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Universum – Headliners in Employer Branding

We are delighted to welcome the world’s leading Employer Brand specialist, Universum, as headline sponsor of the 2019 People Awards.

Claes Peyron, UK Country manager for Universum said, “We believe that we can support the UK hospitality industry with data led insights and smart ways to take on the current challenges within talent attraction. Also, we cherish our partnership with and look forward to getting amongst the influencers of the industry.”


Universum was founded in 1987 by a student at the Stockholm School of Economics, who saw that there was a gap between the students and the employers. He then started a student magazine allowing employers to communicate directly with students and following from that he launched a graduate survey, with the goal of bridging the gap between employers and students.

“The graduate survey has since grown and today we offer talent insights in 60 countries on both graduates and professionals,” Claes explained. “On the back of our data-driven insights, Universum offers advisory services including EVP development and the opportunity to reach specific target groups with relevant content in the right digital channels.” With the growing talent shortage in most markets, the focus on employer branding has rapidly increased and Universum’s data driven approach has been well received and today they serve more than 1,700 clients across the world, including many of the Fortune 500s.

The importance of Employer Brand

As all our shortlisted employers know, good employer branding is crucial standing out in the market. “With the massive talent shortage in the industry, employers will have to significantly step up their game to ensure their short and long term talent supply,” said Claes. “In particular, this means that they have to provide a much clearer reason for joining their company and not one of their competitors. In simple terms, this means differentiation. Over and above this, they have to be a part of selling the industry as a whole, as younger people are not naturally choosing this career path. If that was not enough, the fact that a large portion of the current workforce is made up of EU-nationals, creates an even worse potential future talent shortage.”

Everything you need

Universum’s product offering is designed to meet a client journey, offering ways to learn, understand, decide and act. “Our Employer Branding Academy is an opportunity for employer branding enthusiasts to learn and get world-class training in an e-learning as well as class-room format,” Claes said. “Our Analytics offering is represented by our Talent research, where our clients can understand more about themselves and their talent target groups. Our Advisory offering helps our clients decide on their desired brand positioning and the right strategy to win the hearts of the talent they need. Finally, our Activation offering helps our clients to act and communicate to the talent with the right message, in the right channels at the right time. Universum is a love business, we help employers make the right talent fall in love with them.”

Claes is looking forward to the 2019 People Awards and meeting the industry’s finest talent. “The talent shortage in the industry puts more pressure on HR than ever before and the level of creativity and hard work put in deserves to be recognized,” he said.

The 2019 People Awards take place on September 20th 2019 at the Park Plaza, Westminster Bridge. Get tweeting tagging @catererdotcom and #PeopleAwards19.

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