Stückmann Podcast Episode 25: Social media, employer branding and future strategies in the tax consultancy industry
How can a modern law firm successfully position itself in the competition for talent and clients? What role do social media, employer branding and corporate culture play in an industry that is undergoing fundamental change as a result of digitalisation and AI? In this episode of ‘Die Steuermannschaft – der Kanzleipodcast’ (The Steering Team – the law firm podcast), Dr. Daniel Kubitza talks to Dietmar Engel, partner at HLB Stückmann, about precisely these questions – in a practical, open manner and with the perspective of a long-standing industry expert.
Important topics:
Social media as a strategic tool for law firms
Social media has long been more than just a marketing trend. For tax consulting and auditing firms, the targeted use of digital channels is becoming a decisive factor for success – both in recruiting and in client acquisition. Dietmar Engel reports on how HLB Stückmann uses social media strategically, why not every channel is suitable for every target group, and why a clear focus on platforms such as LinkedIn and Instagram is indispensable today. It is not about short-term effects, but about continuous development, clear messages and a credible firm profile.
Marketing between client focus and recruitment
Law firm marketing always navigates the tension between client acquisition and employee marketing. This podcast episode explores why both must be considered together – and why clear positioning in the market remains crucial. Whether it's website strategy, targeted content for specific channels or the use of external agencies, Dietmar Engel provides insights into how marketing budgets can be used effectively, why traditional print advertising is losing importance and what role data-driven and visual formats play today.
Conclusion: Making law firms fit for the future
This podcast episode is aimed at tax advisors, law firm owners, executives and anyone interested in the future of the tax advisory industry. It shows that sustainable law firm success does not depend on individual measures, but on a clear strategy, courageous decisions and a strong corporate culture. Listen to the new episode of Die Steuermannschaft now and find out how firms can set the course for tomorrow today.
Employer branding: making culture visible
Why do employees choose to stay with a law firm in the long term? And how can appreciation, cohesion and development prospects be communicated to the outside world? The discussion makes it clear that successful employer branding goes far beyond individual measures. It starts with the law firm's culture, genuine freedom, transparent communication and clear career paths – right through to the question of how these values can be authentically communicated via websites, social media and personal profiles. Using the development of HLB Stückmann as an example, Dietmar Engel shows how consistent cultural work over many years enables growth, employee retention and partnership succession.
Looking to the future: AI, technology and new business models
A central theme of the episode is the transformation of the industry through technology and artificial intelligence. Automation, agent models and data-based tools are changing not only work processes, but also training paths, remuneration models and the traditional understanding of billable services. In the podcast, Dietmar Engel speaks openly about the challenges facing law firms: How can expertise be passed on when machines take over standard tasks? How are business models developing beyond hourly billing? And what investments in people and technology are necessary to remain competitive in the long term?
