Attracting Generation Y in Sweden: survey reveals employer branding insights

ForetagsBarometern (corporate survey) 2014, a new study from Universum, an international company specialising in employer branding insights, reveals the top five most attractive companies in Sweden for its next generation of talent.

FöretagsBarometern (corporate survey) 2014, a new study from Universum, an international company specialising in employer branding insights, reveals the top five most attractive companies in Sweden for its next generation of talent.The research, carried out in October 2013-January 2014 among over 15,000 students and one of the country’s largest student surveys, finds that three of the top five most attractive employers for Swedish finance students – IT firm Google (1), and business services companies EY (4) and PWC (%) – mirrored those regarded as most attractive by students Universum surveyed across Europe.However, students in Sweden also coveted homegrown companies as potential employers, with two such firms making the top five ahead of international competition.Swedish international fashion-retail company Hennes & Mauritz took third place behind multi-national furniture retailer IKEA (2).The top three most prized qualities the next generation of talent look for in their employers were found by the survey to be a creative and dynamic work environment coupled with leaders who supported individuals’ development and companies that offered a good platform for the their future career.Alongside these qualities, students’ top career goals are to achieve balance between work and private live, to be secure in their work and challenged intellectually.Female students also expect on average monthly salaries to be SEK2,054 less than male students (approximately GBP£195 or £2,400 less per annum).Just under half (46%) of all those surveyed also believe that they will work for their first employer for five or more years.Commenting, Claes Peyron, president and global head of insight, Universum, Sweden, "The competition for talent continues to increase. This makes demands on the employers' ability to differentiate themselves from their competitors in order to effectively reach the right audience. "