[L 'Oré al's Human Resource Management] L 'Oré al's Human Resource Strategy

L "L 'Oreal Group is one of the Fortune 5 companies and a world-famous cosmetics manufacturer. In 197, the 28-year-old French chemist Euren Schuller invented the world's first non-toxic hair dye, which led to the establishment of L 'Oreal Group. After a century of hard work, L 'Oré al Group was founded, and L 'Oré al has jumped from a small family business to the world leader in cosmetics industry.

L 'Oré al: Let employees display their talents in a relaxed environment. Tony Russell, director of human resources in L 'Oré al Group Asia, said that L 'Oré al cosmetics in France is an eternal dream in the hearts of women who love beauty all over the world, because it symbolizes everything that women dream of, such as beauty, fashion and taste! Besides L 'Oré al Paris, other brands that ladies are familiar with are Maybelline, Lancome, Vichy, etc. L 'Oré al has a famous saying about human resources, that is, the criteria for employing poets and farmers. As a 1% cosmetics company, it emphasizes creativity and foresight. Cosmetics is an industry between personal care and fashion. To lead fashion in this industry, employees are required to have a deep understanding of beauty and humanity, and people are required to have rich imagination and creativity. This kind of imagination is to be original to the whole concept, to be deep, and to challenge the existing concepts. This is not only in marketing, but also in product research and development. Imagination and creativity and interest in art itself will be transformed into a driving force for product innovation. L 'Oré al requires employees, especially marketers, to have this quality. This is the quality of poets. Naturally, this does not require them to really write poems. On the other hand, Cosmetics is a highly competitive industry. Employees are full of concepts, and ultimately they have to put them into business. This is the concept of farmers. Being imaginative means being very close to customers. Even if you are imaginative, you should listen to customers' needs with humility, discover their needs, understand their needs, and be able to work very hard. This industry is closely related to retail. Sometimes it is very hard to ask employees to stand at the counter on weekends. This kind of quality that can solve problems and be close to customers is called farmers. At the same time, as farmers cherish their own seeds and land, every penny should be spent in the right place to make the best use of these resources. Finally, there must be perseverance. Farming is hard, but you must persevere and adapt to the changes of the weather. Until the day of harvest.

1. There is a set of effective practices in recruiting, developing and employing people, which are promoted by L 'Oré al companies all over the world. Taking recruitment as an example, there are "L 'Oré al Campus Planning Competition -Marketing Award" and "L 'Oré al Global Online Business Strategy Competition -L"Oreal e-Strat Challenge". These two events are important for L 'Oré al to select outstanding talents in the world.

The planning contest is aimed at students above grade three. Participants should design products and take out samples within 3-4 months, and work out the sales, promotion, advertising plan and financial balance sheet of the products. The whole competition focuses on creativity, new ideas and designs for product concepts.

The online strategy competition simulates the real situation of the international cosmetics market and all kinds of commercial competitive factors under the new economic environment, so that future managers can run a virtual company through the network and make strategic decisions on R&D, marketing, marketing, brand positioning and advertising. This competition focuses on the training of leadership decision-making ability under uncertain circumstances, with internationalization and localization at the same time.

2. The career development plan of L 'Oré al employees is very perfect in the industry.

Employee induction training: L 'Oré al provides induction training for every new employee, introducing them to the company's history, corporate culture and the operation of various businesses and functional departments.

Professional skills training: L 'Oré al regularly organizes professional skills training for various personnel, such as sales, marketing planning and financial personnel, according to their different potentials and expectations of the company. Employees can not only update their knowledge in time, but also enhance their competitiveness.

Management skills training: L 'Oré al has always adhered to the cooperation with famous schools. In China, L 'Oré al cooperated with the most powerful and large-scale China Europe Business School in China to provide on-the-job MBA courses (project management, financial management of non-financial personnel, human resource management, market strategy and other modules) and related skills training (such as negotiation skills, Interpersonal skills, etc.), and make a long-term career development plan for the young manager of China. At the same time, L 'Oré al attaches great importance to cooperation, and through efficient team building and training, it is entertaining and entertaining, and all the qualities needed for teamwork, such as trust, unity, competition and cooperation.

Every year, the company's senior managers will have the opportunity to be sent to the French headquarters in Paris. Participated in the leadership training called "Leadership for Growth" jointly organized by L 'Oré al Group and INSEAD, a well-known European business school. Students met top MBA professors and learned advanced management concepts with management elites from all over the world. In 1998, L 'Oré al established the first management training center of the Group in Singapore-Asia-Pacific Management Training and Development Center. According to the characteristics of the Asian market and the specific training needs of employees, the center organizes corresponding management training programs to cultivate senior management talents for the group. L 'Oré al China sends a large number of company elites to Singapore to participate in various training courses every year, so that they can communicate with managers from other Asian countries. In China, in addition to entry and professional skills training, it also cooperates with China Europe International Business School. Provide on-the-job MBA courses and various courses for employees with development potential, and customize long-term career development plans for young China managers. L 'Oré al not only provides attractive salary, but also attaches importance to career development direction and personal value expression. In L 'Oré al, employees' career, salary and career development direction can be parallel or staggered. Many people may not know much about the situation when they first enter the company, but after a period of familiarity, After understanding the specific operation of the company, they can choose a career direction suitable for their own development. For example, those who do marketing can change to sales, and those who do sales can also change to personnel. The company will provide employees with corresponding technical and management training. Overseas training: For senior management talents, L 'Oré al provides them with overseas training. At present, L 'Oré al has many cooperation projects with a famous French business school. The company sent China's senior manager to the headquarters of French Business School and Singapore for MBA training. Salary level: L 'Oré al's salary level is in the forefront of the cosmetics industry and highly competitive. Besides the national statutory insurance and housing provident fund, the company also provides medical reimbursement (including family members) and distributes its products every two months.

3. As a highly international company, L 'Oré al needs internationalized management talents with international vision and experience, and at the same time, they understand the internationalization of the local market. In this respect, L 'Oré al never uses the so-called corporate culture to set up a framework for employees. In L 'Oré al, employees have a lot of freedom and space to give full play to their talents, including the right to make mistakes. Of course, in the company's view, how to learn and grow from mistakes is an important basis for measuring the career development potential of employees. In L 'Oré al, senior managers.

4. L 'Oré al, founded in 197, was a latecomer in the China market, and did not enter China until the end of 1996. However, after more than six years of establishment, L 'Oré al came from behind, showing the king's demeanor. In 22, L 'Oré al China's sales reached 886 million RMB, a sharp increase of 61.3% over the previous year. Among them, Lancome, Maybelline and Vichy were the three major brands. Ranked first in the mass cosmetics market and pharmacy active health cosmetics market. According to the statistics of China Industry Enterprise Information Publishing Center, Maybelline occupied 23.9% market share in China lipstick market in 22, which was 2.5 times that of the second place. L 'Oré al is a very dynamic company and a people-oriented company. They create an atmosphere where every employee can put forward his own ideas and opinions. Give full play to your talents in a relaxed environment. "

5. Mr. Owen Zhong, the global president of L 'Oré al Group, once said that the ultimate standard of a company's success is that it can constantly update itself, and recruiting outstanding talents is a positive method to make the company more self-reliant, which is also the mystery of L 'Oré al's success for more than 1 years. It is L 'Oré al's tradition to attach importance to recruiting fresh graduates. Every year, 7 to 8 fresh graduates from more than 5 countries all over the world join L 'Oré al. The recruitment method of L 'Oré al is mainly campus recruitment, and L 'Oré al pays more attention to comprehensive key universities, such as Peking University, Fudan University, Shanghai Jiaotong University, Sun Yat-sen University, etc. The recruitment assessment of L 'Oré al is mainly interview. After the company makes publicity and introduction on campus, collects and screens resumes, the personnel department conducts the first round of interview. The personnel department will take the initial test back to the company and discuss with various departments to determine the required number of positions, screen the selected candidates, and each demanding department will conduct two rounds of interviews. Proactive talents are most needed, and L 'Oré al hopes that young people from different cultural and educational backgrounds will join in and create a creative team. They are open-minded, can foresee the market and grasp the rapid changes and the different needs of customers and consumers. For college students, They should have distinct personalities: bold, imaginative, able to put forward new ideas frequently, and make their own unique contributions to the global and long-term development of the company. They should have proactive and enterprising personality, and work in L 'Oreal with great freedom and openness, without too many rules and regulations, and they will not follow the steps like in other enterprises. The boss will not arrange and assign tasks to you, and they must do everything. For L 'Oré al's corporate culture, the biggest feature is diversity and inclusiveness. The company encourages the integration of different cultural backgrounds, hoping to gather the wisdom and inspiration of employees from all over the world and promote the global development process of individuals and enterprises. L 'Oré al is a French company, but the brands it operates are from different countries such as France, the United States, Italy, Japan and Argentina. Correspondingly, the company is multi-national, multi-ethnic and multi-cultural in personnel composition. * * * Together form an international family, an international family. Shi Xiaobai, an international family, said that among the top 5 companies in the world, there are very few non-native CEOs, while the CEO of L 'Oré al China is not French but British, and the general manager of L 'Oré al is an Italian, which can reflect the company's internationalization and cultural concept of fair opportunity. In management, L 'Oré al has always adhered to two principles: behavior and action-L 'Oré al pursues "poet". Farmers "are characterized by reality, self-discipline and down-to-earth. Another management focus is to arrange new positions and tasks for young people who have successfully completed their tasks as soon as possible, so as to constantly challenge their personal abilities. In L 'Oré al, few employees work in a position for a long time, which is different from the rotation system of some companies. It is not a prescriptive system, but an objective demand. In L 'Oré al, new positions are constantly being created. The company will first consider selecting talents from the old employees to supplement these positions, and the vacant positions need to be filled by people, which makes the talents flow internally. L 'Oré al has a long-term career development plan for employees, evaluates their performance and skills every year, and designs a training plan for their abilities and gaps. L 'Oré al's training is not a "nutrient solution" type, but tailored to the needs of different employees, and the company has invested heavily in it, hoping to cultivate L 'Oré al's future senior management.