In 2020, bp launched a new company purpose to reimagine energy for people and the planet. In 2023 it developed a new talent attraction strategy that would attract candidates to the transformative culture at the company. To gain feedback, the team ran strategy sessions, ran internal focus groups, looked at annual pulse survey results, and conducted surveys with external candidates.

The research led to a simple proposition: Be respected for who you are. Play your part in helping deliver a better, more balanced energy system. This would be supported by four brand pillars of purpose, people, opportunities and wellbeing, with core messages attached and more than 100 regional nuances. This was all summed up with the tagline: “We’re with you”. Together, the diverse in-house team has more than 116 years of employer brand and campaign experience so would be able to deploy a comprehensive and strategic approach across a number of markets.

The team produced a range of campaigns under the new brand across multiple media, its careers site and events. Attraction activity increased year-on-year, and the diversity of candidates has improved, particularly in terms of women and ethnic minority representation. Bp’s brand reputation also improved by almost 10 percentage points. One senior vice president said the new brand “expertly captured life as a bp employee”.