How H&M North Europe is breaking down geographical barriers across 7 countries


Uploads from 7 countries across Europe


Different creators across business


Projects run with Seenit so far

Meet H&M

H&M North Europe is a multinational clothing company based in Sweden, operating in the UK, Ireland, Sweden, Finland, Norway, Denmark and Iceland. It counts 22k employees, including store colleagues, in 640 offices.

H&M initially chose to use Seenit to engage their colleagues across offices, areas and stores.

North Europe

“We wanted to strengthen our regional community feeling through locally relevant material and show a shared sense of direction between colleagues working in different countries.”

Sheree Muir, Global Change Communication Specialist & Project Manager

The challenge

Following a restructure of H&M North Europe, employees based across 7 countries had not worked with one another before and were not used to seeing themselves as one team. H&M was looking for a structured tool to gather content from colleagues and felt not featuring colleagues from all areas of the business in their video content led to a lack of authenticity.

“We did not have the time or resources to create full-scale, crew-led video production every time we wanted to tell an internal story across our markets”

Sheree Muir, Communications, H&M

The solution

We’ve helped H&M to break down geographical barriers and give all of their colleagues a voice. Seenit has allowed the branch to ask any colleague to contribute to any story, whether they are based in an office or remotely, from London to Reykjavik. “We are no longer having to prioritise colleagues based in our biggest markets, we can involve everyone equally” said Sheree.

We’re currently working with H&M Global Communications teams as well as their Northern Europe Communications, Learning & Development and Employer Branding teams. Seenit has become a solution for the entire business.

The result

With Seenit, H&M North Europe have created a variety of stories. From creatively sharing results across quarterly presentations, seasonal messaging, training videos, recruitment videos sharing career success stories, campaign launches etc.

“Seenit has allowed us to use video content to reach and inspire our colleagues, whereas before our limitations surrounding geography and resources meant that we were more likely to rely on static format content like emails or written content on our company intranet.”

Sheree Muir, Communications, H&M

Recent videos acted as a training guide for H&M store colleagues. With Seenit, H&M provided them with the opportunity to share what the development of their internal communication channels would mean to them. Sheree reflects on a Seenit project “We have been able to flip previous routines on their head by having a more dynamic communication flow rather than a linear approach.”

H&M North Europe content produced through Seenit has been shared across a variety of channels. It now lives on their Internal Communication platform, gets shared in formal and informal meetings as well as in stores.