Tuesday, February 10 at 11:30 a.m., live on LinkedIn. With Journal du Luxe and EFAP - School of New Communication Professions, Live Intelligence offered an exceptional meeting for decryption and projection to understand what luxury professions will really be tomorrow, and how to prepare for them today.

Around the table: Vincent Montet, Director-Founder of the Specialized MBA in Digital Marketing & Business (DMB), Delphine Vitry, Founder of MAD, Sandra ROBICHON, CEO-Founder of Catwalks, Astrid POMMEREAU, Director Marketing Expertise & Communication, Upward firm, Orel Simon, CEO & Founder of Spoa®, Gaël Chatelain-Berry, French voice of well-being at work, creator of Happy Work. Guest Brand: Jean Claude Le Grand, CHRO & General Director of Human Relations, L'Oréal

A strategic Live Intelligence for those shaping the luxury teams of tomorrow and who want to be part of it.

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A record start for this live.

"During this Live Intelligence special HR & Luxury Professions, organized by Journal du Luxe, I had the opportunity to share a strong conviction, nurtured by the field and exchanges with many Houses. Delighted to have discussed this topic alongside Eric Briones and other passionate and essential players on these subjects." - Orel SIMON

If you haven't seen the replay, it is here in its entirety: https://lnkd.in/eZ4Begk2

Below, watch Orel SIMON's intervention.

A widely shared false diagnosis

In exchanges around HR, one observation constantly emerges: shortage of talent, recruitment tensions, new generations difficult to attract.

And yet, luxury is full of exciting professions, particularly in craftsmanship, expertise, creation, production of demanding professions, meaningful, but still too often unknown or poorly told.

It was from this paradox that I proposed, during this Live Intelligence, a slight step aside:

What if the real issue was not the lack of talent...

but the lack of desire?

The observation: luxury creates desire… except for its professions

Luxury is undoubtedly one of the sectors that best masters the art of creating desire. Desire for an object, a brand, expertise, a story. But when it comes to talking about its professions, its teams, its collaborators, the narrative often becomes functional, institutional, neutral, even boring.

Positions are described. Missions. Role sheets. Yet, new generations are not only looking for a position. They are looking for a projection, a story, a meaning.

Yet, new generations are not only looking for a position. They are looking for a projection, a story, a meaning.

A very French paradox… also visible in HR

We collectively deplore certain effects loss of attractiveness, deindustrialization, vocation crisis — while continuing to reproduce the causes that produce them. In HR, the mechanism is the same. We talk about talent shortage, but continue to tell the professions without embodiment, without emotion, without desire.

With anxiogenic speeches, we end up making work itself less desirable.

However, we do not attract with negative findings. We attract with stories.

Paradigm shift: HR enters the era of storytelling

With AI, social networks and platforms, talents no longer listen to classic institutional speeches.

They want:

• to see before believing,

• to feel before committing,

• to understand concretely what a profession looks like before going there.

The job description is no longer enough. The HR PowerPoint either. Today, HR departments must draw inspiration from what luxury knows how to do best: an storytelling inspired by B2C, cinema, series with an assumed aesthetic, meaning, and emotion.

What I observe in the field

By 2026, one thing is clear: HR departments will become media.

They will have to produce stories, formats, evidence. And disseminate them on relevant platforms: LinkedIn, but also TikTok, which massively reaches young generations.

The challenge is no longer just to recruit. It is to make people want to be part of a story. Not an idealized story. A story true, embodied, assumed.

This is what we observe very concretely when we support these subjects:

• At Parfums Christian Dior, with the series People of Dior, now in its third season.

• At LVMH, with The Doers, a series of professional portraits highlighting the expertise of Houses such as Ruinart, Nona Source, Louis Vuitton or Bulgari.

• With the Métiers d’Excellence LVMH program, notably through a film about the Virtuoses brooch designed as a superhero story, using the codes of younger generations.

• Or at Eurotunnel, to tell thirty years of history and innovation, in a deeply emotional film, broadcast on both sides of the Channel.

Every time, the principle is the same: not to “communicate HR”, but to tell human stories.

Conclusion: HR as a lever of desire

This Live Intelligence confirmed it: HR becomes a strategic lever of desire. We no longer recruit talents. We make people want to join a story. Luxury brands know how to create desire for their products. They must now learn to create desire for destinies.

Because work, too, deserves to be desirable.

Discover all our Talents & Professions cases

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Spoa® is both an agency and a production studio. We accompany luxury houses to tell what they do, what they are, and especially who makes them through campaigns, corporate content, CSR and HR topics, with a strong demand for storytelling.