Universum’s new career personas give Employer Branding leaders a data-driven way to evaluate and optimize their talent targeting. 

In 2021, Universum analyzed over 200,000 survey responses from university students across the globe and uncovered five key talent personas, including: 

• Go-Getters 

• Globe-Trotters 

• Ground-Breakers 

• Change-Makers 

• Balance-Seekers 

The study focused on business, engineering and IT students from the 10 largest economies, and asked young people which Employer Brands they most admire, as well as what specifically they look for in a future employer. Universum then conducted a sub-group analysis that characterizes distinct personas within each area of study. 

The idea is to offer insights not only about what business students or engineers may search for in a future employer, but the unique profiles that exist within those groups and what motivates each of them.

 “While Employer Brands aim to be widely recognizable and popular, in practice Employer Branding is also about hyper-localizing and personalizing the employer value proposition to ensure the organization is attracting the right people for mission-critical roles.”

Richard Mosley, Global Client Director, Universum.

Download the eBook and find out how these personas can ensure your Employer Brand is attracting the right talent.