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The Global Leader in Employer Branding

Who are we?

Universum is the most recognised Employer Branding specialist in the world. Part of the StepStone Group and Axel Springer family, our diverse workforce is physically present in over 20 countries. We ensure employers around the world achieve their goals through data-driven Employer Branding. Consequently, this enables them to engage the talent they need to succeed. 

On an annual basis Universum works with over 2000 universities, alumni groups, and professional organizations across 50 markets. And so, we gather insights from students and professionals in order to advise employers on how to attract talent that fits their culture and purpose.  

For over 30 years now, Universum has been the trusted partner of many of the world’s best-known employers. As a result, our data, insights and guidance have shaped Employer Branding and assisted companies from around the globe in their efforts to attract, recruit and retain the right talent. 

The history of Universum

Universum was founded in 1988 in Stockholm, Sweden by aspiring MBA student, Lars-Henrik Friis Molin. It started as a class project to better improve the communication between students and the companies that wanted to recruit them. 

The results of the very first survey were enlightening enough to be published by national press. After that, numerous employers reached out to inquire whether additional questions could be asked in future surveys. And so, Universum was born! 


Universum is a corporate member of ESOMAR, the global voice of data, research and insights community. As a result, our ESOMAR membership denotes that we abide by ESOMAR code of conduct.

Read more about ESOMAR Membership here.

Welcome to our Universe!


We shape Employer Branding.
As an essential and trusted partner for employers, we are the most recognized Employer Branding specialist in the top 50 economies of the world.


We ensure employers around the world achieve their goals through data-driven Employer Branding, enabling them to engage the talent they need to succeed.

What is Employer Branding?

Employer branding is about defining and expressing the qualities that will make you the ideal choice for the talent you need to succeed. And we’re here to support you every step of the way. Helping you translate talent insights into compelling employment propositions and creating communication strategies that will make the best candidates beat a path to your door.

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The talent research you need to build a strong Employer Brand

To attract the talent you need, you first need to understand their needs and aspirations. Our employer branding work for clients is always data-led and insight-driven. Each year our Analytics team surveys over one million students and young professionals, enabling our clients to understand their current brand image, and what they need to do to improve their attractiveness.

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Data-Driven Employer Brand: Authenticity and impact

You need more than a well-defined employment deal or EVP to win over the best candidates, you also need to get across the ‘feel’ and personality of your culture and people. Universum’s Activation team can help you bring it all to life, with the creative ideas, distinctive design, and authentic storylines, you need to win hearts and minds.

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