Some businesses are increasingly using competition-based recruitment methods, where job applicants pitch ideas in front of judges and audiences, reminiscent of reality TV shows. This approach is emerging as youth unemployment in the UK remains high at 16.2%, compared to the national average of 4.9%.
Cosmetics giant L'Oreal runs an international competition called Brandstorm, which saw 380,000 global applicants this year, a 58% increase from 2025. While only the winning team automatically secures full-time roles, some participants, like Yumi Liberman, have impressed senior figures enough to gain positions.
However, the method faces criticism. Former recruitment consultant Katrina Collier suggests that requiring candidates to dedicate significant unpaid time to these challenges could lead to "economic discrimination." Psychologist Amanda Potter also raises concerns that such events may favour extroverts, potentially disadvantaging quieter individuals.
Jamie Kohn, senior director for talent acquisition at Gartner, believes competition-based hiring is likely to continue as employers find it an effective way to evaluate candidates. However, she advises organisations to be mindful of the demands placed on jobseekers and to provide feedback.