Employer branding

: en jämförande studie om ekonomistudenters inställning till Big 7

Abstract

Human resources are one of the most important assets of a service firm, and the competition for the most qualified employees has increased. As a result, organizations promote themselves through employer branding, to be perceived as an attractive employer. While previous research presents attributes that constitute an attractive employer, this study examines if these attributes also can be applied to accounting firms part of Big 7. The aim of this study is to find which attributes that increases students’ attitudes toward Big 7 as a potential employer. To find similarities or differences between the accounting agencies, they were compared with each other. A survey was distributed to business students, as the target audience of this study were potential employees, who will enter the labor market in a near future. The survey was sent to students at universities in Sweden, to investigate attitudes toward accounting firms part of Big 7 as a potential employer. A correlation analysis and a multiple linear regression were performed to test our designed model. It is evident that our model can be applied to measure employer image. In conclusion, business students do not value economic values to the same extent as they value functional and psychological values when choosing an employer. The contribution of this study applies to accounting firms part of Big 7, as they can compare if students' perceptions about the firms are consistent with what accounting firms as potential employers want to be perceived as.