How H&M Revolutionized Recruitment Campaigns — Melatan Riden // Deutsch New York
Melatan Riden
Deutsch New York
- Part 1Unveiling Differin’s Brand Refresh Campaign — Melatan Riden // Deutsch New York
- Part 2 How H&M Revolutionized Recruitment Campaigns — Melatan Riden // Deutsch New York
Show Notes
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01:42H&Ms recruitment campaign approach and strategyDeutschs approach to this campaign involved photography, fashion, and real stories from employees on why they like working at H&M. Rather than just listing benefits, they personalized by creating the campaign around the employees, making them advocates for the brand.
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04:49Common flaws in recruitment messagingMost recruitment messaging tends to be dry and overly functional, primarily funneled through separate career websites, limiting avenues for engagement beyond the conventional route.
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06:15Leveraging H&Ms packaging as media to reach potential employeesH&M's recruitment campaign aimed to reach potential employees where they are by displaying employee pricing and discounts on packaging, hang tags, and receipts. They also promoted H&M in tattoo shops and conducted college tours to attract new hires.
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08:42H&Ms recruitment campaign successH&M's strategy successfully showcased career opportunities beyond retail and featured employees in photoshoots. This garnered an overwhelming number of job applications, turning what was supposed to be a test campaign into an ongoing global campaign.
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11:43The emergence of creative recruitment campaigns across brandsSince H&Ms recruitment campaign, several other brands have followed suit. Rather than recruitment being standard for brands, its now being seen as a creative opportunity.
Quotes
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"What made H&Ms recruitment campaign revolutionary is that it was personal. It was the experience of the people who work there advocating for why they work there." - Melatan Riden
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"H&Ms recruitment campaign was supposed to be launched in three test markets. But it brought in hundreds of thousands of applications in the first week alone and broke their recruitment tool." - Melatan Riden
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"H&Ms recruitment campaign was just supposed to be a test campaign. But now theyve trademarked Place of Possible, and it's an ongoing growing global campaign." - Melatan Riden
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"At first, H&M struggled to attract applicants for what was considered 'just a retail job'. But with the recruitment campaign, they couldnt keep up with vetting the applications, proving the campaign's success." - Melatan Riden
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"There are a couple of other brands that I'm seeing out there now that have recruitment campaigns that are strikingly similar to what was done at H&M. What used to be standard is now a creative opportunity." - Melatan Riden
- Part 1Unveiling Differin’s Brand Refresh Campaign — Melatan Riden // Deutsch New York
- Part 2 How H&M Revolutionized Recruitment Campaigns — Melatan Riden // Deutsch New York
Up Next:
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Part 1Unveiling Differin’s Brand Refresh Campaign — Melatan Riden // Deutsch New York
Melatan Riden, EVP of Art & Design at Deutsch New York, delves into Deutsch’s brand refresh for Differin. When brands want to attract a new audience but keep existing brand equities, it can be a challenge for the team responsible for the design process. Essentially, you're working against a tight timeline and you must find creative ways to leverage these branded equities that may not align with the new work you’re trying to do. Today, Melatan discusses Differin's brand refresh campaign.
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Part 2How H&M Revolutionized Recruitment Campaigns — Melatan Riden // Deutsch New York
Melatan Riden, EVP of Art & Design at Deutsch New York, explores an H&M recruitment campaign. Traditional recruitment campaigns tend to be mundane and pragmatic, but Deutsch sparked a revolution by centering H&M's campaign on its employees. The employees became H&M’s brand advocates, turning what was supposed to be a test campaign into an ongoing, ever-expanding global campaign. Today, Melatan discusses how H&M revolutionized recruitment campaigns.
