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We are the leading provider of employer branding expertise

We are the most recognized employer branding specialist in the world providing talent research and branding advisory services to our customers. We are part of the StepStone Group and Axel Springer family. Our diverse workforce is physically present in over 15 countries. On an annual basis  we work with over 1000 universities, alumni groups, and professional organizations across 20 markets to gather insights from students and professionals.

Our Mission

We help ambitious employers attract the right talent for their business success.

We contribute to our clients' success by helping them attract talent and create an environment where employees excel. We empower employers to build a community of highly motivated employees who share values and goals. We don't think of top talent, but rather the right talent for any organization.

Our Story

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

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

For over 35 years, Universum has been the trusted advisor to many of the world’s best known employers with its expertise and insights from its annual talent research across many countries. We are also a corporate member of Universum is a corporate member of ESOMAR, the global voice of data, research and insights community.


Universum was founded in Stockholm, Sweden by Lars-Henrik Friis Molin who was a student at the Stockholm School of Economics


Our student barometers had already launched in multiple countries including the US, resulting in Universum establishing itself as a leader in shaping the future of student and employer connections worldwide.


Universum started consulting on Employer Value Propositions, marking a key moment that continues to shape organizational strategies and enhance employer branding efforts for our clients.


Universum launched the World’s Most Attractive Employers. This annual ranking recognizes top employers globally and offers critical insights into evolving talent preferences worldwide.


The Employer Branding Academy was born. The first training of its kind, the Employer Branding Academy trains and certifies professionals in Employer Branding.


For the first time, Universum's surveys reached more than 1 million respondents worldwide.


Universum was acquired by the StepStone Group and Axel Springer Company.


Universum became a corporate member of ESOMAR which is a membership organization for market, social, opinion, and data analytics professionals and researchers.

Our Leadership Team

Yusuf Azoz

Chief Executive Officer

Basak Tamar

Chief Commercial Officer

Claes Peyron

VP Business Development​

Dennis Lodin

Chief Financial Officer

Fredrik Svesse

Chief People Officer

Kortney Kutsop

Chief Sales Officer

Richard Mosley

Chief Strategist

Tina Smetana

VP Sales

Tobias Loder-Neuhold

Head of Delivery

Ulrika Sanders

Chief Data Officer


Join our team to dissect market trends, understand the nuances of brand perception, and craft strategies against the competition. Start shaping the future of employer branding with us today.

University Partners

Prepare students and alumni for evolving careers with strategic insights. Book a call to discover how we can collaboratively close the gap between academic preparation and tangible professional success.

Our Offices

We offer creative and strategic solutions to refine your brand story. Reach out to our local teams for content that speaks to a worldwide audience and distinguishes your brand in the global market.
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© 2024 Universum Communications Sweden AB, company registration no. 5565875993, 103 86 Stockholm. All Rights Reserved.