LVMH : Life at the top

Careers section profiles of senior managers are effective as far as they go, but this French luxury goods maker misses an opportunity to appeal directly to entry-level candidates.

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The feature

LVMH, owner of more than 60 globally famous luxury brands such as Louis Vuitton, Dom Pérignon and Dior, is likely to attract a healthy amount of attention from aspiring graduates who want a career there. Within the ‘Talents’ section of its corporate website, the company paints a picture of life behind the scenes with a series of employee profiles.

Those profiled are all senior managers at the organisation, and include Rachel Marouani, CEO of Fred, a jewellery brand; Gena Smith, LVMH’s senior vice president of human resources; and Alessandro Sartori, the creative director of Berluti, which makes shoes and leather goods. From a first-person perspective, they each reflect on how they got their start at the company, who supported them along the way and what inspires them about working at LVMH.

The takeaway

The executive profiles, taken together, effectively convey how a career could develop at LVMH, with a breadth of roles, interests and backgrounds represented. They are well written (if slightly lengthy at nearly 500-words of straight text), personal and confessional in tone, and all centred around the somewhat vague but intriguing theme of the ‘Future of Tradition’.

Yet by profiling only senior managers, with no representation of employees at other stages in their careers, LVMH is overlooking an opportunity to show graduates and other entry-level candidates exactly where they could fit in. The stories from senior executives about how they ‘made it’ may be inspiring, but most jobseekers will have little in common with them.

LVMH would not have to abandon its executive profiles, just broaden the mix. For example, one of LVMH’s competitors, L’Oréal, the French cosmetics company, features seventeen video profiles of employees on its careers page, representing a range of seniority levels, with the capacity to filter by job function.
First published 19 November, 2014
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