CASE STUDY - THE RECRUITING GAME AT L'OREAL

What does playing games have to do with getting a job at L'Oreal?

Everything!!

Group L'Oreal has designed a number of different games for the purpose of recruiting marketing
students. The company believes that this approach to recruiting gives it an edge in fast-growing and
emerging markets. Students play the games online. A computer tracks student’s decisions and
awards points to them as they work to increase the market value of a simulated company. Winners
to local contests travel to Paris to participate in the final’s competition. Winners receive job offers
from L'Oreal executives who have seen how they perform under pressure. Participants come from
all over the world, from countries as diverse as Indonesia & Brazil.

Brandstorm (https://youtu.be/1FVlKJzdbKE) is a game for turning ideas into products. The game
attracts more than 50,000 students per year & the company has provided scholarships & endowed
chairs to about 200 universities worldwide. Undoubtedly, the biggest winner in the competition is
L'Oreal because of the publicity the games provide to the company & the opportunity to hire top
marketing students worldwide.

1. Visit L'Oreal's Web site (www.loreal.com) and review the information about the game.
2. Critique the use of the game as a recruiting strategy. What are the advantages and
disadvantages? Besides the opportunity to get a job with the company, why do you think the game
has worldwide appeal?
3. Discuss whether you would participate in an activity such as this approach in order to get a job
with a company.
4. How could a recruitment strategy like this help L’Oreal achieve its overall strategic goals?