The war for talent in professional services firms is tough, and no more so amongst the Big Four accountancy firms. With newly qualified lawyers, for example, able to command salaries of £100k and more firms want to recruit (and keep) the best.

Marketing and HR teams need to work seamlessly on graduate recruitment campaigns. And whilst many will dismiss Deloitte's new app game, Firefly Freedom, as a gimmick, it is a great example of a firm doing something different to stand out in a sector where genuine differentiation is tough.