Sweden's Most Attractive Employers 2024

Stockholm, September 23, 2024 — Universum has published the results of its annual survey "Sweden's Most Attractive Employers". The study is based on responses from over 13,000 professionals, making it by far Sweden's largest and most comprehensive career survey. This year it was observed that economic stability and security are central factors for Swedish talent in today's uncertain economic climate. The results also highlight the employers that best respond to these changing priorities. 

Focus on Stability and Security 
The survey shows that Swedish talent are increasingly seeking employers that offer financial security and long-term stability. This is especially true in the public sector and defense-related industries, where employers like the Armed Forces and the Police are rising in popularity and climbing the rankings. With Sweden's NATO membership and the changing geopolitical situation, the Swedish Security Service, in particular, has seen a strong increase in attractiveness. 

"We see a clear shift where the uncertainty in the job market has led to more talent prioritizing security and safety in their career choices," says Dorota Morel, Head of Research at Universum. 

Tech Giants and Consulting Firms Continue to Be Favorites 
In the IT and tech sectors, global giants like Google, Microsoft, and Spotify continue to attract primarily tech-interested talent, while companies in finance and management consulting, such as EY, PwC, and McKinsey, draw economists and consultants with promises of career opportunities and stability. This division reflects the unique priorities of different professional groups, where the tech sector emphasizes innovation and development, while the consulting world values financial security and broad career paths. 

Swedish companies like Klarna and H&M are also rising in popularity and strengthening their employer brands by highlighting flexibility, security, and a strong corporate culture. 

Trends Shaping the Job Market 
While economic stability and security are becoming increasingly important, the survey also shows that expectations for future income and financial compensation have increased. Work-life balance, especially among experienced talent, remains one of the top factors influencing career choices. Flexibility, respect for diversity, and personal development also play a central role when talent choose employers. 

Challenges and Opportunities for Employers 
The survey also points to declining loyalty to current employers, with 31% of respondents considering changing jobs within the coming year. This places higher demands on employers to adapt to the new expectations in the job market. Employers who can balance financial security with working conditions that promote well-being and flexibility will have an advantage in attracting and retaining the right talent. 

A Strong Employer Profile is Crucial 
In a job market characterized by uncertainty and change, a strong employer brand is becoming increasingly important. Being able to offer stability, along with an attractive work environment, allows employers like Google, Microsoft, and PwC to maintain their top positions in Universum's rankings. These companies have successfully created a balance between innovation and stability, which attracts both young talent and experienced professionals. 

"Understanding and meeting the changing needs of talent is crucial for attracting and retaining the right skills in today's climate," says Emil Adén, Country Manager for Sweden at Universum. 

About Universum 
Universum is a global leader in talent research and Employer Branding, helping employers attract and retain the right talent. With offices in over 15 countries, we have strong teams that understand local markets. Each year, we collaborate with over 1,000 universities, alumni, and companies in over 20 markets to gain insights from students and professionals. We are part of StepStone Group and the Axel Springer Group.