We’ve all heard of them: Louis Vuitton, Burberry and Chanel. Three massive fashion luxury brands. Three huge consumer brands. But what about their employer brand?
Let’s explore their unique takes on employer brand, and how they utilize employer brand in tandem with their ever-popular consumer brand.
1. Louis Vuitton
The fashion house and luxury retail company was founded in 1854 by Louis Vuitton. The label’s LV monogram appears on most of its products, ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelry, accessories, sunglasses and books.
For the 12th year in a row LVMH figures first among French students at business and management schools, according to Universum. This ranking is the result of a dynamic and innovative human resources policy that actively engages with young talents. These results confirm the attractiveness of the LVMH Group and its Maisons, recognizing the effectiveness of our recruitment and talent development policy. Over 200 events were held in 2016 to engage with students.
— LVMH (@LVMH) April 4, 2018
When we take a look at the Louis Vuitton careers page, there’s an overload of information about the fashion house. Visually the careers website is very attractive, with separate chapters, supported by loads of visuals, which is always a plus!
The British luxury fashion house is headquartered in London, England. Last year Christopher Bailey decided to leave Burberry, which was shocking for the fashion industry. But now the new Burberry CEO Marco Gobbetti wants to take the brand upscale and totally go against its history and traditions. Repositioning a 161-year-old business with so much history seems impossible. The Burberry brand is kind of royal, since the trenches were worn during the First World War by British soldiers, and the house was granted Royal Warrants by the queen.
Besides being an ‘old’ brand, Burberry keeps up to date on social media, especially Instagram, where they have an astonishing 11.2 million followers. Just like its other high-end competitors, Burberry is using its account to post (backstage) pictures from campaigns, fashion shows, shoots and more.
On the careers page, the Burberry heritage is very present, but you can also find a sustainable future vision for 2022. Despite that the “working at Burberry” section is a bit plain and sometimes not structured logically, you can still find all the information you want.
One of the most popular brands of all time, ever since Gabrielle ‘Coco’ Chanel learned her sewing skills from the nuns in the orphanage. She opened her first store in 1910, financed by one of her many admirers. At first she started off with hat making, but soon enough she turned to women’s clothing. All of Chanel’s designs turned out to be revolutionary and timeless, such as the tweed jacket and classic flap bag.
— CHANEL (@CHANEL) April 4, 2018
Whilst the flap bag is sophisticated and timeless, the careers website could use a bit of work. First of all, when first visiting the site, you’ll be asked to select a country. After selecting, you’ll only be able to see the applications for that specific country. The consumer website of Chanel is visually very attractive, but the careers page is quite the opposite, with no images at all!
Let’s Wrap it up
So, what can we say about the way these three major fashion brands are activating their employer brand? Well, it seems like Louis Vuitton is the winner when it comes to the careers page, also because they’re the only ones with the careers page as a part of the official website. However, the brands are solid (but mostly consumer) brands on social media, which makes it difficult to pick a winner. Let’s just say they could all put some more effort in their employer brand. Whether that’s the structure of a careers page or creating relevant content for specific platforms.