'I performed on stage to get my first job' - the firms turning recruitment into competitions
Applicants have to pitch their ideas on stage in front of a panel of judges and an audience. But is this exciting or unfair?
Yumi Liberman stood on a stage in front of a panel of judges and an audience of 300 people in London in 2024. Unlike traditional job interviews, she and her two friends performed a pitch for a business idea, hoping to secure a full-time position at cosmetics giant L'Oreal. This reminded Liberman of the competitive sports she used to participate in during her youth, where the pressure was intense but she could get into a flow state.
Their proposal for a haircare app won them the UK final of Brandstorm, an international competition run by L'Oreal, where young adults presented their product and business ideas. They later went on to the global final in Paris, where they finished third. While only the first-place team automatically receives a full-time job, Liberman impressed senior figures at L'Oreal so much that she secured a marketing management traineeship with a full-time position at the end.
Competitions like Brandstorm generate publicity and buzz for companies, but the experience is met with mixed reactions. For young people, it can be exciting, but some argue it is unfair, especially given the current high youth unemployment rates in various countries. Competitions can offer hope for those struggling to find employment, but the majority of applicants, numbering over 380,000 globally, do not win anything.
L'Oreal sees the competition as an effective way to attract a wider range of potential recruits, including those who may not have considered applying for a job at the firm. However, some former competitors express concerns about the intimidating nature of these events and the potential for economic discrimination, as not everyone can dedicate time for free to participate in the challenges.
Critics also argue that competition-based hiring processes may favor extroverted individuals, potentially disadvantaging quieter personality types. Despite these concerns, companies like L'Oreal continue to use competition events as a recruitment strategy, believing that it simplifies the evaluation process and allows them to identify talented candidates more efficiently.
Written by urgent.news from BBC Business's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
