Dive Brief:

• Stockholm-based fast-fashion retailer H&M hopes to fill its expanded line of stores with thousands of new, helpful staff through a nationwide U.S. hiring campaign, the company announced.

• The retailer is recruiting through posted signs in stores, videos with current employees touting H&M as a great place to work, billboards, and other means.

• The retailer is highlighting its above-average hourly pay for part-time and full-time workers, and its opportunities for vacation time and benefits. The company is also pointing out what it says is a proven track record of long-term employment there.

Dive Insight:

H&M has momentum in the U.S., thanks to its success in the already-successful fast-fashion space. But this is a time when employment is rising, so workers have a bit more bargaining power. This means H&M might find it challenging to hire store associates that can fulfill the all-important role of providing good interactions with shoppers in stores. And consumers care about the perception of how a retailer treats its workers.

That will take the higher-than-minimum pay and the perks and opportunities for advancement that H&M already offers, and it will take good training as well. 

"It is not in the retailers' best interest to provide a job that somebody gets into and realizes, well there's another opportunity literally two blocks away where I can make more money, get better benefits and maybe advance faster," National Retail Federation SVP Bill Thorne told CNBC. "They're all talking about why it's important to work at their store and the opportunities that company provides [employees].”