An analysis of changes in their working preferences Big tech companies are losing ground, surpassed by a large bank and an expensive luxury car manufacturer. An beauty firm that rises from the ranks has gained 34 spots, while the national health service returns to where future healthcare professionals say they want to work. This year, perhaps even alongside announcements of many tech companies cutting due to efficiency achieved thanks to artificial intelligence, young talents' preferences have slightly altered expectations of major brands in Universum's ranking on employer branding, research and labor market analysis, specializing in talent attraction.

The transfer of Insight and Strategies for Attracting, Engaging, and Retaining People is the result of the 2026. To create the Most Attractive Employers 2026 ranking by Universum, students from universities were given votes, over 7,500, across more than 50 Italian and Italian-speaking universities divided into five main study areas: Business, Engineering/IT/Natural Sciences, Humanities, Law, and Health/Medicine. In the business area, ranked first on the 2026 list was Intesa Sanpaolo, followed by Ferrari and European Central Bank. Completing the top 5 were JP Morgan Chase and Apple.

The most surprising piece of information is that 'the widespread retreat' of major tech giants in this area has caught everyone's attention, according to Managing Director Roger Manfredsson of Universum EMEA. This phenomenon involves a decline among the largest technology companies, with Apple dropping from first place to fifth position, while Microsoft even moves out of the top twenty, experiencing the sharpest drop among large technological enterprises, and also Google, although still ranking within the top ten, loses two positions. It’s not just an isolated case but part of a trend involving all members of the tech community as seen by students of economics.

These results, according to what explains HR Director of L'Oréal Italy, Manuela Pardini, demonstrate that the group has been able to 'overcome the perception of being primarily directed towards women', by uniting 'science, data, and artificial intelligence with human creativity to guide technological innovation in the beauty sector'. Looking at the answers from students and female students in the area of engineering and natural sciences, the picture is similar: Google, Apple, and Microsoft remain in the top five, but they also see a decrease in preferences in terms of percentages. With a change.