Canadian Retailer - Fall 2015 - 37

raising culture awareness

The campaign will include national advertising across online platforms, outdoor billboards, special sections within print
media such as the Toronto Star and Financial Post, and in-store
displays-all geared at spreading awareness of company's competitive compensation, benefits and advancement opportunities
that make H&M a viable and attractive launching pad for careers
in fashion and business.
Gabriel points out that employee satisfaction and loyalty combined to make H&M among the Best Workplaces in Canada to
work in 2015.
The "Anything is Possible" advertising campaign spotlights a
number of H&M employees whose career trajectories at the company reflect the spirt of "Place of Possible."
"I joined because of what the store had to offer me as a customer. Everything always seemed so fashionable and reasonably
priced with great atmosphere walking into the store. Because of
that, I became intrigued and wondered what it would be like to
be a part of this growing company," Pham says. "H&M is a very
unique place. It has its own culture that you live by. There's never
a dull moment when you're always faced with challenges to make
you better than you were the day before. Hard work at H&M does
come with an upside of perks and benefits associated with a company that is more than welcoming. You will feel like you're at
home the moment you step into the store."

Gabrielle
rivest
Store
Manager

hieu
pham

Department
Manager

continued growth

The company hopes that the campaign will be a success and
help bolster its already impressive recruitment and retention
rates. Last year H&M Canada promoted 223 people internally.
And it looks to continue its smart hiring process in order to carry
on its development in the country.
"We're experiencing 10-15 per cent growth in number of stores
per year. The program is about recruiting the best and brightest to support our growth, and demonstrating the constant opportunities a dynamic company like H&M affords employees,"
explains Gabriel. "H&M strives to offer employees the best work
environments and highly-competitive compensation packages, while at the same time remaining "hard work at h&M does come with an upside of
focused on customer service, quality products and
perks and benefits associated with a company that
corporate responsibility."
The corporate mantra seems to resonate with is more than welcoming. You will feel like you're at
employees (as evidenced by high retention rates) home the moment you step into the store."
and with the public. The "Anything is Possible"
- hieU phAm, H&M Canada
advertising campaign was unveiled in the United
States earlier this year and H&M experienced a 1007 per cent
increase in applications in the months following. A similar response is expected in the wake of the Canadian campaign, which
launched September 3 this year.
A carefully nurtured and inclusive culture at H&M that encourages personal growth and individuality has not only benefited
retention of star employees in an increasingly competitive workforce, but is now being leveraged by the company for a unique advertising campaign designed to recruit top talent. It's a winning
formula, and proves that H&M truly is a "Place of Possible".
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Table of Contents for the Digital Edition of Canadian Retailer - Fall 2015