What’s the second most crucial step to qualification after passing your exams? Your CA Diary. Hugh Carroll, Education & Training Support Manager at Chartered Accountants Ireland, explains why The secret of making progress is to get started’ –Mark Twain The Training Support Unit (TSU) welcomes all our new intake trainees for the 2022/23 academic year. We also recognise the continuing efforts of our established and progressing trainees. Each of you has a fantastic opportunity to push on and join over 31,000 members of Chartered Accountants Ireland. One key area the TSU oversees is the online CA Diary. As you should be aware, the CA Diary is an essential tool used throughout the training period that demonstrates incremental development of skills, knowledge, and competence. This detailed record and success in the FAE form the eligibility requirements for membership.  In short, the CA Diary is as important to qualifying as a Chartered Accountant as success is in your exams, so now is an excellent time to start (or to restart)! Keeping up momentum There is no better time to consider your approach to completing your CA Diary than at the beginning of a new year. Similar to your study and exam technique, setting out (or revising) your plan for ensuring your CA Diary is up-to-date is time well invested.  If you are joining us this academic year, you should be aware that two items need to be in place before you can access and record experience in your CA Diary: You need to have an approved formal registration, which is either an approved Training Contract or an approved Flexible Route registration; and You need to have an assigned CA Diary Mentor. In larger firms, this is typically overseen by human resources or the learning and development/education teams.  Whether you are a new or established trainee, we strongly advise engaging with the available resource materials, including the recently published ‘Trainee checklist for CA Diary entries’, before engaging or re-engaging with your CA Diary record.  It is your responsibility to ensure that your record is kept up-to-date and that you maintain regular contact with your mentor on this crucial aspect of your qualification.  Please be aware that the TSU, in conjunction with our Professional Standards Department, monitor the compliance of trainees and mentors in this area.  If you have any questions about the above, contact the relevant team/person in your training organisation, or contact us at the TSU.  Audit qualification An important future consideration for all trainees working in audit is a (post-membership) qualification called the Eligibility Requirements for the Audit Qualification (AQ). This is separate and distinct from the ACA qualification.   To meet the AQ, the CA Diary record needs to document specific details around your audit engagements. Before creating or updating entries, trainees should consult the ‘Guidance for recording audit experience’ section of the CA Diary Resources webpage. Resources and support The TSU provides guidance and direction on the CA Diary, and documents such as the Professional Development Requirements guide, CA Diary Guide and Sample Entries document are essential reading. These and further resources, such as onscreen tutorials, are available on the CA Diary Resources Webpage.  Should you wish to contact the team, we would be happy to hear from you at trainingsupport@charteredaccountants.ie or by phone: +353 01 637 7202.  

Julia Rowan answers your management, leadership and team development questions Q: My team is positive, proactive and eager to learn more. My company doesn’t invest much in training and won’t give me a budget because ‘nothing is broken’. How can I keep them motivated? There is a lot you can do to motivate and upskill your team. First, think about how you would describe your team. Is it strategic? Independent? Collaborative? The words you select will guide the way you direct them. The next step is to consider the way you engage with your team. Set yourself up so that your conversations become a learning experience. Coach and listen. Trust the team enough to share your challenges and see what ideas they have. Here are a few ideas to get started: Start a pool of resources – books, articles, podcasts, webinars – where everyone is able to access the same material. Schedule protected time to discuss and share ideas, allowing team members to choose the material and chair the discussion. Organise an away day (even if you are on company premises) and scope out a small number of business projects that will move the team forward and give them learning opportunities. Small groups could work on individual projects and report back regularly to the wider team, making sure that all retain ownership. Ask them to report back on the ‘what’ (what we are doing), the ‘how’ (the process) and the learning (what went well and what could be improved on). Make your team meeting a place where people can share their learning about their everyday experience. This can be done in very simple ways: like opening with a ‘check-in’ (what are you proud of achieving this week? What has your biggest challenge been?), but also by asking team member to make presentations around projects, tasks or initiatives that they have undertaken, and sharing their learning. Seek out cross-functional projects that your team can get involved with.If you put together a business case with learning objectives, outputs and impacts, your company might give you a budget. Q: At meetings, my contribution is often overlooked, but I’m often the only person who has prepared. There is lots of aimless discussion. When my ideas are heard, they are often taken up but attributed to others. This is a common problem, very frustrating and exacerbated by online communication. To address the issue long-term, talk to the meeting owner, explain your challenge, and suggest that they do a ‘go-around’ from time to time, hearing from each individual. Meet the main movers and shakers one-to-one to discuss challenges and share ideas – this puts you on their radar. Some tactics: sit close to the Chair so that it’s easy to get their attention. Quieter people often contribute tentatively, in short sentences. Note the points you want to make so that you can be deliberate when you speak. I’ve devised a structure that quieter clients have found useful: ‘Signal, State, Suggest’. Preface your contribution with a ‘signal’ that gets people’s attention: “reflecting on what I’ve heard, there are two ways to tackle this”. State (give your input): “we could either do A or B”. Suggest (a way of moving on): “Given current circumstances, I suggest we”. It’s not easy to enter the melee– but your meetings will be better for it. If you read one thing... Coaching for Performance – The Principles and Practice of Coaching and Leadership by Sir John Whitmore. An accessible and practical book about coaching. The updated 25th anniversary edition has recently been published. Busy managers often direct. Coaching creates a conversational space for learning through everyday experience.

The roadmap for the EU Commission’s milestone Corporate Sustainability Reporting Directive is taking shape and now is the time to start preparing for a brave new era in non-financial reporting, writes Conor Holland With the Corporate Sustainability Reporting Directive (CSRD) now approved by the European Council, entities in the EU must begin to invest significant time and resources in preparing for the advent of a new era in non-financial reporting, which places the public disclosure of environmental, social affairs and governance matters (ESG) matters on a par with financial information. Under the CSRD, entities will have to disclose much more sustainability-related information about their business models, strategy and supply chains than they have to date. They will also need to report ESG information in a standardised format that can be assured by an independent third party. For those charged with governance, the CSRD will bring further augmented requirements. Audit committees will need to oversee new reporting processes and monitor the effectiveness of systems and controls setup. They will also have enhanced responsibilities. Along with monitoring an entity’s ESG reporting process, and evaluating the integrity of the sustainability information reported by that entity, audit committees will need to: Monitor the effectiveness of the entity’s internal quality control and risk management systems and internal audit functions; Monitor the assurance of annual and consolidated sustainability reporting; Inform the entity’s administrative or supervisory body of the outcome of the assurance of sustainability reporting; and Review and monitor the independence of the assurance provider. The CSRD stipulates the requirement for limited assurance over the reported information. However, it also includes the option for assurance requirements to evolve to reasonable assurance at a later stage. The EU estimates that 49,000 companies across the EU will fall under the requirements of the new CSRD Directive, compared to the 11,600 companies that currently have reporting obligations. The EU has confirmed that the implementation of the CSRD will take place in three stages: 1 January 2024 for companies already subject to the non-financial reporting directive (reporting in 2025 for the financial year 2024); 1 January 2025 for large companies that are not presently subject to the non-financial reporting directive (reporting in 2026 for the financial year 2025); 1 January 2026 for listed SMEs, small and non-complex credit institutions, and captive insurance undertakings (reporting in 2027 for the financial year 2026). A large undertaking is defined as an entity that exceeds at least two of the following criteria: A net turnover of €40 million A balance sheet total of €20 million 250 employees on average over the financial year The final text of the CSRD has also set timelines for when the Commission should adopt further delegated acts on reporting standards, with 30 June 2023 set as the date by which the Commission should adopt delegated acts specifying the information that undertakings will be required to report. European Financial Reporting Advisory Group In tandem, the European Financial Reporting Advisory Group (EFRAG) is working on a first set of draft sustainability reporting standards (ESRS). These draft standards will be ready for consideration by the Commission once the Parliament and Council have agreed a legislative text. The current draft standards provide an outline as to the depth and breadth of what entities will be required to report. Significantly, the ESRS should be considered as analogous to accountancy standards—with detailed disclosure requirements (qualitative and quantitative), a conceptual framework and associated application guidance. Readers should take note—the ESRS are much more than a handful of metrics supplementary to the financial statements. They represent a step change in what corporate reporting entails, moving non-financial information toward an equilibrium with financial information. Moreover, the reporting boundaries would be based on financial statements but expanded significantly for the upstream and downstream value chain, meaning an entity would need to capture material sustainability matters that are connected to the entity by its direct or indirect business relationships, regardless of its level of control over them. While the standards and associated requirements are now largely finalised, in early November 2022, EFRAG published a revised iteration to the draft ESRS, introducing certain changes to the original draft standards. While the broad requirements and content remain largely the same, some notable changes include: Structure of the reporting areas has been aligned with TCFD (Task Force on Climate-Related Financial Disclosures) and ISSB (International Sustainability Standards Board) standards – specifically, the ESRS will be tailored around “governance”, “strategy”, “management of impacts, risks and opportunities”, and “metrics and targets”. Definition of financial materiality is now more closely aligned to ISSB standards. Impact materiality is more commensurate with the GRI (Global Reporting Initiative) definition of impact materiality. Time horizons are now just a recommendation; entities may deviate and would disclose their entity-specific time horizons used. Incorporation of one governance standard into the cross-cutting standard requirements on the reporting area of governance. Slight reduction in the number of data points required within the disclosure requirements. ESRS and international standards By adopting double materiality principles, the proposed ESRS consider a wider range of stakeholders than IFRS® Sustainability Disclosure Standards or the US Securities and Exchange Commission (SEC) published proposal. Instead, they aim to meet public policy objectives as well as meeting the needs of capital markets. It is the ISSB’s aim to create a global baseline for sustainability reporting standards that allows local standard setters to add additional requirements (building blocks), rather than face a coexistence of multiple separate frameworks. The CSRD requires EFRAG to take account of global standard-setting initiatives to the greatest extent possible. In this regard, EFRAG has published a comparison with the ISSB’s proposals and committed to joining an ISSB working group to drive global alignment. However, in the short term, entities and investors may potentially have to deal with three sets of sustainability reporting standards in setting up their reporting processes, controls, and governance. Key differences The proposed ESRS list detailed disclosure requirements for all ESG topics. The proposed IFRS Sustainability Disclosure Standards would also require disclosure in relation to all relevant ESG topics, but the ISSB has to date only prepared a detailed exposure draft on climate, asking preparers to consider general requirements and other sources of information to report on other sustainability topics. The SEC focused on climate in its recent proposal. The proposed ESRS are more prescriptive, and the number of disclosure requirements significantly exceeds those in the proposed IFRS Sustainability Disclosure Standards. Whereas the proposed IFRS Sustainability Disclosure Standards are intended to focus on the information needs of capital markets, ESRS also aim to address the policy objectives of the EU by addressing wider stakeholder needs. Given the significance of the directive—and the remaining time to get ready for it—entities should now start preparing for its implementation. It is important that entities develop plans to understand the full extent of the CSRD requirements, and the implications for their reporting infrastructure. As such, they should take some immediate steps to prepare, and consider: Performing a gap analysis—i.e. what the entity reports today, contrasted with what will be required under the CSRD. This is a useful exercise to inform entities on where resources should be directed, including how management identify sustainability-related information, and what KPIs they will be required to report on. Undertaking a ‘double materiality’ analysis to identify what topics would be considered material from an impact and financial perspective—as required under the CSRD. Get ‘assurance ready’—entities will need to be comfortable that processes and controls exist to support ESG information, and that the information can ultimately be assured. The Corporate Sustainability Reporting Directive represents a fundamental change in the nature of corporate reporting—the time to act is now and the first deadline is closing in.

Companies preparing for the commencement of the Protected Disclosures (Amendment) Act 2022 in the New Year will need to overhaul whistleblowing policies and processes, but the effort will bring clear benefits, writes Gráinne Madden Encouraging people in an organisation to speak up about their concerns should be a no-brainer. Why would an organisation not want to know about a potential risk? Why would an organisation want an employee to feel the need to go to an external body, such as a regulator or the media, to highlight internal problems? International research repeatedly reinforces that there are two main reasons why people fail to speak up about their suspicions of wrongdoing. First, there is the fear of retaliation. Current Irish and UK law is seeking to address this by offering protection. The second reason people fail to speak up about their suspicions of wrongdoing in an organisation is fear of futility. This is the fear that nothing will be done, even if they do speak up—and this is why having clear policies and processes in place is so important.  The absence of a whistleblowing policy and process in an organisation will certainly send the message that the organisation does not really want to hear about any problematic issues that may exist or arise.  As it stands, in Ireland and the UK, workers are entitled to legal protection against dismissal, or other reprisal from their employer or colleagues, when disclosing concerns about certain issues. Until now, however—except in certain sector-specific areas—most organisations have not been required to put a whistleblowing policy or procedures in place, or to follow up on such disclosures.  The EU Whistleblowing Directive will, however, bring major changes to which organisations operating in EU jurisdictions must now respond. In Ireland, the Protected Disclosures (Amendment) Act 2022 will commence on 1 January 2023, giving effect to the EU Directive. New requirements for organisations There are several key additional requirements that will apply to organisations under the new Act, which are considered below. Employee thresholds For workplaces with more than 50 employees, there will be a requirement to have formal channels and procedures for receiving and, crucially, following up on disclosures. Workplaces with between 50 and 249 employees have until December 2023 to comply, and 250-plus employee workplaces must comply at commencement.  However, all organisations operating in certain sectors will be required to comply at commencement, even those employing fewer than 50 people. This includes:  public bodies; companies subject to EU laws in the areas of financial services, prevention of money-laundering and terrorist financing; transport safety; and protection of the environment (offshore oil and gas installations and operations only). The 2022 Act states that the Minister for Public Expenditure and Reform may, by order, reduce the threshold of 50 employees for specified classes of employers, subject to a risk assessment and public consultation.  Change of definitions and burden of proof Under the new Act, the scope of protected persons will be extended to include non-executive members, shareholders, volunteers, and ‘pre-contractual’ employees, such as candidates applying for a job during the recruitment process before the work-based relationship even begins. Further, retaliation will be more broadly defined. In respect of alleged detriment (be it an act or omission) caused to a person because of the making of a protected disclosure, the employer will have to prove that the detriment complained of was not in retaliation for, or because of, the person having made a protected disclosure.  Administration and staff Confidentiality regarding whistleblowing must be respected by all reporting systems and access to data by non-authorised staff prevented. For staff who are authorised, appropriate training must be given in respect of the handling of reports. Finally, records must be kept of all reports, as well as ensuring follow-up and feedback regarding these reports within certain timeframes.  Blending culture with policy The required process management will mean that many organisations will need to implement issue management systems. Simply having a policy and process in place isn’t, however, going to be an encouragement for nervous employees. Creating a culture in which people feel safe in speaking up—and feel that their concerns are welcomed—is far more important.  So, in addition to having a sound policy and process in place, what other steps should employers consider? Here are seven recommendations: Train managers and team leads to recognise when an issue could be a protected disclosure and, most importantly, to receive reports of potential issues in a calm and welcoming way. Word can spread very quickly about managers not being open to bad news. Think about how whistleblowing is discussed in the organisation and consider whether it is healthy or whether the narrative needs to be changed. Any pejorative language in connection with whistleblowing or speaking up needs to be identified and stamped out. The focus must be on recognising that people who bring risks to our attention are doing the organisation a great favour. It is worth highlighting that research demonstrates that the people who blow the whistle tend to be the most loyal employees who care greatly about the organisation. Ensure that the confidentiality regime is well- communicated and respected so that employees can be confident their identity will not become known if they disclose an issue. Do not become complacent if the whistleblowing policy is not used—rather than indicating a spotless organisation, it could be signalling a poor work culture where people either fear speaking up or just don’t care enough to bother. Remove any ‘good faith’ requirement from policies. The focus should be on the issue reported, not the motivation of the person reporting. Furthermore, there is no ‘good faith’ obligation under Irish or UK law or the directive. Make sure that penalisation is not tolerated. State this clearly in the whistleblowing and speaking-up policy, making sure there are clearly defined processes for reporting claims of penalisation and for following up on claims of penalisation. Provide feedback to a discloser on any action taken in response to their disclosure. The ability to do this will depend on the nature of the issue and the rights to confidentiality of other parties. At the very least, a discloser should be reassured that their concerns have been dealt with appropriately. It is likely that most organisations will need to overhaul their whistleblowing policies and processes in response to the Protected Disclosures (Amendment) Act 2022. The requirements may seem daunting, but help and advice on good practice is available. The benefits are clear, not just in terms of risk management and protection of brand and reputation, but also for the common good.

Brendan O’Hora reports on the findings of the 2022 All-Member Survey Research is conducted to discover new information or reach a new understanding of something, so the Institute’s biennial membership survey is crucial. These have been two years of significant change, and as a membership organisation, it has never been more important for us to act on the findings in a comprehensive, targeted way for the benefit of 31,000 members globally.  The survey was conducted in May and June with over 1,800 members by independent research agency, Coyne Research. This level of participation helps us to build a very accurate picture of the member experience and is much appreciated. It allows us to make the most of this opportunity to check in with members, and to ascertain how we will respond and act on the findings.  This year, we also conducted qualitative research via eight focus groups. This exercise gave us a deeper understanding of member sentiment and reinforced that we are operating in very unusual times.  The operating environment The pandemic may be in retreat, but its effects persist. An ongoing adjustment to hybrid working, declining levels of resilience after extended periods of pressure, and changing priorities among younger members, many of whom qualified or spent their early years in a virtual environment, have had an impact. Compounding this are growing cost-of-living pressures.  The top challenge emerging from the survey for businesses was, unsurprisingly, the competition for talent, up significantly on 2020. Following this is inflationary pressure and increased labour costs. What is resonating with members  Looking at our membership as a whole, the qualification is very highly regarded and a source of great pride. The letters mean a lot to our members, and that pride also extends to the robustness and quality of the education provided.  In reviewing the findings, Bernie Coyne at Coyne Research noted that members are broadly positive about the way the Institute has responded over the last two years to the pandemic.  She said: “As in previous years, members were invited to rate a range of services, based on their experience and degree of satisfaction, with sentiment remaining consistent. Over seven in 10 members rated the webinars and online CPD options as good, with a 20 percent increase in those who experienced them since 2020. The range of specialist qualifications was also rated highly, as was Accountancy Ireland magazine, the weekly Tax News circular, and the knowledge hubs on the Institute’s website.”  The research also pointed to an increase in the number of members who have communicated with the Institute by phone and email since 2020. Roughly seven in 10 rate their experience in communicating positively. While there was strong uptake of the virtual alternatives on offer during the pandemic, there is confidence in returning to face-to-face events. Indeed, the research points to a desire, particularly among younger members, to engage and learn about how they can make their membership work for them and derive the greatest value from it.  Consistent with many of our peers globally, we have seen drops in key member metrics, such as satisfaction and relevance as well as likelihood to recommend the qualification. While, unsurprising, given these unusual times, it is an important alert for the Institute that is already prompting action.   How we are responding to the findings In a changed external environment, and armed with considerable insights, our challenge now is to reposition how we engage with members, with a particular focus on younger members at the start of their career, to optimise their experience of the profession. We are working closely with the Chartered Accountants Student Society of Ireland (CASSI) and the Young Professionals Committee in so doing.  Our members are some of the strongest advocates for the profession, and, at a time when there is a continuing shortage of qualified accountants, it is incumbent upon us to ensure the membership experience is a positive, rewarding, and relevant one for these most important advocates.  One of the ways we will be doing this in the coming weeks and months will be through a campaign to put the tools into members’ hands to make their membership work for them. It will feature real members speaking about how they’ve made the most of their membership and will be accompanied by an updated member section on the website to help users better access and understand what is available, from membership details to Continuing Professional Development, conferences, social events, and supports. Our focus is on giving more control of their experience to our members, so that this experience can be tailored and made to work for the individual.   In closing, I want to return to a theme I touched on at the outset—resilience in the face of sustained pressure. One-in-two respondents reported that COVID had a negative impact on their mental health, compared to 2020. Younger members were less likely to be aware of the Institute’s member support service CA Support, and we will be working to increase awareness of this important resource.  Brendan O'Hora is Director, Members, at Chartered Accountants Ireland

Jennifer Nickerson left a successful career in Dublin to co-found a whiskey distillery in rural Tipperary. She tells Accountancy Ireland about her inspiration, ambitions and lessons learned along the way When Jennifer Nickerson co-founded Tipperary Boutique Distillery in 2014, the Aberdeen-born Chartered Accountant had already risen through the ranks at KPMG in Dublin to become an associate director in the tax department just seven years after joining as a trainee. Tipperary Boutique Distillery is now exporting worldwide and employs seven people in south Tipperary with further plans for expansion. Here, Nickerson tells us about what inspired her move into entrepreneurship and her experiences establishing and growing a small business with global reach. Q: Tell us about your life and career prior to co-founding Tipperary Boutique Distillery—what prompted you to become a Chartered Accountant? I grew up in Scotland and my dad, Stuart, was a master distiller. He managed and worked as a consultant for some of Scotland’s best scotch producers, such as Glenfiddich, Balvenie and William Grant & Sons. You could say I grew up in the industry. I loved it, especially the passion the people working in it had. I went to college in Edinburgh for six years, studying Veterinary Medicine initially and then switching to Accountancy. I decided I didn’t want to work outside in the cold and wet.  I wanted to work in an office and I had this perception that a job in accountancy would be “nine-to-five”.  I was wrong about that, but after meeting my husband Liam and moving to Ireland to train, I found I really enjoyed the problem-solving aspect of the work. Numbers make sense. There is a “right answer” and that can be very satisfying.  I worked in the tax department at KPMG and did a lot of advisory work. The hours were long but there was great camaraderie and that makes for a really nice working environment. Q: So you had settled into this new career in Dublin and you were enjoying it. What prompted you to up sticks and move to rural Ireland to set up a whiskey distillery? I married a farmer—but I did tell him that I wouldn’t be moving to Tipperary unless there was work there that would interest me as much as what I was doing with KPMG in Dublin. We talked it through and my dad had already mentioned during a visit to Ballindoney, Liam’s family farm near Clonmel, that it would be the ideal setting for a whiskey distillery. We could grow grain, we had the land to build a distillery on, there was good quality water in Tipperary and good conditions for maturing whiskey as it’s a little bit warmer than Scotland. He really just mentioned it in passing, but it struck a chord. I’d had lots of experience putting together business plans and I was lucky that Liam had a steady job working for the county council. It was a calculated risk and we could afford to do it, so we went for it. Q: What was your vision for Tipperary Boutique Distillery starting out in 2014? Ultimately, we wanted to produce a world-class whiskey from grain to glass here on Ballindoney Farm.  We knew we had everything we needed, but we also knew it would take time, because distilleries are expensive and there is also the cost of laying down spirit for at least three years before it can be sold as whiskey. It wasn’t until 2020 that we finally had the funding raised, the facility built and the equipment installed to open our own distillery. We had started outsourcing Irish whiskey casks from other distilleries cut to bottling strength with water from our farm and released our very first expression way back in March, 2015.  After that, we started taking our own grain from the farm, having it malted and distilled by my dad at other facilities. Now, we are able to do everything apart from malting here in our own distillery. We grow our own grain, we mill, we mash, we ferment, we distill, we mature and we bottle here on the farm.  Q: Tell us about your markets? What countries do you sell to and where do you have the healthiest trade? We sell into Belgium, France, Canada, into several states in the US, and a little in Korea and Singapore. We were selling to Russia, but obviously not any more, and we were in discussions with distributors in Ukraine and Poland, but the impact of the war has scuppered both. Germany is our biggest market, Italy is great, and Belgium is a surprisingly steady little market as well.  In Ireland, we sell online ourselves at tipperarydistillery.ie and through Irishmalts.com, James J Fox, The Celtic Whiskey Shop, and through local retailers around the country. Q: What was it like moving from a successful career as a tax advisor in a Big 4 environment into the cut and thrust of entrepreneurship? Was it a good experience? It was massively humbling to be honest, but also incredibly rewarding. At the start, I did miss having colleagues to talk to and bounce ideas off. I really felt I was on my own and it took me a while to find my feet. My background in accountancy definitely helped a lot with the ‘form filing’—understanding bills and applying for licenses, things like that. At the same time, there were lots of things I didn’t know about, like where to get a barcode or source seals for bottles. It was a massive learning curve. Q: What are the most important lessons you have learned so far running your own business? I had no idea starting out how vitally important sales are. That sounds like a ridiculous statement, but it took a long time for me to shift my mindset away from numbers and deadlines to just getting out there and going after sales.  What I know now is that you can’t give up. It’s no good just sending out an email to a potential customer and waiting for them to come back to you. You have to keep trying and telling literally everyone you can how great your product is and why. That can be really hard because it’s very different to sitting in front of a computer as an accountant and working to a deadline. You have to be willing and able to stand up on a stage and say, “this is what we’re doing, we’re amazing and our product is the best”.  There is a theory that 80 percent of all sales in any business come from 20 percent of costumers. Based on my own experience, I’d have to agree with that. There’s really no point in chasing one-off sales. It’s far more important to focus on valued relationships than driving around trying to get a bottle into every bar in the country. On the other side of the coin, you have to chase your bills just as much. If you’re not getting paid, you’re in trouble. Q: How has the COVID-19 pandemic and the more recent war in Ukraine affected your business and how have you responded? As soon as the Pandemic hit, our orders from overseas plummeted. We had two pallets due to go to a distributor in a country that was very badly impacted by the pandemic and they ended up having to wait six months to take delivery. Irish people are brilliant though. They started buying more Irish whiskey during the pandemic and that really saved our business. Russia’s invasion of Ukraine had a massive impact as well, because it caused major supply chain issues for us and other producers. We had to change our glass suppliers, and we had really big delays with cork supplies, the capsules for the top of the bottle seals, cardboard for packaging deliveries—you name it, everything was disrupted. Most of our suppliers I tried to keep, because we have good relationships with them and that’s really important in business. We were also probably lucky that we are quite a small operation, so we have been able to adapt more quickly than bigger producers. Q: The Irish whiskey industry has grown enormously in recent years—do you think there is room for further growth and what are your own plans from here? When we started back in 2014, there were something like six craft distilleries in Ireland, but by the time our own distillery was up-and-running in 2020, the number had risen to around 40.  The market grew so much in that time. There is a lot more competition now and a lot more diversity in the sector, but there are also a lot more customers buying Irish whiskey in Ireland and overseas. I think there is still scope for some growth in the market. Forty distilleries sounds like a lot, but Scotland has around 100. What we are seeing is that, as the market matures, there is less focus on cost and greater focus on quality. Each producer has to know their niche and communicate it well to the marketplace. For Tipperary Boutique Distillery, our plan now is to continue to sell in Europe, and expand our presence in America and Asia. We want to continue to grow sustainably and one day—hopefully soon—open our own visitor centre at our distillery here on Ballindoney Farm.

Attracting, retaining and upskilling their people will be a top priority for Ireland’s chief financial officers in 2023. Colin Kerr reports As Irish businesses approach another year of uncertainty, Ireland’s chief financial officers (CFOs) are looking to workforce upskilling as a major “investment opportunity” in the 12 months ahead. The latest Deloitte CFO survey benchmarked the sentiment of 1,151 CFOs in 15 countries in Europe. Published in mid-November, the bi-annual survey sought the views of 75 senior finance executives in Irish business, in sectors ranging from construction, healthcare, and manufacturing, to retail, tourism and transport.  Seventy-two percent said upskilling was a major priority for them currently, while 96 percent identified attracting and retaining skilled talent as one of the biggest risks they would face in 2023. “This outweighs their assessment of other risks, such as the economic outlook for Ireland, the geopolitical outlook, supply chain logistics, and cyber risk,” said Danny Gaffney, Partner, Deloitte Ireland. “The survey also highlighted the point that a lot of CFOs are recognising the multiple benefits of upskilling at a macro level. As Irish businesses upskill their teams, it creates capacity within those teams and CFOs see the importance of that given the constrained talent market.” Businesses in Ireland are refocusing their workforce policies and planning talent attraction and retention, according to Deloitte’s findings. Eighty-five percent are looking at rolling out flexible working patterns, while 69 percent are reviewing their reward offering.  Sixty-eight percent, meanwhile, are investing in wellbeing and assistance programmes, and 59 percent are investing in sustainability initiatives, such as measures to reduce their carbon footprint. “Wellbeing and assistance programmes are actually getting leveraged to a greater degree. Going back to the hybrid discussion, the usual supports that are available onsite are not always available when you are working in a hybrid environment,” said Gaffney. “Having in place good wellbeing and assistance programmes is very useful to organisations in the hybrid environment where CFOs and their teams are not as well-connected as they would be onsite.” Gaffney advised that CFOs put a clear strategy in place when considering how best to upskill their team. “What we need are practical solutions where team members continue in their roles and can upskill around the working day, either in person or online,” he said. “At Deloitte, we are working with clients to help them meet this challenge, including an increasing focus on digital technologies. Personally, I would encourage CFOs to look at training as a better use of their internal capital than focusing on external resources, as a means to allow them to do some of the challenging things they are not doing at present.” The pursuit of digital finance strategies is one of the challenges facing CFOs. Upskilling existing employees can help to meet this challenge. “Getting upskilling right is essential. If you don’t get it right, it falls by the wayside and the business, the CFO and the internal teams all lose out as a result,” said Gaffney. “The biggest trap CFOs can fall into is making upskilling too complicated. The three pillars I would identify are: Show, Support, Assess. CFOs need to be sure the people on their teams are getting the specific training and development they need.” Communication is equally important, as is commitment, according to Gaffney. “It is a two-way street and both the CFO and their team need to be open, upfront and honest in advance of committing to training and upskilling,” he said.  “The business needs to understand the team motive and the individual team members, who are being upskilled, need to understand the business motive behind the process. Commitment is also key because—if we are talking about businesses trying to generate capability to create business value going forward—they need to be committed to ensuring the right conditions are in place for their teams to excel during and after the upskilling.” The growing trend towards hybrid working among businesses in Ireland offers its own potential opportunities. “Remote and online training is much more commonplace now than it was two or three years ago,” said Gaffney.  “With hybrid working, the big challenge a lot of businesses and organisations have faced, and continue to face, concerns connectivity. They can say, ‘we mandate you to be in the office on particular days each week,’ and that can lead to a reaction that may be very negative.  “On the other hand, there are workplaces that are more employee-led in terms of when people are required to come into the office. The challenge in this scenario is that these employees can feel disconnected from the organisation.  “Training is a brilliant way to make people feel connected. When training is made available to me through work, I feel that I am valued and more aligned to my role. This is because I can see that both my organisation and I understand what it takes for me to be successful.” The foremost challenge for many organisations is their CFO’s capacity to “absorb costs”, both new and existing, Gaffney said. “Rates of inflation will remain higher for a longer period of time, as the cost of debt rises and the appetite for risk declines, and organic growth is more of a focus for the CFOs over merger and acquisition (M&A) activity. “Reducing M&A activity may seem like something CFOs would look to do, but they should look at longer-term investments to mitigate current risks.”

To get ahead in digital transformation, companies must embrace cloud technology—and the CFO has a key role to play. Donal Óg McCarthy explains why Successful companies have long had a common trait—resilience. Surviving and thriving in these current, very uncertain, times makes this resilience more necessary than ever.  Companies are being forced to reimagine their businesses, often through changes to their technology estate. Why? Some want to automate processes, scale capacity, and create new growth opportunities. Others are simply seeking the cost savings and greater efficiency needed to bring their enterprise spend under control. While some enterprises have risen to the occasion, others have struggled, and as leaders emerge, there is a common thread that unites them—they are embracing the power of the cloud as the foundation of the digital core, which is key to business reinvention. The hard truth, however, is that many in the boardroom are feeling underwhelmed by their company’s cloud experiences to date, leaving leaders wondering why new ways of delivering and consuming IT services have fallen short of expectations.  From the chief executive’s perspective, the accelerated innovation might not have happened at the desired pace. More control and better governance may have proved elusive for the chief operating officer. The chief technology officer could still be waiting for the technology to deliver on transformation. The chief financial officer (CFO), meanwhile, may be wondering why there is no sign of a boost to the bottom line. While the significant benefits to be gained from cloud technology remain, leaders’ experiences have, in many cases, been tarnished by the challenges they have experienced along the way. What has become clear is that success in adopting cloud calls for a new type of boardroom mindset—and a conversation that goes far beyond the technology itself.  And while finance leaders may recognise the potential of the cloud, they are not always equipped with what’s needed to realise the full benefits.  A study carried out by Accenture in 2021, The Cloud First CFO, found that 32 percent of CFOs regarded a lack of cloud skills within the finance function as a major barrier to doing their jobs. In that same year, 35 percent of the global executives polled by Accenture in its 2021 research, How to Unleash Competitiveness on the Cloud Continuum, highlighted a misalignment between IT and business as one of the top pain points in cloud adoption.  Unleashing the potential of the cloud Although the cloud landscape continues to undergo a fast-paced evolution, many organisations still struggle to generate maximum value. No matter what industry or area of the business you work in, adopting cloud services as a core part of your overall business strategy is the first step toward gaining a competitive advantage. The value case for the cloud must be examined in a more holistic way, moving beyond the financial lens and looking at areas such as sustainability, better customer and employee experience, talent re-skilling and innovation—all of which will deliver ‘360-degree value’. CFOs can quickly build on their own function’s experience of digital transformation to unlock more strategic priorities using better data-driven insights and forecasting to support the business.  CFOs are also uniquely positioned to significantly influence the technology choice and direction that will enable business strategy. Accenture’s Global CFO Research, Catalyst of the Future Corporate Value, indicates that 73 percent of CFOs are retooling finance with the latest technology for the specific purpose of extending influence across the enterprise. At the same time, finance teams might be disappointed to discover that the potential of the cloud to make expenditure more predictable is by no means guaranteed. The reality for many organisations is that complex consumption plans from big vendors, and prices that keep changing, often result in runaway costs and ‘bill shock’.  Optimising value and performance, and successfully transitioning from capital expenditure to operational expenditure models, requires a different mindset and a cultural shift across the entire organisation. Adopt a Cloud FinOps approach The new financial management discipline Cloud FinOps—shorthand for ‘cloud financial operations’—involves bringing greater financial accountability to managing the variable spend model of the cloud. It is a methodology that advocates for a collaborative working relationship between technology, finance, and business teams, resulting in the iterative, data-driven management of cloud spending.  When closer collaboration has been established under the Cloud FinOps umbrella, unit economics and value-based metrics demonstrate business impact. Teams begin taking accountability for cloud usage/cost and become empowered to manage their own usage in line with their budget.  Enterprises of all shapes and sizes are being asked to evolve their cloud organisations to adapt to this new financially focused mindset. This will drive business value through their cloud estate, especially as they increasingly seek to go ‘cloud native’ and utilise multiple cloud service providers.  With the right processes, capability and tooling in place, an organisation’s spend on the cloud can be significantly reduced and wider qualitative benefits unlocked. These benefits can improve the organisation’s competitive position in the market through increased speed to market, on-demand scalability and employee engagement.  Build your cloud fluency  For CFOs, this is evolution rather than revolution. It’s not about finance people mastering technology, or tech teams starting to become finance people. It is about a meeting of minds and closer collaboration, understanding each other’s motivations and complementing our respective skills.  All of this is achievable with a FinOps capability set up at the centre of the organisation. With real-time visibility of cloud expenditure, IT and finance can work together and become more proactive, identifying potential overruns before they become an issue.  This structure can also bring better governance to the wider organisation, helping develop a culture that empowers other business teams to take ownership of their decisions and understand the cost implications.  Top of the agenda for the CFO is to make sure they have a key role in driving the cloud journey. They must be directly involved with cloud adoption—not just making sure the numbers add up, but also learning about and understanding the cloud. No one expects high levels of technical expertise, but the CFO will need enough knowledge to make informed decisions about their organisation’s future technology partnerships.  Wherever possible, an organisation needs to nurture its existing talent, upskilling people to contribute to the cloud journey. This will help to ensure that everyone in the enterprise feels part of the project from the outset—always the best recipe for success.  The complexity of the cloud, however, means that internal skillsets will need to be supplemented with external expertise. Be prepared to forge partnerships with third parties who understand your business and can provide a good cultural, as well as technical, fit.  Cloud journeys might appear long and complex at the outset, but with a new boardroom mindset and cross-department collaboration, cloud value can become eminently attainable and a critical enabler of business transformation.  Make the leap, take the lead Leaders in enterprise technology have extended their advantage in the last few years by doubling down on their investments with a more aggressive cloud-enabled technology strategy.  There is a new group emerging, however, that is outpacing its peers by re-platforming to the cloud, adopting an innovation-led mindset and expanding access to technology across functions. These organisations are leapfrogging their competitors and breaking through previous performance barriers to get ahead.  This group does so by moving to the cloud at scale, with computational flexibility and strategic agility enabled by the world-class technology capabilities of cloud service providers. Virtually overnight, you can accelerate software development cycles, change business processes, and build new capabilities into your organisation. Crucially, there will also be more opportunities to innovate and experiment—something that was difficult in the past when resources were focused on firefighting and supporting ‘business as usual’.  Look at the process holistically: the multiple steps now involve getting to the cloud, utilising the power of the cloud, and operating across the cloud continuum, offering a range of capabilities from public to private to edge computing. This reframing allows you to flip IT budget spend and put more into innovation-related activity than operations.    By expanding access to technology across different business functions, organisations can focus on widening business priorities, touching on issues like employee reskilling, well-being, and sustainability.  Ultimately, taking the lead in cloud adoption will catalyse change adoption, advance digital transformation, and promote growth through innovation. The three As for cloud success The differentiating factor among cloud leaders is their focus on three things when it comes to their teams—alignment, adoption and ability. Alignment With a shared strategic vision across the c-suite, and alignment in execution between IT and the business, companies will be able to move faster in the race to the cloud and derive the most value. Ability By building up leadership competencies, upskilling and recruiting talent, and by ensuring digital fluency skills trickle out across the whole enterprise, a culture can be created to drive continuous learning and keep the business at the leading edge. Adoption Having re-platformed in the cloud, reframed the business through the optics of FinOps, and extended its reach with new scale and agility, the door is open for adopting new ways of working and innovation practices that will make the business more resilient.

As co-founders of Vivid Edge, Tracy O’Rourke and Eimear Cahalin are putting their accountancy experience into action to help solve climate change Helping to solve climate change and decarbonise the planet—that’s the mission fuelling Vivid Edge, the innovative energy efficiency venture founded by Tracy O’Rourke, with co-founder Eimear Cahalin, both Chartered Accountants and passionate advocates of sustainable business. Launched in Dublin in 2015, the climate action impact company has pioneered an “as-a-service” model to fund energy efficiency projects for large-scale energy users. “We fund 100 percent of the fully installed cost. The idea is to enable our clients to save energy and cut costs while helping the planet,” said Tracy O’Rourke. Different way of thinking As she sees it, climate targets can be achieved, but only with a “different way of thinking”. “Vivid Edge brings something completely new to funding energy efficiency. It’s about looking at energy efficiency as an asset class, and that’s just not something we’ve seen up to now,” said O’Rourke. So, how does it work? In a nutshell, capital provided by Vivid Edge can be used for the building upgrades and new equipment needed to reduce energy consumption in areas like heating, cooling, lighting and control systems. “The reality is that most businesses waste 30 per cent or more of their energy,” explained O’Rourke. “We deliver a full turnkey energy efficiency upgrade, retrofitting buildings and processes with new efficient equipment ranging from LED lighting, to heating, ventilation and air conditioning (HVAC) upgrades, heat pumps and roof-mounted solar.” Vivid Edge manages the project installation and ongoing maintenance. Instead of an initial capital outlay, clients pay an ongoing service fee.  Vivid Edge works with commercial and industrial clients in sectors ranging from healthcare, pharmaceutical and telecoms to data processing and food manufacturing. “They are typically big energy users with an annual bill of between €500,000 and €1 million-plus,” said O’Rourke.  “The energy savings we deliver for them often pays for their service fee and our deals are generally revenue-generating for at least eight years.” The company’s main markets are Ireland, Europe and the Middle East, but, as Cahalin explains, Vivid Edge can work across multiple locations and currencies. “We can support projects in most OECD countries, and deliver in euro, sterling and the US Dollar,” she said. “What we’ve found is that Ireland is a really great springboard for gaining a foothold in other markets, because there are so many multinationals with operations here. Once we have worked with them here, we can follow their footprint into other markets.” Aircraft leasing model A Fellow of both the Cartier International Women’s Initiative for global impact entrepreneurs and the Barclays Unreasonable Impact programme, O’Rourke came up with the idea for Vivid Edge while working in the aircraft leasing sector. “The idea was simple. I wanted to transfer the aircraft leasing model to energy efficiency to help promote investment in sustainability,” she explained. “Renting instead of buying gives you a lot more flexibility. In the airline sector, leasing has allowed airlines like Ryanair to expand much more rapidly because they didn’t have to keep buying planes, which are really expensive. They could rent them instead.” Before establishing Vivid Edge in 2015, O’Rourke worked in senior financial roles in FMCG, education, banking and aircraft leasing in Ireland and overseas, often with organisations operating large-scale facilities in multiple locations. “I don’t remember thinking very much about purpose in the early stages of my career, but, as you mature and you gain more experience, your priorities change,” she said. “I wanted to do something for myself and to make a difference. I remember it really struck me that the most pressing problem facing the world was—and still is—the climate crisis.  “There was this growing realisation that big companies using lots of energy needed to become more energy-efficient. “It wasn’t just about the transition to more renewable sources of energy, but in finding ways to cut down on the amount of energy they were using to run their operations, and provide products and services.” The biggest barrier to becoming more energy efficient was not apathy or lack of awareness, however, but the costs involved and resulting underinvestment, O’Rourke discovered. “The whole idea behind Vivid Edge was to adopt the leasing model—in particular, the aircraft leasing model, to encourage greater investment in energy efficiency and support climate action,” she said. Origin story Eimear Cahalin was introduced to O’Rourke by Eddie O’Connor, co-founder of Mainstream Renewable Power, the renewable energy group. Already a seasoned senior financial professional who had worked in banking and financial services in Dublin and London, Cahalin had been Group Chief Financial Officer with Mainstream Renewable Power for six years before deciding to take some time out. “I learned so much from Eddie and the team at Mainstream Renewable and then, one day after I’d decided to take the career break, he said to me, ‘I have someone you’ve got to meet’, and that’s when Tracy and I got together and started working on Vivid Edge,” she said. “I had always been climate aware. Even back when I was living in London, we paid extra to have wind-generated power in our apartment and to get a green bin from the council. “What I loved about the Vivid Edge proposition straight away was that it was about helping businesses use less energy. Ultimately, the cheapest unit of energy is the one you don’t use.” O’Rourke and Cahalin work with Paul Boylan, a third co-founder and Technical Director of Vivid Edge. An engineer and former heard of realty services with Citi in Ireland, Boylan also ran his own environmental and energy consultancy before co-founding Vivid Edge. “As CEO, I look after general management and marketing. Eimear is our CFO, so she oversees funding and the legal side of things, but she is also involved in developing new markets and in sales, as is Paul,” said O’Rourke. “We are two Chartered Accountants and an engineer, so we are naturally very risk-focused. Eimear and I come from audit backgrounds and Paul is an energy auditor.  “Part of the innovation in our model is that we allocate risk much more efficiently than most energy people in the market can, but we are not natural sellers, so part of our next phase of growth will involve hiring a professional sales team.” Vivid Edge was in the process of raising capital to fund expansion and had projects in the pipeline ranging in value from €5 million to €20 million, Cahalin added. “We work with a range of funding partners in Europe and further afield. It makes sense for us to have a good spread, because one might prefer projects involving a particular technology, while another might only fund projects of a certain size, and a third might like a certain project duration.  “Having a suite of funders means we can approach them on a case-by-case basis. They know us and our approach to risk so that works out well for us,” she said. Entrepreneurial experience Vivid Edge topped the Environmental, Social and Governance (ESG) Finance category at the inaugural ESG Awards held last July by Business and Finance, which has also named Cahalin CFO of the Year 2022. The company is a High Potential Start-Up (HPSU) client of Enterprise Ireland, the state agency, and is headquartered at NovaUCD, the hub for new ventures and entrepreneurs at University College Dublin. “Being based at NovaUCD is really important for us,” said O’Rourke. “The entrepreneurial journey is different to working for a well-known brand. The passion you have for your start-up has to be bigger than any obstacle you might face.  “The highs are higher and the lows are lower and, even though all of us are highly experienced, it is a bigger challenge to get your foot in the door with clients than it is when you work for a big organisation. “That’s one of the reasons it helps enormously to put yourself in an environment where you are surrounded by a community of entrepreneurs, and to reach out and create and maintain connections with other start-up founders who can understand your experience and support you.” For Cahalin, meanwhile, the perks of working for a start-up far outweigh the pitfalls. “I love variety and the opportunity to shape your role yourself and be a part of shaping a business you really care about,” she said. “Today alone, I’ve been working on fundraising, sales, and legal contracts. You can learn and develop so many skills that go far beyond accounting. I really love having the opportunity to help create a company and a culture that people can grow and thrive in.”  

Chartered Accountant Eamonn Hughes is playing a leading role in Bank of Ireland’s Responsible and Sustainable Business Strategy. Hughes tells Accountancy Ireland about the four-year plan and his goals as Chief Sustainability and Investor Relations Officer  Before joining Bank of Ireland Group in February as Chief Sustainability and Investor Relations Officer, Chartered Accountant Eamonn Hughes had a longstanding career as a sell-side market analyst with more than 25 years’ experience in capital markets and domestic banking.  Having worked most recently with Goodbody, the stockbroking firm, as Irish Banks and Insurance Sector Analyst and, before that, Head of Research, Hughes also had a clear view of the swift rise in environmental, social and governance (ESG) to the top of the financial agenda worldwide. “I could see that ESG was becoming hugely important in capital markets and the financial sector. The climate crisis, in particular, is a critical threat, but also a significant opportunity,” said Hughes. “For our planet, there is no Plan B, but the discussion about sustainability is not just about climate change. It is also about creating a more sustainable business model. Our vision at Bank of Ireland is to be the national champion in Ireland, to use our balance sheet and resources to drive positive change for a better, fairer society and improve the environment. “This gives me a very strong framework to think about my role, because, if we can deliver on our ESG strategy, we can ultimately deliver a more sustainable business model for all stakeholders and positive returns for investors. “The ESG agenda also involves regulators, so disclosure and risk management are very important—and there are reporting frameworks in place, but they are evolving very quickly. This is one of the challenges we face and is also why transparency and the availability of clear data is so important.  “With my background in capital markets, I can clearly see the mobilisation in capital, and I think the banking sector has a very obvious supporting role to play in society’s sustainability transition.” Investing in tomorrow Bank of Ireland published its Responsible and Sustainable Business Strategy in March 2021, a year before Hughes joined the group.  Bank of Ireland’s four-year Investing in Tomorrow strategy set out its own goals to support the green transition, alongside two additional pillars: enabling colleagues to thrive; and enhancing customers’ financial wellbeing. The Investing in Tomorrow green transition pillar included the setting of science-based targets aligning the bank’s lending portfolios with the Paris Agreement. The international treaty on climate change, adopted in 2015 at COP 21, set out a goal to limit global warming to 1.5 degrees Celsius, compared to pre-industrial levels. “Data is key across all three pillars, because reporting is essentially an output of what we are doing in support of climate change, colleagues, customers and the organisation as a whole,” said Hughes. “We need to focus on how we interact with our stakeholders internally and externally and, in my role, investors are obviously a key priority. As investors now have to produce more disclosures themselves, they will need to engage more with us in terms of what we are doing on our own ESG journey.” Clear reporting strategy How Bank of Ireland communicates with, and reports to, stakeholders on the progress of its ESG strategy is a priority for Hughes in his role as Chief Sustainability and Investor Relations Officer. “Ultimately, we need to explain how we are meeting the targets set out in our strategy, and it is incumbent upon us to develop the capacity and skill sets we need to support reporting and strategy delivery,” he said. “My role is to support in delivering across all three pillars, which involves a lot of data-gathering internally, particularly from a regulatory and reporting perspective.” Detailed progress reports on ESG will now be a core part of Bank of Ireland’s annual reporting cycle. “We need to be able to demonstrate clearly that we are creating a sustainable business strategy, enabling colleagues to thrive in the organisation and enhancing financial well-being among customers, in addition to supporting the sustainable transition,” said Hughes. “Transparency is hugely important. There are a lot of differentials in this space, so we need to standardise our reporting; to be able to explain clearly and cohesively what we are doing and why.” Commercialisation is becoming increasingly important as Bank of Ireland continues to implement Investing in Tomorrow, Hughes said. “Like many banks, we are in the commercialisation phase of our ESG strategy with the creation of sustainable finance solutions for, and increasing engagement with, customers. We are supporting and incentivising customers through competitive rates to buy or build an energy efficient home or to retrofit their home or business to make it more energy efficient.” Sustainable finance fund Bank of Ireland recently announced a €3 billion increase in its Sustainable Finance Fund, which will bring it to €5 billion by 2024. The fund covers green propositions, including mortgages, home improvement loans and business  loans.  Bank of Ireland’s inaugural standalone Responsible and Sustainable Business Report, published in June, tracked the progress of its ESG strategy in 2021. More than €1.8 billion in mortgages, home improvement loans and business loans had been drawn down from the Sustainable Finance Fund by the end of the year, the report stated. Thirty-five percent of all mortgages provided by the bank in 2021 were green, rising to 48 percent in the first half of 2022.  Bank of Ireland was also the largest provider of wholesale finance for electric vehicles in 2021, providing finance to 13 of the 15 car manufacturer franchises. The publication of the Responsible and Sustainable Business Report marked a significant “step-change in the tracking and transparency” of the bank’s ESG reporting, Hughes noted.  “Our stakeholders—including customers, shareholders, and regulators—are demanding far greater transparency as to how we are meeting our ESG commitments,” he said. “This report provides insight into our strategic approach, appraisal of our progress to achieve our purpose, and information on the key focus areas we plan to progress in the years ahead. Being clear on ESG, and showing how you are delivering what you sign up to, is now a commercial imperative for all lenders, including Bank of Ireland.” Science-based targets Bank of Ireland has also committed to setting science-based targets across portfolios and operations to align lending practice with the low carbon ambitions set out in the Paris Agreement. “We completed two successful green bond issuances in 2021, raising €1.25 billion with the capital used to finance green buildings, renewable energy projects and clean transportation,” said Hughes. “Thirty-five per cent of the mortgages we provided in 2021 were green and we have also launched a green mortgage product in the UK.” Bank of Ireland is providing finance for the development of at least 750 megawatts of renewable wind capacity across the island of Ireland. The bank is also in the process of decarbonising its own operations—reducing absolute emissions by 88 percent between 2011 and 2021. Social and governance Although supporting the green agenda is a major part of Investing in Tomorrow, the strategy also sets goals for investing in colleagues and enhancing customers’ financial wellbeing. “We recognise the supporting role we can play in Ireland’s response to the climate crisis, but the ‘S’ and ‘G’ are equally important when we consider ESG,” Hughes said. “We have a strategy to improve the financial wellbeing of our customers and to foster a financially inclusive society.” Bank of Ireland was, Hughes said, supporting customers to become more financially confident, while also working to simplify processes, so that the “financially marginalised have easier access to banking services.” Financial health and inclusion  Bank of Ireland is one of 28 banks around the world that have signed the Commitment to Financial Health and Inclusion published in December 2021 under the United Nations Principles for Responsible Banking (PRB). A first-of-its-kind initiative aimed at promoting universal financial inclusion and health in the banking sector, its launch closely followed the publication of the UN’s PRB Collective Progress Report. The report identified financial inclusion as the third most pressing sustainability challenge facing signatory banks, behind climate mitigation and adaptation. “This UN initiative is particularly important in an environment in which we have a cost-of-living crisis and customers are facing major challenges in the medium- to long-term. The question for us is, ‘how can we deliver this particular skill set and support our customers at a time when they really need it?’” said Hughes. Bank of Ireland is also helping customers to “live more sustainably” with the recent announcement of the roll out of bio-sourced debit and credit cards. Launched in October, the initiative will over time replace all plastic debit and credit cards issued by the bank, to help support the reduction of single-use plastic. “If we are to live in a more sustainable way, we need to do things differently, including through our everyday banking. The introduction of bio-sourced cards is a very practical way we can help our customers to reduce their environmental footprint,” Hughes said. “As a bank, we are working very closely with our customers on the sustainability transition. As they deliver, we deliver. It is a symbiotic relationship and an exciting place to be.”  

Martin Moloney, Secretary General of the International Organisation of Securities Commissions, outlines his priorities for the year ahead Irishman Martin Moloney is Secretary General of the International Organisation of Securities Commissions (IOSCO). Headquartered in Madrid, Spain, the international body brings together the world’s securities regulators and is recognised as the standard setter for the securities sector worldwide. IOSCO develops, implements, and promotes adherence to internationally recognised standards for securities regulation, working closely with the G20 and the Financial Stability Board (FSB) on global regulatory reform. Accountancy Ireland sat down with Moloney to discuss his goals, priorities, and concerns for the year ahead. Q: What are the biggest risks facing investors around the world right now and how is IOSCO working with securities regulatory agencies to address these risks? The risks that investors face never really change. There are some fundamentals. You can hire the wrong advisers, you can pay them too much, you can choose the wrong times to get in or out of markets, and you can invest in the wrong things. These risks are the core risks for investors, and they have been for as long as financial markets have existed. The difficulty is that financial markets are constantly changing. New asset classes like crypto are emerging, and there are new ways in which intermediaries work on your behalf, but also earn fees for themselves. This creates new risks for investors. Also, as we saw from recent events in the UK, markets can go into sudden periods of stress and crash. We do our best, working with others, to try to make markets as resilient as they can be, to ensure that these episodes are few and far between insofar as we can. These are the big issues facing us currently. Really, it all comes down to integrity—being able to trust the price you see when you invest in the markets and ensuring that you are not being fooled by people who are trying to cheat you out of your money. Q: You have described the rise of cryptocurrency as an area fraught with risk, requiring “a lot of work” on the part of regulators. Can you tell us more? There is no doubt in my mind that we have reached a turning point in relation to crypto. This is not because of the so-called ‘Crypto Winter’. The value of crypto might go up or down, but that is not really the issue. The point that we all have to observe and recognise is that crypto has survived and has continued to survive over a number of years. It is reasonable to assume that it is not going away and, therefore, it has to be regulated. I am delighted to say that, since I have joined IOSCO, the organisation has moved forward with its policy in this area and is now very quickly developing a set of guidelines for the market on how different jurisdictions should regulate crypto and the common standards they should aim to achieve in doing so. We are seeing a number of regions, notably the United States and Europe, now moving towards developing legal frameworks. I have no doubt that this is far from the end of the matter, however—it is just the beginning. Crypto is going to evolve and change as people get on top of the technology and new opportunities emerge. The most important thing we must all keep an eye on here is the outcome for the investor. In the first years of crypto, a huge number of people lost money through fraud. Other people, who may not even have been aware of it, lost money through market manipulation, insider trading and various other dubious activities we know well. Very often, this has been driven by conflicts of interest. If you dig down into the principles articulated by IOSCO for financial markets many years ago, you will find us warning against many of the phenomena we are now seeing in crypto markets. Theft does not change. It might happen in a different location, but theft is still theft. Bad management is still bad management, no matter where it happens. It is up to us to re-articulate these very simple, but really important, ideas and explain how they can apply in the crypto space. It is also important for the crypto sector itself to come up with good solutions and technologically enabled solutions, so that its work can be supervised and that it can reach the same standard of regulation as the rest of the financial sector. There are a number of individuals, I think, within the crypto sector who have come to understand that they need to move positively towards a strong regulatory framework in order to bottom out their businesses and remain stable. If we do not start to see self-regulation within the crypto sector, then I think we will see more jurisdictions banning crypto. It is just not sustainable over the medium term to try to avoid the regulatory frameworks that apply to everyone else. It is one thing to see yourself as a different asset class. It’s quite another to see yourself as an entirely different industry when you are effectively doing the same thing. Q: So, you do believe that cryptocurrency has a long-term future provided that there is robust regulation in place across the board? I think there is some potential for this asset class, but it is going to become more challenging. I don’t have a crystal ball, so I try not to predict the future. I see some very interesting new products developing in the decentralised finance space, and I wonder if this is ultimately where crypto is going to go. We are all used to a simple model in which you get quite non-functional assets like Bitcoin being traded and people making money primarily out of the bubbles in Bitcoin. The use cases for crypto continue to be worked on extensively, however. So, every time you have one of those bubbles, what is actually happening is that money is being raised to allow people to invest in new potential use cases. There are now so many use cases that have come and gone, and failed ideas that have been touted and promoted, you could be forgiven for thinking that there are no use cases left for crypto—but that is probably wrong. I think people will continue trying to figure out good use cases for crypto. I don’t think it’s going away any time soon. Q: You have spoken recently about the greenwashing risk facing securities regulators—what can be done to address this? We put out a couple of reports in 2021 where we looked at the greenwashing issue in great detail, listing the different ways in which this phenomenon occurs. We had to acknowledge, however, that it is not just about ‘evil intent’. Activity that might be described as greenwashing often happens, because the market structures needed to adequately support sustainable finance are not yet in place. Sometimes, you do get people who are frankly trying to fool investors by issuing misleading information, but, equally, the markets as they stand are just not built for sustainable financing. Having identified the problem and having asked the industry to work as hard as possible to reduce the amount of greenwashing that now exists, we have had to acknowledge that the system itself needs to change. Regulators have to do it, governments have to do it, standard-setters have to do it—to create a better system to achieve true sustainable finance. If, for example, I am proposing an investment that has a strong impact in terms of reducing carbon emissions, I should get a better price on the market and a better investment price for that security than someone who comes to market with a security for a carbon-emitting project. We want the market to be sensitive to the environmental impact of different proposals, companies and products. They must have access to information that is reliable; that has been independently audited; and that brokers can bring together to compare stocks from different parts of the world and determine differential pricing based on their impact on the environment. Getting all of this right would be an incredibly hard job, so we have broken the job down into a number of elements. We will be progressively working on putting these building blocks in place over the next couple of years, in order to make sure that the process can be regulated and that people who don’t do the right thing can be held to account on the basis that they could have done the right thing and chose not to. Q: As the move to establish standards for environmental, social and governance (ESG) reporting gathers pace, what is your take on the current efforts underway? We have a very close relationship with the International Sustainability Standards Board (ISSB). We effectively oversee its work and, if we like what it is doing, we will endorse its standards, and recommend those standards to individual regulatory securities agencies around the world, so that these jurisdictions can adopt the standards as they see fit. The fundamental issue we are all facing is that a sustainable financial marketplace has to be a global marketplace. If you have fragmentation and you don’t have the same information sets available in different parts of the world, you cannot have a true comparison between different securities, and capital cannot flow to the best projects. It is no good for anyone if Europe is pristine, while the rest of the world is working in a different way. What happens in the Amazonian rainforest matters to all of us. Capital, therefore, has to flow from those places where it is abundant, such as Europe and North America, to locations in which the opportunities exist to do the right thing. What IOSCO has said to the countries we work with around the world is, “do this any way you want, but use the ISSB standards as a baseline and build your own approach on that foundation”. Put simply, you can do all you want in the ESG space, but unless we have a common core, we cannot create a global financial market that will bring about any real change. Q: Can you tell us about the work you are doing with the Financial Stability Board in relation to investment funds? This is a very big project for us. Investment funds are a crucial mechanism all around the world for people to get access to markets on a collective basis, but they can have a concerning impact on markets in periods of crisis. We have been doing work in this area since 2016. We have done a lot already, but there is more to do. A major focus for us next year will be trying to make sure that the kind of funds both ordinary individual investors and the more risk-averse institutional investors choose are safe in a crisis. We are trying to ensure that, if you are investing in a product that is riskier, it will be clear to you that it is more difficult to get your money out of it; that these kinds of investment funds are not the equivalent of a bank account. This is a typical example of what we do, but there are lots of others. We do a lot of work on cyber-resilience, and we are also very interested in the change in the behaviour of retail investors and their vulnerability to scams. One of the problems we face at the moment is that, while technology has made it easy or cheap for people to invest in the markets, it has also made it easy or cheap for fraudsters to get at many thousands of people. We need to figure out better and better ways to stop these fraudsters and prevent them in their designs. About Martin Moloney Prior to joining IOSCO as Secretary General in September 2021, Martin Moloney was Director General of the Jersey Financial Services Commission and, before that, he worked as a Special Adviser on Risk and Regulation to the Central Bank of Ireland, where he served for 16 years, previously heading up the Markets Policy, Markets Supervision, and Legal and Finance Divisions. Moloney began his early career working in industry with Barclays Bank and Bank of Ireland in London, before returning to Ireland to work with the Department of Justice, Department of Finance, the Irish Competition Authority. Born in Dublin, he has a master’s degrees in Business Law and Economic Policy, both from Trinity College Dublin.

Elaine Coughlan, one of Ireland’s most successful venture capital investors, tells us how her experience in accountancy and audit led to a high-flying career in technology Since qualifying as a Chartered Accountant and cutting her teeth in audit in the 1990s, just as the first wave of tech entrepreneurs in Ireland were beginning to access US capital markets, Elaine Coughlan has carved out an illustrious career in venture capital. Dublin-born Coughlan is the co-founder and joint Managing Partner of Atlantic Bridge, the global growth technology fund with more than €1 billion in assets under management across nine funds. For Coughlan, her career is a testament to both her training in finance and the power of human connection in business the world over. “Atlantic Bridge has over 35 companies we have successfully sold or ‘IPOed’ and I am immensely proud of that,” she says. “The wins drive you on because you can see what’s possible and those Irish entrepreneurs become role models for the next generation. I’m proud of the assets we have under management, and that Atlantic Bridge now has people in Dublin, London, Paris, Munich and Palo Alto in Silicon Valley. That is a truly global footprint, and it really helps us to scale our companies.” Early connections Coughlan credits the professional connections she made at an early stage in her career at Ernst & Young with setting her on the path to professional success. “Some of the people I met back in the nineties, our clients at the time, were hugely influential on me,” she says. Among those clients was Smurfit (now Smurfit Kappa), already a long-established industry leader in paper packaging production. “I was seconded from Ernst & Young to work with Smurfit when it was probably the number one Irish company in terms of market capitalisation and really blazing a trail in Irish business,” she says. “It is still a phenomenal company today, but for me at that time, Smurfit was just so ambitious and far-reaching in its approach to mergers and acquisitions, and the capital markets. I worked on fundraising and acquisitions with them and had early exposure to some of their senior executives—people like Gerry Fagan, their then-CFO.” Coughlan forged other crucial connections at the time with Bill McCabe, founder of CBT, the e-learning group, and Iona Technologies’ Chris Horn. “Bill and Chris were the first entrepreneurs in Ireland to float tech companies on the Nasdaq and, if you look at what they had in common with Smurfit, it was really that they were all entrepreneurial,” she says now. Coughlan would leave Ernst & Young to join Iona ahead of the company’s Initial Public Offering. “I knew then that practice probably wasn’t for me. That’s not to say that you can’t be entrepreneurial in practice, but the cut and thrust of the tech business pulled me in,” she says. “I remember traveling over to the US with CBT back in 1993 and that was it for me. There was such a sense of possibility.” Coughlan went on to join Parthus, the semiconductor IP company co-founded by Brian Long, and the pair formed an abiding partnership, co-founding both Atlantic Bridge and GloNav, the GPS company acquired in 2007 for $110 million. “All these years later, I am still in business with the same people, and they were the people that had an impact on me starting out. They were the people I learned from and the people who were generous with their time and their knowledge, and willing to give me experience and opportunities,” she says. For young Chartered Accountants starting out in their career, Coughlan has this advice: “Above all else, nurture your connections. These young professionals will already be well-qualified and proven in their ability and resilience, because training to become a Chartered Accountant is challenging in itself,” she says. “The question they have to ask themselves is ‘what differentiates me beyond that?’ It comes down to being able to combine your knowledge with strong relationships in ways that bring about better outcomes.” As Coughlan sees it, building solid sustainable relationships in business isn’t simply a case of networking and ‘transactional interactions’. “It’s about finding people who share your values and ethics, whose accomplishments and abilities you admire, and who have the ability to lead and inspire. You always have to be thinking long-term, not just about your next connection on LinkedIn,” she says. Supporting start-ups Coughlan’s commitment to supporting start-ups and advancing Ireland as a leading hub for technology development was recognised at this year’s Irish Accountancy Awards, at which she won the prize for outstanding contribution to the profession. “When we started Atlantic Bridge in 2004, we wanted to help tech companies in Ireland to scale successfully. Ireland is a small island and a small economy, so there are two things tech companies here need to scale—they need to move beyond the island to reach customers and they need access to capital,” she says. “We wanted to cross the Atlantic to the US, because it is the largest market in the world in terms of customers and capital markets. At the time, Ireland had a VC market of less than €100 million. It’s 10 times that size now, but back then, it was really small.” The primary focus for Atlantic Bridge today continues to be “deep tech” innovators in the business-to-business (B2B) space. “We’re not after instant gratification or overnight success. These are businesses with defensible research-intensive technologies that are primed to scale when the time is right,” says Coughlan. “Our investors are patient. They are looking for strong long-term returns, and we are very proud to have reached the stage where we have raised nine funds, because that is not an easy thing to do in this industry.” Coughlan warns, however, that we are entering a “new investment cycle”, in which surging inflation, rising interest rates, and the risk of recession, are all making investors more risk averse. “The outlook for Atlantic Bridge in the short-term will be cautious and tactical, but beyond that, we are optimistic and deeply committed to the technology trends we are seeing today that will make a difference in the future,” she says. “A lot of the technologies we’re investing in now are in climate change action—low-power, low-carbon enablers—and in medical technology and the digitisation of health, where we can meet unmet needs. We’re focusing on technologies like Artificial Intelligence and semiconductors—the fundamental building blocks that will be built into new products over the next three to five years.” Research and development As the economy enters uncertain terrain, Coughlan is urging the Government to continue investing in research and development (R&D). “Ireland has to continue to invest in R&D. We need to hold our nerve in continuing to invest in the best and brightest people and start-ups, because they will drive the next generation of growth,” she says. “Today, we are investing about 1.25 percent of GDP in R&D. We need to get that up to between 2.5 percent and three percent. The future economy will be knowledge-intensive and that requires knowledge-intensive people.” Coughlan is equally committed to the advancement of her profession, and proud of her own achievements as a Chartered Accountant. “The ‘bean counter’ perception is one too many people have of accountants, but I would probably be the last person you’d ask to do a P&L statement,” she says. “I can tell you if it is right or wrong though, because I understand the numbers and what they mean. I can interrogate and interpret any set of numbers and that is because I am a Chartered Accountant. All business now is run on data and our profession gives us a really strong grounding in using data to make decisions—and that is the future. “There are doors that are opened to you when you train as an accountant. You learn about process, structure, deadlines, and relationships. All of these skills are incredibly important. “You come out of it battle-hardened and resilient, and with all these options: to stay in practice; to focus on technical work; to go into consultancy; financial services; or business and entrepreneurship. The opportunities are phenomenal.” Growing up in Beaumont in north Dublin in the recession-hit 1980s, however, Coughlan had envisaged a different career for herself. It was a chance encounter that set her on the path to accountancy and a high-flying career in venture capital. Early career path “I was good at numbers at school and I studied accountancy for the Leaving Cert, but I wouldn’t say I was destined to be an accountant. I fully recognise now that it was my accountancy and audit experience that led me into the technology industry, but my real interest growing up was people,” she says. “I wanted to work in a people-focused environment, so I applied to study marketing and languages at DCU and went for a summer job at a small accountancy firm to keep me going in the meantime.” Coughlan didn’t get the summer job, but she was contacted by her interviewer and urged instead to consider accountancy as a full-time career. “It was 1989, unemployment in Ireland was something like 15 percent and so many people were emigrating to find work in the UK and the US,” she says. “I didn’t know anything about becoming a Chartered Accountant, but I wrote to the Institute and was offered a training contract with Ernst & Young. Here was this opportunity to have my fees paid and earn a wage with guaranteed work in a really tough economy. It was a great deal. That’s why I always say to this day, ‘what’s meant for you won’t pass you by’.”

Attracting and retaining talent is a challenge for most companies. Sean McLoughney outlines how regular performance management conversations can help engage and motivate high performers When someone leaves a company, there are greater costs than lost revenue and business opportunities. It costs time to recruit, interview and onboard someone. It can cost team morale, too, when a highly valued team member leaves. So, it is no surprise that managers are looking at ways to improve their staff retention strategy. However, one option that is often overlooked is performance management—in particular, the performance conversation. Below are three ways that performance conversations can be used as part of your strategy for engaging high performers. 1. Regular conversation The traditional annual reviews will soon be obsolete as they have little or no impact on people’s performance levels. Sitting down at the end of the year to discuss someone’s performance is a complete waste of time, because often it is too late to influence results. The only topic that people want to talk about at these annual meetings is their pay rise and bonus. Regular performance conversations throughout the year can, however, provide a great platform to communicate expectation levels and clarify business priorities. They can also help to foster the right environment for success, because talented people need to know that their input has meaning and makes a difference. Link their successes to key business and team outcomes and comment on their individual contributions. Another key component of these regular conversations is discussion about the areas each team member will focus on in the period ahead. Keeping the conversation future-focused will help you to understand what they intend to do and how they will optimise their time and resources. Remember, while you can’t change past results, you can influence future performances. Build regular performance conversations into your ways of working. 2. Align individual goals with business outcomes High performers want to ensure that their efforts add value and have an impact on the overall business results. The role of a performance-focused manager is to translate the business strategy at its highest level into what it means for each person. Discussing the business plan with your team will bring context to their work. It allows them to establish their own key goals, aligned effectively with wider business objectives. Being involved in defining their own goals increases personal accountability by fostering a sense of ownership, which will also increase engagement. Set up a team meeting to discuss the business plan prior to your next performance conversation. Start by outlining the plan at its highest level and the subsequent key priorities for your team. This will give everyone a better understanding of the significance of their work, as well as a sense of purpose. Next, ask the team what they believe needs to happen to achieve these expected outcomes. Gather all their ideas and connect them to the business goals. Then prioritise this list so that everyone’s focus and time is spent on tasks that generate a maximum return on their efforts. Finally, turn these ideas into achievable goals that bring clarity and engagement. You can discuss these goals with each person during their performance review meetings and update them, when necessary, throughout the year. This will ensure everyone is always working on the most important tasks. 3. Skills mastery and career progression The third way performance reviews can be used to improve staff retention is to have discussions about their skills mastery and career progression plans. Talented people are more likely to stay with your organisation if they genuinely believe that they are being continually developed and have access to opportunities to progress their careers. As part of your talent support role, you should ensure that everyone on your team has a skills mastery plan. A skills mastery plan provides people with a framework to enhance their skills, knowledge, and expertise. This helps them build a knowledge of skills for their current role requirements, while also preparing them for future promotional opportunities. The skills knowledge plan is not a static document. It must be reviewed and updated on an ongoing basis. During performance conversations, outline how your team members’ skills knowledge plans are aligned with the agreed business goals, and how they are likely to impact their career paths. Make sure to affirm how their learning can support them in achieving their goals and career aspirations. This is a great opportunity to embed a culture of continuous learning and improvement. Performance conversations, when used correctly and regularly, ensure that your company has the best possible chance of delivering a sustainable level of high performance now and in the future. It is an important component in attracting and retaining talented people. Crucially, all these steps are about much more than just discussing goals. They create opportunities for talented people to understand why they are important, how their efforts impact business plans, and how you plan to support their personal development and career progression. Seán McLoughney is the founder of LearningCurve and author of Time Management, Meaningful Performance Reviews and Slave to a Job, Master of your Career, all published by Chartered Accountants Ireland

With the Protected Disclosures (Amendment) Act 2022 now signed into law, companies must ensure they are up to speed with new requirements, writes Ita Gibney As we emerge from the pandemic, we have entered a phase of overwhelming change. We are heading into inflationary times, the Ukrainian–Russian war looks set to be prolonged, a recession is imminent, and a new world of work is emerging, as companies consider their cost base and margin pressure—whether it’s office space, employee numbers or energy costs. Such adversity creates increased risk and additional scope for negative news, making it imperative for companies to manage their communications with even greater skill and care. Accountants, as close advisors, are often called upon for advice in this area, which is not always their field of expertise. Liquidators and receivers, in particular, will be under pressure as they work through the fall-out of corporate challenges in the period ahead. Against this backdrop, businesses are also trying to be socially conscious and to run responsible, sustainable ventures. Purpose is now seen as being every bit as important as profit. Stakeholder capitalism is part of the valuation equation. Good governance, ethical behaviour and sustainability are now on a par with risk management and legal compliance. And, recent whistleblowing cases concerning both Uber and Twitter demonstrate just how fast reputations can sink when a corporate entity finds itself in the glare of negative publicity. Updates to Ireland’s whistleblower regime In Ireland, the Protected Disclosures (Amendment) Act 2022 has brought significant change to our whistleblower regime, including greater risks for companies, especially those engaged in unethical practices or breaches of law. The updates build on the protections offered in 2014 under the Protected Disclosures Act. Now, a wider scope of categories of worker will be protected, including volunteers, board members, shareholders, and job applicants. Further, the definition of penalisation has been expanded to cover more covert acts, including negative performance appraisals or withholding promotions. Most notably, the amendments put the burden of proof firmly with the employer. For corporate entities of 50 employees or more, the Act requires that they establish, maintain and operate internal reporting channels and procedures for the making of protected disclosures. The importance of having policies and processes for protected disclosures provides an avenue for the whistleblower to go through prior to reaching out to external sources. Entities will need to be aware of, and know how to, manage their risks prior to a disclosure. Prevention is better than a cure Under the new legislation, there is now a greater risk of a whistleblower going public. Whistleblower procedures, then, must be part of wider corporate reputation strategies, recognising that crisis prevention is the key to corporate health. There is a renewed drive towards unionisation of workers, and a backlash against the gig economy and poor workplace cultures, especially for new market entrants. Work cultures, if found to be negative, are quickly trending on social media, affecting recruitment as well as reputation. Companies need to be quick, consistent and authentic when it comes to protecting their brand against public scrutiny. All the experts in the world will advise that it is wiser to prevent a crisis than to handle one. A good CEO will manage the risks hands-on, test the crisis communication plans, have good independent counsel to plan for any potential bad that may arise in the future. Companies will forge great reputations, not just because they have great products and services, but also because they take full account, in advance, of the public impact of their corporate footprint. CEOs and boards must take heed—never has corporate reputation and maintaining the trust of stakeholders been such a critical factor in preserving business value. Ita Gibney is Chair of Gibney Communications

Active listening can be a powerful tool for effective communication and connecting with colleagues. Ed Garvey-Long offers tips on how to get it right It might surprise you to hear that there are different types of listening. However, I'm sure we all know the feeling of talking with someone and noticing that the other person's attention is elsewhere, distracted by something else. This can make us feel like the person we are talking to is undervaluing what we are saying, even though they may well be able to recall accurately what was said during the conversation. This is known as 'passive listening.' Its opposite—active listening—is a much more useful tool, particularly in the workplace and when connecting with colleagues. The term 'active listening' was coined in the 1950s by American psychologists Carl Rogers and Richard Farson. The central idea of active listening is to be an equal participant in conversations. This allows the listener to take note of body language as well as words and will result in a more nuanced discussion. Employing active listening will not only help your colleagues feel they have genuinely been heard but can also help build a foundation of trust within teams. Furthermore, this is a skill that anyone can learn. Below are some tips to help you become an active listener: Slow down When another person else is talking, we might rush to the end of the conversation, guessing what they are trying to say and getting our brains to start rehearsing what is best to say in response. In doing so, however, our attention shifts, and we risk missing important details. Don't rush ahead! Instead, slow down and really consider what is being said to you. Once the other person has finished speaking, taking a second before speaking is OK; maybe even ask a follow-up question about what they have just said to demonstrate that you have been listening and understood what has been said. Notice what's not being said We give off more signals about our thoughts and feelings than just by using our words. Our body language can often give subtle clues about the speaker's situation. For example, a stressed colleague might have very tense body language, sitting hunched on their chair. Stress can also sometimes be heard in someone's voice, making them sound strained or even quieter than usual. If you notice these behavioural changes in someone you are conversing with, don't interrupt them and draw attention to it. By doing so, you run the risk of making them feel uncomfortable. Instead, wait for an appropriate time to ask a question like 'are you doing all right?' This can reassure someone that they are being noticed and might encourage them to open up more about their situation. Empathy is king Everyone has difficulties in their lives from time to time, whether it be work stress, family issues or money worries, etc. When listening to someone, consider their perspective as much as possible. They might have been nervous about having this conversation with you or are finding the topic hard to talk about. Recall how you've felt in the past in similar situations and behave as you wish others had behaved towards you then. Consider the context Active listening is a great skill to practice and can really help colleagues feel heard and help you develop your own communication skills. However, it is essential to acknowledge that it can be quite tiring to be constantly in active listening mode. Instead, consider saving your active listening skills for important meetings, such as probation reviews or when colleagues ask to speak to you in private. Active listening can be a powerful tool, but it's wasted if it's used on idle chitchat in the office kitchen! Ed Garvey-Long is a poet and founder of Ed Garvey-Long Coaching

Julia Rowan answers your management, leadership, and team development questions I manage a large team which is split into three functions, each with a Team Leader, but I end up doing a lot of the TLs’ work.  When there is an issue to be resolved, they will summarise it in an email and ask ‘what do you want me to do?’. I have spoken to them about this several times, but they keep doing it. There are words, and there are actions. And ‘actions speak louder than words.’ A lovely pattern has been established here: they ask you for guidance, you tell them they shouldn’t—but you give it anyway. And off we go again. The longer this has been going on, the longer it will take to change it. You may need to be patient while a new pattern is established. Email is a lovely place to avoid conversation, so the first step might be to reply to these messages with something like ‘Delighted to talk this through with you—when suits?’. Then have a few great questions ready: ‘what’s important in this situation?’, ‘what are your options here?’, ‘how can I support you with this?’. These questions encourage the TLs to think through the issue themselves, while you offer support. If this does not change the pattern, you could reflect on what might be sustaining their dependency on you and ask questions about that: ‘We’ve talked about this a few times, and I notice you are still coming to me for direction. I feel that your instincts are good and I’m wondering what’s preventing you from suggesting a way forward / tackling this yourself….?’. If you meet with your three TLs as a group—which I hope you do regularly—you could make this an agenda point, encouraging them to report in on successes and challenges, supporting them in advising each other, etc.  Remember, they need to create a new pattern with their team members too. Two members of my team have had a dispute and are refusing to talk to each other or work together. It arose out of a simple enough miscommunication with ‘fault’ on both sides. I have been acting as a go-between in the hope that the situation would resolve itself, but it hasn’t. Team meetings have become very difficult as nobody speaks. Often there is huge hurt behind conflict – so go tenderly in this space. You could begin by reflecting on ‘what is reasonable?’. Is it reasonable for two adults (in their roles, on their salaries) to refuse to engage with each other in a way that other people must pick up the pieces? I might also reflect—as you are—on whether I am colluding with them and keeping the dynamic going. You could talk to them about the impact their behaviour is having on you and the rest of the team. Have a reasonable ‘ask’ worked out in advance. Offer support, or to get support (e.g. from HR), but be led by the requirements of the role. Make sure to notice, and give feedback in response to, even small improvements. But, be prepared for one, or both, to move on. If you read one thing... Turn the Ship Around – A true story of turning followers into leaders  by  David Marquet. Marquet was made commander of a submarine he had not been trained to run and had to rely on his crew—a huge challenge in a ‘command and control’ culture. You can find him on YouTube—‘What is leadership with David Marquet’. I recommend the animated Mindspring version. Julia Rowan is Principal Consultant at Performance Matters, a leadership team and development consultancy. To send a question to Julia, email julia@performancematters.ie

The use of malicious software to extort small businesses is on the rise in Ireland as global criminals seek out easier prey. Arlene Harris reports Ransomware. At a time of rising awareness of cyberthreats and the need for adequate safeguards across all business functions, including finance, ransomware is emerging as a growing threat for even the smallest operators. And, according to Dr Richard Browne, Director of the National Cyber Security Centre (NCSC), ransomware is “here to stay”. A form of extortion “as old as the hills”, ransomware is a type of malicious software designed to block access to a computer system until a sum of money is paid, explained Browne. What is new in the field is a concerning rise in the number of ransomware attacks recently aimed at small- and medium-enterprises (SMEs), a segment of Irish business so far largely unaffected by this particular cyberthreat. Indeed, a statement issued in August by the NCSC in conjunction with the Garda National Cyber Crime Bureau warned SMEs that, in a noticeable shift in ransomware tactics, hackers were turning their attention away from big business and government entities to focus instead on smaller businesses. “This trend has been observed globally and Ireland is no exception, with several businesses becoming victims of these groups in the past number of weeks,” said Browne. “A number of different business models are typically used, which involve encryption of a victims data by a threat actor, whether that is a criminal gang or a lone individual.” Greater threat in newer tactics Cybersecurity has, by and large, kept pace with criminal activity online until now and experts are quite adept at dealing with established ransomware practices—which typically involve a threat actor making contact with a victim, and requesting a key to unlock or decrypt the victim’s information. The threat landscape is evolving, however, leading to newer ransomware tactics that are more difficult to defend against. “Recently, human-operated ransomware has been developed, which means there is a person in the loop with more advanced techniques,” Browne explained. “They hack into a system—or across it, in many cases—steal data and seek to encrypt an entire IT system. The old-fashioned ransomware ‘drive-by’ (often caused by clicking on a link) is not a massive threat as it can usually be stopped by anti-virus software, but human-operated ransomware is categorically a risk for businesses of any kind.” Behind the rise of human-operated ransomware are often established, integrated and organised criminal enterprises that operate “at scale and at speed” globally, Browne said. “This is very much a global market, with the ‘bad guys’ targeting IP addresses anywhere in the world,” he said. “Over the years, many have been heavily compromised, but, while their organisations have been broken up, the individuals involved are still criminals and they are still capable of conducting cyberattacks, so they tend to simply reform and go after smaller targets.” Criminals target smaller players While large corporations are more likely to have the financial means, technology and expertise to handle a sophisticated ransomware attack, the same cannot be said for many of their smaller counterparts. “Because of changes in the ecosystem, smaller companies are getting hit more often than bigger entities, which can afford to be prepared, are more resilient and much more able to deal with incidents when they occur,” Browne said. “So, [the hackers] are going after SMEs and individual companies, which might only net them a smaller ransom, but they are much more likely to be paid. “It is also easier. They don’t have to spend as much time navigating systems and don’t have to be as careful as they would with high-end security systems, so they can target more small companies. “Solicitors’ offices, for example, will often have sensitive data on file—so it is in their interest to pay not to have it released. “The criminals may also gain access to customer money sitting in a firm’s account over a weekend (for lodgement the following week), which makes them a target for other activities, such as fraud. “Of course, there have been some very high-profile attacks too, such as the Colonial Pipeline attack in the US, which took out a piece of physical infrastructure without actually damaging or physically affecting it. JBS Meats is another one and the HSE is probably the most well-known here in Ireland.” These ransomware attacks are happening “all the time”, said Browne, both in Ireland and elsewhere. “Just today, I’ve had reports of about 15 new ransomware attacks in Europe over a few days. We, in Ireland, are relatively lucky as we are something of a small player, but we are at risk nonetheless.” While criminal gangs are set to continue making money by hacking into IT systems, harvesting data and selling it on, or blackmailing companies into paying a ransom, Browne advises that there are steps SMEs can take to protect themselves from ransomware attacks. Effective security measures “We appreciate that many business owners are understandably nervous about the threat ransomware poses, but some straightforward security measures can be put in place to ensure that an organisation’s data and systems remain secure,” he said. “Some SMEs won’t have an IT system as it will be outsourced, so the first thing they need to do is to ask their vendor how prepared they are for dealing with this kind of thing.” At the very least, businesses should have two-factor identification on all of their online accounts—whether it be Facebook, Gmail or a financial services package. “It sounds simple, but, if everyone did this, it would dramatically reduce the amount of damage done,” said Browne. “After that, I would encourage firms to ensure their vendor has proper offline back-up and, internally, to decide that—on a specific day of the week—someone will be tasked with taking the external hard-drive, making a copy of it, and putting it away. “This way, they will have a secure offline system so, if they need to restore it after an incident, it can be done without taking down the company. “Beyond that, they should have an up-to-date antivirus system and ensure any vulnerabilities are patched up.” Making these provisions is becoming more essential for SMEs because ransomware, as Browne puts it, “isn’t going away”. “People need to be vigilant and governments need to do more to deal with it and ensure these guys don’t get paid, so that, eventually, it will become less prevalent,” he said. “That’s not going to happen overnight. It is going to continue to be an issue for some time. We all need to be aware and take steps to keep our systems secure.” For more advice and information, visit ncsc.gov.ie or garda.ie/en/crime/cyber-crime

The Corporate Enforcement Authority Act 2021 overhauled the legislative framework for businesses in Ireland, impacting company directors, corporate restructuring, share premiums, and the distribution of profits. Dee Moran and Lilian Halpin dig into the details Although most of the provisions of the Companies (Corporate Enforcement Authority) Act 2021 (CEA Act) came into effect in July of this year, the focus thus far has centred primarily on the Corporate Enforcement Authority, the successor to the Office of the Director of Corporate Enforcement. There is far more to this Act, however, including a number of interesting updates the Companies Act 2014 (CA 2014). The introduction of the CA 2014, followed the wide-ranging overhaul, modernisation and streamlining of company law in Ireland. It was inevitable, however, that there would be some gaps and omissions in the new regime. The CEA Act introduces provisions aimed at remedying some of these anomalies. While further remediative legislation is expected in the future as the legislature continues to review and refine existing law, in this article, our focus will be the amendments included by the CEA Act impacting company directors, company re-organisation, share premiums, and the distribution of profits. Requirement for directors to provide PPSN details Section 35 of the CEA Act introduces the requirement for directors of Irish registered companies to provide details of their Personal Public Service Number (PPSN) to the Companies Registration Office (CRO) when completing certain documents. While this section of the CEA Act has not at time of writing commenced, it is intended to help protect against identity theft, specifically concerning the set-up of new companies that have used bogus director details and addresses or individual names without permission. The UK’s register of businesses and their directors is famously so weak on information verification that both “Donald Duck” and “Adolf Tooth Fairy Hitler” have been listed as directors of companies. Other difficulties faced prior to this amendment included obtaining a list of directorships for an individual from the CRO as individual director filings may use different versions of the person’s name, such as ‘Eddie’ and ‘Edward’, or the person may have changed address. The introduction of the requirement to file the PPSN as a unique identifier should, therefore, make this process easier. It is important to note that there will be an alternative procedure in place for those directors who do not have a PPSN. The CRO is currently reconfiguring its online portal to accommodate this new requirement and it is expected that Section 35 will commence in the first quarter of 2023. Its implementation will not be without challenge and the CRO has set up a working group to identify issues and try to resolve them to ensure a smoother transition. The CRO is also reviewing the technical challenges that arose after the commencement in 2019 of the Registry of Beneficial Ownership (RBO). The RBO is “the central repository of statutory information required to be held by relevant entities (corporate or legal entities incorporated in the State) in respect of the natural persons who are their beneficial owners/controllers, including details of the beneficial interests held by them.” It is hoped that the CRO will take the learnings from this review and incorporate them into the new system. It is important that potential technical challenges in relation to PPSNs are resolved before section 35 of the CEA Act commences. If they are not properly considered, there is the potential for delays in the filing of changes to directors or to the filing of annual returns, and the possibility of late filing fees or the loss of audit exemption. Therefore, companies and practitioners alike need to be aware of these changes and to begin to make plans to ensure that the appropriate information is understood and updated. Three party share-for-undertaking transactions The provision for three party share-for-undertaking transactions within corporate reorganisations was introduced in section 91 of CA 2014. This section recognised that it is not uncommon for companies to enter into a transaction where an undertaking, part of an undertaking, or a subsidiary, is transferred to a new company, which then issues shares as consideration to the shareholders, rather than to the transferring company. Subsection 91(4) of CA 2014 has, however, been interpreted by certain practitioners to mean that such a transaction could only be validated by either a summary approval procedure or a special resolution confirmed by court—even where the company has adequate distributable reserves to underpin the transaction. The CEA Act has added subsection 91(4)(c) to clarify that such a transaction can take place without the summary approval procedure, or court approval, in circumstances where the company has distributable reserves that are at least equal to the value of the undertaking transferred. The use of a company’s share premium account Under the Companies Act 1963, a company’s share premium account could be applied for several purposes, such as application by the company in writing off preliminary expenses, or in writing off the expenses of, or the commission paid or discount allowed on, any issue of the shares or debentures of the company. Equivalent provisions were not included in CA 2014 in what was assumed to be an unintended omission by the drafters. This reduced the flexibility of companies in relation to the use of share premiums, causing difficulties. A company wishing to effect a transaction which had been permissible under the Companies Act 1963 was now, for example, obliged to carry out a formal reduction of company capital by the summary approval procedure in CA 2014. This meant that the company might have incurred additional expense, such as obtaining a statutory auditors’ report, or that it might have had to make a court application in circumstances where such a move would not previously have been required. In addition, because the summary approval procedure is not available for the reduction of company capital in the case of public limited companies, such a company had to apply to the High Court in order to reduce its company capital so it could write off such costs and expenses. To remedy this, section 14 of the CEA Act inserts a new subsection 71(5A) into the CA 2014. This subsection restores the status quo that had existed prior to the introduction of the CA 2014, with the exception of permitting its use for the issue of shares at a discount. Restoration of exceptions to “distribution” definition In the since repealed Companies (Amendment) Act 1983, company legislation provided for two exceptions to the rule that a company should not make a distribution except out of profits available for this purpose. They were: a reduction of share capital by paying off paid up share capital; and extinguishing or reducing all or part of a member’s liability on shares that are not fully paid up. These exceptions were not included in CA 2014 and it is worth noting that these omissions were considered and not unintentional. Both exceptions were included in draft legislation but were subsequently removed before CA 2014 was enacted. The effect of the omission of the exceptions meant that a company had to find distributable profits to be able to lawfully reduce or extinguish the liability of members in respect of any unpaid shares, or to pay off paid-up capital. The explanatory memorandum to CA 2014 refers to the omission of the exceptions as providing consistency in the legislation. However, in 2017, the Company Law Review Group—a statutory advisory expert body that advises the Minister on the review and development of Irish company law—was of the opinion that the omission of the two exceptions in the CA 2014 did not take into account the new and detailed regime in that legislation for the reduction of share capital, i.e. requiring either a court order, or to be effected under the summary approval procedure with contingent director liability. It recommended that the two exceptions which had been omitted from CA 2014 be reinstated. Section 19 of the CEA Act has now amended section 123 of CA 2014 to reinstate these exceptions. Planning for the changes ahead It is encouraging that improvements and clarifications continue to be made to legislation, particularly in company law where omissions or inadvertent changes from older legislation have resulted in difficulties in practice. Chartered Accountants Ireland continues to work with its technical committees to identify areas where further clarity on aspects of company law would be beneficial and to make representations to the relevant department outlining those areas so that they might be considered for future legislation. Dee Moran is Professional Accountancy Lead at Chartered Accountants Ireland and Lilian Halpin is Technical Manager at Chartered Accountants Ireland

With the launch of ‘The Garage’, Pfizer Global Business Services Dublin is helping accounting trainees discover how they can apply digital technology to make their work faster and easier It started with a conversation between colleagues about how their profession might evolve at a time of immense digital transformation, and how they might harness this transformative power to support their fast-growing Dublin enterprise. Aoife Allen, FCA and Senior Director with Pfizer Global Business Services Dublin (GBS Dublin) recalls: “It was three years ago, and we were thinking about how we would be working in the future. I remember the question was, ‘what will our future colleague look five or 10 years from now?’” At the time, Albert Bourla, Chair and CEO of Pfizer Inc, had set a challenge for the organisation globally to “win the digital race in pharma,” and Allen and her colleague John Anglim were overseeing a successful graduate programme for Pfizer GBS Dublin in association with Chartered Accountants Ireland. “Our graduate programme was really starting to ramp-up then, in terms of numbers—a cohort of younger colleagues who had grown up with digital technologies, and we wanted to find a way to help them explore how we could use digital technology to make our own processes more efficient and effective, with an enhanced control environment.” ‘The Garage’ – a digital innovation program So began ‘The Garage’, a one-hour weekly session, during which Chartered Accountant trainees were encouraged to explore how they might use digital technologies to make their work more efficient and easier to manage. “We challenged them to come up with a project idea, and then to build it. It was about teaching our graduates how to think differently and pass their learnings on to the wider organisation, so that we could harness the power of digital to improve how we worked together within the organisation,” John Anglim, Director, Pfizer GBS Dublin, explains. The Garage is an innovative applied learning program, developed and led by Pfizer GBS Dublin colleagues Colin Byrnes, Director of Global Process Transformation, and Lorna Flanagan, Director Statutory Reporting CoE. Nurturing the digital mindset “The idea behind the program was really about recognising a need to nurture and develop our graduates’ skill sets in working with digital tools and technologies as they progress through their accountancy training,” Colin Byrnes explains. “Our Garage sessions take our graduates through concepts such as design thinking, analytics and problem-solving, as well as introductions to some of the technologies we use, like Alteryx, Tableau, Dataiku and Power Automate.” As Lorna Flanagan sees it, The Garage is about equipping the accountant of today for their evolving role as the ‘accountant of the future’. “The role of the accountant has really moved on from repetitive tasks to providing higher value-add services,” she says. “Our hope is that The Garage will set our graduates up to support problem-solving at Pfizer GBS and also enhance their accountancy training experience, so that we can support them to become our ‘colleague of the future’.” Impressive results So far, The Garage has yielded impressive results, with participants using new technologies, like Robotic Process Automation, Visualisation and Predictive Analytics, to build innovative solutions for Pfizer GBS Dublin and the wider organisation. One such participant is Reza Shahrokhi, as Aoife Allen explains: “Reza’s project concerned an incredibly time-consuming process that was used by managers right across Pfizer to review Authorised Signature Limits (ASLs). “Every year, these managers had to coordinate the review of thousands of ASLs on large Excel files via email. It was an incredibly time-consuming and manual process and, through his participation in Garage, Reza found a solution that was adapted for use across the entire organisation.” Shahrokhi’s solution used Power Automate, a tool that integrates Microsoft applications such as Excel, Outlook, Teams and more, to simplify the ASL review process. “He effectively removed emails from the process, collating responses from managers in seconds and automatically updating files, reducing errors and time for follow-up,” explains Flanagan. “Reza presented his project to GBS Dublin leaders and departments, showcasing his work at a GBS Dublin Innovation Forum where he was awarded one of 10 Innovation Awards in 2021. Reza really exemplified the Pfizer goal to win the digital race in pharma by making our work faster and easier. He explored and defined the problem and leveraged technology to improve the efficiency and effectiveness of a manual process.” Automating journal entries Another successful Garage project by graduate trainee Kate Connell leveraged digital technology to automate the manual month-end journal entry process. “Kate’s project explored a recurring issue whereby a manual journal had to be booked monthly to reclass original banking entries in the SAP accounting system to certain division- or market-coded accounts,” Lorna Flanagan explains. “The process was taking two hours to post manually each month. By navigating and preparing a ‘process flow map’ and exploring the functionality of the Alteryx tool, Kate was able to apply a digital workflow to automate the preparation of the final journal.” Connell’s project was showcased to GBS Dublin leadership and, as a result, different departments were able to leverage the technology to automate repetitive manual journal entries. Digital workflow solution Ian Banahan, meanwhile, used his participation in Garage to identify a digital workflow solution for an important financial supply chain process. “Graduates who take part in The Garage are asked to identify a work activity they see as relatively simple but feel could be improved. The idea is to create a ‘focus’ for practical learning during the Garage sessions,” explains Colin Byrnes. “In his day-to-day work, Ian was involved in a process whereby the GBS Dublin team calculates and communicates critical financial information to country teams supporting the financial global supply chain and distribution of products. “While the process was robust and utilised the latest digital technologies to help calculate processes, Ian could see that there was still a lot of manual communication involved—via emails, for example.” As part of his Garage project, Banahan documented the flow of information exchange involved in the process, uncovering challenges with information tracking and management. “Ian used the Garage network to identify digital workflow tools that could potentially address these issues, assessed them and drafted recommendations. He presented his findings to GBS Dublin leadership and got approval to move ahead with the project,” says Byrnes. “Since then, the Global Process Lead responsible for this area has developed the proposal further and the plan is to start implementing Ian’s solution by the end of this year.” The future of Garage Originally introduced in 2021, the 12-week Garage programme is now entering its third cycle and, for the first time, will be open to all Dublin GBS colleagues in addition to graduate trainees. For Aoife Allen, the success of the initiatives is a point of pride. “I am very proud of The Garage. A lot of the projects that have come out of it have brought real value to the organisation, and to our day-to-day work as Chartered Accountants and financial professionals,” she says. “These accounting problems and projects are so specific to the activities we are involved in that, really, only we can fully understand and solve them. “By giving our graduates—and now our wider team—the tools they need, they are able to look at accounting processes and say with confidence, ‘I can automate this process, and then spend my working time using the information it’s giving me to carry out work that is far more valuable. “They are effectively solving day-to-day end-user problems and that is empowering, because it encourages them to think differently about how they, and how we as an organisation, approach our activities.” History of innovation Pfizer has a deeply rooted history of innovation in Ireland. One of the first pharmaceutical companies to establish a base in Ireland, the organisation celebrated its 50th anniversary here in 2019 and now employs 4,000 people at five locations in Cork, Dublin, and Kildare. GBS Dublin was established in 2003 and provides end-to-end financial accounting services, compliance oversight, and business transformation support to Pfizer operations spanning 150 markets worldwide. As such, says Allen, GBS Dublin acts as Pfizer’s own ‘in-house’ accounting firm with the same high-value capability and talent resource. “That is how we see ourselves, and what we have responsibility for are the complex, high-risk and knowledge-based accounting transactions that support Pfizer’s financial operations globally as well as regionally here in Ireland,” she says. GBS Dublin is also among the biggest employers of Chartered Accountants in the Irish market outside the Big Four accounting firms. “We are very fortunate to have access to such a big pool of very talented candidates who have a really good reputation internationally,” Allen says. “We have a young, qualified, educated, and diverse workforce. We have many different nationalities here; people who speak many different languages; who have experience in different local Generally Accepted Accounting Principles. “This means that we are able to provide an international organisation with financial support from here in Dublin, and we also now manage in-market colleagues responsible for statutory and fiduciary duties.” Evolving role of the accountant For Allen, who grew up in Wexford and trained as a Chartered Accountant with PwC, her time with GBS Dublin has allowed her to carve out a varied and satisfying career path. “I joined GBS Dublin 16 years ago as an accountant after living and working in Australia for a while after qualifying. Since joining, I’ve changed roles eight times. I have had so many opportunities. “After joining as an accountant, I became team lead, and then regional team lead, and progressed from there to a director role and, most recently, senior director, with colleagues from 41 countries reporting into my organisation.” In the years since she began her own career, Allen has also borne witness to the evolving role of accountants in all sectors. “How we do our job on a day-to-day basis now is very different to how it was when I trained. Great change is underway within the profession of accountancy and that change is being driven by digital technologies,” she says. “We have access now to digital tools—not just these big Enterprise Resource Planning systems like SAP and Oracle—but also end-user technologies like Alteryx, Dataiku and Power Automate. These tools are allowing accountants to carry out our work in new and different ways and creating the potential for real innovation.” Breakthroughs that change lives This innovation is at the heart of the GBS Dublin ethos and the driving motivation behind The Garage and other digital initiatives. “We have an amazing wealth of talent here in our own workforce in Dublin and, at the same time, access to these emerging digital tools that can really transform the way they work and add value to the wider organisation,” says Allen. “We reckon about 75 percent of the people working for Pfizer GBS Dublin have a qualification in accountancy, tax, or another high-value profession. Our colleagues are highly qualified and highly capable people, and we are part of Pfizer; a company whose purpose is to drive ‘breakthroughs that change patients’ lives’.” “Our own purpose and responsibility here at GBS Dublin, as I see it, is to employ that same ethos as an enabling function to the wider organisation and—just as our colleagues in science and manufacturing do—to use innovation to drive breakthroughs. “Being a truly innovative organisation involves learning to do things differently, being open to change, and being prepared for a future of constant change.” For Allen, meanwhile, how she approaches her leadership role as a Senior Director at Pfizer Dublin GBS is also changing. “What I’m learning is that, as a leader, you have to get out of the way. You have to give people the space to come up with ideas and to share them. You have to ask everyone to contribute, to listen and encourage all of their ideas. “That means listening equally to everyone in a meeting, from graduate right up to director level. I want to hear what the graduate has to say as much as I want to hear what the director has to say. You must listen, because absolutely everyone can bring something really valuable to the table.”

In a candidate-led market, how an organisation is perceived can be critical to its ability to attract the very best professionals. Although employers can’t create their own brand, they can do a lot to influence it. Dr Mary E. Collins explains how When recruiting, your reputation or ‘employer brand’—the stand-out differentiator for your organisation—has never been more important. This renewed focus on employer brand can be attributed, in part, to the expectations of the younger generations, who are influenced by an organisation’s reputation and peer reviews. These reviews—and the perception of an employer’s brand they help perpetuate—are a key disruptive element in recruitment, particularly with the growth in influence of review and recruiting websites, such as Glassdoor and Indeed. The Labour Force Survey results from the Central Statistics Office for the second quarter of 2022 put the employment rate in Ireland among 15- to 64-year olds at 73.5 percent – a record high. In this context, an organisation’s ability to attract and retain talented professionals in a market at near full employment—one in which people naturally have greater choice—does more than allow it to compete. It affects its reputation among all stakeholders, from customers and clients to potential employees. What is an employer brand? The term ‘employer brand’ was coined in 1996 by Professor Tim Ambler of the London Business School, who defined it as “the package of functional, economic and psychological benefits provided by employment and identified with the employing company.” The Chartered Institute of Personnel and Development (CIPD) defines an employer brand as “a set of attributes and qualities—often intangible—that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform best in its culture.” It is important to note, however, that an employer brand is created by other people’s perceptions of an organisation. An employer cannot directly create its employer brand, it can only influence it. The power of employee review In the past, an employer brand (even if not described as such) was based mainly on the reputation of the employer, with very little influence from other sources. Now, with the growth of digital voices through social media and review websites, employees—past and present—are key players in the creation of employer brands. We have seen this particularly with employee reviews, which has been a major driver of change. People can post honest, anonymous reviews about their employers, describing the on-the-ground experience from an ‘insider’s perspective’. Faced with this, organisations must become more accountable for their behaviour—or risk being rejected by potential talent. Candidate-led recruitment In recent years, the approach to recruitment has shifted from ‘company-led’ to ‘candidate-led’, which is evident in the interview process alone. Employers are now reviewing their interview procedures, asking if they suit candidates, and asking recent hires what they would change about the experience. Company-led recruitment This is a top-down approach, where a position is advertised and candidates apply. The information shared about the advertised position is limited. The balance of power is with the hiring organisation. This approach is summed up by the interview question: “Now tell me, why should I hire you?” Candidate-led recruitment This flips the model by guiding potential candidates to make more informed decisions about whether to apply for a role. This approach encourages candidates to reflect on their ‘fit’ for the job by providing them with detailed information on the role and organisation prior to applying. Developing a strong employer brand There are eight key steps to developing a strong employer brand, which will give you a competitive advantage and set you apart in a crowded employment market. Step 1. Define your unique selling point Organisations invest resources in developing and promoting a unique selling point (USP) for their customers, clients and even potential employees. The USP is what makes an organisation distinct, setting it apart from its competitors. An employer’s USP will inform its employer brand, responding to candidates’ desires to join teams that share their priorities and values. This could be: “trusted advisor” “provider of excellent technical service” “friendly, responsive and flexible” “creative, cutting-edge and innovative” “award-winning agency” When defining or refining your employer brand, start by articulating your USP. Larger organisations may wish to engage specialist brand agencies, while SMEs can do this through insightful, exploratory conversations with their stakeholders. Ask your existing employees why they joined the organisation, for example, and what makes the business different to its competitors. You can also ask clients for testimonials which can be published online, thereby elevating your USP, not only to prospective clients, but also to future employees. Step 2. Communicate your purpose An organisation’s strategy is a core part of its employer brand and should be included in employer brand communications. Share strategy and purpose to attract the right people. For example, if the strategy is for growth, excellence and expertise, this needs to be represented in the offer to potential employees who are looking for new opportunities and a defined career trajectory. Step 3. Identify who you need to hire Define your recruitment needs. What are the skill sets you need to achieve your goals? Can they be introduced by training existing employees? Evidence of strong succession planning not only instils confidence in shareholders, but it also showcases your employer brand to current and prospective employees. Step 4. Understand your ideal candidates Find out as much as you can about your ideal candidates. What really motivates and excites them? What can you do to drive them to your organisation? The following can be used to source information on target and prospective candidates: LinkedIn Data can be captured on your target candidates’ education and qualifications, the professional bodies they are members of, and the LinkedIn groups they choose to join. Research Conduct research into new and existing workplace generations—what is the difference between Baby Boomers, Millennials and Generation Z? This will yield information on their motivators, drivers and values, which can inform your hiring strategy. Your team Talk to your existing high-performing employees to understand their interests, professional alignments, and networks. Your networks Use your own professional and social networks for further insights from outside your own organisation. Psychometric tools These can be used to track the personality traits and aptitudes of the best performers and can inform your thinking on ideal, as well as prospective, candidates. Step 5. Define your employer value proposition An organisation’s employer value proposition (EVP) is the distinct set of benefits (financial and otherwise) an employee receives in return for the skills, knowledge and experience they bring. The CIPD defines the EVP as “describ[ing] what an organisation stands for, requires and offers as an employer.” It provides greater consistency—to an organisation’s recruitment advertising, for example. Using the data gathering techniques described above at Step 4, you can develop a bespoke EVP for your ideal candidates. To create a successful EVP, consider the following: design around attributes that attract, engage and retain the talent you are seeking; be consistent with the strategic objectives of the organisation; identify what is unique to your organisation and distinct from your competitors’ offerings. The best EVPs involve synergies between the organisation’s corporate brand and its employer brand. Hubspot’s EVP, for example, states: “We believe the people we work with are our biggest perk. That’s why our people operations team works hard to create an amazing experience for candidates and employees, every step of the way.” As demonstrated by Hubspot’s EVP, it is important that current employees feel as much of a connection to the EVP as potential hires. Your current employees should feel aligned to your brand. Maintaining a strong employer brand demonstrates commitment to invest in talent, it builds trust, loyalty and credibility, and differentiates you from competitors. By making your EVP public and transparent, prospective employees are far more likely to trust what a company’s current employees say about it than what they read in recruitment advertising. To attract talent, employers must rely on employee engagement and advocacy from the ‘inside out.’ Employers cannot publicly offer what they do not privately provide. Step 6. Understand your employer brand As well as analysing feedback from current employees, a systematic way of evaluating your employer brand is to use a tool like the Employer Branding Measurement Dashboard, created by Elizabeth Lupfer of the Social Workplace (thesocialworkplace.com). It identifies key metrics for evaluating employer brand, such as: HR metrics, e.g. retention/attrition rates, number of applicants per position, cost per hire; awareness metrics, e.g. percentage of target audience who are aware of the organisation; differentiation metrics, e.g. employer brand value/effectiveness. Step 7. Enhance your employer brand There are some key areas of focus when enhancing your employer brand. It is particularly important when losing staff, or finding it hard to recruit new people, that each area is reviewed, and appropriate actions are taken. For example: Culture Consider a more ‘people-focused’ culture, e.g. offering flexible work arrangements. Presence in the marketplace Increase your visibility to ideal candidates: attend conferences, contribute to LinkedIn conversations, engage in expert positioning and thought leadership, enhance the organisation’s media presence. Candidates’ experience Improve response times to candidates, e.g. introduce a time limit to get back to candidates following an interview and stick to it. Step 8. Communicate your employer brand Communicating your EVP should be central to communicating your employer brand. This can be done through many channels, such as job advertisements, the organisation’s website, or its social media platforms, for example. The EVP should be obvious from the organisation’s website, which should clearly reflect the company’s culture. For example, if ‘technical excellence’ is one of the key aspects of the employer brand, show this with examples of technical projects and thought leadership. Ideally, the website should have a ‘Why work for us’ page, which is most effective when current employees share their positive experiences, highlighting the EVP. Clearly communicate the benefits you offer employees, for example: flexible working arrangements; training and development supports; annual and other leave schemes; pension schemes and employer contributions; health insurance group schemes and contributions. Conclusion For employers seeking to attract talented professionals, a clear employer brand, which is supported by the views of current employees, is a critical starting point. A strong employer brand gives you a competitive advantage, setting you apart in a competitive, candidate-led employment market. Dr Mary E. Collins is a Chartered Psychologist and Senior Executive Development Specialist at the RCSI Institute of Leadership, and author of Recruiting Talented People.