Employer branding

: hur upplever revisorn att byråns employer branding strategi inverkar på välbefinnandet?

Abstract

Previous research has shown that the employer branding strategy has grown and become a strong strategic tool to attract potential employees, motivate and retain current employees. However, studies have shown that the auditor works over 59 hours per week during high season and that auditors experience a high level of stress and excessive load. The purpose of the research study has been to explore how the auditors well-being has been affected by the employer branding strategy. By looking at different areas within the employer branding strategy, external and internal, we wanted to explore which areas within the employer branding strategy was impacting on the auditors’ well-being. Therefor our research question became: “How does the auditor experience that the agency’s employer branding strategy affect well-being?” To answer the purpose and research question total five auditors was interviewed, from small to big auditor agencies. The result shown that the respondents’ well-being, in big parts, was affected by the employer branding strategy. The conclusion is therefor that the internal areas, within the employer branding strategy, did affect the respondents’ well-being in greater extent.