Work-life balance remains the overall top career goal for talents across the globe, recent study found. Among other findings in Universum research entitled World’s Most Attractive Employers 2017, there is significant interest in work-life balance from talents, with one in two respondents continue to place it at the top of their career goals.

Surveying business and engineering/IT students in 12 countries, the study asked respondents to provide insight on the characteristics of a potential and ideal employer. Overall, the employer attributes desired the most by students are fairy similar regardless of the location. However, there remains deviations to call for localisation that differs from one country to another. Companies that put effort in localising their message is proven to create stronger employer brand.

The study saw an upsurge in the social media as the place most students in both industries use to communicate and reach out to potential employers. Besides social media, employer websites and career fairs also played pivotal roles in communicating with talents. While career fairs often require huge costs with little return, a great deal of employers see the need of exhibiting at such event because it helps communicate their brand and attract top talents.

See: Gift Your Employees Work-Life Balance this Year

When it comes to career goals, global students rank to have work-life balance, to be secure or stable in job, and to be a leader or manager as top three desirable traits. However, there remains varying implications across the globe. For example, while majority of respondents aspired to have work-life balance, what is seen as balancing work and personal life in the UK might be different in Japan or France.

In general, the study outlined that most students want a career that ensures personal successes without the fear of job loss. The desire for work-life balance, job security, and company stability lends itself to another trend in the current workforce: increasing gender diversity. Regardless of the gender, talents are more willing to share responsibilities in terms of income and household prosperity.

The research also noted some differences in business and engineering/IT students’ preferences in potential employer that resonates employer brand. For business students, they aspire to work in company that offers high future earnings (Goldman Sachs, McKinsey & Company, J.P Morgan), a creative and dynamic work environment (Google, Facebook, Apple), and leaders who support development (Bain & Company, Ernst & Young, McKinsey & Company) are the top three preferences.

Meanwhile, engineering/IT students would prefer to have a creative and dynamic work environment (Google, Facebook, Electronic Arts), innovation (Google, Apple, Intel), and high future earnings (McKinsey & Company, ExxonMobil, Goldman Sachs) as their future employer.

Read also: Work-Life Balance in Hong Kong: The Perennial Concerns