How many times have we heard professional services firms claim that 'our people are our greatest asset'.  It is, of course, completely meaningless. 

But it does raise an interesting discussion around the employer brand in the professional services space, and its role in attracting the right people. 

Some firms - the big four accountancy firms, the magic circle legal firms - can credibly claim to have strong employer brands.  They can take the pick of the bunch.  Perhaps too the boutique firms with a particular focus. 

But what of the mid-tier mass of firms that at first glance look the same.  And the same too for those firms in the regions.

Many professional services firms - particularly law firms - are still a collection of very disparate practice areas.  This makes the employee brand a greater challenge. 

These top tips are enormously helpful.  As too are exercises like The Sunday Times Best Companies to Work For.