L’Oréal teams up with partner to bridge digital skills gap

Although the digital marketing area has grown exponentially in just a few short years, many employees are finding that there are gaps in their employees knowledge of the area, as technology races ahead leaving even the savviest executives with a patchy view on the area.

The introduction of the “Digital Marketing Level 1” (DM1) course aims to help give individuals and employees better transparency into digital marketing skillsets.

The programme is being rolled out for new recruits​

The company says that over 4,000 employees have already taken the DM1 and following its success it now aims to roll the programme out for future employees, with 500 L’Oréal candidates taking the course as part of their recruitment process over the past three months.

The course works on six key areas of digital marketing: digital advertising, engagement marketing, content marketing, mobile marketing, social media and multichannel marketing.

According to L’Oréal, t consists of a 45-minute online assessment that tests the foundation skills through a list of objectives to optimize campaigns, while using questions based on real case studies.

Establishing future training needs​

By using the course, L’Oréal executives are hoping to understand the competences of teams, while also identifying individual learning paths for future training and development, while also establishing a measure for post-training assessment.

“As a company recognized for its marketing expertise, it was key for us to accompany the deep transformation of marketing in the digital era by offering our employees and candidates the opportunity to benchmark themselves against the best marketers worldwide,”​ said the company’s senior vice president of talent Development.

Ultimately the company says that its employees across 60 different countries will benefit from personalised training programmes based on their score rating after taking the course.