
IHR

29 July 2025
Culture

The untold culture and attraction secrets from one of the UK’s best places to work
In an industry often seen as traditional and slow to change, Cooper Parry is proving that accountancy can be bold, people-first, and genuinely innovative.
At IHR Talent Attraction Conference 2025, their Head of Talent Acquisition Stephanie Morris shared her personal journey alongside the firm’s transformation, showcasing how a clear vision, authentic culture and progressive policies have fuelled rapid growth.
Culture that drives performance.
At the heart of Cooper Parry’s success is a commitment to culture. Their five core values, Be Brave, Play All In, Be Nice, Keep Learning, and We’re In It Together, are not just words on a wall. They’re deeply embedded in recruitment, performance reviews, and everyday behaviours across the business. This cultural alignment has proven to be a powerful differentiator. It’s not only attracted top talent from more traditional firms but also dramatically reduced agency reliance to just 4.4%, compared to the industry average of 65%.
Policies that empower people.
Cooper Parry is also challenging outdated norms with forward-thinking policies such as work-from-anywhere, unlimited holiday, and a four-day working week trial. These aren’t just employee perks, they’re deliberate steps towards building a more flexible, trusting and high-performing workplace.
Their journey offers practical insights for any organisation looking to evolve:
Culture fuels growth. Embed values into every stage of the employee lifecycle.
Flexibility attracts talent, when combined with clear expectations.
Authenticity builds trust. Be transparent about the journey, not just the wins.
Psychological safety matters. Hold toxic behaviours accountable, regardless of performance.
Fun is strategic, creating space for enjoyment strengthens collaboration and creativity.
Stephanie's session reminded us that when people are empowered and purpose is prioritised, transformation follows.
If you missed it, you can now watch the full session below.