Because they’re worth it: L’Oreal ‘Reveal’ new talent with game
August 21, 2013 2:26 by kippreport
In the Middle East, students and graduates often struggle to secure their first internship. They increasingly rely on using the internet to find work, but companies looking to fill a vacancy often turn to personal recommendations and referrals to find the right candidate for the job; leaving young candidates with little opportunity to get their foot in the door.
However, L’Oreal – recognising the potential of new technology – has developed a series of cleverly engineered recruitment games. The company’s most recent initiative, Reveal, is an online ‘business game’ and recruitment tool aimed to tempt the best talent into the company.
Launched by the head office in Paris on an international scale in 2010, the game managed to attract 150,000 participants worldwide in its first year. It was later adopted by the Dubai office in March 2012 and recently concluded its second year in June 2013. This year, there were roughly 25,000 global participants – 145 of which came from the Middle East region.
Instead of the traditional process of picking a potential candidate from a stack of resumes, the e-recruitment model provides all students with an equal opportunity to compete and qualify for six-month internships based on sheer talent and skill, without the help of any personal contact or referral.
Every year students can enter the virtual world of Reveal, where they can learn about L’Oreal and the cosmetics and beauty industry, assess their own skills and strengths, gain experience and identify their career path. The tool also helps them identify the department best suited to them, which creates a window of opportunity for them to be considered for special graduates programs and internships at L’Oreal Middle East.
In a matter of four hours (which can be split-up any time between April 1 to the June 1 deadline), participants are presented with random challenges, questions and real-life scenarios and, with the help of experts and psychometric testing, are assessed based on the answers.
Participants also have the chance to sample what it’s like to work in five different departments – from marketing to finance – and have a brief taste of corporate responsibility. The outcome of the game helps applicants understand the global business and its various functions. It tests them and provides them with personalised feedback on their working style.
Once the game is completed, successful participants are invited to the office to attend various training sessions, interviews and workshops. Candidates are then selected for six-month internships, with the winners guaranteed permanent positions in the company.
Matthew Scott, HR director Middle East, tells Kippreport that e-recruitment ensures that companies find the best talent, rather than being limited to recommended candidates.
He explains: “I am not sure that there are many good quality internships in the region. Obviously, some of the bigger companies have internationally recognised programs, but I think it’s important to help students understand what they want to do. The last thing we want is to have an over-stretched, under-qualified intern merely filling a vacancy. We really want them to leave after six months having a good grasp of the company, how each department operates and interacts, and how to deal with real-life scenarios.”
By Haifa Badi Uz Zaman and Muhammad Aldalou