Implementation of the Employer Branding strategy for H&M

#Strategy #EVP #CareerPage #SocialMedia #RecruitmentMarketing #Campaigns #Recruitment

_About the customer

H&M (Hennes & Mauritz) is one of the world’s largest clothing retailers, offering fashion for women, men, teenagers, and children. The company is known for providing fashionable clothing at affordable prices and often collaborates with various fashion designers and celebrities on special collections.

H&M is also active in the field of sustainability, striving to increase the share of clothing made from sustainable materials and improve working conditions in the factories it works with.

Customer:

H&M / H&M Logistics

Date of completion:

2023 / 2024

Scope of work:

strategia EB, key visuals, photo & video session, landing page, online & outdoor recruitment campaign, recruitment support

_Challenges

Acquiring several hundred qualified employees
Changing the perception of the industry itself – logistics can often be perceived as a less attractive sector

Creating a concept that presents H&M through the prism of attractive working conditions and development for future employees
Involving internal employees in a workplace promotion campaign

_Set goals

LANDING PAGE

Creating a single destination for all digital activities carried out as part of recruitment communication (lead collection)

PHOTO SESSION

Our common goal was to minimize/reduce the use of so-called "stocks" in communication.

KEY VISUAL

We developed several versions of key visuals that we used at all contact points with candidates

VIDEO

We recorded a video with employees showcasing key elements of the EVP. We also showcased the modern distribution center and amenities available to employees.

OFFLINE CAMPAIGN

We used several types of media, such as billboards, city lights, parcel lockers and buses, to reach as many of our potential candidates as possible

ONLINE CAMPAIGN

Paid campaigns using Google Ads and Meta Ads complemented the offline activities.

_Effects of cooperation

- Increasing the visibility of the new H&M Group distribution center among key target groups
- Positioning a new landing page containing comprehensive job information for candidates and collecting recruitment leads
- Increased conversions (quality recruitment applications)
- Working on the implementation of EB tactics, especially photo sessions and film recordings, had a positive impact on the commitment and integration of warehouse employees
- Brand positioning against the industry competition
- Refreshing communication and building the image of an open, friendly employer
- Implementation of the plan to employ over 300 new employees within 3 months by the Grow Agency recruitment team

_Thank you for your trust and opinion

H&M Group would like to express its satisfaction with the cooperation with the GROW Studio Wiedzy agency, which supported us comprehensively in the preparation and management of the recruitment and employer branding campaign in the period September 2023 – January 2024.

The cooperation with GROW Studio Wiedzy was fruitful, its team stands out for its professionalism, creativity and commitment.

We recommend GROW Studio Wiedzy as a partner in marketing and employer branding.