The World’s Most Sought-After Employers & Employment Trends In 2021

THE FIVE PERSONAS

For the first time this year, Universum also analyzed the student data to identify five key career profiles: go-getters, globe-trotters, ground-breakers, change-makers, and balance-seekers. These five personas were created to be used as a tool for employers to optimize their employer branding activities and ensure they’re attracting the right profiles to fit their roles. “We identified where we have groups who have similar attribute preferences, backgrounds, and orientation towards work,” says Mosley. “This is another way to look at the career population.”

The group that makes up 27% of the student population is the go-getters. “Go-getters are performance-oriented people. These are the ambitious, over-achievers who are happy to take on a lot of responsibility, explains Elin Ballsten, brand marketing executive at Totaljobs Group.

Ballsten says that go-getters are mainly found in investment banks, and the companies with the highest proportion of go-getters (nearly 50%) are UBS and Morgan Stanley.

Next is the groundbreakers, accounting for a quarter of the population. Most predominant in engineering, Ballsten says that many ground-breakers work for startups or large companies. “Ground-breakers are the ones with a strong entrepreneurial streak. They look for dynamic, innovative companies with a strong focus on teamwork,” she explains.

Slightly smaller in size is the globe-trotter group; representing about 20% of the surveyed population, this group is currently shrinking in size. “Globe-trotters are the ones who are looking for international opportunities to travel and are happy working with a diverse, international set of colleagues,” says Mosley. “These people are very cosmopolitan and open-minded, but this group is getting smaller.”

A growing group is the balance-seekers, making up 16% of the population. These are people who are interested in working locally and are looking for more of a work-life balance. “I wouldn’t write this group off just because they want to do something different on the weekend and want a bit more flexibility,” says Mosley.

Change-makers make up the smallest group, accounting for only 12%. However, this group is quickly growing, since purpose is currently a front and center attribute for many organizations. Ballsten says that the greatest proportion of change makers work for businesses like Danone, IKEA, and Mondalez. “Change-makers are the people who are purpose-driven and want to serve the greater good,” she explains. “Ideally, they’d work for public service or social enterprise.”

WORLD’S MOST ATTRACTIVE EMPLOYER RANKINGS

This year, business students — which make up 50% of the study — gave preference to pharmaceutical companies, banks, and companies in which change-makers make up a large proportion of the population. However, the most attractive employers of 2021 according to business students are tech companies; in first place is Google, followed by Microsoft in second and Apple in third.

“Previously we saw more banks, consultants, and other professional service companies appear at the top of the list. I’m curious to see what they’re going to do in order to claw their way back into the top three,” says Röjdmark.

“It’s interesting to see how tech giants are being more and more perceived as super innovative, and how they then start to attract business students,” adds Claes Peyron, Universum managing director.

Google also scored as the number one most attractive employer in the world by engineering students — who make up 38% of the surveyed student population. Like the business rankings, Microsoft also came in second place, and BMW Group in third. Ballston says that since we’ve seen so many changes in the automotive industry, such as changing over to electric cars, it’s not surprising that the automotive industry is on the rise.

“I’m thrilled to see BMW Group has made it to the top,” adds Röjdmark. “The automotive industry has been under immense pressure in terms of changes in innovation and sustainability.”

For the IT category — the most in-demand category of employees, making up 12% of the surveyed population — Google and Microsoft come in first and second place, mirroring business and engineering results. In third place was IBM.

NAVIGATING THE FUTURE

It’s inevitable that the global pandemic has — and will continue — to change the priorities of students seeking employment. In order to stay relevant, employers will have to consider the four key trends of what students are looking for in their careers. Plus, it’s important for brands to understand who they’re targeting in their recruitment process; understanding the five career profiles will help them to cater their efforts more intentionally.

“Now, companies must decide how to re-shape their employment deals to reflect the seismic shifts in talent expectations,” says Röjdmark.

DON’T MISS THE DISRUPTORS: THE TOKEN MBA, BORN OF A DISAPPOINTING B-SCHOOL EXPERIENCE and STUDENT BONDING: HOW ONE ELITE MBA PROGRAM MAKES THOSE VITAL CONNECTIONS HAPPEN