Amanda Marie Lund: A Leading Force in Employer Branding and Early Careers at PwC Norway

Amanda Marie Lund is a prominent figure in the fields of employer branding and early careers, currently serving as the Head of Employer Branding and Early Careers at PwC Norway. With an extensive career spanning several years, Amanda has made significant contributions to her field, particularly in shaping PwC’s employer value proposition, both in Norway and internationally. Her work is highly regarded for its strategic and operational approach to employer branding, recruitment, and talent development. In this article, we will delve into Amanda’s professional journey, education, career highlights, and notable accomplishments.

Early Life and Education

Amanda’s academic journey laid a strong foundation for her career in employer branding and human resources. She graduated from BI Norwegian Business School with a Master’s degree in Leadership and Organizational Psychology in 2017. During her time at BI, Amanda’s dedication to academic excellence was evident, culminating in her Master’s thesis, which focused on “Newcomers’ Sensemaking in the 21st Century: The Role of Enterprise Social Media.” Her thesis earned an outstanding grade of ‘A,’ showcasing her ability to tackle complex organizational issues with insight and precision.

Before pursuing her Master’s degree, Amanda completed a Bachelor’s degree in Marketing Communication at BI Norwegian Business School, where she was recognized as the top student in her program. Her Bachelor’s thesis, titled “How has new social media platforms affected consumer behavior?” highlighted her early interest in the intersection of marketing, technology, and human behavior. This academic background equipped Amanda with the skills necessary to excel in the fields of employer branding, marketing communications, and human resource management.

Amanda also participated in an exchange program at La Trobe University in Australia in 2014, where she expanded her knowledge in Business Administration and Management, with a particular focus on Human Resource Management, Organizational Change, and Development. This international exposure provided Amanda with a broader perspective on the global business landscape, which has undoubtedly influenced her approach to employer branding at PwC.

Early Career at Statkraft

Before making a name for herself at PwC, Amanda gained valuable experience at Statkraft, a leading European provider of energy solutions. At Statkraft, Amanda worked for over four years, holding several key positions in the company’s HR and employer branding departments.

Amanda began her journey at Statkraft in January 2018 as an HR Advisor in Corporate HR, with a focus on people development. During her tenure, she played an instrumental role in strategic and operational employer branding activities, as well as organizational development. She helped develop and execute initiatives aimed at attracting and retaining top talent, particularly for Statkraft’s Early Careers program, which focused on recruiting young professionals through internships and trainee programs.

In January 2021, Amanda moved into a more specialized role as an HR Advisor for Attraction and Mobility in Corporate HR. This role expanded her responsibilities to include group-wide employer branding and marketing activities, with a particular emphasis on Early Careers programs. She worked closely with an international team, helping to manage recruitment, onboarding, and internal mobility across 17 countries. This role provided Amanda with a global perspective on recruitment and talent acquisition, an experience that would prove invaluable in her later role at PwC.

Career at PwC Norway

Amanda’s career at PwC Norway has been marked by her consistent growth and dedication to improving the organization’s people experience. She joined PwC in 2022 and quickly made an impact, taking on the role of Manager for Employer Branding and Early Careers. During her time in this role, Amanda was responsible for creating and activating PwC’s employer value proposition within the Norwegian market, a key component of the company’s efforts to attract top talent and create a great workplace environment for its employees.

In August 2023, Amanda was promoted to the position of Head of Employer Branding and Early Careers. In this leadership role, Amanda oversees strategic and operational initiatives aimed at making PwC the employer of choice for both internal and external talent. She is also responsible for shaping PwC’s approach to early career recruitment, from trainee programs to internships, ensuring that the company remains competitive in a rapidly evolving job market.

Amanda’s expertise extends beyond the traditional realms of HR and recruitment. She has been instrumental in integrating technology into the recruitment process, utilizing tools such as artificial intelligence to streamline and enhance the hiring process. By advocating for transparency and authenticity in the use of AI in recruitment, Amanda has helped position PwC as a forward-thinking organization that embraces technological innovations in talent acquisition.

A Passion for Employer Branding and People Experience

Amanda Marie Lund’s career has been driven by her passion for creating positive people experiences and ensuring that companies are seen as employers of choice in competitive job markets. Her strategic thinking and innovative approach to employer branding have allowed her to make a lasting impact at both Statkraft and PwC.

At PwC, Amanda works tirelessly to improve the employee experience, focusing on employer branding strategies that enhance PwC’s reputation in the market. She is responsible for leading initiatives that foster a positive and inclusive workplace culture, one that attracts and retains top talent. Under her leadership, PwC Norway has been recognized as one of the top employers in fields like economics, IT, law, and engineering. The company has also received accolades for its employer branding efforts, most notably in Universum’s student rankings, where PwC was named the “Most Improved” employer among IT students in 2023.

Internship Experience

During her academic years, Amanda gained valuable practical experience through an internship at DNB, one of Norway’s largest financial institutions. During her summer 2016 internship, Amanda worked in DNB’s HR department, focusing on the People & Leadership segment. Her internship involved a variety of tasks, including participating in the recruitment process for summer interns, from screening to conducting interviews with candidates. She also developed an E-learning program for new hires in Risk Management, which provided her with hands-on experience in organizational development and employee onboarding.

This early experience at DNB helped Amanda build a strong foundation in HR processes and provided her with the practical skills necessary to excel in her future roles. Her internship experience was a critical stepping stone in her career, setting the stage for her eventual roles at Statkraft and PwC.

Honors and Awards

Amanda has received several honors and awards throughout her career. Notably, she was recognized as the Best Graduating Student from her Bachelor’s program in Marketing Communication at BI Norwegian Business School. This accolade reflects her outstanding academic performance and dedication to her studies. Her Master’s degree in Leadership and Organizational Psychology further solidified her expertise in organizational behavior, leadership, and human resources.

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Conclusion

Amanda Marie Lund’s journey from her academic achievements at BI Norwegian Business School to her current leadership role at PwC Norway is a testament to her hard work, expertise, and passion for creating outstanding people experiences. With a career spanning multiple countries, companies, and sectors, Amanda has proven herself to be a trailblazer in the fields of employer branding and talent acquisition. Her ability to adapt to new challenges and innovate within the HR space has made her a valuable asset to PwC and the broader HR community. As she continues to shape the future of employer branding at PwC, Amanda’s contributions will undoubtedly leave a lasting impact on the organization and the industry as a whole.