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Employer branding - en uppsats om revisionsbyråers attraktionskraft mot generation Y
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
2016 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Employer branding – A thesis about audit firms attractiveness against generation Y. (English)
Abstract [sv]

Sammanfattning

4FE17E Examensarbete Redovisning 30hp, Civilekonomprogrammet, Ekonomihögskolan vid Linnéuniversitetet, VT 2016

Författare: Julia Kindvall & Frida Nilsson

Handledare: Biträdande professor Timurs Umans

Examinator: Docent Anna Stafsudd

Titel: Employer branding – en uppsats om revisionsbyråers attraktionskraft mot generation Y.

Bakgrund: Revisionspliktens avskaffande har medfört en högre konkurrens på marknaden för revisionsbyråer. Revisionsbyråerna måste därför hitta ett sätt att särskilja sig för att kunna attrahera de mest kompetenta medarbetarna. Generation Y är en ny generation på väg in på arbetsmarknaden, därför behöver revisionsbyråer vara medvetna om hur de ska använda sitt employer brand.

Syfte: Syftet med uppsatsen är att förklara hur revisionsbyråernas externa och interna employer branding påverkar redovisningsstudenters samt revisorsassistenters, från generation Y, sannolikhet att ansöka samt stanna kvar.

Metod: Underlaget till enkäterna samlades in genom en förstudie om hur revisionsbyråernas employer branding ser ut, genom intervjuer och mejlkonversationer med Big Four. För att mäta sannolikhet att ansöka samt stanna kvar utformades enkäter till redovisningsstudenter och revisorsassistenter. Uppsatsen tillämpar en kvantitativ metod och en deduktiv ansats.

Slutsats: Uppsatsens resultat påvisar att det inte råder något samband mellan sannolikheten att ansöka samt stanna kvar, gentemot påverkan av revisionsbyråers employer branding, när det gäller aspekterna professionalitet, framgång eller etiska värderingar. Däremot påverkar inställning deras sannolikhet att ansöka samt stanna kvar.

Abstract [en]

Abstract

School of Business and Economics at Linnaeus University Växjö, 4FE17E Master Thesis in Accounting 30 ECTS, Spring term 2016

Authors: Julia Kindvall & Frida Nilsson

Supervisor: Postdoctoral Researcher Timurs Umans

Examiner: Associate Professor Anna Stafsudd

Title: Employer branding – A thesis about audit firms attractiveness against generation Y.

Background: The Audit requirement abolished has resulted in higher competition in the market for audit firms. This means that they must find a way to differentiate themselves to attract the most competent employees. Since it is a new generation entering the labor market, accounting firms needs to be aware of how they use their employer brand.

Purpose: The purpose in this paper is to explain how the audit firms external and internal employer branding affects the accounting students and auditor assistants, from generation Y, likelihood to apply and stay.

Method: To gather data for the surveys a feasibility study was conducted on how the audit firms employer branding works through interviews and email conversations with the Big Four. To measure likelihood to apply and stay we designed questionnaires to accounting students and auditor assistants. The thesis applies a quantitative method and a deductive approach.

Conclusion: The results of the thesis demonstrate that there is no correlation between the likelihood to apply and stay, and the influence of audit firms employer branding, when it comes to aspects of professionalism, success or ethical values. However, attitude affects their likelihood to apply and stay

Place, publisher, year, edition, pages
2016. , 119 p.
Keyword [en]
Employer branding, Recruitment, Generation Y, Auditing, Employer attractiveness, Signaling, Legitimacy theory, Institutional theory
Keyword [sv]
Employer branding, Rekrytering, Generation Y, Revision, Arbetsgivarattraktion, Signaleringsteori, Legitimitetsteori, Institutionell teori
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-53145OAI: oai:DiVA.org:lnu-53145DiVA: diva2:934324
Subject / course
Business Administration - Accounting
Educational program
Business Administration and Economics Programme, 240 credits
Supervisors
Examiners
Available from: 2016-06-08 Created: 2016-06-08 Last updated: 2016-06-09Bibliographically approved

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