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Employer Branding NOW 2024

By Universum, 2024-05-29

Global Talent Trends: Insights from Universum's Employer Branding NOW 2024 Report

Stockholm, Sweden- May 29, 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.



The survey, conducted from February 2024 to April 2024, spanned across 50 countries and gathered insights from 876 talent leaders representing 35 different industries. Among the respondents were 274 from small- to medium-sized enterprises, 269 from organizations with 1,000 to 10,000 employees, and 324 from organizations with more than 10,000 employees.

Insights from the Study

Strategies from the World’s Most Attractive Employers

The study explores the strategies of the World’s Most Attractive Employers (WMAEs), comprising 90 organizations recognized as top employers across leading global economies. Drawing from data obtained from 52 WMAEs, the report highlights the distinctive Employer Branding approaches adopted by these industry leaders, providing valuable insights for organizations seeking to replicate their success.

Key Trends Identified

Persisting Hiring Challenges

Over half (54%) of talent leaders anticipate a more challenging hiring environment in the next 12 months, citing a shortage of high-demand skills, particularly in IT and engineering. 

Emphasis on Employer Branding

A significant majority (68%) of talent professionals from WMAEs prioritize employer branding, with a particular focus on inspiring purpose as a critical component of their employer value proposition.

Adaptation of EVP Messaging

Organizations, especially those with over 10,000 employees, are placing increased emphasis on tailoring their EVP messaging to different target groups.

Rising Priority of Internal Mobility

Internal mobility has emerged as a top priority for a third of talent professionals, supported by robust frameworks and sophisticated matching platforms.

Demand for Adaptive Skills

Employers are increasingly seeking candidates with soft skills such as problem-solving, collaboration, and adaptability to navigate the evolving workplace dynamics.

Challenges and Opportunities in Hiring

Despite positive hiring growth projections, companies are grappling with significant challenges, particularly related to hiring critical talent. The report underscores the importance of addressing these challenges through innovative strategies and adaptive approaches.

Lessons from Industry Leaders

The report concludes with actionable insights derived from the strategies of the World’s Most Attractive Employers. These include:

  • Continuously updating AI roadmaps to integrate new technologies transparently.

  • Maintaining human touchpoints in the recruiting process amidst automation.

  • Leveraging automations to streamline recruitment processes effectively.

  • Revamping employee onboarding to accommodate remote working dynamics.

  • Embracing potential-based hiring to bridge talent gaps and foster diversity and inclusivity.


To download the Employer Branding NOW | 2024 eBook, click here.

The Rising Importance of Employer Branding 

Universum's findings highlight the critical role of effective and insights-guided employer branding and communication in attracting top talent. Companies that understand and align with the values and expectations of their future workforce—emphasizing aspects such as job security, development opportunities, and workplace culture—stand out in the competitive job market. The evidence in the research suggests that the greater proportion of businesses still have some work to do here.  

About Universum

Universum is a research company, specialized and world-leading in Employer Branding. Universum has 36 years of valuable experience in employer branding and is pioneers in the field. Universum is established in over 50 markets worldwide, with physical presence in 20 countries. Annually, Universum collaborates with 1,420 clients, including the majority of Fortune 500 companies, to attract and retain optimal employees. We collaborate with 1,000 universities and partners to compile surveys on career expectations and employer preferences.

Discover the 2024 Employer Branding trends

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.
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