Apple, Google, & J.P. Morgan are the world’s most attractive employers

Apple tops the list of the world’s most attractive employers for business students, according to a new report from employer branding expert Universum.

Joining Apple in the top five are Google, J.P. Morgan Chase, Deloitte, and Microsoft. 

The report reveals how business school grads gravitate toward banking and consulting firms. 10 of the top-20 ranked companies are banks including J.P. Morgan and Goldman Sachs, along with consultancies such as McKinsey & Company and Deloitte.

While the top 20 most attractive companies for business students have remained relatively consistent, this year’s report found shifting preferences as students seek stability and promising career opportunities in an unpredictable job market.

Big tech and financial firms continue to be the most attractive

Each year, Universum surveys more than 550,000 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. 

The 2024 report highlights business students’ enduring interest in big tech and financial firms, with the top three most attractive companies–Apple, Google, and J.P. Morgan–remaining unchanged from 2023. Tech giants such as Amazon, Google, and Microsoft dominate the top ranks, while financial powerhouses such as J.P. Morgan Chase, Goldman Sachs, and Bank of America Merrill Lynch are close behind.

L’Oréal Group, KPMG, EY, and PwC also continue to feature highly in the rankings. These companies are known for their diverse roles in areas including consulting, finance, marketing, and management, which appeals to students looking for versatile career paths.

It’s no surprise big tech and financial companies rank highly as the most attractive companies to work for, as they are among the top employers of MBA grads.

At firms like Amazon, Google, and Apple, MBA 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.

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, alongside traditional consulting and finance firms.

Another multinational corporation that is one of the world’s most attractive companies is Zara, the Spanish clothing and home goods brand. This year Zara surged 20 places to break into the top 20, possibly a reaction to the attention it gained in 2024 with the launch of a sustainability collection. 

In contrast, fast-moving consumer goods (FMCG) companies saw significant declines. Unilever, Ferrero, Nestlé, and Mondélez International all dropped in the rankings as a consumer pullback in spending—coupled with young talent’s increasing preference for stability—hit the sector hard.

As companies place more focus on their environmental and digital impact, business school graduates 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

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 in today’s unpredictable job market.

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.

Originally written by Abigail Lister in October 2021. Updated in October 2024