L'Oréal's online game reveals top talent
Cosmetics company L’Oréal has begun competency-based interviews following the pilot run of its online recruitment game aimed at graduates, called Reveal.
The pilot focused on Cardiff University, and Thomas Riegel, recruitment director at L’Oréal UK & Ireland, told Recruiter that it is currently awaiting the results of these interviews ahead of talking to career centres at other UK universities and using the game on the milk round.
“From what we’ve seen so far the results are encouraging,” said Riegel, who added that knowledge gained about candidates during the game will enable L’Oréal to eliminate some aspects of the recruitment process for these people. “The game is intuitive and less to do with experience. It tests students on what they would do in a situation and how they would react in a specific task.” Riegel believes this approach will also enable L’Oréal to spot skilled and talented individuals who may be overlooked by other recruitment methods.
Candidates play the game via an avatar which interacts with other virtual employees and carries out various tasks and challenges in areas such as business development, finance, marketing, research and development and the supply chain. At the end of the game they receive personalised feedback on how different jobs at L’Oréal would suit them.
Although the pilot was run at Cardiff University, the game has also been generally open to others and hundreds of individuals are playing Reveal in the UK and 15,000 people globally. Riegel hopes it will establish itself as a sustainable recruitment tool for the long-term in the same way its international corporate competition Brandstorm has.
