Author(s): SOLLERHED, A., Institution: KRISTIANSTAD UNIVERSITY, Country: SWEDEN, Abstract-ID: 1014

Introduction
Appearance and body language are key components of non-verbal communication and play a crucial role in the marketing and business sector, where individual employees represent the company brand. Despite their importance, organizational support from companies appears to be minimal or non-existent, leaving stress-coping and recovery strategies largely to the individual.

Aim
The aim of this study was to explore experiences and perceptions of work stress and resources for work resilience and recovery among employees in the marketing and business sector, where appearance and body language are key components of non-verbal communication.

Methods
Interviews were conducted with 15 marketing and communication employees (five males, ten females) at multinational companies. The employees were either marketing managers or marketing officers with 4-39 years of work experience. The interviews varied in length and depth, generally lasting between 40 and 120 minutes. They were digitally recorded and transcribed verbatim before analysis. The transcripts were analyzed using a combination of thematic and qualitative content analysis.

Results
The analyses revealed two main themes with subthemes:
1. Perceived stressful work demands (Adaptation to situation and culture; Gender roles).
2. Perceived resources for work and recovery (Experience and age benefits; Physical activity resources).

Discussion
Marketing employees perceive their work as stressful due to various dilemmas related to representing the company. Their engagement in maintaining a good appearance and representing the company’s brand effectively, along with self-protection to achieve a sense of ability and control in different situations, led them to create their own job resources. They associated success in their careers with being in good shape, fit, and feeling strong. Physical activity was a conscious strategy related to their work life. Fitness provided them with a sense of capability and control in their work. They invested time, commitment, money, and effort to be representative and to look good and appropriate for work. They perceived their appearance as part of the company brand, where both their competence and appearance were in focus.

Conclusion
Physical activity and fitness were seen as prerequisites for better work performance, good appearance, and self-confidence at work. A well-trained and fit body was important for status and authority in business and for coping with stressful situations. Physical activity was also viewed as the most important resource for resilience, recovery, and recharging energy for work. Therefore, organizational support from business-driven companies needs to be more comprehensive in supporting employees opportunities for physical activity.