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The Global Leader in Employer Branding


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

Universum was founded in 1988 in Stockholm, Sweden by aspiring MBA student, Lars-Henrik Friis Molin, 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 and soon numerous employers reached out to inquire whether additional questions could be asked in future surveys. Universum was born! 

On an annual basis Universum works with over 2000 universities, alumni groups, and professional organizations across 50 markets to 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. 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. 


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 a long-standing concept that has found momentum in the interconnected world. It is the process of promoting a company, or an organisation, as the employer of choice to a desired target group. One which a company needs and wants to attract, recruit and retain.

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How to target and attract talent

When your aim is to reach a certain group of talent, you need to focus. Focus on what talent you want to reach. Taking a data-driven approach to your Employer Branding efforts, doesn’t end with your Employer Value Proposition development, or taking a data-driven approach to your Employer Branding. You must also take a data-driven approach to how you target and attract talent. Use the data and insights at your hand, and target specifically those people most likely to be attracted by your company. This targeted group will be your target audience.

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The Benefits of Using Data Data-driven Employer Branding

It is becoming increasingly clear that taking a data-driven approach to Employer Branding is crucial to the success of your strategy. Deciding what, how and where to communicate to be able to attract the right talent is more difficult than ever. However, without having data to support your plan increases the likelihood that you won’t attract the talent you want.

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