The slogan “because you’re worth it”, used by the international cosmetics group L’Oréal, is instantly recognizable. It is a friendly phrase, which seeks to persuade people to buy the company’s hair or skin care products, not primarily because they need such treatments, but because they deserve them. Focusing on people’s self esteem to manipulate behavior is not exactly new; in fact it is tried and tested and certainly works for L’Oréal. So it is no surprise to learn that the company tells employees, and those thinking of applying for a job, that, because people are important and they are worth it, the corporate culture encourages learning on a daily basis, and that they will benefit from worldwide training networks which promote both personal and professional development.
(2004), "Training people – because you’re worth it: How top companies survived recession by refusing to cut back on educating staff", Development and Learning in Organizations, Vol. 18 No. 4, pp. 18-21. https://doi.org/10.1108/14777280410544583
Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited