Apple has once again been named the “coolest company to work for” by business students, according to a 2024 ranking by Universum, a leading employer branding expert.
The annual survey polled more than 144,000 students in business, engineering, and IT disciplines across nine of the world’s largest economies, revealing the most desirable employers globally.
Joining Apple in the top five are Google, JP Morgan Chase, Deloitte, and Microsoft—firms that have consistently maintained their appeal among young professionals.
Apple, Google, and JP Morgan Chase remain the top three choices for business students, unchanged from the 2023 ranking. These companies, alongside others like Amazon and Microsoft, continue to dominate the preferences of students due to their reputation for offering roles in diverse fields such as product management, finance, and marketing.
Multinational banks, including Goldman Sachs and Bank of America Merrill Lynch, also featured prominently, reflecting the continued allure of the financial sector. These firms offer a variety of high-paying, growth-oriented roles that attract business graduates.
The Big Four consulting firms—Deloitte, KPMG, EY, and PwC—also ranked highly, thanks to their diverse career pathways and reputation for professional development.
Universum’s report also sheds light on evolving preferences among business students. In a challenging and unpredictable job market, stability and long-term opportunities have become paramount. Job security now ranks among the top three concerns, while “high future earnings” has overtaken immediate salary considerations.
Interestingly, flexible work arrangements are increasingly sought after, even in traditionally demanding industries such as consulting. The appeal of “challenging work” has decreased, signaling a shift towards roles that prioritize meaningful contributions without overwhelming demands.
The report notes a drop in popularity for fast-moving consumer goods (FMCG) companies like Unilever, Nestlé, and Mondélez International. This decline likely reflects changing consumer habits and students’ growing focus on stable industries.
Conversely, multinational corporations like Nike, Adidas, and BMW remain highly attractive, offering global opportunities and aligning with students’ values around innovation and sustainability. Notably, Zara surged 20 places in this year’s rankings, reflecting its focus on agility and sustainability initiatives.
The findings from Universum’s survey highlight a generation of business students who are redefining workplace priorities, blending aspirations for professional growth with demands for stability, flexibility, and impact. Employers seeking to attract top talent will need to adapt to these trends, aligning their offerings with the evolving expectations of the workforce of tomorrow.
These insights provide a clear message: companies that emphasize innovation, stability, and alignment with long-term career aspirations will continue to stand out in a competitive job market.
