L’Oréal Global Careers: Using Social to Find Talent

While French beauty company L’Oréal’s brands are well-known to shoppers worldwide, in some places applicants may not know much about the company as an employer. The social media team at L’Oréal Global Careers shows potential applicants what it’s like to work there - with help from Socialbakers.

“It’s a very difficult thing to add this type of competency to someone who is not a marketing person, but with Socialbakers we’ve actually been able to get them to understand how they can share content and the best ways to disseminate it.”

Alexander Onish
Digital Employer Branding Manager

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“We’re constantly trying to improve the reputation of L’Oreal as an employer,” says Alexandra Edleston, ‎HR Marketing Director of Employer Branding for L’Oréal. “We want to talk to talents who have never thought about working for L’Oréal and we want to show them behind the scenes here.”

To do this, L’Oréal’s social teams showcase current employees and give followers tips on better job applications. “We want to be seen as an authority on being good at what you do,” says Alexander Onish, Digital Employer Branding Manager for L’Oréal Global Careers.

Social media platforms are still considered non-traditional places to find new talent, Edleston says. “About 40 percent of Facebook users today are not only using it for social reasons; they are following at least one future employer.” By using Socialbakers Builder and Analytics, Onish and his team can target those users and stay on top of the conversation - all over the world.

Since starting with Socialbakers, L’Oréal’s human resources departments around the world have increased their reach among applicants.

In Germany, L’Oréal registered a 62% increase in engagement on Facebook page posts. In Mexico, the average monthly interactions leapt by more than 300%.

Part of the gains in social engagement come from an improved understanding of the benefits of social outreach on the regional level.

Onish and his team in Paris coach HR departments on social media best practices using Socialbakers tools. “The tools help them be community managers, “ Onish explains.

Socialbakers Builder plays a huge part in easing that switch, visualizing content strategies in ways that HR teams can easily get results from.

In addition, Socialbakers Analytics helps L’Oréal’s HR departments gauge progress on social. It’s improved how Onish’s team sees their data. “We use the dashboard to deeply dive into pages and charts for comparing countries.”

“We focus on growth. Fan growth, reach growth, and engagement growth,” says Onish.

Since using Socialbakers tools, L’Oréal Global Careers has improved Facebook page interactions around the world.

“Once we start seeing which content gets the most engagement, we feel confident about where we’re putting our money for digital campaigns - because we know we are out there with the right story, and we’re talking to the right people,” says Edleston.

Their position as a global employer creates some challenges, Onish says. “Each market uses different media in different ways – so we have to allow flexibility in communication styles while still remaining true to our core employer value proposition. Also it’s not always easy or obvious for an HR team to be social marketers, so we try to help make it as easy as possible when there are little to no resources”

Socialbakers Builder helps them keep to a similar format while publishing a blend of international and local content. “In some countries we use Socialbakers Builder to push content on their local page for 100% of posts; for others, it’s almost 100% local content.” In each of their major markets, the regional approach has worked.

Onish says, “We’re always analyzing our performance, looking for best practices in some regions to apply elsewhere, and making decisions on what to do next. For that, we’re always looking at Socialbakers - to see how we’re doing, and to learn how to improve.”

Quick Facts

  • Headquarters: Clichy, France
  • Established: 1909
  • Brands include: Kérastase, The Body Shop, Lancôme, Shu Uemura, Garnier, Maybelline
  • Good deeds: Partners with UNESCO to provide awards for outstanding women researchers in science
  • Frequency of social posts: At least 1 per day
  • Key countries for recruitment: 29

Challenges

  • Help L’Oréal HR teams around the world reach out on social
  • Explain company culture to potential applicants
  • Communicate with teams around the world
  • Show teams in other countries how to improve their reach
  • Coach HR personnel in best practices for social outreach

Advantages

With Socialbakers Analytics, L’Oréal Global Careers can:

  • Fine-tune performance across regions
  • Create easy-to-understand auto reports
  • Benchmark across regions
  • Compare multiple profiles- internal & external

With Socialbakers Builder, L’Oréal Global Careers can:

  • Disseminate their message from Paris worldwide
  • Tailor campaigns to regional tastes and language preferences
  • Work as a global team
  • Target the right audience with the right message
  • Save time
  • Provide an excellent customer care internally and externally

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