PREMIUM Project 2026-2027: IKEA

Investigate how young people perceive IKEA as an employer, identify gaps between its intended employer brand and the actual employee experience, and develop evidence-based recommendations to attract and retain young talent.
  • ikea

    The Project:

     

    IKEA is a global home furnishing retailer with a vision to create a better everyday life for the many people. Through its unique combination of affordable design, sustainability, and customer focus, IKEA serves millions of customers worldwide and employs thousands of co-workers across diverse functions.

    Young employees and students are shaping the workforce of the future. But what makes an employer attractive to them? 

    In this project, you will explore how young people perceive IKEA as an employer, what they expect from their workplace, and whether there is a gap between IKEA's intended employer brand and the actual employee experience. The project combines topics such as employer branding, organizational culture, recruitment, employee engagement, and generational differences.

    As part of a multidisciplinary team, you will work on a real business challenge with direct relevance to one of the world's most recognized brands. 
    You will have the opportunity to interact with IKEA professionals, gain insights into HR and employer branding strategies, conduct research with young employees and students, and translate your findings into practical recommendations. 

    IKEA plans to use the outcomes of this project to strengthen its position as an attractive employer for young talent. The insights gained will help identify opportunities to improve recruitment, onboarding, employee engagement, and retention initiatives targeted at students and early-career professionals. The findings can also support the development of employer branding campaigns that better reflect the expectations and experiences of younger generations. By applying these insights, IKEA aims to create a more positive employee experience, attract a diverse talent pipeline, and ensure a sustainable workforce that supports the company’s long-term growth and business objectives.
    Your work can contribute to shaping how IKEA attracts and retains the next generation of talent.
     

  • The Client:

    IKEA is a global retailer specializing in affordable, well-designed, and sustainable home furnishings and accessories. Founded in Sweden in 1943, IKEA helps millions of people create a better everyday life at home. The company combines Scandinavian design with functionality, sustainability, and affordability. IKEA operates through hundreds of stores and digital channels across more than 60 markets and actively invests in circular business models, renewable energy, and climate-friendly solutions. Through innovation, customer focus, and close collaboration with partners, IKEA aims to create positive economic, social, and environmental impact for its customers, co-workers, and communities worldwide.

    We would like to actively contribute to the project by sharing relevant insights, providing access to key stakeholders and employees, and offering feedback throughout the research process. Regular interaction with the student team will help ensure that the project remains aligned with IKEA’s objectives and that the outcomes are relevant and actionable. By acting as a co-creator, we can support the development of practical recommendations while also giving students a better understanding of the organization, its culture, and its employer branding challenges.
  • Research Oriented

    In this project, the focus is on “discovering something new”


     
    Co-Creator Client

    This client might join the team for brainstorm sessions, meetings, and preparatory sessions. The co-creator is more actively involved in/during the project execution.