Business & Finance
Firms use competitive pitch challenges to screen job applicants
BBC News reports that companies are using contests to evaluate hires despite warnings over fairness.
The short version
- Companies are using competition-style pitch challenges and promotional contests to evaluate candidates and potential recruits.[BBC News]
- L'Oreal's Brandstorm challenge attracted 380,000 applicants globally this year, an increase from 240,000 in 2025.[BBC News]
- L'Oreal argues the format diversifies candidate pools, but critics warn demanding unpaid time risks economic discrimination and disadvantages quieter applicants.[BBC News]
Key facts
- L'Oreal's Brandstorm competition drew 380,000 global applicants this year, rising 58% from 240,000 in 2025.[BBC News]
- L'Oreal stated that its competition allows the company to reach a wider spectrum of candidates who might not otherwise apply.[BBC News]
- Young adult unemployment in the UK is 16.2%, compared to a broader national rate of 4.9%.[BBC News]
- Recruiter trainer Katrina Collier warned that requiring extensive unpaid work in hiring contests can cause economic discrimination against candidates who lack financial support.[BBC News]
- Psychologist Amanda Potter cautioned that competitive recruitment setups tend to favor extroverted candidates over quieter personality types.[BBC News]
What remains uncertain
- It remains debated whether competition-based recruiting widens access for candidates or creates structural disadvantages for applicants with limited spare time.[BBC News]
Sources
Outlet counts describe coverage, not independent confirmation. Reports may share a wire service or original source.