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Expectations of “Generation Y”
mobility
speed
future career
“This is the most high-maintenance workforce
in the history of the world” … “The good news
is they’re also going to be the most high-
performing workforce… They walk in with more
information in their heads, more information
at their fingertips – and, sure, they have high
expectations, but they have the highest
expectations first and foremost for themselves.”
Fortune magazine - May 20, 2007.
freedom
technologies
projects
responsibility
passion
network
The L’Oréal employer
brand with a Y
A new generation is on its way. They are our future. The best
of them will be our managers tomorrow. To attract and recruit
them, we must meet new challenges and sometimes
question our own models. Which means accepting that their
background and expectations have changed. That we must go
out and find them where they are, which is not necessarily
where we expect them to be. That they are no longer
constrained to following an impeccable pathway in the best
schools in their own country and that their way of connecting
with the world has changed.
François de Wazières
International Recruitment Director
recognition
L’Oréal: a global leader represented by
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The L’Oréal brands, and in particular L’Oréal Paris, will always be more
visible than the L’Oréal employer brand. In a survey on the L’Oréal
employer brand in early 2009, we asked Asian, North and South
American, and European students the same questions:
What does L’Oréal represent for you?
• Trendy, young and vigorous image
• Promising development in China
• Leader in global cosmetics industry
• Good products supported by strong
company background
• Excellent product advertising
• Strong growth but you don’t know
what you can do there
• A luxury image but mass market products
Will you try to join L’Oréal?
• I am not a marketeer, I wouldn’t be creative
enough for L’Oréal
• I would prefer to join a company in my sector
of study
• Low awareness of career opportunities
in engineering, finance, IT, R&D—essentially
all non-marketing related positions
• Unfamiliar with L’Oréal’s company holdings.
Many were surprised to learn the range of brands
under the L’Oréal umbrella
• Negative perception of salary level, as compared
to consulting/finance
its brands
5
CONCLUSION
Best candidates see us as the international leader
in beauty. However, if they have not identified creativity
as their key strengh, they do not think they will
blossom at L’Oréal.
The L’Oréal natural candidate is sensitive to products, likely to be female, creative,
energetic, extrovert, passionate and possesses marketing skills.
L’Oréal spontaneously attracts certain profiles...
MARKETERS
L’Oréal has managed to establish a strong employerimage amongst students planning a career in marketing.
WOMEN
Women are naturally sensitive to the
world of cosmetics and are particularly
exposed to product marketing. They
identify more readily than men L’Oréal
as an international leader developing
a wide portfolio of global brands.
CREATIVE PEOPLECreativity is strongly associatedwith L’Oréal and is clearly perceived by students in general.
It is an important filter: if I amnot creative enough, I can’t joinL’Oréal.
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…But they are also ambitious, male, meticulous, able to develop their network, highly
adaptable and possess business skills.
...But how can we attract others?
MEN AND WOMENDiversity is the key to our creativity.
BUSINESS OR FINANCE
PEOPLE, ENGINEERS,
SCIENTISTS…
L’Oréal needs prime talent in all
métiers to support its growth and
increase its competitiveness.
HIGH AMBITION
Those whose ambition and back-
ground, however atypical, hone them
to take responsibilities fast and young
and to be passionate about our
activity and our Group.
INTERNATIONAL PROFILES
Candidates who reflect theGroup image: multicultural,mobile, open to the world.
7
What are their expectations?What does L’Oréal offer them?
8
An international context, worldwidecontacts, a borderless culture
Being able to express their creativity
Taking genuine responsibility
Meaning, values, acting for the good of the planet
and its inhabitants
Never get bored, evolve in a stimulating, fun, dynamic environment
Tailored career opportunities rather than standard career paths
L’Oréal has the continuous capacity to offer its most talented employees a career
path that encourages motivation and brand loyalty, based on national or international
business opportunities. L’Oréal&Me reinforces these opportunities and guarantees
new employees optimal and transparent career management.
The diversity of our staff originating from all over the world, the variety of our geographical
locations and our knowledge of local markets make L’Oréal a global company.
A borderless Group in which every nationality and religion works side by side.
The beauty industry is an offer-based industry that lends itself to creativity.
L’Oréal is particularly receptive to new ideas, irrespective of who expresses
them. In every department, our operating mode lets everyone express themselves
with no limits or taboos.
Immersed in our universe, accountable for their mission and objectives, every new
recruit must rapidly become autonomous and take responsibilities. As a result they
have a chance to develop fast and go far. In direct contact with top management,
L’Oréal staff can rapidly climb up the career ladder.
Jumping in at the deep end, voicing new ideas, assuming full ownership of one’s
job in a stimulating and creative environment all require L’Oréal employees
to interact with others and be passionate about its products, market
and objectives. This positive pressure guarantees our speed
of reaction and stimulates our energy, enthusiasm and desire
to succeed as a team.
Integrity, responsibility and respect for people
and the environment have been a key part
of L’Oréal’s DNA since the early days.
Many projects throughout the world
demonstrate those values.
12% of our managers (“cadres”) work outside their native country
(41% of our general managers)
9
Affirming our identity for a more relevant employer brand
A business leader built through global brands
The L’Oréal Group brand is a key differentiator on a CV: credibility of 27 international
brands sold in 130 countries, building up the #1 beauty business in the world.
It is a guarantee to working in multicultural contexts and acquiring global business vision.
The 3 pillars of the
L’Oréal employer brand:
A working culture built on Energy, Passion and Fun
Informal, instinctive, non-hierarchical, based on each person’s receptiveness to others
and capacity to build their network in a Group that hires atypical and talented personalities
in an environment of attractive products, the “L’Oréal way of working” encourages its staff
to push out the limits of their creativity and capacities.
Ambitious careers built across multiple jobs, markets and countries
The portfolio of different brands, markets and countries, global and local responsibilities,
offers incredible possibilities for real accountability and career development in each
and across all job specialties.
Most leaders at L’Oréal are developed from within, through early, stretching, challenging,
different and successive responsibilities. L’Oréal&Me reinforces this promise.
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3
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A business leader builtthrough global brands
A working culture built on Energy, Passion and Fun
Ambitious careers builtacross multiple jobs,
markets and countries
A newEmployee Value Proposition
}+
12
+
In a survey on the L’Oréal employer brand in early 2009, we tested
the L’Oréal recruitment campaign on Asian, North and South American,
and European students. The visuals and claims were widely endorsed by all
those who were questioned in the survey.
A campaign
that has been tested and whole-heartedly approved
14
15
Aska“The bright colors of the visual areeye-catching; it makes me want toknow what it is.”
Sophia“The campaign suggests
challenging and interesting work.” Mathilde“In this campaign, I see genuine
career promise.”
Nour“Bright colors of visual is eye-catching,
it makes me want to know what it is.”
Greg“The blue cologne is more male oriented.”
Mario“The map image is bold and striking. It shows that
L’Oréal is international.”
Lin“L’Oréal perfumes are famous; the track visual means fast advancement.”
Miguel“The campaign shows a cool
and clever image of L’Oréal.”
Irène“The notion of growth is clearly illustrated, which is reassuring.”
Paul“The dynamic, international aspect
of the brand is clear.”
Pierre“It reflects the glamorous and attractive
nature of L’Oréal’s business.”
Pauline
“The different in
ternational
brands are vi
sible, it
’s good.”
Tchang“It shows a map of the world, meaning that L’Oréal products are sold worldwide.”
The catch line:
It supports a specific promise:
international opportunities.
It appears as the caption
to the visual and must not be
larger than the headline.
The visual:
At once rational and creative,
it carries the pillars of the
brand linked to “our working
culture built on Energy,
Passion and Fun” and the
opportunity of living “ambitious
careers built across multiple
jobs, markets and countries”.
The logo band:
The international brands must appear on all
our communications tools for our candidates.
They embody our first brand pillar “a business
leader built through global brands” and make
our signature “world leader in beauty products”
credible through our candidates, in all countries.
17
The headline:
Present on all our communications tools for
recruitment, it carries the pillars of the L’Oréal
employer brand and emphasizes item “more…”
which answers to the various teasing devices
used in the topic “I want more!”.
19
The catch line:
It supports a specific promise:
international opportunities.
It appears as the caption
to the visual and must not be
larger than the headline.
The visual:
At once rational and creative,
it carries the pillars of the
brand linked to “our working
culture built on Energy,
Passion and Fun” and the
opportunity of living “ambitious
careers built across multiple
jobs, markets and countries”.
The logo band:
The international brands must appear on all
our communications tools for our candidates.
They embody our first brand pillar “a business
leader built through global brands” and make our
signature “world leader in beauty products”
credible through our candidates, in all countries.
The headline:
Present on all our communications tools for
recruitment, it carries the pillars of the L’Oréal
employer brand and emphasizes item “more…”
which answers to the various teasing devices
used in the topic “I want more!”.