World’s Most Attractive Employers 2024

Stockholm, September 12, 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 of some of the biggest economies in the world (Brazil, Canada, China, Germany, France, Italy, India, United Kingdom and United States). 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.  

Key Findings from the 2024 Research 

Universum’s employer preferences — divided by area of study —help employers understand young people’s top-most priorities when choosing a potential employer. These attractiveness variables change year-over-year, giving us strong signals about how young people’s attitudes about their careers and preferred employers evolve over time.  

Here are some of the key changes and trends identified in this year’s Student Talent research: 

A Shift Towards Security and Stability: In the face of continued uncertainty in the job market, students are prioritising job security more than ever. “Secure employment” has climbed three spots to become the third-highest priority for business and IT students, and fifth for engineering students.  

High Future Earnings Remain Crucial: Across business, engineering, and IT fields, “high future earnings” continues to be the top career preference. “Future earnings have consistently outperformed current earnings, reflecting students' long-term view on financial success,” says Claes Peyron, Managing Director of Business Development at Universum. “They are clearly focused on the potential of a job offer rather than immediate base salary.” 

Rising Demand for Flexible Work: Flexible work remains a priority, now increasingly sought after by engineering students traditionally less inclined towards such options. This trend suggests young talent across all sectors may be less willing to accept demanding schedules in exchange for career advancement, a shift that could impact industries such as management consulting and investment banking. 

Declining Interest in Challenging Work and Leadership: Gen Z’s waning interest in challenging work continues to trend, with many students now prioritising work-life balance over high-stakes roles. The preference for leadership opportunities has also dropped sharply, down eight spots for business students and ten spots each for engineering and IT students. “This could signal a disconnect between traditional leadership roles and the values of today’s young professionals,” notes Yusuf Azoz, CEO at Universum. 

Risers and Fallers in the 2024 Rankings 

In this year’s rankings, tech giants like Google, Microsoft, and Apple continue to dominate across all fields of study. However, notable changes include: 

Business Student Rankings: The top three spots remain unchanged with Apple, Google, and J.P. Morgan leading the pack. Zara, the Spanish fast-fashion brand, made a significant leap of 20 positions to enter the top 20, reflecting its appeal among students who value the brand’s agility and sustainability initiatives. Conversely, fast-moving consumer goods companies have fallen due to a combination of market challenges and shifting student priorities. 

Engineering Student Rankings: Airbus made a remarkable jump of 10 spots, bolstered by its appeal amidst the struggles of competitor Boeing. However, there was a notable decline in interest in manufacturing roles. 

IT Student Rankings: Meta’s decline continued, dropping to #15, reflecting ongoing reputational challenges. Consulting and accounting firms, which had aggressively recruited tech talent during the pandemic, also saw declines. “Many of the top players lost significant ranking points in 2024 among business students,” says Kortney Kutsop, Chief Sales Officer at Universum. “The big consulting and accounting firms invested heavily in recruiting tech talent during the early pandemic period when hiring reached a frenzy. When those companies pulled back on hiring in 2023, students also lost interest. It’s a stark reminder to employer brands that their reputations can suffer a lasting blow after a period of layoffs or hiring freezes.”  

Dive Deeper into the 2024 Findings 

The 2024 World’s Most Attractive Employers rankings provide a comprehensive look into the evolving career preferences of Gen Z amid economic uncertainty. From the growing demand for job security to the shifting priorities towards flexible work and future earnings, these insights are invaluable for employers aiming to attract and retain the next generation of talent. 

To explore the complete findings and gain a deeper understanding of what drives Gen Z in their career choices, download the World's Most Attractive Employers 2024 eBook now. Discover the key trends, emerging challenges, and actionable insights that can help your organization stay ahead in the competitive landscape of employer branding. 

Download the eBook and unlock the secrets to engaging with tomorrow’s workforce! 

Why should one follow the World’s Most Attractive Employers? 

By following the World’s Most Attractive Employers, we can analyze the desires of talent to learn how those desires align with the perception of the companies themselves. Understanding the motivations of candidates will help you be better prepared to attract, recruit, and retain the right talent.

For Press Inquiries, Contact:

Katarina Marais

Head of Marketing 

Universum

katarina.marais@universumglobal.com

+46 070734 8538