caso uomo x studenti
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Case study: “Men Attraction in L’Oreal Italia”
The 6 elements of the L’Oréal Strategy
The 1st element: a unique expertise in Beauty
SkincareSkincare
HaircareHaircare
Make-upMake-upHairHaircolourantscolourants
PerfumesPerfumes
BEAUTY EXPERTISEBEAUTY EXPERTISE PEOPLESCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT
The 2nd element: the Science of Beauty
BEAUTY EXPERTISE PEOPLESCIENCE OF BEAUTYSCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT
BEAUTY EXPERTISE PEOPLESCIENCE OF BEAUTY PORTFOLIOPORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT
The 3rd element: a strategic portfolio of Brands
The 4th element: Global or nothing
BEAUTY EXPERTISE PEOPLESCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHINGGLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT
Environmentally responsible
Socially ethical Supporting communities
The 5th element: our commitment to Sustainability
BEAUTY EXPERTISE PEOPLESCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENTSUSTAINABLE DEVELOPMENT
The 6th element: our People
BEAUTY EXPERTISE PEOPLEPEOPLESCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT
A successful company but a challenge to take
up…Men attraction
A Global Stretch on Talent Context
• The “war for talent”
the only limit for companies to delivering their business strategies is going to be their capacity to attract, detect, select, secure and develop the best people
• An increasingly difficult context
In Europe, by 2025, 125 Million migrant workers will be required in Western Europe alone to sustain growth
70 million Baby Boomers expected to retire over the next 15 years and only 40 million workers expected to enter the workforce
The need to deal with strong European competitors
ITALY - OVERVIEW• Rank Business vs Engineer :
7 vs 26• Rank Female vs Male :
3 vs dopo 60
Ideal Employer ranking (1-10) Business
EmployerRank 2009
Percent 2009
Rank 2008
Employer
Ferrari 1 15,04% 1 Fiat Group 16 7,91% 12Apple 2 13,81% - Barilla 17 7,38% 13Giorgio Armani 3 12,65% 3 Mondadori 18 6,71% 10Intesa Sanpaolo 4 12,39% 2 ENI 19 6,67% 29Google 5 11,74% 6 Ernst & Young 20 6,48% 26Procter & Gamble 6 10,96% 5 The Boston Consulting Group 21 6,43% 24L'Oréal 7 10,12% 8 Valentino 22 6,06% 11European Central Bank 8 9,56% 4 Benetton 23 5,94% 9Unicredit Group 9 9,02% - Nokia 24 5,94% 7Coca-Cola 10 8,99% 14 J.P. Morgan 25 5,63% 15LVMH Moet Hennessy Louis Vuitton
11 8,48% 34 PricewaterhouseCoopers 26 5,50% 21
Ideal Employer ranking (1-10) Engineering/ IT/ Natural
SciencesEmployer
Rank 2009
Percent 2009
Rank 2008
Employer
Ferrari 1 21,24% 2 Accenture 16 6,05% 27Google 2 16,55% 1 Fiat Group 17 5,72% 16Apple 3 13,20% - General Electric 18 5,71% 34ENI 4 12,75% 8 IKEA 19 5,39% 14Nokia 5 12,23% 3 Cisco Systems 20 5,19% 11Microsoft 6 10,40% 4 Audi 21 5,18% 25BMW 7 8,88% 15 Siemens 22 5,06% 31IBM 8 8,70% 7 Barilla 23 5,03% 10Enel 9 8,44% 13 McKinsey & Company 24 4,82% 37Ducati 10 8,16% 12 STMicroelectronics 25 4,38% 39
Ideal Employer ranking (1-5) Female
EmployerRank 2009
Percent 2009
Rank 2008
Employer
Giorgio Armani 1 15,14% 2 Nokia 16 6,59% 18Mondadori 2 13,54% 1 Unicredit Group 17 6,49% -L'Oréal 3 12,71% 3 ENI 18 6,25% 20Apple 4 11,71% - European Central Bank 19 5,92% 12IKEA 5 11,28% 6 Fiat Group 20 5,49% 13
Ideal Employer ranking (1-5) Male
EmployerRank 2009
Percent 2009
Rank 2008
Employer
Ferrari 1 24,04% 1 Audi 16 6,46% 19Google 2 16,55% 2 Intel 17 6,26% 16Apple 3 16,41% - IKEA 18 5,87% 24ENI 4 11,62% 4 Intesa Sanpaolo 19 5,39% 17BMW 5 9,98% 7 Giorgio Armani 20 5,10% 20
28%
30%
36%
44%
2008 Analysis
MALE CHALLENGE
How male students perceive L’Oréal?
- a feminine company
- low awareness of our brand portfolio
- leader company, with quality products
What do they want?
- vision on career path
- “team” challenge
- international opportunity & learning from experts
Sourcing talents : campus activities 2008
Present in Universities
Active in Universities and Masters
Career services
• career fairs
• présentations (with
managers)
• Business Games promotion
Strong Academic parnerships
• Brandstorm
• Business games
• Case Studies
Students network
• Social community: Facebook
• Film stagiaires
• AIESEC
How to contact with L’Oréal ?
INTERACTDISCOVERNETWORK
Business game example: Launching 2010!!!Launching 2010!!!
www.reveal-thegame.com
Attraction
• Web 2.0 e Video Annunci
• Europportunity• Launch REVEAL
Sourcing & Selection
• Europportunity
• Quota blu
Progetti Esistenti
Questions…
As Human Resources Director of L’Oréal Milan, you have to answer the following questions:
1.What is at stake with the men attraction issue ? (SWOT analysis of the situation)
2. Develop an action plan (defining long term strategy and settling mid & short term actions)
Short Term (… mesi) Mid Term (… mesi)
Career services
Strong Academic parnerships
Students network
May Be Useful… Good Work ; )