When L'Oréal became creative with its employer branding
Once in a while, we come across a company out there that absolutely nails employer branding online. What they do is so inspiring, innovative and engaging that everybody wants to follow their example.
L’Oréal definitely falls into that camp.
The international cosmetics conglomerate effortlessly juggles careers-specific pages on LinkedIn, Twitter, Facebook, YouTube and even Flipboard and has hundreds of thousands of followers.
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 branding 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.
“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 branding 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.”
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.
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