TikTok Post Leads Sheffield Accountant to Head of Tax Role at Gravitate

In a modern twist on recruitment, Sheffield-based digital accountancy firm Gravitate Accounting has filled a key leadership role — thanks to TikTok.

After nearly two years of traditional recruitment efforts failed to secure the right candidate for their newly created Head of Tax position, Gravitate turned to social media. The team posted a light-hearted video on TikTok, showcasing their Kelham Island location alongside a giant "Tax Director Wanted" sign.

The creative gamble paid off.

Luke James, an experienced senior tax specialist, spotted the post just before boarding a flight to Turkey. While he had been aware of the role, it wasn’t until seeing the TikTok video that the opportunity truly resonated. The post showcased not only the company’s ambition but also its personality and culture — something Luke found instantly appealing.

Luke joined Gravitate in July 2025, bringing with him over 15 years of accountancy and tax experience, including senior leadership roles at regional and national firms. He’s worked with clients ranging from high-net-worth individuals to £100m-turnover SMEs and brings extensive knowledge in corporate and personal tax, estate planning, business restructuring, share schemes, and HMRC dispute resolution.

His appointment marks a significant step forward for Gravitate, which was founded in 2019 by Sam Newton and Mike Crocker. Now with a team of 30 and an annual turnover of £1.5 million, the firm has grown rapidly — thanks to its innovative digital-first approach and commitment to long-term client relationships.

Luke’s new role also strengthens Gravitate’s wider service offering. The firm’s Corporate Finance department, launched in 2024, has helped numerous clients through acquisitions and business sales. Luke’s strategic tax planning expertise will now complement these services, giving clients a more holistic and proactive approach to navigating complex tax issues.

Gravitate’s bold recruitment strategy has drawn attention not only for its creativity but also for how it aligns with the firm's culture of innovation and authenticity. The TikTok post may have been playful, but its result is serious: the appointment of a top-tier tax professional with a passion for helping clients succeed.