In recent times, competition-style recruitment processes have gained popularity among global corporations, offering intriguing opportunities but also raising concerns about fairness. Yumi Liberman, a 24-year-old candidate, experienced such an approach firsthand when she pitched a business idea at a L’Oreal event in London in 2024. Alongside two friends, she presented a haircare app concept to a panel of judges, vying for a chance to secure employment with the cosmetics giant. The opportunity to pitch was part of L’Oreal’s Brandstorm contest, an international competition aimed at identifying fresh talent and innovative ideas.
Liberman, despite not winning a full-time position directly, impressed L’Oreal’s senior management sufficiently to earn a place on their marketing management traineeship, culminating in a secure job. This contest-based recruitment method generates buzz for companies and draws applicants from diverse backgrounds. Yet, it also prompts a debate on whether the excitement of such challenges is overshadowed by fairness issues.
Pros and Cons of Contest-based Recruitment
Globally, youth unemployment remains a pressing issue, with rates often higher than the national average. In the UK, for example, the young adult unemployment rate stands at 16.2%, starkly contrasting the overall 4.9%. Competitions like L’Oreal’s offer a glimmer of hope to young job seekers. Brandstorm attracted 380,000 applicants this year, marking a 58% increase from 240,000 in 2025. L’Oreal representatives highlight the competition’s success in drawing a diverse pool of potential employees, many of whom might not have considered the brand otherwise.
Nonetheless, this competitive approach has faced criticism. Melissa Alcruz, who previously worked for MTV, recalled participating in a similar internal competition for promotion. She noted the pressure and additional workload of pitching new sponsorship and marketing campaigns alongside her existing responsibilities. Such experiences have led experts like Katrina Collier, a former recruitment consultant, to voice concerns. She warns that the time-consuming nature of these challenges might favour individuals from financially sturdy backgrounds, thereby potentially sidelining talented applicants without such support systems.
Broader Implications and Perspectives
Jamie Kohn, Gartner’s senior director for talent acquisition, believes competition-based hiring will persist due to its efficacy over traditional interviews. However, she stresses the importance of providing feedback to participants, enabling them to improve their skills regardless of the outcome. Meanwhile, psychologist Amanda Potter highlights another dimension—these contests may favour extroverted personalities, which could discourage quieter individuals from engaging, ultimately influencing organisational culture.
Despite these concerns, for someone like Liberman, who faces challenges due to severe dyslexia, traditional recruitment processes could have been more daunting. Successfully navigating the L’Oreal competition allowed her to bypass unemployment post-university, a situation her peers face despite their prestigious backgrounds. Her journey underscores the dual nature of contest-based recruitment—offering unparalleled opportunities while necessitating an ongoing evaluation of its fairness and inclusivity.
Reporting based on coverage first published by bbc.co.uk.