Universum is a global research firm with over 25 years of experience studying employer branding. They conduct annual surveys of over 1 million students across the world to understand career preferences and perceptions of potential employers. Universum provides consulting services and research insights to help clients develop and implement effective employer branding strategies. Their research identifies the most attractive employers for different fields of study in Portugal, including tech companies like Google and Microsoft, as well as banks and consumer brands. Universum recommends that employers understand student needs, localize messaging, track key performance indicators, and involve senior leadership to build a successful long-term employer branding strategy.