YPAI - The key to tomorrow's top talents
Cracking the code of what early career professionals really value in an employer can be crucial – and this is precisely where the YPAI survey makes a difference. Listen to early career professionals' own experiences and ambitions in a comprehensive data-driven analysis – and get exactly the knowledge you need to become their natural first choice.
Sign up for a YPAI event and unleash the power of Young Professionals
We would like to welcome you to the YPAI Survey 2025 and invite you to join the growing number of companies that are leveraging the potential of YPAI! At our events, we will present the results of this year's YPAI Survey, where you can learn more about how the insights can benefit your organization.
The presentation, led by our YPAI experts, will provide you with:
- Insight into the current talent market.
- The ten most important factors for meeting the expectations of young professionals.
- Concrete tips for retaining your best employees.
- The 25 most attractive employers according to young professionals.
- Guidance on how to create an attractive employer brand.
You will also have the opportunity to expand your professional network and establish valuable contacts with other attractive employers.
Bliv klar til at tiltrække morgendagens talenter
Young Professional Attraction Index (YPAI) er en årlig omfattende undersøgelse, hvor vi spørger early career professionals - studerende og akademikere i starten af deres karriere - om hvilke arbejdsgivere de drømmer at arbejde for og hvad der gør en arbejdsplads attraktiv i deres øjne.
Hvad vægter højst? Lønnen, kulturen eller meningsfulde arbejdsopgaver?
Vores mål er at hjælpe virksomheder og organisationer med at forstå, tiltrække og udvikle morgendagens talenter.
YPAI giver jer konkrete indsigter i, hvad faktorer der vægter højst, når young professionals vælger deres arbejdsgiver.
Find ud af om jeres virksomhed er blandt de 25 mest attraktive arbejdspladser i Danmark - eller hvad der skal til for at komme derop.
How the YPAI survey works
Preliminary survey
We ask students, recent graduates, and professionals early in their careers to define the 10 most important factors when choosing an employer, as well as the 100 most attractive employers.
This perspective, which is updated annually, provides us with unique insights. The results form the basis for the response options in the main survey.
YPAI-score
The result is the YPAI score, a modern and unique measure of a company's reputation.
The score is based on three factors, which are weighted equally:
- The company's reputation
- Its perceived success within its field
- The respondent's willingness to work for the employer in question
This measurement was developed in collaboration with Kantar, based on their factor analysis of over 23,000 international interviews on brand perception.
Validity
The survey is based on professionals early in their careers and includes between 1,500 and 6,200 participants, depending on the local market. To ensure that our results are both accurate and reliable, we take several important steps. We work closely with Kantar and use weighting to reflect local differences in, for example, gender, age, and field of study. We obtain data directly from the national statistics authorities in each country. To further strengthen validity, we also conduct a separate validation survey among Young Professionals, who are randomly selected by Kantar. By combining these results, we create an even stronger and more reliable basis – so we can stand behind our conclusions 100%.
Book a personalized presentation for your company
Would you like insights into how you can attract the talent of the future?
Book a customized YPAI presentation that gives you insights into what drives them—and how you can stand out as an attractive employer.
Our YPAI specialist will dive into the trends that matter and give you concrete advice on how to strengthen your brand as an employer.
Your presentation will include:
- Insightful data: Gain insight into the current talent market landscape and dive deep into areas where your actions and leadership can make the biggest difference.
- Key factors: Important components for attracting young professionals and their influence on your organization.
- Know your key target groups: Understanding your primary demographics, such as IT, technology, or finance.
- Competitive advantage: Stay ahead of the competition by understanding and meeting the needs of tomorrow's workforce.
- Long-term impact: Tips for building a strong employer brand and creating a culture that attracts and retains your best employees for years to come.