New Possible’s British Recruitment Awards sets out to discover and celebrate the organisations that are truly passionate about recruitment’s role in building a thriving organisation.
In our ‘Sharing Success’ series, we interview British Recruitment Awards Winners to shine a light on the inspiring projects that are improving workplaces across the UK and beyond. In this article we interview Stephanie Morris at Cooper Parry, Winners of the 2025 ‘Fast Growth Hiring Strategy of the Year’ category.
Introducing Stephanie Morris
Stephanie Morris began her career as an accountant before moving into recruitment. She joined Haines Watts, where she designed and implemented the firm’s internal talent acquisition function. Following Cooper Parry’s acquisition of Haines Watts just over two years ago at the end of 2023, Stephanie took on the role of leading early careers recruitment before progressing to head up the entire talent acquisition function. Today, she is responsible for supporting Cooper Parry’s ambitious growth journey - from £250 million to £1 billion by 2030 - having already played a key role in the firm’s rapid expansion from £30 million to £250 million in just a few years.
Reflecting on her role, Stephanie commented: “Cooper Parry was a chance to be part of something truly bold and special with a firm that’s redefining what professional services can look like. What excites me most is the pace of change and the freedom to innovate. We’re not just hiring for growth; we’re creating an experience that attracts the best talent and keeps them inspired.”
About Cooper Parry
Cooper Parry is a bold, fast-growing UK accountancy and advisory firm, recognised for its disruptive culture and people-first ethos. In 2025, it tripled in size to become the 12th largest firm in the UK and a top 10 player in Ireland. Backed by private equity, it champions a forward thinking flexible approach to the working week, with their Work From Anywhere, Anytime Policy, Unlimited Holiday and striving to make the 4 day working week a success.
Scaling Talent for Hypergrowth
Cooper Parry has experienced exceptional growth, expanding from £30 million to £250 million in revenue in just three years and establishing itself as one of the UK’s fastest-growing accountancy firms. With ambitions to reach £1 billion by 2030, the firm faced rapidly growing and increasingly complex hiring demands, driven by geographic expansion across the UK, Ireland and Scotland, as well as the exploration of offshore centres in South Africa and the Philippines. Hiring volumes rose sharply from 258 roles in FY24 to 442 in FY25, necessitating a fundamental shift in how talent was attracted and secured.
When asked what key drivers were behind this rapid growth, Stephanie mentioned: “Cooper Parry’s rapid growth from £30m to £250m in three years comes down to a bold, disruptive strategy focused on high-growth sectors, a people-first culture that attracts top talent, and a client experience that breaks the traditional accountancy mould. Strategic acquisitions and partnerships accelerated scale, while a standout brand and digital-first approach kept CP ahead of the curve delivering innovation, energy, and results that clients love.”
Employer Brand as a Magnet
Confronted with the dual challenges of scale and speed in a highly competitive professional services market, Cooper Parry redefined its approach to recruitment. Central to this strategy was the amplification of its distinctive employer brand - one rooted in breaking traditional accountancy norms and living its values: Be Brave, Be Nice, Play All In, Keep Learning, and In It Together. These values became a powerful differentiator, resonating strongly with candidates and embedding culture at the heart of the hiring journey.
Flexible, Human-Centric Policies
The firm also introduced bold, human-centric policies to stand out in the market, including Work From Anywhere, Anytime, Forever (WFAAF), unlimited holiday, a comfort-first dress policy, and early Friday finishes as part of a trial four-day working week. These initiatives reinforced Cooper Parry’s commitment to flexibility, trust, and wellbeing, strengthening its appeal to top-tier talent.
We asked Stephanie which of the above benefits were the most popular, she mentioned: “Of the benefits introduced, the most popular has been our flexible working options. Giving people the freedom to choose where and when they work has had the biggest impact whether that’s remote working, flexible hours, or an early finish on a Friday. It supports work-life balance and empowers our people to design their day around what works best for them.”
Agile Talent Acquisition
To support rapid growth, Cooper Parry built an agile, scalable talent acquisition engine. Data-driven sourcing, streamlined interview processes, and empowered hiring managers enabled faster decision-making while maintaining quality and cultural alignment. As a result, 95% of hires are now made through direct sourcing, with minimal reliance on agencies.
When asked what the biggest success factors in scaling hiring have been, Stephanie commented: “A clear employer value proposition, a strong culture that attracts and retains talent, and the use of technology to streamline processes without losing the personal touch. These fundamentals will remain as we move toward our £1bn revenue target by 2030, but the emphasis will evolve. We expect to focus more on global reach, advanced sourcing strategies, and personalised candidate experiences, while ensuring our culture and values stay consistent as we grow.”
Impact
The impact has been significant: a Glassdoor rating of 4.5/5, over 90% CEO approval, more than 85% employee advocacy, recognition as one of the UK’s Top 100 Companies to Work For, and increased brand visibility across social platforms under #lifeatCP and #rebelsofaccountancy. Cooper Parry’s culture-led, people-first hiring strategy has not only fuelled hypergrowth but also positioned the firm as a standout employer in accountancy.
What advice would Stephanie give to other professional services organisations looking to scale at pace?
"Get the foundations right: vision, culture, and process. Scaling at pace isn’t just about hiring more people, it’s about creating a consistent experience, wherever they join. Invest early in technology that can scale, and don’t underestimate the importance of strong employer branding to attract the right talent."
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