Implementation of the Employer Branding Strategy for H&M
#Strategy #EVP #CareerPage #SocialMedia #RecruitmentMarketing #Campaigns #Recruitment
About the customer
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H&M (Hennes & Mauritz) is one of the world’s largest clothing retailers, offering fashion for women, men, teens, and children. The company is known for providing fashionable clothing at affordable prices and frequently collaborates with various fashion designers and celebrities on special collections.
H&M is also actively involved in sustainability efforts, striving to increase the proportion of clothing made from eco-friendly materials and to improve working conditions at the factories it works with.
Customer:
H&M / H&M Logistics
Completion date:
2023 / 2024
Scope of work:
EB strategy, key visuals, photo & video shoot, landing page, online & outdoor recruitment campaign, recruitment support
Challenges
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Recruiting several hundred qualified employees
Develop a concept that showcases H&M through the lens of attractive working conditions and career development opportunities for future employees
A shift in the perception of the industry itself – logistics is often seen as a less attractive sector
Involving internal employees in a campaign to promote the workplace
Goals Set
LANDING PAGE
Creating a central hub for all digital activities related to recruitment communications (lead generation)
PHOTO SHOOT
Our shared goal was to minimize or reduce the use of so-called “stock images” in our communications
KEY VISUAL
We developed several versions of key visuals, which we used at every touchpoint with the candidate
MOVIE
We filmed a video featuring our employees, in which we highlighted the key elements of the EVP. In the video, we also showcased our state-of-the-art distribution center and the amenities available to our employees
OFFLINE CAMPAIGN
We used several types of media, such as billboards, citylights, parcel lockers, and buses, to reach as many of our potential candidates as possible
ONLINE CAMPAIGN
These offline activities were complemented by paid campaigns using Google Ads and Meta Ads
Results of the collaboration
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Increasing awareness of the H&M Group’s new distribution center among key target groups
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Optimizing a new landing page that provides comprehensive information about job opportunities for candidates and collects recruitment leads for the H&M Group among key target audiences
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Increasing conversion rates (high-quality job applications)
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Working on the implementation of the EB strategy, particularly photo shoots and video recordings, had a positive impact on the magazine staff’s engagement and team spirit
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Positioning the brand against competitors in the industry
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Refreshing our communication and building an image as an open, friendly employer
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The Grow Agency’s recruitment team successfully hired over 300 new employees over a three-month period
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Thank you for your trust and feedback
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