Bryony Gibson, director of Bryony Gibson Consulting, reflects on a year of change in recruitment and what North East accountancy firms can expect in 2026.
2025 has been another year of movement and momentum in the North East. Demand for talent remained strong within accountancy practices, particularly tax and audit, with many firms demonstrating an ambition to grow and diversify their services.
Recruitment has also had its challenges. Tighter financial controls mean slower, more cautious decision-making. The growing presence of private equity-backed firms also added a new dynamic to the region. For some, this brought opportunity; for others, a layer of uncertainty that can make candidates think twice before switching firms.
2025: A year that highlighted the gaps
One of the most pressing issues has been the widening skills gap. The speed at which experience is leaving the profession isn’t being matched by the rate of newly qualified recruits. I’ve spoken to many firms about the importance of training and development, and it is being prioritised. It’s encouraging to see more value placed on skills in areas like data analytics and AI, too. A sign that the profession is evolving.
In 2025, we saw hybrid working become a dividing line. While the majority of UK businesses continue to offer flexibility, many accountancy practices have moved back toward office-based working. For candidates, that’s creating hesitation. People who’ve built their routine around a balanced working week are reluctant to return to a rigid structure, even when tempted by an attractive new opportunity.
Another defining theme has been employer branding. In such a competitive market, salary alone isn’t enough to stand out.
Candidates are weighing up culture, progression, values, and work-life balance when making career choices. Firms that have invested time in communicating who they are and what they stand for are reaping the rewards.
2026: A year that will reward adaptability
Looking forward, I expect many of these trends will deepen. A shortage of qualified accountants isn’t a quick fix, especially with new government policies likely to reduce the number of apprenticeships and Level 7 training routes available. I expect to see more emphasis on skills-based hiring, with firms focusing on what people can do, rather than just the qualifications they hold.
Flexibility will remain key, and while location may seem to matter less to candidates, it still matters to many employers. That disconnect will continue to slow down movement in the market. I’ve met plenty of talented accountants who are open to change, but only if it doesn’t mean sacrificing the flexibility they already have.
Technology will continue to play an integral role in recruitment. AI and automation can make the process slicker, but the challenge will be maintaining the human touch. In a people-driven profession, relationships and trust will always make a difference.
Candidate experience looks set to take centre stage in 2026. In the North East, reputation travels quickly, and a poor recruitment experience can be difficult to shake off. Firms that handle every stage of the process with care will find it pays dividends in how they’re perceived.
Gen Z’s growing presence in the workforce will accelerate change in the way employers attract and retain talent. Expect to see an increased focus on authenticity, purpose, and digital fluency. This generation researches prospective employers carefully, and they expect transparency and a sense of social impact in return for their commitment.
Keeping people at the centre
If 2025 has shown me anything, it’s that adaptability and authenticity are what set successful firms apart. The accountancy profession is evolving, but people remain at its core and, for me, that’s where recruitment continues to be most rewarding. Helping to match ambition with opportunity, and seeing both firms and individuals grow as a result.