Ramping Up College Recruitment Efforts – How L’Oréal and other brands bolster their efforts to recruit new talent from universities and colleges

By Chris Warren

As director of university relations and partnerships at the cosmetics giant and ANA member L’Oréal, Brittany Ramsey is responsible for identifying and attracting the marketing talent the company needs to thrive in the future. But in the past few years, the skills and education of the students L’Oréal wants to recruit has changed significantly. “Typically, your traditional marketer was doing brand marketing,” says Ramsey, whose work includes forging diversity, equity, and inclusion (DEI) partnerships and managing relations with historically black colleges and universities (HBCU). “Within the last three years our teams have drastically shifted in the digital space, and it takes time to fill those roles. Marketing is shifting and we need to help students see that and know that marketing careers may involve working on NFTs (non-fungible tokens), augmented reality, and other areas students may not associate with marketing.”

One of the most effective ways that Ramsey is able to attract new talent for digital marketing is the Brandstorm 2023 innovation competition. The annual event, which launched in 1992, invites tens of thousands of students from across the globe to form or join teams of students to “crack the new codes of beauty” using augmented reality, virtual reality, artificial intelligence (AI), and the metaverse.

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Courtesy of Association of National Advertisers