Fashionably speaking

H&M Canada boosts recruitment by overhauling employer branding strategy
By Stacy Parker
|Canadian HR Reporter|Last Updated: 03/20/2017
H&M
Credit: Vytautas Kielaitis (Shutterstock)

Already recognized as one of Canada’s top employers, H&M Canada wanted to ensure it was attracting and retaining the best of fashion retail talent. While employee engagement was strong, like most retailers, it still saw an opportunity to communicate with current and prospective employees in a more impactful way.

Challenges

The Canadian labour market saw big gains in 2016, with a significant spike in part-time work, which means talent acquisition and retention are becoming increasingly competitive. This holds especially true among millennials, who will make up 50 per cent of the global workforce by 2020, according to a 2011 report from PricewaterhouseCoopers, and are seeking the right fit while looking at brand reputation when making job decisions.