H&M launched a national recruiting campaign called “Place of Possible,” aimed at attracting applicants interested in entering the fashion industry. The measure supports the company’s rapid expansion, as H&M opens upwards of 61 stores this year.

The campaign includes national advertising, including online, in-store displays, and billboards, as well as a college tour featuring an H&M Airstream. The campaign is geared at spreading awareness of the company’s competitive compensation, benefits and advancement opportunities. The company is trying to attract people from diverse backgrounds with an interest in entering the fashion industry.

Ads will spotlight the personal testimonies of 50 H&M employees, several of whom speak about advancing from entry-level positions to long-term careers. The company has a set of internal promotion policies that resulted in over 4,500 promotions in the United States in the last five years. Currently, 35 percent of employees in the corporate office began their careers as store sales associates.

“We are proud to launch of the Place of Possible campaign because we believe the best investment we can make is in our employees,” said Daniel Kulle, president of H&M North America.

As the company expands this year, hiring will play a large role. Last year, H&M opened 62 new stores in the U.S., resulting in the creation of 2,800 new jobs. The company anticipates continuing to expand annually at a rate of 10-15 percent, which would take the U.S. store count to well above 400 and the total store count to almost 4,000 stores by the end of the year.

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