H&M
H&M ranks joint 2nd of 75 in Chinese apparel, with a Visibility score of 53.8 out of 100. In April 2026 it ranked 11th of 39. The list is a different size now, so the scores are not compared directly. Every AI recommends it for onboarding and inclusion. Nike leads the ranking, 2.6 points ahead of H&M. It also appears in 1 other Chinese ranking, placing 7th in retail.
Rank by country
Visibility in apparel in each country. Open a country for AI's other picks and the topics behind the score.
- Closest rivalsCOSLindexIKEATop pick forPayInnovationLeadership
- AI's top picks thereUniqloNikeadidasTop pick forPayLeadershipHiring processNot mentioned forInnovation
- AI's top picks thereNikeadidasAnta SportsTop pick forHiring processCultureInclusionNot mentioned forInnovation
- Closest rivalsChalhoub GroupApparel GroupZaraTop pick forHiring processCultureInclusion
- Closest rivalsPVHZalandoC&ATop pick forHiring processInclusionOnboardingNot mentioned forInnovation
- Closest rivalsZaraNikeadidasTop pick forPayInnovationWork-life balanceNot mentioned forLeadershipPurposeJob security
- AI's top picks thereLevi StraussInditexZaraTop pick forHiring processCareer growthInclusionNot mentioned forInnovationPurposeCulture
- Closest rivalsDressmannLindexNikeTop pick forPayHiring processCareer growthNot mentioned forLeadership
- AI's top picks thereBestsellerJack & JonesVero ModaTop pick forInclusionOnboardingNot mentioned forLeadershipPurposeHiring process
- AI's top picks thereArvindAditya Birla Fashion and RetailRaymondTop pick forCareer growthInclusionNot mentioned forInnovationLeadershipWork-life balance
- AI's top picks thereadidasPUMAZalandoTop pick forHiring processInclusionNot mentioned forInnovationLeadershipPurpose
- AI's top picks therePrimarkDunnes StoresZaraTop pick forOnboardingNot mentioned forPayInnovationLeadership
- AI's top picks thereRichemontBallyPatagoniaTop pick forHiring processInclusionInterviewsNot mentioned forPayInnovationLeadership
- AI's top picks thereLVMHChanelKeringTop pick forOnboardingNot mentioned forPayInnovationLeadership
- AI's top picks thereUniqloFast RetailingMujiStrongest onOnboardingPayPurposeNot mentioned forInnovationLeadershipCareer growth
- AI's top picks thereShinsegaeSamsung C&TUniqloTop pick forPurposeNot mentioned forPayInnovationLeadership
- AI's top picks thereInditexMangoZaraTop pick forPayOnboardingNot mentioned forInnovationLeadershipPurpose
- AI's top picks therePradaArmaniGucciStrongest onHiring processPayInclusionNot mentioned forInnovationLeadershipPurpose
- AI's top picks thereLojas RennerC&ARiachueloStrongest onHiring processPayOnboardingNot mentioned forInnovationLeadershipPurpose
- AI's top picks thereCotton OnMyerNikeStrongest onPayOnboardingJob securityNot mentioned forInnovationLeadershipPurpose
- AI's top picks thereASOSMarks & SpencerBurberryStrongest onHiring processInterviewsOnboardingNot mentioned forPayInnovationLeadership
- AI's top picks thereL'OréalEstée LauderSephoraStrongest onLeadershipPurposeNot mentioned forPayInnovationHiring process
Visibility score out of 100, in the same industry wherever H&M is ranked in it.
Rank by job function
Overall in Chinese apparel: joint 2ndRanked 2nd for Retail Operations in China. Open a job to see who else AI recommends.
- AI's top picksNikeadidasUniqlo
- AI's top picksadidasNikeInditex
- AI's top picksNikeadidasAnta Sports
- AI's top picksNikeadidasUniqlo
- AI's top picksLi-NingNikeUniqlo
Score: the share of AI answers that name H&M when candidates in that job ask about employers.
What candidates ask about
H&M is one of AI's top picks in Chinese apparel for hiring process, culture, inclusion and onboarding. AI does not recommend H&M at all for innovation.
| Topic | Does AI recommend H&M? | Who AI recommends most | |
|---|---|---|---|
| Pay | Yes | DiorGucciLVMH+1 more | |
| Innovation | Not mentioned | Anta SportsLi-NingBosideng | |
| Leadership | Yes | Anta SportsYoungor | |
| Purpose | Yes | Anta SportsPatagonia | |
| Hiring process | Yes, a top pick | NikeH&Madidas+1 more | |
| Career growth | Yes | Anta SportsLi-Ning | |
| Culture | Yes, a top pick | NikeH&Madidas+1 more | |
| Work-life balance | Yes | NikeZara | |
| Inclusion | Yes, a top pick | NikeH&M | |
| Interviews | Yes | adidas | |
| Onboarding | Yes, a top pick | H&M | |
| Job security | Yes | Youngor |
Take control of how AI presents H&M
Visibility is only the start. PerceptionX shows how AI describes H&M next to its rivals, the themes and sources behind it, and exactly what to change to win the candidates you want.
Top five in Chinese apparel
- 1Nike56.4
- 2H&M53.8
- 2adidas53.8
- 4Anta Sports43.6
- 5Li-Ning38.5
H&M in other Chinese rankings
Questions about H&M
What is H&M's reputation as an employer, according to AI?
It is joint 2nd of 75 apparel employers in China, behind Nike. Every AI recommends it for onboarding and inclusion.
What does H&M's Visibility score mean?
It is how often AI recommends H&M when job seekers ask about apparel employers in China, out of 100. A higher score means candidates are more likely to hear about H&M when they ask AI where to work.
How does H&M compare to its competitors?
Nike is recommended more often overall. H&M is the Chinese apparel employer AI recommends most for onboarding.
Why are Sentiment and Relevance locked?
They are part of the full picture. This page shows how often AI recommends H&M. Sentiment shows how positively AI describes it, and Relevance shows whether AI recommends it to the people H&M wants to hire.
How can H&M improve its score?
AI learns about employers from what is written about them: careers pages, reviews, press and what employees share. PerceptionX shows which topics and sources are holding an employer back, and what to change first.
How often is H&M's data updated?
Rankings refresh with each new round of AI answers. Each page shows the date its data was updated, and the arrows next to each score show how an employer has moved since the previous measurement.
Does H&M need to be a PerceptionX customer to appear here?
No. Any employer AI recommends often enough appears automatically. Customers get the full picture behind their Visibility score and well beyond it: how positively AI describes them (Sentiment), the themes it links them with, the sources it relies on, custom reports by country and role, and clear steps to improve how candidates see them.
What does the full picture include?
Visibility is one of several metrics. Customers also see Sentiment (how positively AI describes them) and Relevance (whether AI recommends them to the people they hire), the themes AI links them with, the sources AI relies on, custom reports built around their own countries, roles and rivals, and specific recommendations for improving how candidates see them.