can you demonstrate your value without feeling like you’re showing off? 

For Bailey, the answer is to back up what you say with evidence and examples that give what you’re saying credibility. 

“If you are saying ‘I’m really good at working in a team’, you need to show an example of why you’re really good at working in a team.” 

Jo acknowledged that self-promotion can be difficult. Despite running successful businesses, she’s struggled with confidence and worried about coming across as a show-off.  

And while Jo might appear naturally confident, she pointed out that appearances can be deceptive. 

“No, it’s practice. It’s pushing myself out.” 

She also shared her top tip for boosting your confidence – keep a record of your achievements, positive feedback and thank-you messages, both inside and outside work. 

She calls it a “gloating folder” – something you can revisit when you need reminding of your strengths and the difference you’ve made. 

What this means for you: Start collecting evidence of your achievements, skills and positive feedback. It’ll give you something concrete to draw on when applying for opportunities, discussing your progression or communicating your value to clients. And remember that confidence is a skill you can develop with practice. 

3. Good communication is about more than sharing information 

Being a great accountant isn’t just about understanding financial information. It’s 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 together.” 

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

Jo encouraged listeners to “stop talking about the transactions that you are going to deal with” and instead “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 and what matters to them. Ask questions, listen carefully and focus on helping people understand what the numbers mean for their business and their goals. 

4. Don’t underestimate the power of your personal brand 

“Everybody needs to have a personal brand whether you’re self-employed or employed.” 

That was Jo’s message when the conversation turned to professional visibility and standing out in a competitive market. 

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

Jo shared how a LinkedIn post celebrating her son’s Xero accreditation resulted in an enquiry from a significant new client – showing how sharing your experiences 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 building on what you’re good at and being proactive, you can help strengthen that reputation. 

Both guests agreed that simply doing good work isn’t always enough to get noticed. 

As Jo put it, “there’ll be someone less qualified and less experienced than you, but they’ll shout louder and they’ll get that client”. 

Networking matters too, and you don’t have to wait until you’re more senior to start building connections. 

Bailey highlighted how your classmates, fellow apprentices and colleagues all form part of your professional network. As you progress in your careers, those relationships could lead to new opportunities. 

What this means for you: Think about what you want to be known for and how you can demonstrate it. Use LinkedIn to share your experiences, look for opportunities to contribute beyond your day-to-day role and start building your professional network, whatever stage you’re at in your career. 

5. Make your professional development purposeful 

Continuing professional development (CPD) is an important part of maintaining your knowledge and skills. But how can you make sure it’s genuinely helping you progress rather than simply becoming another box to tick? 

Bailey recommended thinking about your career ambitions and choosing development opportunities that support them. 

Whether you’re interested in AI, working in a particular sector or moving into a different role, focusing your learning on your goals can help you take the next step. 

Jo encouraged listeners to “have an entrepreneurial mindset” and become more commercially aware, even if they’re employed. 

That means developing your understanding of how businesses operate, including areas such as marketing, pricing and profitability, and considering how you can use that knowledge to make a greater impact. 

She also highlighted the value of continuous learning, sharing how she regularly listens to business audiobooks to discover different perspectives and broaden her knowledge. 

The discussion also touched on the impact of AI, with Jo pointing out how automation is changing the type of work accountants do early in their careers. 

As routine tasks become automated, interpersonal skills and the ability to interpret information are becoming increasingly important. But Bailey highlighted that technical foundations remain essential if accountants are to make more complex judgements later in their careers. 

Both guests emphasised the importance of curiosity, with Bailey encouraging listeners to “just ask as many questions as possible”. 

What this means for you: Think about where you want your career to go and choose development opportunities with that in mind. Look beyond technical CPD to develop your wider business skills, stay curious and make the most of opportunities to learn from the people around you. 

Harry Rogers is AAT Comment’s news writer.