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När omvärlden skakar är det vanligt att trygghet prioriteras framför ideal – eller så har mångfald och hållbarhet helt enkelt blivit självklarheter snarare än drivkrafter. Men det tydligaste i årets rapport är gapet mellan studenter och arbetsgivare: studenterna värdesätter trygghet framför ambition, medan företagen letar efter presterande talanger, säger Claes Peyron, Employer Branding Expert på Universum.  

Claes Peyron

Så här stora skillnader mellan kvinnliga och manliga studenter i synen på lön, ansvar för löneutveckling och AI-kompetens är ett varningstecken. Det visar att jämställdhetsarbetet på universiteten inte är i mål – och att arbetsgivare behöver vara medvetna om de här skillnaderna och jobba aktivt för att jämna ut dem.

 Katarina Marais

Vid frågor eller intervjuförfrågningar, vänligen kontakta:

Katarina Marais

 Head of Enterprise Marketing

Universums Studentundersökning 2025

Discover the results of Universum’s 2025 Student Survey, revealing Sweden’s Top 100 most attractive employers according to over 20,000 university students. Download the full report and explore key trends shaping Gen Z’s career choices.

Sweden’s Most Attractive Employers 2025 | Universum

Bristande AI-kompetens och rekordstora könsskillnader i löneanspråk. Universum är tillbaka med årets studentundersökning – för 37:e året i rad kartläggs vilka företag och organisationer svenska studenter helst vill arbeta för, samt vilka egenskaper de värdesätter hos en framtida arbetsgivare. Flera topprankade arbetsplatser från i fjol behåller sin position, däribland försvars- och säkerhetssektorn. Årets resultat lyfter även fram tydliga könsskillnader inom AI-kompetens, en växande värdekonflikt mellan studenters förväntningar och arbetsgivares önskemål, ett minskat engagemang för DEI-frågor, samt en fortsatt ökad skillnad i löneförväntningar mellan kvinnor och män.

Sweden Most Attractive Employers 2025 - Students

Get actionable insights, trends, and predictions for the year ahead and unlock the latest trends in hiring, AI-driven talent management, and employee engagement.

eBook: Talent Outlook 2025

Universum’s Employer Branding Success Cycle: Your Blueprint for Employer Brand Mastery 

Universum's EB Success Cycle

Empowering employers worldwide – Universum’s next chapter with DUBAG Group 

We are excited to announce that Universum has officially joined DUBAG Group, starting a new chapter with greater independence and agility.

Universum’s next chapter with DUBAG Group

We are excited to announce that Universum has officially joined DUBAG Group, starting a new chapter with greater independence and agility. After seven successful years under the Stepstone Group, which is sharpening its focus on its core business in online recruitment, this transition strengthens our global position and accelerates our mission - helping ambitious employers attract the right talent for success.  

Universum’s next chapter with DUBAG Group 

Explore how talent perceive your Employer Brand and unlock valuable insights from the world’s largest talent survey to elevate your strategy.

Talent Insights Explorer

Boost your talent strategy and make smarter decisions with findings from the world’s longest running talent research.

Employer Brand Insights

Universum Introduces Enhanced Talent Insights for 2025

Universum’s 2025 Talent Survey introduces a refined attribute framework, expanded brand image data, and an advanced digital delivery platform to provide sharper insights and greater flexibility for employer branding. These updates, tailored to address today’s global talent challenges, reflect our commitment to supporting businesses in attracting and engaging top talent effectively.

Universum’s 2025 Talent Survey introduces a refined attribute framework, expanded brand image data, and an advanced digital delivery platform to provide more insights and greater flexibility for your employer branding strategies. These updates, tailored to address today’s global talent challenges, reflect our commitment to supporting businesses in attracting and engaging talent effectively.

Uncover groundbreaking insights on career aspirations and the evolving workplace. Universum’s Professional Survey goes beyond the surface, offering a deep dive into wage disparities, gender perspectives, and the secrets of the most attractive workplaces.


Discover the Future of Workplaces

About Universum

German Young Professional Rankings 2024: Rheinmetall Among the Top 10 Most Attractive Employers for the First Time 

Universum has officially released the results of its 2024 Most Attractive Employers survey for professionals in Germany, providing key insights into the companies and sectors that are capturing the attention of the nation's young professionals across various disciplines.  
 


German Young Professional Rankings 2024

See the complete ranking and gain a deeper understanding of what makes a company attractive to young professionals.

Download the full report

What sets the top companies apart in the race for talent? Discover the key traits and strategies that make them irresistible to future talent in Universum’s 2024 World’s Most Attractive Employers eBook.

Download eBook

Dive Deeper into the findings with the World's Most Attractive Employers 2024 eBook!

Sweden's Most Attractive Employers 2024

Universum, the global leader in Employer Branding, has released its highly anticipated 2024 World’s Most Attractive Employers (WMAE) rankings, based on a survey of over 144,000 university students worldwide. The study captures the aspirations and priorities of Gen Z as they prepare to enter the workforce, highlighting key shifts driven by economic instability, the rise of generative AI, and evolving work styles. 

Sweden’s Most Attractive Employers 2024

Universum's Career Survey: Economic Uncertainty Affects Career Choices of Swedish Talent

Sveriges mest attraktiva arbetsgivare professionals 2024

World’s Most Attractive Employers 2024

Universum's 2024 World’s Most Attractive Employers rankings reveal Gen Z’s priorities as they enter the workforce, highlighting shifts from economic changes and AI.

Research Highlights Gen Z’s Evolving Career Preferences Amid Economic Uncertainty 

Download our full report

Watch our Webinar: Canada's Most Attractive Employers 2024

Uncover groundbreaking insights on career aspirations and the evolving workplace. Universum’s Student Survey goes beyond the surface, offering a deep dive into wage disparities, gender perspectives, and the secrets of the most attractive workplaces.


For questions or interview requests, please contact:

Jeff Rugg

Sr Employer Brand Advisor, Americas jeff.rugg@universumglobal.com

Nikki (Keeter) Trifunovic

Employer Brand Advisor, Americas nikki.keeter@universumglobal.com

Student Survey 2024 | Canada

Universum's 2024 Most Attractive Employers survey in Canada reveals top companies and sectors, with insights from 16,000 students on trends and preferences.

Canada's Most Attractive Employers 2024 | Universum

Universum has officially released the results of its 2024 Most Attractive Employers survey in Canada, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. With participation from over 16,000 students between September 2023 and March 2024, the survey presents fresh data, highlighting trends and employer preferences among the future workforce.

Talent Survey Canada 2024

Aurelie Robertet

Country Manager France aurelie.robertet@universumglobal.com

Julien Marchalant

Employer Brand Advisor julien.marchalant@universumglobal.com

France's Most Attractive Employers 2024 | Universum

Universum's 2024 Most Attractive Employers survey in France reveals top companies and sectors, with insights from 11,000 students on trends and employer preferences.

Universum has officially released the results of its 2024 Most Attractive Employers survey in France, providing key insights into the companies and sectors that are capturing the attention of the nation's professionals across various disciplines. With participation from over 11,000 students between September 2023 and April 2024, the survey presents fresh data, highlighting trends and employer preferences among the current workforce.

Professional Talent Survey France 2024

Manuel Brandini

Country Manager Italy manuel.brandini@universumglobal.com

Manuela Marinosci

Sr Employer Brand Advisor anuela.marinosci@universumglobal.com

Italy's Most Attractive Employers 2024 | Universum

Universum's 2024 Most Attractive Employers survey in Italy reveals top companies and sectors, with insights on trends and preferences among the future workforce.

Universum has officially released the results of its 2024 Most Attractive Employers survey in Italy, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. With participation from over 15,000 students between October 2023 and April 2024, the survey presents fresh data, highlighting trends and employer preferences among the future workforce.

Talent Survey Italy 2024

David Falzon

Country Manager Germany david.falzon@universumglobal.com

Germany's Most Attractive Employers 2024 | Universum

Discover key findings from Universum's 2024 Most Attractive Employers survey in Germany. Explore trends and preferences among students across various disciplines, highlighting top companies and sectors shaping the future workforce.

Universum has officially released the results of its 2024 Most Attractive Employers survey in Germany, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. With participation from over 30,000 students between September 2023 and April 2024, the survey presents fresh data, highlighting trends and employer preferences among the future workforce.

Talent Survey Germany 2024

Download our full report for professionals here:

Roderick Arts

Country Manager Netherlands roderick.arts@universumglobal.com

Key Trends Shaping the UK Labor Market in 2024

Universum has officially released the results of its 2024 Most Attractive Employers survey for professionals in the UK, providing key insights into the companies and sectors that are capturing the attention of the nation's workforce across various disciplines. 

Key Trends Shaping the UK Labor Market in 2024  | Universum

Universum has officially released the results of its 2024 Most Attractive Employers survey for professionals in the United Kingdom, providing key insights into the companies and sectors that are capturing the attention of the nation's students and professionals across various disciplines.  
 
With participation from over 18,000 professionals between September 2023 and May 2024, the survey presents fresh data, highlighting trends and employer preferences among the UK workforce. 

UK Professionals Rankings 2024

United States' Most Attractive Employers 2024 | Universum

Universum has officially released the results of its 2024 Most Attractive Employers survey in the United States, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. With participation from over 43,000 students between September 2023 and March 2024, the survey presents fresh data, highlighting trends and employer preferences among the future workforce.

Universum has officially released the results of its 2024 Most Attractive Employers survey in the United States, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. With participation from over 43,000 students between September 2023 and April 2024, the survey presents fresh data, highlighting trends and employer preferences among the future workforce.

Talent Survey United States 2024

Download our full report for Students here:

Key Trends Shaping the Dutch Labor Market in 2024

Universum has officially released the results of its 2024 Most Attractive Employers survey for students & professionals in The Netherlands, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. 

Key Trends Shaping the Dutch Labor Market in 2024  | Universum

Universum has officially released the results of its 2024 Most Attractive Employers survey in The Netherlands, providing key insights into the companies and sectors that are capturing the attention of the nation's students and professionals across various disciplines.  
 
With participation from over 18,000 students and 10,000 professionals between October 2023 and April 2024, the survey presents fresh data, highlighting trends and employer preferences among the Dutch workforce. 

Students & Professionals Netherlands 2024

Read our report to discover the Employer Branding landscape and gain insights into what industry leaders are saying the key trends to look out for in 2024 are.

Discover the 2024 Employer Branding trends

Employer Branding NOW 2024

Universum, the global leader in Employer Branding, has released the results of the highly anticipated Employer Branding NOW 2024 survey. This comprehensive report is a result of the annual survey which features responses from over 800 talent leaders, from 50 countries, across 35 industries, and sheds light on the strategies employed by best-in-class global companies to redefine their recruiting and hiring practices.

Employer Branding NOW 2024 | Universum

Employer Branding NOW 2024 

Carlo Duraturo

Country Manager Norway carlo.duraturo@universumglobal.com

Student Survey 2024 | Norway

Universum has officially released the results of its 2024 Most Attractive Employers survey in Norway, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. With participation from over 11,000 students between October 2023 and March 2024, the survey presents fresh data, highlighting trends and employer preferences among the future workforce.

Norway's Most Attractive Employers 2024 | Universum

Talent Survey Norway 2024

Mika Sallinen

Country Manager Finlnad mika.sallinen@universumglobal.com

Student Survey 2024 | Finland

Universum has officially released the results of its 2024 Most Attractive Employers survey in Finland, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. With participation from over 13,000 students between October 2023 and March 2024, the survey presents fresh data, highlighting trends and employer preferences among the future workforce.

Finland's Most Attractive Employers 2024 | Universum

Talent Survey Finland 2024

Every year Universum surveys over 1 million students and professionals worldwide to identify the brand image status of the most attractive employers. Our Analytics solutions give you the insights you need to win the war for talent.

Do you wish to better understand your brand image, audience and competitors?

Employer Branding NOW 2021: Historic Shift Underway

The World’s Leading Employers are re-evaluating their deal with talent

Universum’s annual Employer Branding NOW 2021 survey, now in its 6th year,
documents how talent leaders are re-positioning their employment offers for a different working world.

We are seeing how the energy sector has gained importance over the last few years. This is particularly the case because companies have positioned themselves in renewable energies, a subject to which young people are sensitive, and because nuclear power is becoming fashionable again.
Also to note is that compared to engineering school graduates, business school graduates are more interested in working with charismatic managers, in prestigious companies and with the opportunity to work abroad.

Aurélie Robertet

Key Account Manager julien.marchalant@universumglobal.com

Student Survey 2024 | France

Universum has officially released the results of its 2024 Most Attractive Employers survey in France, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. The survey presents fresh data, highlighting trends and employer preferences among the future workforce.

France Talent Survey 2024 | Universum

Universum has officially released the results of its 2024 Most Attractive Employers survey in France, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. With participation from 24,827 students between September 2023 and March 2024, the survey presents fresh data, highlighting trends and employer preferences among the future workforce.

Talent Survey France 2024

"The 2024 Universum talent survey is bringing its lot of surprises!
Our first observation is employers heavily relying on their strong consumer brand are no longer catching students’ votes if they are not active on campus or online. 
Professionals’ services and B2B companies are having a real pay off their activities in all the Universum rankings as Swiss students have paid more attention to companies offering them great careers.
Business students show interest in the banking sector again, with UBS as the top pick, climbing in front of Google for the first time. Students are worrying about wage gaps, especially in tech and STEM. For the first time in many years, IT students value job security more than new technology, AI and layoffs occupying the headlines in 2023. Students in Engineering are also expanding their choice: Hitachi and Richemont attracting more talent than in the last years.
When it comes to flexibility expectations, remote work preferences have shifted – students now prefer 2 days a week, not 3.
The results from this year's talent survey can provide businesses valuable info to adjust their hiring plans for the future Swiss workforce."

Leo Marty

Country Manager Switzerland & Austria leo.marty@universumglobal.com

Tobias Mészáros

Account Manager tobias.meszaros@universumglobal.com

Student Survey 2024 | Switzerland

Universum has officially released the results of its 2024 Most Attractive Employers survey in Switzerland, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. The survey presents fresh data, highlighting trends and employer preferences among the future workforce.

Switzerland Talent Survey 2024 | Universum

Universum has officially released the results of its 2024 Most Attractive Employers survey in Switzerland, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. With participation from 8,872 students between September 2023 and March 2024, the survey presents fresh data, highlighting trends and employer preferences among the future workforce.

Talent Survey Switzerland 2024

"This is a year where some of the most interesting of underlying trends have emerged. Who would have thought we were ever going to see Google knocked off a top spot? But J.P. Morgan Chase achieved this with Business students. Congratulations also to Roll-Royce for leading the way again with Engineering Students, holding off the attention of a cluster of strong brands. Clearly the ever-increasing importance of security, on the backdrop of a cost-of-living crisis and tech redundancies, is influencing those coming into the workplace, and we need to be aware of this, as well as some of the evidence in our research implying some perceived barriers and uncertainty entering the workforce. I therefore can’t stress enough how thoughtful we need to be with our recruitment communications right now, with a young talent group that is treading carefully into the workforce."

Steve Ward

Head of Employer Branding Solutions for UK&I steve.ward@universumglobal.com

Petter Granqvist

Global Head of Digital Marketing petter.granqvist@universumglobal.com

Student Survey 2024 | UK

Universum has officially released the results of its 2024 Most Attractive Employers survey in the UK, providing key insights into the companies and sectors that are capturing the attention of the nation's students across various disciplines. With participation from nearly 32,000 students between October 2023 and January 2024, the survey presents fresh data, highlighting trends and employer preferences among the future workforce.

UK Student Survey 2024 | Universum

Talent Survey UK 2024

Download the full report ⬇️

The trend of the declining attractiveness of the start-up dream in favor of stability and security is a persistent trend that companies are wise to address to secure future competence. What's new is that we see a sense of responsibility among students for Sweden's security; they seem to recognize the importance of involvement and want to contribute.

Emil Adén

Country Manager Sweden emil.aden@universumglobal.com

Head of Enterprise Marketing katarina.marais@universumglobal.com

Student Survey 2024 | Sweden

The survey is Sweden's most comprehensive student survey, with over 23,000 respondents from 34 different colleges and universities in Sweden this year alone. Students have answered questions about the qualities they prioritize in future employment and, above all, who the dream employer is. Universum's surveys are answered annually by over 1.5 million talents in 65 markets worldwide - providing us with a unique knowledge base and understanding of what talent seek and expect from their employers.

Sweden Student Survey 2024 | Universum

For the 36th consecutive year, Universum has surveyed which companies and organizations Swedish students prefer to work for, and what qualities they value in a future employer. Several previous favorite workplaces remain at the top, while interest in the FinTech sector is declining. The survey also indicates an increased interest in working for Sweden's security sector. Additionally, a widespread desire for secure employment with high salaries, and increased disparities between male and female salary expectations remain at the top.

Talent Survey Sweden 2024

Compensation Remains #1 Factor for Students Choosing New Jobs

Research from Universum shows students are focused on pay and training/development above all other factors.

Research from Universum shows students are focused on pay and training/development above all other factors – a flight to traditional career priorities in an uncertain global economy.


Universum Appoints Fredrik Svesse as Chief People Officer

Universum is thrilled to announce the appointment of Fredrik Svesse as the company’s Chief People Officer.

Universum Global Presents Exciting 2023 Trends from the Brazil Student Survey

The data-driven Employer Branding agency Universum announces the results of its Talent Survey 2023 in Brazil.

Universum Talent Survey – Brazil 2023 Results

Employer Branding Resources

Resource Library

Discover how to attract top talent in today's competitive job market. Learn actionable strategies, explore examples, and access best practices to elevate your employer branding.

Employer Branding Guide

What is employer branding, and why is it so important? Learn about building and maintaining a compelling employer brand that sets your organization apart.

Employer Branding Definition

The Employer Value Proposition (EVP) defines your brand’s strategic direction. It reflects your company’s values, market needs, and helps align internal culture with external expectations.

EVP (Employer Value Proposition)

Stay updated with the latest news and press releases on employer branding and more from Universum. Discover our recent studies and company updates.