Business students feel Apple is the world’s coolest company to work for in 2024, according to a new ranking produced by employer branding expert, Universum.
Other firms joining Apple in the top five of this employer attractiveness survey are: Google, JP Morgan Chase, Deloitte, and Microsoft.
In 2024, Universum surveyed more than 144,000 business, engineering, and IT students across nine of the world’s largest economies, asking: a) what employer characteristics are most influential as they consider future employment and, b)which employer brands they most admire.
Among the 66,613 business students who took part, the 2024 report reveals students gravitate toward banking and consulting firms as they approach graduation. In total, 10 of the top-20 ranked companies among business students operate within the two sectors, including multinational banks JP Morgan and Goldman Sachs, alongside consultancies such as McKinsey & Company and Deloitte.
While the coolest companies to work for business students have remained relatively consistent from the same study that took place in 2023, this year’s report reveals shifting preferences as students seek stability and promising career opportunities in an unpredictable job market.
Big tech and financial firms continue to be the coolest companies to work for
In 2024, the three coolest companies for business students—Apple, Google, and JP Morgan—remain unchanged from the previous year. Tech giants such as Amazon and Microsoft have long appeared among the top of the list, while financial powerhouses such as Goldman Sachs, and Bank of America Merrill Lynch are also present within the top 10.
It’s no surprise big tech and financial companies rank highly as the most attractive companies to work for. Each year they rank among the top employers of MBA grads.
At firms like Amazon, Google, and Apple, MBA and business master's grads are hired in a wide range of roles, including finance, product management, supply chain management, and marketing, adding to the attractiveness of these companies. Multinational banks can also offer a range of high-paying jobs in areas ranging from investment banking to risk analysis.
Big Four firms KPMG, EY, and PwC also continue to feature highly in the rankings, as does L’Oréal Group. The Big Four accounting and professional services firms are known for offering diverse roles in areas including consulting, finance, marketing, and management, which appeals to students looking for versatile career paths.
The Coolest Companies To Work For Business Students In 2024
Multinationals remain popular
In addition to big tech and financial firms, multinational corporations remain attractive options for business students. Global brands such as Nike, Mercedes-Benz Group, Adidas, and BMW continue to feature in the top 20 most attrative employers.
Another multinational corporation that ranks among the world’s coolest companies to work for is Zara, the Spanish clothing and home goods brand. This year, Zara surged 20 places to break into the top 20, the report indicated this was likely a reflection of the value students place on agility and sustainability initiatives.
In contrast, fast-moving consumer goods (FMCG) companies saw significant declines in this year's Universurm list. Unilever, Ferrero, Nestlé, and Mondélez International all dropped positions, likely a result of a consumer pullback in spending, coupled with young talent’s increasing preference for stability, the report said.
As companies place more focus on their environmental and digital impact, business school students are drawn to roles that align with these priorities. With skills in digital transformation, resilience, and versatility now integral to MBA programs, it’s no surprise that students are gravitating toward companies that value these abilities.
What business students look for in employers
As well as highlighting the coolest companies in the eyes of business students, the 2024 Universum report highlights several significant shifts in what business students seek from potential employers.
With the job market remaining unpredictable, students are increasingly placing value on job security and long-term stability. Job stability is now a top-three concern, reflecting a cautious approach to today’s unpredictable job market among students.
Students are also thinking long-term, with “high future earnings” outranking base salary. Young professionals are prioritizing roles that offer growth potential and financial security over immediate rewards.
Flexible work arrangements are another rising expectation. Even in traditionally demanding fields like consulting and engineering, students are no longer willing to sacrifice work-life balance for career progression.
Interestingly, the desire for “challenging work” has declined. Today’s students seek roles that contribute meaningfully without overwhelming workloads, marking a cultural shift in the modern workplace.
These trends highlight a generation focused on balancing well-being with long-term success, signaling that employers must adapt to stay attractive to top talent.
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