Key facts
- Yumi Liberman secured a job at L'Oréal after participating in its Brandstorm competition.
- The Brandstorm competition involves young adults pitching business ideas.
- Liberman's team won the UK final and placed third globally.
- Concerns exist that competition-based recruitment can be economically discriminatory and favor extroverts.
- Gartner suggests these hiring formats are here to stay but advises caution on candidate demands and feedback.
Companies are increasingly adopting recruitment strategies that resemble competitions, offering jobs as prizes to attract talent and generate publicity. Yumi Liberman, 24, successfully secured a marketing management traineeship with L'Oréal after her team won the UK final and placed third globally in the company's Brandstorm competition, where they pitched a haircare app idea.
Liberman described the experience as reminiscent of competitive sports, helping her enter a 'flow mode' despite the pressure. While L'Oréal stated the competition helps attract a wider range of candidates, including those who might not typically apply, the process is not without its critics.
Melissa Alcruz, who works in marketing, found a similar internal promotion competition at MTV, dubbed a 'bake-off,' to be intimidating. She noted that candidates were expected to complete substantial projects in their spare time on top of their existing demanding roles.
Former recruitment consultant Katrina Collier voiced concerns that such competition-based recruitment could lead to economic discrimination, as not everyone has the time or financial stability to participate for free over potentially months. She questioned if this disadvantages applicants from less financially secure backgrounds.
Jamie Kohn of Gartner acknowledged that these formats are likely to persist due to their effectiveness in candidate evaluation compared to traditional interviews. However, she stressed the importance of companies being mindful of the demands placed on jobseekers and providing feedback.
Psychologist Amanda Potter raised concerns that these assessment methods might favor extroverted personality types, potentially disadvantaging quieter individuals and leading to a workforce composed primarily of ambitious, competitive personalities.