Challenges and objective
- In 2015 H&M needed to target a new talent profile as they included data intelligence and data analysis in their company strategy
- H&M was considered a top employer in the Nordic region by talent profiles who had a marketing and traditional business backgrounds
- Many potential employees with a quantitative background were churning in the last steps of the selection process, preferring more renowned employers
Solution implemented
Developed an off-line and on-line repositioning strategy designed to start appealing to the targeted talent:
- Participated in the Nova Summit together with other top employers so to leverage their attractiveness toward the targeted segment (i.e. King, games developing company)
- Targeted email campaign to a pre-matched talent audience from the network
- Created an online company page and communication strategy on our digital platform Nova Connect
- Hosted H&M exclusive event centred around a data related challenge
- Adopted a TRM solution (talent relationship management) to invite and keep the relationship active with all the potential talent prospect
Results
Higher employer desirability in the targeted talent segment
- 80 Target profiles in digital Talent Pool
- 35% Reduction in churn in last step
