MONTREAL, March 31 /CNW Telbec/ - Eighteen years after introducing the first business game, L'Oréal is once again revolutionizing the world of student recruiting. Today the Group launches Reveal by L'Oréal, an online career orientation game for students from all academic backgrounds who wish to explore a range of vocation options before heading into the workforce. As the name implies, all is revealed: enhanced self-knowledge, the world of business and its opportunities, and maybe even an internship or job with the Group itself.
Each participant takes on the role of a newly hired employee at L'Oréal. Immersed in a Web 2.0 environment where virtual and reality intertwine, participants' skills emerge as they learn about the L'Oréal culture and the many occupations the company offers. Once the game is finished, participants receive a personalized account of their visit. Top talents are invited to spend two days in a L'Oréal office in their country, where they'll have the chance to further expand their horizons through team activities and meetings with local employees and recruiters.
A recruitment platform unlike any other
Reveal by L'Oréal is a versatile recruitment tool that stands apart from traditional business games, which tend to specialize in specific sectors and target only young university graduates. Open to all students, Reveal by L'Oréal does not focus on the training or career path of an individual but rather on the person's unique skills, which are evaluated online with an assessment tool designed by an independent firm of experts (CUBIKS). L'Oréal's aim is to find the top talents from all walks of life.
Candidates may be studying finance, hold a degree in art history, be biological engineers, or have graduated from a major business school; regardless, each is invited to explore the numerous facets of L'Oréal and discover skills that may be unrelated to their education. Through realistic role playing within the Group, Reveal by L'Oréal allows students to immerse themselves in all of the fields represented in the company-R&D, Operations, Marketing, Finance, Sales, etc.-many a far cry from their formal training. Reveal by L'Oréal not only unveils hidden talents, it also leads participants into vocations and sectors they may have never before considered.
"At L'Oréal, we place a high value on skill diversity," explains Audrey Tremblay, Director, Human Resources Management and Development, L'Oréal Canada. "We want to explore the potential of students from around the world, regardless of their education and training, and we believe that Reveal by L'Oréal can help them as they set out to make career decisions. This business game is a bold initiative that will allow us to recruit the best among our participants and offer them a chance to realize their full potential as part of the Group."
Innovating to respond to a new generation's expectations
L'Oréal has always practised responsible recruitment driven by three main priorities: recruiting the best talents, promoting diversity, and maximizing employee development.
A pioneer in business games, in 1992 L'Oréal introduced the L'Oréal Marketing Award, today known as L'Oréal Brandstorm, for marketing students. This year, some 5,000 participants from 40 countries will join in the 18th international competition. In 2007, L'Oréal was the first to organize a Second Life virtual job fair, designed to discover candidates with the greatest potential. The company currently makes use of a range of social media (facebook, LinkedIn, Viadeo) to connect with the new generation of candidates.
In 2009, a major international study undertaken by L'Oréal and developed by CEMS (a strategic alliance of 28 academic institutions) strengthened the Group's knowledge base of "Generation Y." For a number of years, the company has been interested in the potential of these students: with eyes that are open to the world, they are curious, creative, hands-on and connected 24/7. They are also ambitious and expect much from their future employers, particularly when it comes to personal and professional growth. With Reveal by L'Oréal, L'Oréal is offering them guidance as they make their career choices. Through this multi-vocation online platform, the Group is taking an inspired step forward in its recruitment strategy.
Today, L'Oréal is a recruiter sought after by students and young graduates. An international study conducted by Universum reported that the Group stands among the top 50 most attractive employers in the world, ranking 14th among business students.
L'Oréal facts and figures
- 67,500 employees in 130 countries (2008);
- 1,200 employees in Canada, including more than 900 in Quebec;
- 80% of applications submitted online;
- 13,058 applications received at the head office of L'Oréal Canada in
- L'Oréal Canada ranks among the top 15 employers in Montreal and among
the top 100 employers in the country, according to MediaCorp Canada
- 2nd "most attractive employer" in France, 4th in Europe, and 14th in
the world (2009 Universum study, business students);
- Creator of the first business game, in 1992: L'Oréal Marketing Award
(today known as L'Oréal Brandstorm);
- 4 business games to 2009: L'Oréal e-Strat, L'Oréal Brandstorm, L'Oréal
Ingenius, L'Oréal Innovation Lab. Only L'Oréal Brandstorm (designed to
find the most creative marketing minds) will continue to operate along
with Reveal by L'Oréal;
- In 2008 and 2009, Canadian teams won the L'Oréal e-Strat and L'Oréal
- 2008 e-Strat winners: Université de Sherbrooke
- 2009 e-Strat winners: Simon Fraser University
- 2008 Ingenius winners: York University Schulich School of Business
- 2009 Ingenius winners: École Polytechnique de Montréal
- January 2010: launch of Reveal by L'Oréal, the first multi-vocation
SOURCE L'Oreal Canada Inc.
For further information: For further information: Sophie Merven, (514) 395-0375, ext. 239, firstname.lastname@example.org; Teresa Menna, (514) 287-4613, email@example.com