Study tips: Write in a more professional way

Posted by & filed under Professional Diploma, Students.

Have you ever had a conversation when you say one thing and the person you are talking to hears something completely different? 

As an AAT tutor I have to consider not only the words and phrases I use, but how they’re received and understood, in order to ensure that I have communicated effectively and accurately. Written words require the same contemplation and in many respects more deliberation than spoken words, as they are a permanent and often public record of thoughts and ideas that cannot be questioned or clarified.

Accountancy is as much about words as it is numbers, requiring numerous exchanges of information between colleagues and clients. As it’s also a profession, there are expectations about the quality of that communication both in terms of content and the style of its presentation.

Here are three areas to consider when writing reports in a professional style, which can be applied in the workplace or taken into consideration when preparing for your assessments.

Perspective

Everyone has a background context they apply to what they read. So before writing a report, consideration should be given to the reader’s perspective, especially if some action is required from them afterwards. Students are expected to have looked at the assessment criteria and structured their draft to cover all the requirements. Peter Sleigh, a Level 4 tutor at Tameside College, says ”that way, I can support students with their analysis and content right from the start, rather than having to cover the basic format, which AAT has already specified.”

Nichola Coles, a partner at Hallidays has similar expectations of her team members. “I want to be able to focus on the content of a report that has been written for a client without having to correct the format or style. Everyone at Hallidays is expected to write professionally as clients can form their opinions about the firm based on the quality of the reports we produce.”

To help writers accommodate their reader’s perspective, companies often have style guides that include rules such as prohibiting the use of exclamation marks, emoticons and text speak, acronyms and contractions.  They may also have templates for common business documents to ensure consistency. Using the correct templates and abiding by guidelines, will ensure the reader’s focus is on the content of the report rather than being distracted by an inappropriate style or layout.

Formality

The formality of the language used will also influence the tone of writing and effect how clearly the content is communicated. As the purpose of a professional report is to objectively communicate relevant information in a clear, succinct and logical way, it requires a style that is easy to read but should not be friendly or too familiar. Whilst the use of third person may be too formal, it is not appropriate to address the reader or use the first person. “Writing as we speak comes naturally and is a good way of getting initial ideas down on paper,” says Sleigh. “However, it needs formalising as a report progresses, and constructing sentences that don’t use ‘I’ or ‘you’ takes practice.”

Edit and polish

Significant investments in time and effort are usually made in researching and preparing the content of a report. Once that is complete, more endeavour is required to write up the information using meaningful sentences to present it in an accurate, objective and coherent way. The thought of then proof-reading can often be too onerous.  However, it is an essential part of professional writing as there is nothing like a spelling mistake to instantly undo all previous efforts. Sleigh observes, “Learner’s frequently use text speak and mistakenly rely on the computer to auto correct their work.”

It goes without saying that reports should be free from spelling mistakes and punctuated correctly, but ensuring that the content flows and the sentence construction is interesting yet concise is another matter. Planning the compilation of a report to ensure adequate time is put aside to research, write, edit and polish is essential at each stage and often neglected in the last two. A break between completing the first draft and then the initial proof-read is helpful, as it allows time for the author to forget what they wrote and therefore read what is written rather than what they think they wrote.

The initial proof-read should focus on the big picture:

  • Is the subject and purpose clear?
  • Does the report stay on topic, conveying the information required?
  • Is the structure logical and an aid to the reader’s understanding?
  • Does the report flow, with points that are introduced, expanded and then concluded?

The details should be polished on the second proof-read:

  • Cut out unnecessary words – descriptive words such as “very”, “rather”, “certainly” may be expendable.
  • Check for mixed tenses, double negatives and inappropriate capitalisation.
  • Be wary of words that are correctly spelt but incorrect – ‘where’ when it should be ‘were’.
  • Write in positive language – ‘The proposal will not be considered until the report has been submitted’ could be re-written as ‘The proposal will be considered once the report has been submitted.’
  • Use active voice sentences – ‘The proposal was considered by the team’ could be made clearer, less wordy and therefore more active by turning it around and stating, ‘The team considered the proposal.’
  • Avoid colloquialisms – because whilst “the devil is in the detail” if there are no devils in the report then they should not be referenced.

The third proof-read is best done by someone else as long as confidential information is not being disclosed. Choose someone with knowledge of the topic who will be able to give constructive criticism and will examine the report carefully.

The final scan should ensure that the report is easy to read. If the reader’s perspective has been taken into account the report will accurately communicate its topic as the style of writing will emphasise the reader’s needs instead of the writer’s.

Accounting professionals are usually more comfortable calculating rather than writing. However, when those calculations need to be analysed and explained to others, maybe from non-financial backgrounds, taking care to write in a clear, unambiguous and well-structured way will ensure a professional delivery of accurate content.

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Why a 4 day work week can boost productivity

Posted by & filed under Members, Run your business.

Always-on technology means the lines between work and leisure are blurring, turning your 9-to-5 into a 24/7 job. We spoke to directors embracing a 4 day work week to see if this could be the solution.

Figures show that in 2002, fewer than 10% of employees checked work emails out of office hours. Nowadays, it’s more like 50%, and rising.

Not only are we always switched on, but there’s also evidence to suggest that we’re more productive working a shorter week – some studies have proposed Tuesday-Thursday as ideal. But would that work for accountants, and their clients?

Flexi-time – the answer to practical working?

Rezaul Hoque is Director at Assurance Accountancy, a practice that has been trialling flexi-time recently. “We took on an AAT apprentice two years ago and he was commuting an hour or so each way to get here. We discussed how we could make work practices more comfortable for him, but also productive for us. A four-day week was what we eventually settled on.”

This approach is, perhaps surprisingly in today’s technology-led world, still relatively innovative. But the benefits are numerous.

“It creates loyalty,” Hoque says. “We’ve invested a lot of time and effort into our staff – he could go at any time, and we don’t want that to happen. Instead, he’s happy working here, enjoys the bond with the team, and we consciously took a step that would avoid him going to another employer.”

Key takeaway: Flexible working can be a valuable tool to hold on to valuable staff, but you do need the technology in place to make it work.

Implementing a culture change

“It’s certainly easier for a start-up to create a four-day week [from day one], rather than an established company changing their practices,” says Gwilym Davies, Director at Diagnostax, a software provider to tax advisory firms.

If you have a nucleus of people who can lead the charge, Davies says, it might succeed. “But if you can’t facilitate it, or don’t have the technology in place, it’s unlikely to work.”

As a business owner, Davies was working round the clock initially, so a shift down to 5 days a week was a big adjustment. It forced him to take a hard look at where he was spending his time. But now he spends more time doing the work he needs to do and is still hitting his targets;

If you are feeling sceptical at this point, look across the Channel to France, where the Government has recently made it illegal to expect workers to respond to emails outside working hours. Yet, the average French worker has achieved greater productivity by the end of Thursday than the UK counterpart does in a full week.

Key takeaway: More established companies may need to work on their culture before flexi-time or a four day week become feasible.

Attract more people to your company

More broadly, a four-day week could lead to wider talent acquisition. Good people who might otherwise be nearing retirement will be happier to stay on if they know the time commitment is reduced.

“It’s better for morale,” Hoque argues. “Both my co-director and myself are in effect now working a four-day week.”

“There are a lot of distractions in the office,” Hoque says. “As long as you know you can trust the employee, they will be more productive if they don’t have to be there all the time.”

“If you manage your diary, get the tasks done and your clients are kept informed, there should be no problem.”

Key takeaways: Not only will you broaden your talent pool, but the added morale boost for current employees can make a massive difference. So long as you trust your team, and the emphasis is on the outputs, this could be a win for you.

The Flexi-apprentice

“It’s really helped me,” says Sahel Ahmed, Hoque’s apprentice. “I’m more focused when in the office, and I have better work-life balance at home. Commuting is tiring; having flexible solutions like this makes you more productive.”

Ahmed is currently completing AAT Level 4. “I have enough time now to commit to my studies because our workplace practices are more sympathetic.”

As a result, his employer says, “his demeanour has become more bright and sparkly, he’s rested, and has made the effort to understand the challenges he faces and overcome them.”

Crucially for the company director, Hoque, “productivity has gone up. My co-director was perhaps sceptical when we introduced this, but I thought – the worse that can happen is that we reverse it. I felt it would work, and it has.”

Focusing on outputs rather than inputs

There are, of course, a few negatives to moving to a four-day week. “Will the right person be available to the right client at the right time?” says Davies. “Do you pay employees for the full five days but only expect them to work four? Or do you reach a mutually agreeable compromise?”

And such organisational changes are not for everyone. “But – if you focus on outputs, rather than inputs, you might be surprised.”

After all, as Rezaul Hoque adds, “if it doesn’t work out – you can always go back to the way you were before. You won’t ultimately lose anything by trying the experiment.”

“The advantages are multiple,” Davies concludes. “Productivity, morale, teamwork, recruitment advantages, flexible working and the encouragement of autonomy – we want to empower people who have positive values, and create that positive culture. A four-day week could be a huge switch towards that.”

The hardest thing for any business is to get hold of good people. “Once you’ve got them – you want to keep them.”

In Summary

Studies have shown a reduced work week can have a hugely positive impact on a business; it could be the new way of working. We spoke to people actually working in this way and they were all in agreement; for them, the benefits outweigh the potential negatives.

You will need the right culture and technology in place to support flexible working, but it could be the breath of fresh air your business needs.

For more on boosting productivity:

Could you be a celebrity accountant on YouTube?

Posted by & filed under Career.

Creating a YouTube channel is an effective way to reach new customers, build a loyal audience and act as a showcase for your expertise.

But how do you do this without it becoming a time-consuming and stressful distraction from your main business?

Building your brand

Mark Wickersham is a chartered accountant, public speaker and mentor to some 300 accountants. He also has a successful presence on YouTube, with over 2,500 subscribers and 182 videos to date.

“A YouTube channel builds your name, your reputation and your expertise, so it’s a very important part of brand building,” he says.

It’s also a valuable part of list building as well. When you create a YouTube channel and start populating it with videos, “in the comments section you can give a link of where to go next e.g your website or LinkedIn.

Top tip: Why not create an e-book or downloadable asset in return for an email address and place the link the comment section of your video.

Establishing the time commitment

The investment to think about carefully before creating a YouTube channel is undoubtedly the time commitment.

It also requires abilities that do not necessarily come easily to accountants. “You need some skill to present to the camera. If you were to trawl my channel looking for my first video, I didn’t know how to present effectively and the lighting was bad; it has been a five-year journey of learning and getting better.”

Accountants are famously introverted, Wickersham says, and this does not make becoming a YouTube star a natural career step. “I was very nervous when I did the first one and it was scary – but I wanted to go down this path six years ago because I knew the future [for brand building] was video.

Top tip: As with anything in life, the more you do something, the easier it gets. So getting lots of practice is vital.

How to be successful using video

To make it work, Wickersham says, you need to be committed; he puts up a new video on his channel every week without fail. This leads to the obvious question – how does he find the time?

“The answer is – I don’t have the time. So here’s the power tip. I used to find that actually, creating the video wasn’t what used up the time – it was setting up the lights, the camera, and getting everything ready.” That might be 20 minutes for a five-minute video. “Then you have to get the footage off the camera and upload it. All this can easily add up to an hour, or even longer.”

In response, Wickersham has created an efficient production line for his videos. “I make 52 videos in one day. I hire videographers to handle everything other than the content itself – lighting, cameras, editing. When I book them for the day it means it’s in the calendar and all I have to do is communicate it.”

Top tip: Having someone else do the filming is important when you’re a busy accountant. Just focus on the presenting, and get someone else to do everything else.

It’s normal to make mistakes

If you make mistakes there’s sometimes not time to go back and redo it and in fact, it doesn’t matter if it’s not too smooth – it’s natural and shows your personality.

“To get maximum value from the videos we create, each is then transcribed and turned into a blog post as well. “We promote them both each week across social media. The result is I spend a day of preparation, and a day of filming. The result is a year of solid content” says Wickersham.

Top tip: An accountant starting with good intentions might run out of steam after ten or twelve videos, Wickersham observes. “But doing it this way is the key to keeping it going and enjoying it, without it taking over your life.”

Stars in their eyes?

Could we see such a thing as an accountancy YouTube sensation? After all, successful YouTubers inhabit a universe of thousands of followers and can build lucrative careers.

“I don’t think it’s a career move in our profession because I don’t think accountants spend a huge amount of time watching YouTube videos. I could be wrong, I’ve built up a good following but I wouldn’t call myself a YouTuber.”

This leads to one last tip: don’t try to make money from YouTube directly. Rather, it brings indirect benefits. “Lots of people will say to me – Mark, I feel I know you from your videos, what do I do next? Very often, that means they will then go on to buy one of my courses. So yes, people buy from me after seeing me on YouTube – that’s part of the strategy.”

Top tip: Be consistent and focus on what action you would like someone to take after watching your video.

Being an accountant on YouTube the takeouts

The pros…

It can be a great way to build your brand, and a useful way to build a list. Get it right and it’s fun to do, a way to harness your creative side and offer advice and help in an unusual way. “We are now seeing some accountants doing this really well to attract clients and demonstrate expertise and specialisms,” Wickersham says.

…and the cons

It takes substantial amounts of time, it needs to be built consistently and it has to be performed well. “It can be stressful, and you need to be committed. Create the videos in batches, and consider hiring professional videographers.” Don’t expect to make money from the videos themselves – the profits come from the indirect, knock-on benefits.

Here are some accountants doing it well:

AAT qualifications: opening doors to a variety of professions and industries

Posted by & filed under Social mobility.

For 16 and 18 year-olds across the country, exams are over and the countdown to those precious results papers are well underway. Once results are received, many will be asking the question ‘what now’?

Throughout the years, AAT has helped many thousands of young people with an interest in a finance career answer that question. 

This summer, we’re conducting research with 18-24 year olds to uncover their attitudes towards their future careers. This is part of our #SkillsThatCount campaign, demonstrating how  important  finance skills can be, whatever your background and whatever industry you’re trying to break into. We’ll be uncovering:

  • how young workers are challenging the concept of having just one career, instead adding skills that align with their passion and hobbies
  • the fears and barriers of young workers in relation to the jobs market
  • the views of young workers on entrepreneurialism, and how their career choice could eventually lead them down this path.

As a teaser for our campaign, here’s three stories of young professionals who went down the AAT Accounting Qualifications path to aid their careers, despite working in very different industries to accountancy:

Industry: Media

Jess Brindle MAAT, Finance Manager at Social Chain Ltd

Completed Professional Diploma in Accounting (Level 4)

“Before I began studying with AAT I was a football coach. I’ve always had an aptitude for maths and I picked up excel quite easily. I like the logic of finance, the maths and the responsibility, therefore I decided to gain an AAT qualification.

“For the past 2 years I have been working as a management accountant in Social Chain Ltd, a social media marketing firm. It’s the impact of social media on our everyday lives and what Social Chain stands for, which led me to choose to work here. Recently I was promoted to Finance Manager after becoming AAT qualified.

“It was tough to complete my qualifications, as I was working full time while studying and taking evening classroom lessons. The sense of achievement when passing exams helped me to enjoy studying and push further.

“I’ve learned so much already by doing AAT, and as I’ve progressed along the levels my responsibilities at work have increased. I now manage a team of three and I am helping them to learn and improve. Everyone in my team is studying AAT and it’s important to me that I pass on my knowledge and help them to develop. The next step for me is going to become chartered and move onto a Financial Controller position, but obviously that’s going to take me a few years.”

Industry: Sport

Sam Cosgrove, Aberdeen FC striker

Currently studying AAT Advanced Diploma in Accounting (Level 3)

“I started my studies mainly as a back-up plan, in case my aspirations of being a footballer should ever fail. Accounting was an area I was interested in, and it could open up a wide area of job potential.

 “An AAT qualification is a great stepping stone, it opens up a lot of avenues whether in accountancy itself or elsewhere; because accounting is such a highly regarded skill to have. Whatever happens in the future, it was a good decision that will put me in good stead.”

“The most rewarding part of my studies is knowing that I am using my spare time productively, in order to gain new and important skills within accountancy.

“It can be a challenge, after a full day at a physically and mentally demanding job, to find the time and motivation to sit down and learn new content. But at the same time, learning allows me to switch my mind away from the stresses of my job, therefore allowing me to concentrate even more when on the training ground.

“The Scottish PFA also offers a vast network of support, ranging from 24/7 careers advice to putting on free skills sessions, such as the IT course I am currently taking.”

Industry: Technology

Olivia Evans, Finance Business-Partner-Group at The Sure Chill Company

Currently studying Professional Diploma in Accounting (Level 4)

“My current role is as Finance Business Partner – Group, for The Sure Chill Company. They are a pioneer in the refrigeration market, established in the vaccine refrigerator market and developing the technology into other potential markets. The company sells to more than 49 companies globally, turns over £3m per year and has recently received £4m in investment to scale the business to the next level.

“I began studying the AAT course when I was19. This is when I was working at Tiger Cardiff a £5million+ turnover business as a finance apprentice. I had studied accounts and bookkeeping briefly at A level and enjoyed it but the AAT course allowed me to build on this knowledge.

“It is beneficial to my current employment but also allowed me to expand my understanding in order that I could progress to a more challenging role. I study at college part-time as one day a week.

“I enjoy the day to day bookkeeping aspect of my role. It allows me to gain inside knowledge of all aspects of the business and helps with managing the accountancy aspect of month end. My employer is very accommodating by allowing me to have a day release to study at college. They also allow me to have additional holidays during exam periods for revision.

“I enjoy working in The Sure Chill company  and working outside the finance sector as it allows me to diversify my employment profile to now include technology.”

AAT will be issuing its #SkillsThatCount research results during A-Level Results Week (12-16 August 2019).

For more on the benefits of social mobility:

Understanding social investment tax relief and how it works

Posted by & filed under Social mobility.

Social investment tax relief (SITR) was introduced five years ago to boost investment in social enterprises and charities. It hasn’t had the take up expected.

The government is currently seeking evidence as to why it is not being sufficiently utilised. AAT recently surveyed 100 of its 4,250 licensed accountants with specific questions about SITR. Strikingly, not a single respondent knew of the relief.

What is SITR?

SITR or “social investment tax relief” encourages individuals to support social enterprises, helping those enterprises to access new sources of finance.

Those who make an eligible investment of up to £1.5m can deduct 30% of the cost of that investment from their income tax liability, either for the tax year in which the investment is made or the previous tax year. The investment must be held for a minimum period of three years to benefit from the relief.

What investments are eligible?

To qualify, the social enterprise or charity being invested in must have a turnover below £15m, fewer than 250 employees, be undertaking a qualifying activity and not be in financial difficulty.

What’s the problem?

SITR has been used substantially less than anticipated. Initially, HM Treasury forecast an annual cost of up to £35m a year, yet SITR cost less than £2m in total for its first three years of operation. Less than 100 applications have been made over the past five years.

There are almost 500,000 social enterprises in the UK (forming just under 10% of the SME community). Of course, many of these enterprises will not be eligible for SITR; they will either be turning over more than £15m, have more than 250 employees, or not be undertaking a qualifying activity. They may even be in financial difficulty. Likewise, AAT accepts that many qualifying enterprises do not need or want investment.

However, the size of the market and general need for investment suggests something must be wrong with SITR.

What should be done?

Some believe that the low takeup means SITR is unnecessary and should not be continued beyond April 2021.

AAT believes it is worth looking at SITR more closely to determine what might have gone wrong. Design flaws, issues with the application process and failures in how SITR has been communicated have been raised as concerns.

 The application process

Various organisations and individuals have expressed concern about the time taken for HMRC to respond to  SITR applications.

 However, HMRC figures show that 88% of responses to SITR applications occur within 15 working days – and 97% within 40 working days. This would suggest that lengthy application delays are unlikely to be a significant factor in the poor take-up rate.

 Design flaws

Design flaws include the list of excluded activities, such as property development, energy, agriculture, road transport and over a dozen other sectors.

Some of these have no obvious justification and are areas that charities will often be concerned with. So many  exclusions will inevitably deter some from applying.

 Maximum limits

Increasing the tax relief from 30% to 50% would make SITR much more attractive to investors. There is a clear precedent in the Seed Enterprise Investment Scheme, which provides 50% relief up to £100,000.

This increase could be funded by reducing the maximum investment permitted from £1.5 to £1m. As HM Treasury’s own research has revealed, the median sum sought by social enterprises is £80,000. Fewer than 10% seek investment of between £1m and £5m.

Awareness of SITR

There is a widespread lack of awareness about SITR. Most people don’t know it exists, let alone how it works in practice or who is eligible. AAT believes this is probably the biggest contributory factor to the low take-up of SITR.

AAT is not aware of any government communications to promote SITR but has taken action to increase member awareness. To help determine the extent of this problem, AAT recently surveyed members with specific questions about SITR. Not a single respondent knew of the relief.

More encouragingly, all of those who responded said it was something they would consider bringing to the attention of their clients now that they knew what it was. This was far from a scientific exercise, but it does indicate that lack of awareness might be the biggest hurdle holding SITR back.

What next?

If you didn’t know what SITR was before you read this article, it might be worth finding out more. Alert your clients to its existence or perhaps take advantage of the relief yourself.

For more on SITR:

Key things to consider before taking that new job

Posted by & filed under Job hunting, Students.

You’ve landed the job offer and the salary looks tempting, but is it really the job for you? We met with experts to figure this out.

Look beyond the salary offer

“When accepting a new job, employees should consider more than just salary,” says Lee Owen, Director at recruitment agency, Hays Accountancy & Finance. “Take a step back and look at how the role might benefit your career.”

Important considerations might include values which resonate with your own, opportunities to learn new skills, and a company culture that you think you would fit in well with.

Sam Sullivan, Consultant at the Sellick Partnership, advises that candidates seeking their first Finance and Accountancy role need to make sure it’s the right route for them.

How far will you have to travel, and what are the costs involved? What are the perks and benefits attached to the package? Can you work remotely from time to time? All these are important considerations in addition to the actual role and the proposed salary.

Key takeaways:

  • there’s more to a job than salary
  • make sure you’ll have upskilling opportunities to continue growing
  • consider your future career path when choosing a sector to work in
  • think about practicalities like travel time and costs, perks, maternity/paternity leave.

Check your facts

Companies are often guilty of ‘over selling the dream’ to get the best candidates and this can end up jeopardising your career, says Claire Crompton, Director of marketing company, The Audit Lab.

“What’s promised in an interview can be very different when you are working there day-to-day. Take everything with a small pinch of salt, and if you are lucky enough to know an ex or current employee make sure you drill them with questions before accepting a job role.”

Key takeaway: make sure the job matches the sales pitch you got in the interview.

You need to keep growing

“The most in-demand skills are constantly changing with technology, so if you want to keep progressing your career you need to keep your skills up to date,” says Lee Owen, Director at Hays Accountancy & Finance.

“Make sure your next move gives you opportunity to upskill for it to truly benefit your career.”

According to the Hays Salary and Recruiting Trends 2019 guide, only 15% of accountancy and finance staff think career development is important when considering a new role.

Lee believes more of us need to think long-term: “Workers should prioritise working somewhere where lifelong learning is embedded in the culture of the organisation so they can expand their skill set,” he says.

Key takeaway: Lee Owen, director of Hays recruitment agency, urges you to prioritise lifelong learning.

Can they offer you a progression plan?

If you’re moving jobs to progress your career, it’s essential you discuss what opportunities there are with your new employer.

“Many firms we work with have set criteria and a progression plan that they will be able to send you,” says Sam Sullivan, consultant at the Sellick Partnership. “It is also important however to do your own research to form your decision. Look at their company website and sites such as Glassdoor to get a feel of what other employees say about the career opportunities.”

Shishir Khadka, Founder and CEO of Boost Accounting, agrees, advising that you should find out if there will be in-house training or if the employer will support you by sending you on courses to cover your accounting knowledge gap.“Are you going to be confined to doing compliance work only in-house or will you have an opportunity to develop your speaking skills to prospects and clients?” he says.

Key takeaway: if you’re looking to progress in your career, discuss your options with your new employer to avoid making a bad decision.

Why do people change jobs?

“Our research shows that the most common reason for accounting and finance staff to move job last year was that their salary was too low (18%), with 40% saying that this would tempt them to move from their current job,” says Lee Owen.

The AAT Salary Survey 2019 shows a clear link between job satisfaction and salary; those who received a pay rise in the past year reported higher levels of job satisfaction and are therefore less likely to leave.

Lee goes on to say: “As well as salary, benefit offerings which align with your needs should be an important consideration for accountancy and finance staff making their next job move, if they want to strike the right work-life balance and feel supported by their workplace.”

Lifelong learning is more important today than it ever has been, he says.

Key takeaway: the most common reason for a job change was low salary in 2018, but be wary of undervaluing the other benefits of your current role.

Before you accept the offer 

  • Prepare a list of questions that you forgot to ask in the interview.
  • Research the company again, now from the view of an employee instead of a prospective employee.
  • Read the online, candid reviews of the employer by former and existing employees.
  • Ask whether they will offer you training, mentoring and a career development plan.
  • How far will you have to travel?
  • Will you have support if you need time off to study or go to college?
  • What are the perks and benefits in addition to base salary?
  • Is the role in an area which really enthuses and excites you?

For more on moving jobs:

Time to log off – why a digital detox could be exactly what you need

Posted by & filed under Career.

A self-imposed break from technology can improve your personal and professional life.

​The statistics tell it all: on average, we now spend one whole day each week online, with some people clocking in more than 40 hours a week. A third of us feel cut off or lost if we can’t get online, and 17% find it stressful.

Are we addicted to our smartphones?

David Price, CEO at health and wellbeing provider Health Assured, says: “While internet addiction isn’t yet an official diagnosis, it’s clear the internet is perhaps too important to many lives. Just think about the outpouring of fury every time Facebook suffers an outage or Twitter loads slowly.”

We definitely appear to be addicted to our smartphones: Ofcom’s research shows we check them every 12 minutes, 71% of us never turn them off, and 78% admit they couldn’t live without them.

A blessing and a curse

Of course, our smartphones and constant access to the internet have transformed how we interact with each other and the world – we can work flexibly, we can easily and quickly communicate across geographies and stay better and more connected to friends, family and colleagues.

But are we really more connected?

Miti Ampoma, communications expert at Miticom and author of a new guide, Take it Offline, doesn’t think so:

“While we may send and receive lots of emails and messages, we’re not connecting on a personal, human level. When writing from behind the barrier of a screen, with no non-verbal cues to provide context, there’s no way to understand what the other person really means and how they’re feeling about the message. It’s all very impersonal and you don’t build strong human relationships this way.”

Are digital devices stealing our time and attention?

A five-minute break on Facebook here and there can easily amount to a couple of hours. And our productivity and work relationships can suffer as a result.

“Good work relationships require our concentration, collaboration and being in tune with what’s happening in the office – this can prove difficult if you are constantly distracted by your smartphone,” says Matt Weston, managing director at Robert Half UK.

Staring at screens for prolonged periods can lead to eye strain and headaches, too. Some studies have also found that exposure to the blue light the screens emit suppresses the production of melatonin in the body, which can make it hard to fall asleep and to get the full benefit of a night’s rest.

The benefits of logging off

On a personal level, just think what you could do with all this time if you overcame the Fear of Missing Out and got off social media (for example).

“Scrolling through endless feeds of other people’s lives is eating into the time we could be spending on living our own,” says Stephen Humphreys, the UK general manager at GoodHabitz, online platform for personal development and soft skills learning.

“Even if you only cut back on one of the social media channels, you’ll find time to get through quite a few chapters of a book in a day, run or walk 5K, meditate, or just go to bed earlier.”

How often do you offload your thinking to Google, and search for the answer to a problem online, rather than try and come up with a solution yourself?

Problem solving without using technology

Price says: “Getting back to basics and solving problems using nothing more than your brain and a piece of paper will sharpen your analytical and creative thinking abilities. You may even find yourself revisiting skills and proficiencies you forgot you had.”

It appears the longer the break (especially when combined with spending time in nature), the bigger the benefits. One study shows that an hour spent outdoors can improve short-term memory and attention span by 20%, whereas hiking while “unplugged” for a few days could mean a 50% spike in your creativity.

Tips for a digital detox:

  • set timers: say, a maximum of an hour a day for web use
  • block unproductive sites entirely
  • be brave and switch your smartphone off
  • make a conscious effort to send fewer emails and messages and delete those you’ve received but don’t need to reply to
  • only read and reply to your emails and messages at set times during the day. Outside of those times, turn off your notifications

For more useful tips on managing your time:

Career profile: owner of an accountancy practice

Posted by & filed under Career, Career profiles.

Ever considered running your own accountancy practice? Here’s what to expect and how much you could earn.

Abul Nurujjaman is Managing Director at Taj Accountants, a London practice focusing on tax advice for SMEs and sole traders. He talks about his passion for accountancy and how his rapid rise to success has been powered by qualifications.

One of the advantages of running your own business is you can set up solo with less experience than you might need to gain a senior role working for someone else.

What’s it like being the MD of a rapidly expanding firm?

At times it’s undeniably challenging, but equally as rewarding when success is achieved. What gets me out of bed every day is having drive and ambition – I’ve instilled in myself the desire to succeed in every aspect of my life, professional or otherwise. I believe I lead by example in the workplace, setting high standards for my colleagues.

What are the perks of running your own accountancy practice?

Being the sole owner of my firm has a direct positive impact on the salary that I’m able to withdraw from the company.* As a business owner, you can choose how much in terms of dividends to draw down.

How did you build the business – and how do you stay ahead of the competition?

I approached people I knew already, letting them know I’d started my own practice. My initial marketing budget was very small, and I tried to reach new clients through existing contacts. Running a business is about being an entrepreneur – looking after someone’s finances is perhaps the most important thing you can do for somebody. You have to create a good impression. And the rhythm of work is different to being employed. At social occasions, I’ll pick up interesting and relevant information and it helps inform whether or not you would be a good match to work together. If those initial conversations go well, I might give them my card and suggest a call if they are thinking of changing their accountant. I show people I care about them. The successful client/accountant relationship means them trusting you.

Progression can be a powerful route to success. As well as higher income, what are the other advantages?

Initially, you can be paid in a relevant, practical employment at the same time as studying towards your qualification. After that, the world is your oyster. People recognise and respect the AAT brand and this can help you gain the credibility you need to set up your own business. The main thing to say about your income as a self-employed person is that you enjoy the fruits of your work. Recently I’ve had long trips to Morocco, Dubai and I’m about to go on a six-week overseas holiday to South East Asia – these things only really happen because I’m company director and can be in charge of my time.**

The accomplishment you are most proud of?

I helped raised over £60,000 in humanitarian aid for Syrian refugees, by trekking more than 90km along the Great Wall of China. It was one of the most challenging experiences of my life, really pushing me out of my comfort zone – the country, the language, and extremes of weather. It was definitely not what you would call a holiday, but looking back it feels incredibly rewarding and satisfying that I was able to help others who are less fortunate.

10 copywriting tips to improve sales

Posted by & filed under Communication, Members, Run your business.

When you’re writing copy for your business your aim is to lead the reader through to your end-goal. Whether that’s making a sale, or getting more enquiries.

A lot of psychological and marketing tactics can be used to create the best possible copy, which can over complicate things. To break it down, we’ve got the top 10 tips for compelling copy below.

1. Remember it’s about them not you

Don’t think about what you want to tell them via your article or a page on your website; focus on what they need to know. If your copy is helpful, it will provide value to your potential clients.

You can do this by focusing on the benefits to the reader, offering them value, and suggesting solutions to their problems.

Your language will go a long way towards making the reader feel you’re helping rather than dictating; use phraseology that sees things from their perspective, not yours, for example, “you’ll learn this… “ not “we’ll teach this…”.

2. Write with purpose

Above all, you have to keep your key message firmly in mind. What do you want the reader to do after reading your copy?

Decide on your main message upfront (e.g. make more sales), and then make sure your writing all gradually directs the reader to the action you want them to take.

This is made a lot easier by writing about things you’re passionate and knowledgeable about.

3. Research the market

A little market research goes a long way, so make sure you’ve looked into the target market before starting. It can be all too easy to write something that you would find interesting or helpful yourself, but if your target market is wildly different to you, then this copy will not get results.

Find out the needs of your target market and get a clear picture of what’s happening with your competitors. What are they doing well? What can you do better?

4. Keep it simple

Make every word count. Never use jargon or complex words when you can use common phrases that people will quickly understand.

Go through your copy with a fine-tooth comb when you’re finished, making sure to delete any waffle and shorten those sentences.

“Don’t use a five-dollar word when a fifty-cent word will do.”
– Mark Twain

5. Be friendly

Probably the best tip you’ll get on writing well is to write like you speak.

This means avoiding phrases like “Why not join us… ?” (you’d just never talk like this with a friend, it’s too formal; “Why not join me tonight for a drink?”)

It’s quite an old-fashioned view that being formal will make you look more professional. Most of the bigger corporations now communicate in a much more casual manner.

A friendly tone should signal to readers that you’re trustworthy, and you’ll avoid alienating anyone.

But once you decide on the right tone for your audience, it’s very important to be consistent; maintain your tone of voice and personality across all channels.

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
– Leo Burnett

6. Use the six principles of persuasion

Dr Robert B. Cialdini PhD, an expert in the field of persuasion and influence, has developed 6 key principles for persuading others based on thirty-five years of research. From his book, “Influence: The Psychology of Persuasion”, here are the 6 methods for persuasion that you could employ in your copy writing.

  1. Reciprocity – Before you ask them to buy something, offer something first, like an exclusive or personalised service.
  2. Commitment – Ask them to make small actions first and reward their loyalty.
  3. Social proof – Use reviews and testimonials to back up your claims.
  4. Authority – Get a respected person or brand to give you an endorsement and establish your authority.
  5. Liking – Behave like a friend, not a brand. Build a relationship through relating to the reader and sharing values.
  6. Scarcity – Give a limited number or time-frame to create a sense of urgency.

7. Don’t forget about SEO

Search engine optimisation is essential when it comes to getting your copy to appear higher in Google’s search results. As most people stick to page 1 of Google, and then only tend to look at the first few results, getting to the top of the search results page is vital.

The first step with SEO is research to work out the relevant keywords that your audience are searching for. Then you need to include them in your copy; put the most important keywords in the page title, the first sentence or as early as possible.

A simple SEO strategy is to use geographical keywords where appropriate (for example “Hampshire accountancy firm”). But don’t get caught up in using keywords – writing naturally to resonate with your reader is more important.

8. Craft a tantalising title

  • Use evocative language in your title to generate an emotional response and draw the reader in, e.g. anticipation, excitement, urgency.
  • Focus on ideas, reasons and facts.
  • Use numbers to make the title more scannable.
  • Use power words to start off strong.
  • Use a headline analyser to get some quick feedback on your structure.

9. A call to action

Marketing campaigns should always include a ‘call-to-action’; something you want the reader to do at the end of your copy.

If you want to generate more sales with your copy, then you could direct readers to your online shop, or provide a discount for shopping in-store.

Put yourself in the readers shoes and imagine the journey they’ve been on; they potentially landed on your website via Facebook, intrigued by your copy. Now that you have them, does your copy help guide them in the direction you want?

10. Read it out loud

Don’t just proofread your copy, read it out loud to yourself too.

By doing this you’ll find out how it really sounds, and if you’ve actually written the way you speak.

It’ll also be easier to pick up any words you’ve used too often or mistakes you might’ve skipped over in the proofread (people tend to read what they think they wrote, not what they actually wrote). And don’t be afraid to make as many edits as you need to.

In summary

Copy can be an incredibly influential tool if used correctly. Whether it’s your website homepage, an article, or a newsletter, it’s a point where you can connect with potential clients.

Make use of our 10 tips above, and maximise the impact your words could have.

Read more on marketing your business:

16 free marketing tools to help you run your business

How to use email marketing to get more business

14 different tactics for finding new clients

How is AAT improving social mobility on an International level?

Posted by & filed under Social mobility.

Myanmar, currently in the process of democratic transition, is one of Southeast Asia’s fastest growing economies.

In 2014, the UK Department for International Development (DFID) reached an agreement with the International Federation of Accountants (IFAC) to provide funding of almost £5 million to invest in at least ten emerging countries, including Myanmar, over seven years.

Khin Moh Moh Win, who is based in Myanmar, used her AAT Advanced Diploma to get her first accounting job in Yangon.

How did you get into accounting?

“In 2016, my teacher, U Thura Shein, introduced me to AAT in Myanmar.

At that time, I was a student studying for an LCCI (London Chamber of Commerce and Industry) accountancy qualification, an international qualification which is taken in over 80 countries across the world. I was studying at the MAS Education Centre in Yangon, the first AAT training provider in Myanmar,” says Moh Moh Win.

How has having a qualification helped you get your first job?

“After I passed the first LCCI exam, when I was 17, I joined AAT as a student as my teacher told me that AAT could help give me a professional qualification in accounting, which would help me progress to a career as an accountant,” she notes.

“I became more and more interested in accounting so I decided to try and get my AAT advanced diploma in Level-3.  After I passed that, I got a job as an assistant accountant in a firm called BizFix Consultancy, which advises on accounting, HR and tax.”

How has AAT helped you gain the right skills for your current role?

“This is my first job so it’s a whole new experience for me. Every day is a challenge but the subjects I have learned, such as basic accounting knowledge, spreadsheets and ethics, have really helped me.

I didn’t have any difficulties getting this job because my employer recognised that having an AAT qualification gave me good accountancy knowledge.”

Where do you hope to be in five to ten years’ time?

“I am currently studying my AAT professional diploma and hope to have completed it in one year’s time. I’d like to join one of the ‘Big Four’ accountancy firms (KPMG, PwC, Deloitte and Ernst & Young) and work in the UK.

I might have to overcome some language barriers along the way as I’m still learning English but having a good qualification behind me has really helped give me the confidence I need.”

In summary

  • Khin got her first job in accountancy in Yangon, Myanmar after becoming an AAT student when she was 17
  • having an AAT qualification has helped Khin fast-track her career in accountancy and given the confidence she needs to progress
  • she hopes that having an internationally recognised qualification will enable her to work in the UK once she has completed her professional level four diploma.

For more on social mobility