Managing Recruitment: New Global, Creative, College Recruiting Approaches Sumita Banerjee – Vice President, Talent Recruitment 1
New Global, Creative, College Recruiting Approaches
Jul 07, 2015
Today’s college students want a more personal candidate experience and authentic employer message — with a peek into the reality of an organization’s culture, style, and ways of working.
Sumita Banerjee who leads recruitment for L’Oreal, the No. 1 beauty company in the world with more than 28 global brands, is working on providing just that. She’ll share some of the innovative solutions that the company has implemented, like its campus internship candidate assessment model called “A Taste of L’Oreal,” which increases candidate attraction and engagement, built with senior executive involvement.
She’ll also talk about a pioneering new Global MBA campus pilot program which uses the power of the company’s worldwide presence to increase candidate attraction and meet the demand for future top talent globally. The program allows students to use get an education in the U.S., gain work experience without requiring sponsorship, and return to their home countries to launch their careers with the organization.
Sumita Banerjee who leads recruitment for L’Oreal, the No. 1 beauty company in the world with more than 28 global brands, is working on providing just that. She’ll share some of the innovative solutions that the company has implemented, like its campus internship candidate assessment model called “A Taste of L’Oreal,” which increases candidate attraction and engagement, built with senior executive involvement.
She’ll also talk about a pioneering new Global MBA campus pilot program which uses the power of the company’s worldwide presence to increase candidate attraction and meet the demand for future top talent globally. The program allows students to use get an education in the U.S., gain work experience without requiring sponsorship, and return to their home countries to launch their careers with the organization.
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Managing Recruitment:New Global, Creative, College Recruiting Approaches
Sumita Banerjee – Vice President,
Talent Recruitment
1
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Managing Recruitment:New Global, Creative, College Recruiting Approaches
Sumita Banerjee – Vice President,
Talent Recruitment
3
L’Oreal Global
4
creating & innovating beauty products
for over 100 years
largest beauty company in the world
27 international brands
corporate offices in 73 countries
over 70 thousand employees
globally
42 manufacturing facilities
145 distribution centers
employees represent over a 126different nationalities
29 billion dollars in sales
Like-for-like sales trend 2011/2012Like-for-like sales trend 2011/2012
+18.3 %
+ 8.7%
+17.6
%
+18.6 %
+2.1 %+5.1 %
L’Oreal’s Global Performance
L’Oreal USA
6
largest beauty company in the US
headquarters inNew York City
over 10 thousand
employees
6 manufacturing facilities
8 distribution centers
33national brands
5+ billion dollars in sales
3 research centers
What does it take to become a beauty giant?
7
L’Oreal Beauty Business Model
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Innovation
Acquisition
Diversification
Multichannel
• 611 patents registered in 2012• 18 research centers • Over 500 new products launched last year• 130 new molecules created in 40 years
L’Oreal Beauty Business Model
9
Innovation
Acquisition
Diversification
Multichannel
• Mission to balance organic growth with strategic acquisition
• 20 of the 27 international brands were acquired across all categories
L’Oreal Beauty Business Model
10
Innovation
Acquisition
Diversification
Multichannel
• Products in every beauty categories: hair color & care, make up, skin care & perfumes.
• Products are offered in a every price point range
Acquisition of High Potential Global Talent
L’Oreal Beauty Business Model
11
Innovation
Acquisition
Diversification
Multichannel• Products are sold in every channel: salons,
pharmacies, mass, department stores, e-commerce, travel retail, spas & doctor’s offices
Innovative LeadershipTalent Acquisition Models
• Taste of L’Oreal – a weekend recruitment event for
a targeted select group of undergrads & MBA students to experience life at L’Oreal while competing for a spot in our summer internship class
• Global Management Development Program -Identify and engage top international MBA talents studying in the U.S. who have global potential
12
Taste of L’Oreal USA: Path to a summer internship
GoalAttract &
ScreenElements of
TasteAssessment
Results & Insights
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Our Goal: To immerse students into L’Oreal’s unique culture through multiple touch points including an interactive case study, formal interviews and networking opportunities with senior leadership. The insight we gain from the interaction increases our ability to assess and predict a student’s leadership and career potential with the global L’Oreal group
Taste of L’Oreal USA
GoalAttract &
ScreenElements of
TasteAssessment
Results & Insights
14
• L’Oreal strategically targets core universities through multiple channels including social media, in person info sessions, career services, professor referrals and diversity conferences
• Applications include detailed essays for completion
• Every essay is reviewed & selected applicants are phone/video screened for potential
• Finalists are screened in person
• Formal invitations are sent to the top applicants for all-expenses paid weekend
Taste of L’Oreal USA
GoalAttract &
Screen
Elements of
Taste
AssessmentResults & Insights
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Friday
• Students check in at hotel
• VP Marketing Global Maybelline presents innovation project
• L’Oreal Divisional Presentations
• Cocktail Reception & Senior Leadership Networking Event
Saturday
• Networking Breakfast
• Case study working session, including Trend Safari
• Networking Lunch
• Working team presents case study findings & conclusions
• Free time to explore NYC and gain diverse experiences
• Networking dinner
Sunday
• Formal interviews 2 on 1
• Weekend is concluded
What do we learn from Taste
weekend?
What does the student learn
from the Taste weekend?
Taste of L’Oreal USA
GoalAttract &
Screen
Elements of Taste
WeekendAssessment
Results & Insights
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Do we match?
Will my personality fit?
Is L’Oreal a stable company with lots of opportunities?
What’s the culture like?
Is L’Oreal a place where I can grow a career?
Do the candidates have the qualities to innovate and
drive future business results?
Do the candidates have the potential to succeed
globally?
Will they thrive and grow in our culture?
Do they have the potential to be an exceptional leader
Taste of L’Oreal USA
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51%Conversion rate
from Taste
candidate to
Intern Hire
Conversion rate
from Taste to full
time offer post-
internship
27%
• `Goal
Attract & Screen
Elements of Taste
WeekendAssessment
Results & Insights
Results: Taste of L’Oréal 2013 Marketing Hosted 106 candidates from 44 universities
Featured 3 Marketing case assessments focused by division
55 offers extended to candidates (51% conversion)
143 L’Oréal Business partners participated
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Taste of L’Oréal Finance
First ever finance specific recruitment event
18 students hosted for 9 offers extended to candidates (50% conversion)
Global Marketing – How effective was the innovation content?
73 students thought the Sourcing Ideas Presentation was excellent.
Students were “amazed” and “inspired” and thought the VP was “unbelievable.”
Uniqueness – How Unique was Taste, Compared to other
Recruitment Events?
86% believed that that the uniqueness of the event was
excellent
82% considered their overall experience to be excellent
Awareness – How did Students learn about Taste?
40.2% on-campus information sessions
30.5% campus career center
25.6% L’Oréal website
Attractiveness – Rate the Attractiveness of L’Oréal as an Employer, Before & After Taste
69% said L’Oréal very attractive before Taste
95% said L’Oréal very attractive after attending
Taste
*Survey results reflect the responses of 94/106 students who attended Taste.19
Student Insights
Taste video
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Global MDP L’Oreal USA
Situation StrategyAssessment
ProcessImpact
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Global goal: 1 billion new consumers by 2020
10% of our growth will be in the US & 90% of the growth will be outside the US
US attracts some of the best minds for graduate level study
Global MDP L’Oreal USA
Situation StrategyAssessment
ProcessImpact
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Strategy:• Target schools with critical mass of talented international populations• Secondary presence with affinity groups at key schools• Additional recruitment through Diversity conferences
Key functions: • Marketing, Finance, Sales, Supply Chain
Two innovative approaches:• Option 1: Start with 1 year US integration, followed by return to home
country (dual contract signed)• Option 2: Start directly in home country
Target backgrounds• Latin America (Primarily Mexico and Brazil), China, India and Russia
Global MDP L’Oreal USA
SituationAttract &
Screen
Assessment
ProcessImpact
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US COLLECTS &
REVIEWS
RESUMES
US
TELEPHONE
PRE-SCREEN
PARTNER
COUNTRY ASSESSMENT
US CONDUCTS IN PERSON INTERVIEW
OFFER FOR US or
PARTNER COUNTRY
US ASSESSMENT
PARTNER COUNTRY
CONDUCTS SKYPE
INTERVIEW
Global MDP L’Oreal USA
SituationAttract &
Screen
Assessment
ProcessImpact
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• New hire Integration in Key Strategic Business Market
• Opportunity for students to leverage US education & cultural experiences (OPT Visa allows for 12-18 months work in US market without sponsorship)
• Assimilation into the L’Oreal company culture results in more immediate business impact potential when starting home country assignment
• Highly competitive US compensation (aligned with market) for Year 1
• Salary adjusted for local equity with competitive context in home country
Competitive Advantages:
Global MDP L’Oreal USA
SituationAttract &
Screen
Assessment
ProcessImpact
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Marketing
Supply Chain
HR & SalesFinance & Marketing
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Our Global EVP
Employer Value Proposition
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Thrilling Careers…Culture of Excellence
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Managing Recruitment:New Global, Creative, College Recruiting Approaches
Sumita Banerjee – Vice President,
Talent Recruitment
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