The State of Employer Brand 2022
4 Feb, 2022
On the 4th of August, we welcomed Lisa MacNeill, L’Oréal’s Global Employer Brand manager, to the fifth webinar of 2022. As the world’s leading beauty company, attracting candidates has never been an issue for L’Oréal. Receiving six-figure job applications each month, you’d think life would be easy for the employer brand team? In the webinar, Lisa talked through the challenges faced, from attracting the right people to how L’Oréal showcases what life is like at the company.
We covered three key themes.
Lisa chatted about the misconception that L’Oréal is just a red lipstick company. They owe a lot of business success to the marketing team, but it’s just one aspect of the business.
Today, L’Oréal is as much a tech-driven organisation as it is a beauty company. But as an employer brand team, how can they overcome this misconception?
Lisa talked about how the employer brand team’s job is positioning L’Oréal as a beauty tech company. But how can they attract candidates that understand how L’Oréal embraces and leverages technological advancement for business growth, employee engagement, and a better beauty industry?
In the webinar, we dived into Lisa and her team’s plans to achieve this goal. From going back to the basics of EVP and mastering messaging to learning more about their candidates and what motivates them, we explored how L’Oréal puts candidates at the centre.
It’s been two years since L’Oréal launched its employee-value proposition, encouraging the workforce to have the ‘freedom to go beyond’.
Lisa shared how they approached the EVP and explained how they analysed what employees actually experience and realistic candidate expectations.
Fundamentally, Lisa believed that an EVP shouldn’t be trendy but true to the heart of a company. Tweaks and changes should be made, but the soul of L’Oréal is its people, and it’s the permission the company gives to take risks and fail.
As Lisa put it, it’s the freedom to go beyond.
We looked at what worked well and what didn’t perform as Lisa had expected. Lisa also shared the three bits of advice she would give her former self if relaunching the EVP now.
The final topic we discussed is how being the #1 beauty company worldwide only scratches the surface for L’Oréal. As a leader in innovation and sustainability, the CES convention recognised L’Oréal for its contributions toward technological innovation linked to reducing water, carbon, and plastic.
Going forward, a key area of their Employer Brand strategy is increasing awareness in the space as a leading and innovative tech-driven company.
We also chatted about using TikTok for talent attraction, sharing a video staring Lisa herself! Lisa shared three focuses for her team going forward:
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CEO and Founder
With a background in documentary and production, Emily founded Seenit with a mission to create a more open, human and inclusive world through the power of collaborative storytelling. With the belief that everyone has a story worth telling, and an opinion worth contributing, she has built a platform to enable any organisation to co-create User-Generated Video with their own employees, amplifying the voices of those most knowledgeable and passionate about a subject or situation. Seenit today is working across the UK, Europe and US powering stories for customers such as Amazon, Citi Bank, and Sky.
Global Employer Brand Manager
Lisa is an experienced and passionate Employer Branding Manager, content creator, and storyteller with varying working experience in the cosmetics industry and government. Lisa has worked for L'Oréal since 2019 and is part of the global team, with a focus on strategy, frameworks and helping localised markets deploy the strategy. Originally from Toronto, Lisa studied at Montpellier Business School and works in the L'Oréal HQ in Paris.
21 Apr, 2022