Hunkemöller is writing a new chapter in its inspiring history by not only looking back on its rich tradition, but at the same time taking bold steps into the future. With a clear focus on emotional connections, innovative thinking and empowering our people, the brand takes its identity to a new level.
FashionUnited spoke exclusively with Karlijn Hendriks, Chief Human Resource Officer, and Daphne Koning, Global Talent Acquisition & Employer Branding Manager, about the newly defined brand vision and its influence on Hunkemöller’s employer branding strategy.
What are the key features of the new brand positioning and how does it differ from the previous approach?
Karlijn: “Hunkemöller has always had a special place in women’s lives, but staying relevant means changing with the times. With a powerful history celebrating its 140th anniversary next year, we’re now more focused than ever on creating real emotional connections. The focus is on the needs, moods and ambitions of every woman. It goes beyond fashion trends. We design for all stages of a woman’s life, literally from the first bra to the last, and offer a wide range. Our new visual identity aims to create a personalized experience that differentiates us in the market. In doing so, we are making a clear change: from a more fashion-oriented approach to a positioning in which expertise is at the forefront.”
What are the key points of the new employer branding strategy and how does it fit with the brand positioning?
Karlijn: “Our employer branding is closely linked to our brand positioning. The most important pillars are empowering employees, creating a sense of belonging and working towards a common goal. Just as our products support women in all phases of life, we want to support our employees at crucial moments in their careers. We value innovation, collaboration and emotional connection so everyone feels part of something bigger. The focus on expertise applies not only to our customers, but also to our employees. We support their development so that they become experts and exceed our customers’ expectations.”
How does the new positioning impact talent acquisition and retention?
Karlijn: “Our brand positioning is a guide to attracting and retaining talent. It’s about the critical role our people play in creating meaningful moments. Our employee retention strategy focuses on personal development programs, a healthy work-life balance and celebrating success. Through continuous training, we enable our employees to further develop their expertise. This ensures they feel valued and well-equipped to grow. Proactively listening to their needs is essential.”
What can you tell us about the new employer branding strategy?
Daphne: “As Karlijn has already emphasized, the close connection between our employer branding and our brand positioning is essential in order to create an authentic and consistent identity – both externally and within our team. This harmony helps us attract like-minded talent who share our values and create a workplace where our employees feel inspired and deeply connected to our company’s purpose. “
What initiatives have been introduced as part of the employer branding strategy?
Daphne: “The basis is the development of a clear EVP (Employee Value Proposition) that explains why people work and stay at Hunkemöller. Through workshops in different countries and with different target groups, we found out what is really important to our employees. This gave rise to our new slogan: “Creating moments that matter, together.” Our strategy includes a number of exciting initiatives, including optimizing the candidate experience, a completely overhauled social media strategy and the launch of a brand new careers site. We pool our strengths in international project teams to continually develop our recruiting initiatives, bring in fresh ideas and create real innovations. “
How does Hunkemöller stand out as an employer within the competitive fashion industry?
Daphne: “Our employees play a key role in creating special moments for our customers, regardless of their position. This shared sense of pride and passion creates a strong sense of belonging within our team. We focus on collaboration and give employees the opportunity to grow – whether in our high-tech distribution center or with the latest retail and digital technologies. We also invest in well-being, a good work-life balance and personal development so that everyone can achieve their full potential. This combination of expertise, teamwork and a common goal makes us unique in the industry.”
What qualities and skills does Hunkemöller look for in potential employees?
Daphne: “Team spirit is the be-all and end-all for us – as is customer orientation, creativity and openness to innovation. We are looking for personalities who live our core values: inclusive, inspiring, responsible, in touch, playful and empowering. If you thrive in a dynamic and pragmatic environment, you’ve come to the right place! Working in retail is demanding but also incredibly inspiring and full of opportunity for anyone who draws energy from a fast pace.”
Read more about working at Hunkemöller on the new career website!