3 Creative Employer Brand Ideas from L'Oréal
December 19, 2013
Once in a while, we come across a company out there that absolutely nails presenting its employer brand online. What they do is so inspiring, innovative and engaging that everybody wants to follow their example.
L'Oréal definitely falls into that camp.
Aside from the compelling brand name, L'Oréal has built out their fan base, abiding by one simple principle. According to Zvi Goldfarb, Head of the Talent Acquisition Digital Lab at L'Oréal, they “serve the right content, to the right audience, at the right time.”
We wanted to dig a little deeper and figure out exactly what type of content has made L'Oréal so successful. Here are three specific L'Oréal campaigns that stand out and can hopefully serve as inspiration for your next employer brand initiative:
“Are you IN?” campaign on LinkedIn
Back in October, L'Oréal hit the 300,000 follower mark on LinkedIn, joining the top 50 most followed employers on the platform.
Aside from being a great pat-yourself-on-the-back stat, this number is important because 70% of page followers on LinkedIn are interested in a job opportunity with that company.
With that in mind, L'Oréal put together their “Are you IN?” campaign. Its goal was to to celebrate the L'Oréal follower base but also engage them in a fun and career-oriented conversation.
The centerpiece of the campaign is a website (picture 1) where the L'Oréal LinkedIn followers can go and select their “IN” factor (INternational, INnovative, INvolved, INfluential and so on) and show off the their uniqueness, creativity and professional values. (pictures 2,3). Once their “IN” page is up, they can share it with the world and both get recognition for what they thought is their most outstanding professional “in” quality but also generate virality and more potential followers for L'Oréal. Nicely done.
“Who you can be at L'Oréal” on YouTube
L'Oréal careers channel on YouTube is one of the most sleek-looking and in-depth employer brand repositories I have seen. The videos are organized in central themes such as “Who we are”, “What we offer”, “Corporate responsibility” or “Talent on campus.”
However, one of the themes that stood as most successful and finely-tailored to the candidates is the “Who you can be at L'Oréal.”
In over 70 videos, employees of the company share what their job is like as well as their biggest challenges and wins. They explain their department strategy and goals and immerse the viewers into life at L'Oréal. This is by far, one of the most engaging and informative ways for a company to reveal its culture and day-to-day work lifestyle. One of the biggest strengths of these particular videos is that the featured employees range from the CFO to associate-level employees.
L'Oréal Careers on Flipboad
Flipboard is not typically a forum most companies think of when developing their employer brand and that’s why it’s so impressive that L'Oréal seized that opportunity.
The lifestyle magazine app boasts a young and highly-educated demographic and allows brands to create their own “flipboards” or magazines. They typically consist of articles and pictures, aggregated from other social networks or media publications. In L'Oréal’s case, the company created a flipboard to show off the office culture and news across the world.
This initiative is a great example of how you can use new and niche forums to reach an untapped audience.
As you're planning for 2014, think about what you're going to do to showcase your talent brand to the world at large. Hopefully the creative ideas above will help spark your own resourcefulness, no matter what your budget is.