L'Oréal Group leads the world in beauty and pioneering the world of beauty tech; the company has 86K employees across 150 countries on five continents.
Link Humans partners with L'Oréal to provide measurement and insights for employer brand perception across subsidiaries, zones, job functions, and more.
With large, global brands, often the challenge is to show another side of you and get hires to see a place for themselves in your organization. There are a lot of advantages to being established but overcoming perceptions and assumptions can be a big hurdle.
As digital transformation has rapidly accelerated, everybody is looking to attract tech talent, including global brands you might not necessarily associate with technology. These organizations face a challenge: how do you get a potential hire to see you as an attractive landing destination when they might not have ever realized you were a possibility for them?
The Challenges of Having a Household Name
Lisa MacNeill, Global Employer Branding Manager at L’Oréal, faces this problem frequently when talking to potential candidates. The biggest misconception she runs into is the belief that you need to be super obsessed with beauty to work at L’Oréal. Instead, MacNeill notes, “What matters to us is that you’re innovative and creative and willing to learn about the product.”
Freedom to Go Beyond
Mayu Iwasaki, Global Product Manager for Candidate Experience and Employer Reputation, explains what that was like from her own experience: “When I first got assigned to this role, it never existed. They said, ‘You’re the CEO of this topic and ask for resources if you need them.’” As she did research and saw what candidate experience and employer reputation work could do for their brand, she was able to make the case to leadership and get the resources she needed.
Measuring Shifts in Attitude
When you’re trying to make these kinds of shifts in public perception, it’s important to have a consistent method for how to measure your success. To help get an idea of what impact their employer branding strategy is having on talent, L’Oréal turns to Link Humans and the Employer Brand Index. It delivers the quantitative, data-driven insights they need, while also giving important qualitative information.
The Employer Brand Index, Iwasaki says, “helps us to understand our strengths and our areas of improvement to see how we can tune or amplify the messages we would like to convey to our candidates and consumers.” It’s like a health checkup on how you’re being perceived, and the quarterly reports mean they get bite-sized learnings with a data-driven approach that helps them make adjustments mid-stream.
“We don’t have the privilege, as an employer, to pick and choose the candidates that we want,” MacNeill says, “that’s no longer the way that talent acquisition works. In order for them to choose us, they need to know that we’re a company to choose and why they’re choosing us.”
To follow Mayu Iwasaki’s and Lisa MacNeill’s work in employer brand and candidate experience, connect with them on LinkedIn. To measure your employer brand, you can use the Employer Brand Index. The EBI uses 16 key attributes that measure how you compare with others in your industry.
Our clients all have unique challenges in their employer brand. These case studies provide evidence as to why improving your employer brand leads to tangible results.
Our newsletter is exclusively curated by our CEO, Jörgen Sundberg, for leaders who make decisions about talent. Subscribe for updates on The Employer Branding Podcast, new articles, eBooks, research and events we’re working on.
Privacy & Cookies Policy
This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Non Necessary".
This cookie is associated with Django web development platform for python. Used to help protect the website against Cross-Site Request Forgery attacks
Used by sites written in JSP. General purpose platform session cookies that are used to maintain users' state across page requests.
This cookie is native to PHP applications. The cookie is used to store and identify a users' unique session ID for the purpose of managing user session on the website. The cookie is a session cookies and is deleted when all the browser windows are closed.
This cookie is set bu scorecardresearch.com. The cookie is used to tracks the users activity across the internet on the browser such as visit timestamp, IP address, and most recently visited webpages. and may the data send to 3rd party for analysis and reporting to help their clients better understand user preferences.
Used by Google DoubleClick and stores information about how the user uses the website and any other advertisement before visiting the website. This is used to present users with ads that are relevant to them according to the user profile.
This cookie is used to measure the number and behavior of the visitors to the website anonymously. The data includes the number of visits, average duration of the visit on the website, pages visited, etc. for the purpose of better understanding user preferences for targeted advertisments.
This cookie is set by Youtube. Used to track the information of the embedded YouTube videos on a website.
The cookie is set by Google Analytics and is deleted when the user closes the browser. The cookie is not used by ga.js. The cookie is used to enable interoperability with urchin.js which is an older version of Google analytics and used in conjunction with the __utmb cookie to determine new sessions/visits.
The cookie is set by Google Analytics and is used to throttle the request rate.
This cookie is set by Google analytics and is used to store the traffic source or campaign through which the visitor reached your site.
This cookies is installed by Google Universal Analytics to throttle the request rate to limit the colllection of data on high traffic sites.
This cookies is set by Youtube and is used to track the views of embedded videos.
This cookie is installed by Google Analytics. The cookie is used to calculate visitor, session, camapign data and keep track of site usage for the site's analytics report. The cookies store information anonymously and assigns a randoly generated number to identify unique visitors.
Google uses this cookie to distinguish users.
This cookie is installed by Google Analytics. The cookie is used to store information of how visitors use a website and helps in creating an analytics report of how the wbsite is doing. The data collected including the number visitors, the source where they have come from, and the pages viisted in an anonymous form.
This cookie is set by Youtube and registers a unique ID for tracking users based on their geographical location
This cookie is used by hubspot to keep track of the visitors to the website. This cookie is passed to Hubspot on form submission and used when deduplicating contacts.