Finders keepers: it's the little, and less expensive, things your firm can offer that attract good people - and keep

California CPA, Dec, 2003 by Jerry Ascierto

But again, health care packages, transportation and child care credits, and even down payments for a house, can't measure up to the importance of the intangibles: communication, professional development and work/life balance.

"All that warm and fuzzy stuff that people think doesn't matter," Sweda-Neff says, "actually has more to do with attraction and retention than one could imagine."

Jerry Ascierto is CalCPA's associate editor. You can reach him at jerry.ascierto@calcpa.org.