'I performed on stage to get my first job' - the firms turning recruitment into competitions
Summary
Some companies are turning job recruitment into competitions where candidates pitch ideas or perform tasks to win full-time positions. This new approach, used by companies like L’Oréal, aims to attract more applicants but can also be demanding and may disadvantage those who cannot afford to spend extra time competing for jobs.Key Facts
- Yumi Liberman and her friends competed in L’Oréal’s Brandstorm competition by pitching a business idea for a haircare app.
- L’Oréal’s Brandstorm had 380,000 global applicants in 2024, a 58% rise from the previous year.
- Only the first-place team automatically won full-time jobs; others, like Liberman, gained jobs by impressing company leaders.
- These competition-style recruitments create publicity and attract diverse applicants.
- The UK’s youth unemployment rate is 16.2%, much higher than the overall 4.9%.
- Some participants find these competitions intimidating and time-consuming, needing to work on projects in their free time.
- Experts warn such processes can cause economic discrimination, possibly excluding talented people who cannot afford to spend months competing.
- Similar competition approaches have also been used at companies like MTV during internal promotions.
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