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Employer branding: hur upplever revisorn att byråns employer branding strategi inverkar på välbefinnandet?
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Tidigare forskning har visat att employer branding strategin vuxit och blivit ett starkt strategiskt verktyg för att attrahera potentiella medarbetare, motivera samt behålla nuvarande medarbetar. Samtidigt har studier visat att revisorn jobbar 59 timmar i veckan under högsäsong och att revisorer upplever en hög nivå av stress och överbelastning. Syftet med forskningsstudien har varit att utforska hur revisorn upplever att välbefinnande inverkas av employer branding strategin. Genom att titta på olika områden inom employer branding strategin, externa och interna, ville vi utforska vilka områden inom employer branding strategin som inverkar på revisorns välbefinnande. Därav blev vår forskningsfråga: ”Hur upplever revisorn att byråns employer branding strategi inverkar på välbefinnandet?”. För att besvara syftet och frågeställningen intervjuades totalt fem revisorer från små till stora revisionsbyråer. Resultatet visade att respondenterna upplever att välbefinnande till stor del inverkades av employer branding strategin. Slutsaten blir därmed att de interna områdena inom employer branding strategin inverkar mest på revisorns välbefinnande.

Abstract [en]

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.

Place, publisher, year, edition, pages
2015. , 85 p.
Keyword [en]
Employer branding, exteral employer branding strategy, internal employer branding strategy
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-14527OAI: oai:DiVA.org:hkr-14527DiVA: diva2:850197
Educational program
Degree of Bachelor of Science in Business and Economics
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2015-09-09 Created: 2015-09-01 Last updated: 2015-09-09Bibliographically approved

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CiteExportLink to record
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