Hermès (Havas Media & People)

As Hermès prepared to open its new 166 Maison on Bond Street in 2026, I was brought in at an early stage to help shape the employer brand and recruitment approach for this landmark launch.

Rather than treating the brief as a hiring campaign, I positioned it as a brand moment.

The new store on Bond Street we be a cultural statement. The talent strategy, therefore, needs to reflect the same codes of discretion, craftsmanship and permanence that define Hermès globally.

Working in consultancy with Havas Media and Havas People, I helped shape the initial Scope of Work and strategic direction across:

* Audience architecture — defining distinct talent cohorts (craft-led retail specialists, client advisors, leadership hires) and mapping motivations beyond salary: legacy, mastery, long-term growth.
* Brand tone recalibration — ensuring recruitment messaging upheld Hermès’ understated authority. No hyperbole, no urgency-driven tactics — just precision, restraint and confidence.
* Creative and content gap analysis — identifying where existing global brand assets could translate into employer storytelling, and where original UK-specific content would be required to resonate with the Bond Street context.
* Channel strategy refinement — advising on environments that align with premium positioning rather than volume-led hiring platforms.

The resulting strategic framework elevated the conversation from “roles available” to “careers in craftsmanship,” ensuring every touchpoint reinforced Hermès’ codes: time, excellence, discretion and cultural fluency.

Crucially, this work demonstrated how employer branding within luxury cannot feel like recruitment marketing. It must feel like brand storytelling — simply told through the lens of talent.