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When a company's integrity is called into question the actions of a few can tar the many, and this has major implications for employer branding and HR more broadly.

In the case of the current PwC tax scandal, the organisation's size and stature as one of the "big four" professional services firms has meant the mainstream media's been "like a dog with a bone" when it comes to reporting on the story, Peak Corporate Solutions director Malcolm Peak tells HR Daily.

Given the nature of the scandal – senior partners misusing confidential government information – PwC's brand proposition has taken a considerable hit, Peak says...