Tuesday, 13 June 2017

L’Oréal, General Assembly Unveil Digital Marketing Skills Test

PARIS — In order to give greater transparency into candidates and employees’ digital marketing skill sets, as digital marketing roles have doubled in demand since 2014, L’Oréal and educational company General Assembly said Tuesday they have introduced a test called Digital Marketing Level 1 (or DM1). “DM1 assesses six key areas of digital marketing: digital advertising, engagement marketing, content marketing, mobile marketing, social media and multichannel marketing,” the groups explained in a statement. “The 45-minute online assessment tests foundational skills from setting objectives to optimizing campaigns, using questions based on real-world case studies.” They said understanding the competencies of teams can guide priorities in training and measure improvement after training. L’Oréal employees in 60 countries are to benefit from personalized training programs based on their skills. “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 Jean-Claude Le Grand, senior vice president of talent development at L’Oréal worldwide. Already 4,000 employees at the French beauty giant have taken DM1, as have 500 candidates for jobs during their recruitment process there over the past

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