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1、WorldsM ostAtt ra cti veEmployers2021Research from Universum reveals themotivations of university graduates asthey enter the global workforce.CONTENTS3 Key Findings21Decline in Global Careers6Preferred Attributes253236Preferred Industries111317Universums Five Talent PersonasIdeal Employer Attributes
2、DashboardsHybrid Work for Young TalentWorlds Most Attractive Employers Ranking1Each yea,overone mill on careebally.In 2021,we Whiche pl oyers do n ts hold int regard d what fa cto rsm nfluence t decision?2KEYFINDINGSKEY FINDINGSYoung talent insearch of securityYoung people experience a shiftin perso
3、nal and career prioritiesFor young talent,a jet set career slips in favorIn light of the economic and social upheavalof 20202021,young talent is increasinglyseeking stability,security,and the traditionalmarkers of career success.Studentsprioritize high future earnings and thepotential for training a
4、nd developmentabove all else.The pandemic gave young professionals achance to reevaluate their work lives andreprioritize what they want from an employerand a career.Some employers particularlythose in high-stress industries are facing acultural reckoning.With borders shut,travel severely restricted
5、,and the structures of social distancing inplace,students show a waning interest ininternational careers.Across industrieswe see young people favoring companiesheadquartered in their home countries.Employers must strikea balance betweenIn the COVID era,Pandemic ripple-effectfavors specific industrie
6、sstartups lose some alluresupporting virtual work whilemaintaining a human touchAs the need for security grows amongyounger workers,the allure of workingfor a high-growth,high-risk startupis diminishing.Employer brandingprofessionals agree that for now at least,startups are fading as a talent threat
7、.Some sectors like life sciences stand togain from a pandemic-fueled upswing.Youngpeople are attracted to the historic pace ofinnovation and growth in global health andlife sciences.Virtual and hybrid workforces are here tostay,but talent leaders must take care notto adopt a one-size-fits-all approa
8、ch particularly with young talent,which has themost to lose from virtual work formats.PreferredIndustriesHybrid Workfor YoungTalentWMAERankingKey FindingsPreferredAttributesUniversums Five Ideal EmployerTalent Personas AttributesDashboardsDecline in GlobalCareers4“Never has the ver y nature of work
9、been sofundamentally disrupted as by COVID-19.Somechanges we observe such as young peoplesgrowing desire for job security will be temporary.Yet other disruptions have long-term implicationsfor employer brands.Now companies must decidehow to re-shape their employment deals to reflect“the seismic shif
10、 ts in talent expectations.Mats Rjdmark,Chief Executive Officer,Universum5PREFERREDATTRIBUTESB usiness studentsPreferred Attributes WOMENPreferred Attributes MENHigh future ProfessionalFriendly workenvironmentSecureemploymentHigh future ProfessionalMarketsuccessCompetitive basesalaryLeadershipopport
11、unitiesGood referencefor future careerearningstraining&earningstraining&developmentdevelopmentPreferred Industries WOMENPreferred Industries MEN#1 Management&strategy consulting#2 Banking#3 Advertising#1 Banking#2 Management&strategy consulting#3 Financial services&technology#4 E-Commerce#4 E-Commer
12、ce#5 Fashion,accessories&luxury goods#5 Auditing&accountingPreferredIndustriesHybrid Workfor YoungTalentWMAERankingKey FindingsPreferredAttributesUniversums Five Ideal EmployerTalent Personas AttributesDashboardsDecline in GlobalCareers7Engineering studentsPreferred Attributes WOMENPreferred Attribu
13、tes MENHigh future ProfessionalFriendly workenvironmentSecureemploymentHigh future InnovationearningsProfessional Competitive base Good referenceCreative&dynamicwork envionmentearningstraining&training&salaryfor future careerdevelopmentdevelopmentPreferred Industries WOMENPreferred Industries MEN#1
14、Architecture&urban planning#2 Energy#1 Aerospace&defense#2 Automotive#3 Aerospace&Defence#4 Mechanical&industrial engineering#5 IT&engineering consulting#3 Mechanical&industrial engineering#4 Energy#5 IT&engineering consulting8IT studentsPreferred Attributes WOMENPreferred Attributes MENProfessional
15、training&developmentHigh futureearningsSecureemploymentFriendly work Good referenceenvironment for future careerHigh future ProfessionalInnovation Competitive base Friendly worksalary environmentearningstraining&developmentPreferred Industries WOMENPreferred Industries MEN#1 Computer software&techno
16、logy#2 IT&engineering consulting#3 Computer&network security#4 Internet content&information#5 Video game#1 Computer software&technology#2 Computer&network security#3 IT&engineering consulting#4 Video game#5 Computer hardware9WMAE StudyMethodologyStudentBackgroundsWMAE 2021Engineering(84,476)50Busine
17、ss(110,529)12%IT(26,802)ResearchUniversum,a global employer brand research firm,surveyed221,807 business,engineering and IT students across 10 of theworlds largest economies.The study was conducted fromSeptember 2020 to May 2021.The students were asked:(a)whichemployer characteristics are most influ
18、ential as they considerfuture employment,and(b)which employer brands they mostadmire.To be considered,companies must rank in the top 90%among the most attractive employers.RegionsWMAE 2021This year for the first time,Universum also analyzed the datato identify five key talent personas:Go-Getters,Glo
19、be-Trotters,Ground-Breakers,Change-Makers,and Balance-Seekers.(See page12 for definitions.)These segments are a new tool to help employersoptimize their employer branding activities to ensure they areattracting the right profiles to their graduate programs and otherroles.10UNIVERSUMSFIVE TALENTPERSO
20、NASUniversums new career personas give employer branding leaders a data-driven way to evaluate and optimize their talent targeting.The five personas discussed in this report are:Go-GettersGlobe-TrottersGround-BreakersChange-MakersBalance-SeekersAttracted to companies with anestablished record of suc
21、cess.Focused on high performance,rapidpromotion,prestige,and attaining ahigh level of responsibility.Drawn to big city-based,multi-national organisations that provideopportunities to travel abroad andwork with a diverse internationalcommunity of colleagues.Enjoy team-oriented workAim to work for pur
22、pose-Seek flexible working conditionsand work-life balance.They areoften drawn to local companies thatcan offer secure employment and acompetitive base salary.and a creative,dynamic workenvironment.Ground-Breakers seekchallenging work in innovation-driven companies,and they like toembrace new techno
23、logies.driven companies with a strongcommitment to diversity andinclusion,high ethical standards,corporate social responsibilityand the greater good.The global employers withthe highest proportionof Go-Getters in theirstudent fan base were:The global employers withthe highest proportionof Globe-Trot
24、ters in theirstudent fan base were:The global employers withthe highest proportion ofGround-Breakers in theirstudent fan base were:The global employers withthe highest proportion ofChange-Makers in theirstudent fan base were:The global employers withthe highest proportion ofBalance-Seekers in theirs
25、tudent fan base were:49%49%47%45%45%35%LVMH30%Socit Gnrale30%The Boston Consulting Group 3 4%Airbus Group36%ABB3 4%Volvo Car Corporation19%Danone18%Mondelz International18%IKEA30%UbisoftMorgan StanleyUBS30%Electronic Arts24%Grant Thornton23%IKEAGoldman SachsJ.P.MorganEricsson29%28%33%General Motors1
26、8%BayerBain&Company33%16%23%MarsMcKinsey&CompanyBASFGrant Thornton12The student fan base was defined in each case by those choosing each company among their top 5 ideal employers.IDE ALEMPLOYERATTRIBUTESThe Universum study each year asks young talent:What attributesdo you look for in a future employ
27、er?Not surprisingly,“high futureearnings”scores as the top priority most years,and“professionaltraining and development”tends to score second or third.Following a period ofgreat uncertainty,youngpeople are in search ofmore traditional careermarkers:high earnings,security,and pathways tocareer advanc
28、ement.Beyond these widely held priorities,what else can we learn fromyoung talent in the COVID era?Analyzing where there is movement attributes slipping in favor or those rising higher shows theareas where companies may want to direct their attention.Thesemovements can influence how employers positi
29、on their brandswithin specific disciplines.In 2021,we see a pivot toward greater security,particularly amongengineering and IT professionals.Also interesting:a waninginterest in working for startups.Over the last five years,Universumdocumented a fascination among young talent with startups both the
30、culture and community they offer.Yet in the COVID-19 era,the shine is wearing off the startup world.PreferredIndustriesHybrid Workfor YoungTalentWMAERankingKey FindingsPreferredAttributesUniversums Five Ideal EmployerTalent Personas AttributesDashboardsDecline in GlobalCareers14Over the last five ye
31、a rs,Universum documenteda fascination amongyoung talent withstar tups both theculture and communityth ey offer.Ye t in theCOVID-19 era,theshine is wearing off thestar tup world.15Even though the pandemic has spurred many to launch newbusinesses(the US Census Bureau,for example,reports anunprecedent
32、ed 24%jump in new business starts),young talent isno longer drawn en masse to careers in startup ventures.And talentleaders agree on this point.A study by Universum found that in2019,more than 1 in 3 HR and recruiting professionals(38%)insidethe Worlds Most Attractive Employers reported they were“ve
33、ryconcerned”about talent competition from startups;in 2021,thatfigure dropped by more than half to just 16%.Breaker”talent,who are motivated to advance innovation and workfor high-impact companies.(See explaination of Universums fivepersonas on page 12).“During the pandemic,larger companieshad the f
34、inancial firepower and digitalcapabilities to rapidly retool their businessmodels and develop new products,whilemany smaller competitors languished andfocused on survival.Big businesseshave their pick of the best candidates,while small firms struggle with workershortages.”Well-resourced enterprise c
35、ompanies are now positioned to snapup top talent from smaller companies offering generous paypackages plus the promise of security to young talent who craveexactly that.They must take care,however,to ensure that rolesinside enterprise brands still retain some of the same dynamismfound in startup cul
36、ture;this is particularly true for“Ground-Wall Street Journal,August 2021 21:The New York Times:“Start-Up Boom in the Pandemic Is Growing Stronger,”Aug.19,2021.https:/ Wall Street Journal“Heavyweight Companies Enjoy Outsize Rewards as Economy Rebounds,”Aug.1,2021.https:/ usiness students still prior
37、itize highfuture earnings above all else.Yet the research also shows a growing level of“careerism,”with young peoplemore focused on issues like security and professional development.2021-TOP 10 IDEAL EMPLOYER ATTRIBUTES FOR BUSINESS STUDENTS12345678910High future ProfessionalLeadership Friendly work
38、GoodSecureMarket sucess Leaders who Competitive Respect for itsearningstraining&opportunities environment references for employmentfuture careerbase salarypeoplewill support mydevelopmentdevelopmentSIGNIFIES A RISE OR FALL INRANKINGS COMPARED TO 2020CHANGE VS.2019CHANGE VS.2020PreferredIndustriesHyb
39、rid Workfor YoungTalentWMAERankingKey FindingsPreferredAttributesUniversums Five Ideal EmployerTalent Personas AttributesDashboardsDecline in GlobalCareers18Engineering students a re taking alonger-term view of their careers.Similar to business students,engineers say high future earnings are the top
40、 priority,but securing positivereferences and job security are moving up the priorities list for student engineers.2021-TOP 10 IDEAL EMPLOYER ATTRIBUTES FOR ENGINEERING STUDENTS12345678910High futureearningsInnovation ProfessionalGoodFriendly workSecureemploymentA creative and Competitive Challengin
41、g Respect for itstraining&references for environmentdevelopment future careerdynamic work base salaryenviromentworkpeopleSIGNIFIES A RISE OR FALL INRANKINGS COMPARED TO 2020CHANGE VS.2019CHANGE VS.202019For IT students,securing a job with an innovative company isslightly l ess impor tant in 2021,whi
42、le job security is on the upswing.This pivot to security,observed across all students surveyed by Universum,favors global enterprise brands over fast-moving,higher riskstartup companies.2021-TOP 10 IDEAL EMPLOYER ATTRIBUTES FOR IT STUDENTS12345678910High future Professional Friendly workInnovationSe
43、cureGoodCompetitivebase salaryEmbracing new A creative and Respect for itsearningstraining&environmentemployment references forfuture careertechnologies dynamic workenviromentpeopledevelopmentSIGNIFIES A RISE OR FALL INRANKINGS COMPARED TO 2020CHANGE VS.2019CHANGE VS.202020DECLINE INGLOBALCAREERSThe
44、 2021 Universum research points to a trend that surfacedthree years ago but accelerated over the last 18 months:a markeddecrease in interest in international careers.Due to pandemictravel restrictionsas well as socio-political p ressu res,the study sh owsa waning i n te restin internationalca ree rs
45、.Before COVID-19 surfaced,this“career nationalism”was mostclearly seen among Chinese students,who preferred to work forChinese companies rather than pursue jobs outside of their homecountry.(To be fair,the research has always shown enterprisecompanies are most attractive to young people from the com
46、panyshome country but this preference was much stronger amongChinese nationals.)We now see this sentiment expressed more widely.Across business,engineering,and IT students,interest in international careers hasdropped significantly compared to last year.PreferredIndustriesHybrid Workfor YoungTalentWM
47、AERankingKey FindingsPreferredAttributesUniversums Five Ideal EmployerTalent Personas AttributesDashboardsDecline in GlobalCareers22The pandemic has caused a“hunkering down”of talent,who are optingto stay in their own countries likely due to travel bans,concerns aboutsafety,and other COVID barriers.
48、Many European countries,for example,arereporting talent shortfalls due to closed borders and migration shortfalls.“InEurope,the problems are more structural,”Axel Pluennecke,an economist atthe German Economic Institute,explained to B.“Especially inthe technical professions,areas like digitization,de
49、carbonization,there will bebig demand for qualified workers.You really have to wonder whether givenbarriers to movement this demand will be met.”3Also at play:sociopolitical changes that make hiring internationalprofessionals more tedious or expensive.For example,the US intentionallyslowed admission
50、 of Chinese engineers for US-based jobs in 2019,fearing toomuch US engineering expertise was being exported to China.4We expect that lower interest in international careers is a temporary drop.Thats because we still see a significant portion of young people who definethemselves as Globe-Trotters fas