You’ve probably seen the name popping up in professional circles or recruitment seminars lately. Amanda Marie Lund is a name that has become synonymous with a very specific, high-stakes corner of the corporate world: employer branding and recruitment research at PwC.
Specifically, she operates within PwC Norway.
In a world where big accounting firms are often viewed as monolithic, grey institutions, the work being done by professionals like Lund is basically the engine behind how these giants actually stay human. Honestly, it is easy to get lost in the jargon of "human capital" and "talent acquisition," but her role is much more grounded in data and actual human behavior than the corporate titles suggest.
Who Exactly is Amanda Marie Lund at PwC?
To understand her impact, you have to look at the intersection of marketing and HR. Amanda Marie Lund works in Research & Employer Branding at PwC.
She isn't just a recruiter.
Think of her more like a strategist who looks at how a massive firm like PwC is perceived by the outside world. If you're a high-performing student or a seasoned consultant, her work is the reason you probably think of PwC as a place with "opportunity" rather than just a place where people do spreadsheets for 80 hours a week. She has been a key figure in high-profile industry events, such as the Magnet Awards, which are basically the Oscars for recruitment and branding in Norway. In 2023, her team at PwC secured major recognition, including a gold award for their employer branding efforts.
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That doesn't happen by accident.
It takes a massive amount of internal and external insight. Lund has spoken openly on podcasts like Alt vi kan about how PwC uses data to turn abstract ideas into actionable recruitment strategies. Basically, she looks at what candidates want—whether that’s flexibility, purpose, or a specific type of culture—and helps the firm adapt to meet those expectations.
The Impact of Data on Modern Recruitment
One of the most interesting things about the way Amanda Marie Lund talks about her work is the reliance on "insight-driven" branding. Most companies just post a job and hope for the best.
PwC does the opposite.
They treat recruitment like a product launch. Lund’s work involves digging into what the Norwegian labor market actually thinks of the brand. She’s been involved in discussions regarding the use of AI, specifically how tools like ChatGPT are changing the way people apply for jobs. In a recent appearance on the Karrierepraten podcast, she shared reflections on how recruiters are seeing AI-generated applications and what it means for the future of "standing out" in a crowded field.
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It’s a weird time to be in HR.
On one hand, you have more tools than ever to find talent. On the other hand, candidates are using those same tools to automate their side of the process. Lund occupies that middle ground, trying to ensure that despite the tech, the connection between a new hire and the firm remains authentic.
Why Employer Branding Actually Matters
You might wonder why a global powerhouse like PwC even needs to worry about its brand. They're PwC; people should want to work there, right?
Not necessarily.
In 2026, the competition for talent is brutal. A "Big Four" name isn't the golden ticket it used to be for Gen Z or even younger Millennials. They want to know about the ESG (Environmental, Social, and Governance) impact, the actual work-life balance, and whether the company is just "virtue signaling."
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Lund’s role in research and employer branding is effectively a bridge. She takes the hard data—surveys, market trends, internal sentiment—and helps the firm communicate its value proposition in a way that doesn't sound like a boring corporate brochure.
What This Means for Your Career
If you’re looking at Amanda Marie Lund’s career path or her insights for your own gain, there are a few takeaways. She has demonstrated that the "soft side" of business—branding, communication, and research—is actually a hard science when done at the scale of a firm like PwC.
- Data is King: Whether you are applying for a job or building a brand, use data. Lund’s success at the Magnet Awards shows that the industry values professionals who can prove their strategies work with numbers.
- The AI Shift: Pay attention to how she discusses AI in recruitment. If an expert at PwC says they are watching how you use ChatGPT in your application, you should probably be careful about how much of your "human voice" you’re outsourcing to an algorithm.
- Authenticity Wins: The recurring theme in her public appearances is that employer branding has to be true. You can't market a culture that doesn't exist.
Actionable Next Steps
To apply the insights from professionals like Amanda Marie Lund to your own professional life, start with these specific actions:
Audit your professional presence. If you are a leader, look at your "employer brand" through the lens of data. Are people leaving because of the culture? What is the "insight" you’re ignoring? If you’re a job seeker, realize that firms like PwC are looking for the person behind the data points.
Refine your AI usage. If you’re using AI for career tasks, use it for structure but never for your unique perspective. High-level recruiters at firms like PwC are trained to spot the difference between a bot and a person with actual research skills.
Engage with industry benchmarks. Look into the Magnet Awards or similar regional branding honors. They provide a roadmap of what "good" looks like in the modern workplace. Following the work of the PwC research and branding teams will give you a head start on where the corporate world is moving next.