War for talent: the secrets of the biggest student challenge

In the midst of a war for talent, employer branding has become a strategic asset for large companies. With 32 years of history and 135,000 participants in 2024 across 64 countries, Brandstorm by L'Oréal is the student challenge of all superlatives. How can such longevity be explained? It is probably due to the fact that the challenge is open to all under-30s and to the chosen theme, which challenges students on a topical subject of interest to L'Oréal, as was the case, for example, in 2022 with the theme of new beauty codes. This type of subject inspires students, but also enables the Group to mobilise a large number of volunteers to give up some of their time to contribute and share their knowledge, and in return receive ideas, a good dose of enthusiasm and contacts that can be turned into future L'Oréal talent. As a result, more than 500 students each year encounter their first career opportunity at L'Oréal.