Apr 01, 2019
For the fifth-straight year, H&M is rolling out its Place of Possible (P.O.P.) recruiting campaign, talking up H&M’s pay, benefits and flexible hours for U.S. employees as well as opportunities for advancement and personal fulfillment.
A statement on the campaign noted the Swedish-based fast-fashion chain’s move last November to upgrade benefits for part-timers. The changes included greater flexibility around minimum weekly hours, a new scheduling app and six weeks of paid parental leave for eligible part-timers.
H&M is also communicating the chain’s commitment to social responsibility and sustainability, qualities that appeal to Millennials.
“This year’s campaign builds on the intrinsic H&M value of ‘we are one team’ and takes a deeper dive into the idea of community at H&M as represented by the phrase ‘me, us, we and you’,” H&M said in a statement. “Whether a teammate has been here for a few weeks, or since the retailer first opened in the United States 19 years ago, the values of the brand are what tie all H&M employees together. This is H&M and H&M is community.”
H&M is the place of possible. Hear our team’s story and apply to be a part of our H&M family today at https://t.co/vy0TYPh77O! pic.twitter.com/5hvysL7yVV
— H&M USA (@hmusa) September 18, 2018
In past campaigns, H&M has installed recruitment displays across its U.S. stores, including signage that read, “Your birthday being a paid holiday is possible.” Online video testimonials from current employees, college tours, as well as billboards and advertising in malls with such slogans as, “Five weeks vacation is possible” and “Going Green in Black is Possible.”
The initial campaign supported an aggressive expansion that has seen H&M’s U.S. store base rise from 363 in 2015 to 549 currently. Store growth has slowed somewhat in recent years as online sales have been emphasized, although 42 stores opened in the U.S. last year. The initial effort also arrived as the U.S. labor market was further tightening and Walmart, Target, TJX and Gap all raised wages to attract talent.
Employee advocacy campaigns have become more common across industries to aid in recruiting talent, although the strategy has been more common for retailers to encourage employees to talk up brand initiatives rather than workplace culture on social media.
DISCUSSION QUESTIONS: Are retailers missing an opportunity by not using employees as talent recruiters? Is H&M’s Place of Possible campaign a good example of how employees can be utilized for recruiting, or are there simpler ways to handle it?
“The best solution for a retailer like H&M is to launch a comprehensive MarCom campaign that encourages its employees to honestly talk about what makes them happy at XYZ.”
“A new scheduling app, five weeks leave, and going green — some nice-to-haves, but does that move the needle?”
“If (and I stress if) this is part of a retailer’s authentic company culture and employer brand promise, then campaigns like H&M’s will be very effective…”
