Revolutionising Global Hiring with AI-Powered Precision

The challenge

Hiring for a Global Fashion Giant

H&M, one of the world’s largest fashion retailers, has built a global reputation for delivering fashion-forward, affordable clothing at scale. With operations in 60 markets and over 1.4 million job applications each year, finding the right talent quickly and efficiently became an increasing challenge.

Traditional hiring methods, such as manual CV screening and lengthy interview processes, were no longer keeping pace with the company’s growing recruitment needs. Hiring managers struggled to process large application volumes, resulting in delays, inconsistencies, and an experience that wasn’t always seamless for candidates. In a fast-moving retail environment where staffing levels directly impact store performance and customer experience, H&M needed a smarter, more scalable solution to remain competitive.

The solution

Maki’s AI-Powered Hiring Revolution

To tackle this challenge, H&M partnered with Maki, an AI-powered HR agent designed to streamline recruitment and transform the candidate experience. By leveraging AI-driven assessments and automation, Maki enabled H&M to identify top talent more efficiently, removing unnecessary manual work while ensuring a fair and engaging selection process.

Instead of relying on outdated methods, H&M shifted to a data-driven approach, allowing hiring teams to assess applicants based on skills, cultural fit, and potential rather than just their CVs. This innovation was a game-changer, ensuring a level playing field for candidates while dramatically reducing time-to-hire.

As an H&M representative described it: “The impact of Maki on real recruitment is what drives us forward.”

This partnership empowered H&M to rethink its recruitment strategy, not just in terms of speed and efficiency but also in how the company positioned itself as an employer. By integrating AI-driven insights, H&M moved beyond conventional hiring and embraced a scalable, modern recruitment model that aligns with the brand’s forward-thinking approach.

Our impact

Faster Hiring, Stronger Retention

The implementation of Maki has delivered transformative results across all H&M markets. Time-to-hire was reduced by an impressive 43%, allowing the company to secure top talent much faster than before. This meant that stores could remain fully staffed without prolonged vacancies impacting daily performance.

At the same time, employee attrition dropped by 25%, a critical improvement in the retail industry, where high turnover is often a challenge. By ensuring that new hires were better matched to roles, Maki helped H&M build a more stable, engaged workforce. One hiring manager summed up the impact: “Results have been brilliant so far. We made our first offer just two days after they applied!”Beyond efficiency, the cost savings were significant. By reducing the administrative burden on hiring teams and cutting down on turnover-related costs, Maki’s AI-powered approach allowed H&M to allocate resources more effectively, directly benefiting both the business and its people.

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A Better Candidate Experience

For H&M, recruitment isn’t just about efficiency; it’s about creating an inclusive and engaging experience for candidates. The hiring process is often the first interaction a potential employee has with the company, and first impressions matter.

Maki’s AI-led assessments allowed candidates to showcase their skills and personality in a way that went beyond a traditional CV. Through interactive assessments and AI-driven interviews, applicants were given a fair chance to shine, regardless of their background or previous experience.

A recent internal update highlighted how teams had received overwhelmingly positive feedback from both hiring managers and candidates. Applicants felt the process was not only quicker but also more transparent and enjoyable. One H&M recruiter shared:

Everyone had SUCH good feedback about the quality of applicants and how much faster the process was.

By incorporating engaging, immersive digital experiences into the recruitment journey, H&M ensured that potential hires felt valued from the start. This approach not only made hiring more seamless but also reinforced the company’s reputation as a modern and inclusive employer.

Scaling Up Success

The impact of Maki’s AI-powered recruitment solution is evident in market-specific results. In France, for example, application numbers surged, with over 1,000 people applying for just two job ads,an indication of both Maki’s efficiency and its ability to attract top talent.

Beyond streamlining hiring, Maki has helped elevate H&M’s employer brand in key markets. By demonstrating a commitment to fair and data-driven recruitment, the company has strengthened its position as an employer of choice. A senior leader at H&M reflected on this shift, stating:

It’s great to see that this tool is helping us improve H&M’s perception in the market.

As more markets adopt Maki’s AI-driven approach, the company continues to refine its hiring strategies, using insights from the platform to further enhance candidate selection and workforce planning.

What’s Next?

The success of Maki’s implementation at H&M marks just the beginning of a broader transformation in retail recruitment. With plans to introduce even more advanced analytics and predictive hiring models, H&M is poised to set new industry standards for how global brands attract and retain talent.

By embracing AI-powered hiring, H&M has not only improved its recruitment efficiency but has also redefined what a modern, candidate-focused hiring experience should look like. As hiring continues to evolve, Maki is helping H&M stay ahead, ensuring that the right people are in the right roles, at the right time.

Maki isn’t just revolutionising recruitment; it’s shaping the future of talent acquisition at scale.