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How L'Oréal is redefining its Employer Brand to stay ahead

About this Webinar

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.

L’Oréal’s Employer Brand Reputation

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.

Assessing the EVP

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.

  1. Don’t rush the strategy. Data is critical in building a sustainable, truthful, and impactful EVP.
  2. Get comfy with who you are as a company. The good, the bad, and the ugly.
  3. Launch internally first and onboard your advocates.

What’s next?

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:

  1. Upskilling, empowering, and energising L’Oréal recruiters.
  2. Keep focused on where the ideal candidates are. Lisa and her team will be finetuning the channels and focusing on less cross-channel dilution.
  3. Cutting the bullshit. Using employee-generated video and tools like TikTok to put employees out there as our advocates.

About Seenit

Seenit is the employee-generated video platform for businesses. We help companies like EE, Novartis, and Vodafone securely crowdsource content from their colleagues and edit it into videos that engage 8x more than traditional content. All with a tool that anyone can use in minutes, no video experience needed.

Seenit saves you time, money, and effort and is the flexible, scalable, and safe way to crowdsource and edit content from your colleagues, wherever they are. Seenit produced content is up to 20x faster to collect, reduces production spend by 70%, and increases video output 9x.

Empower your colleagues to create engaging and authentic videos to attract talent, enhance your employer brand, and engage your colleagues with Seenit, the employee-generated video platform.

Meet the speakers

Emily Forbes Photograph

Emily Forbes

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.

Lisa MacNeill Photograph

Lisa MacNeill

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.

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