Although a well-known brand, bp is not widely thought of as a retailer, with just 28% of people globally thinking of the company as employing retail staff. Its challenge was to increase awareness and change perceptions of retail roles, showing that they offered real progression and personality. It needed to attract potential recruits for everything from store assistants to managers across different markets, so it aimed to engage at multiple touchpoints including those in stores and a wider online audience.

Working with Symphony Talent, bp built relationships with local stakeholders to understand individual country strategies that could be tailored for each market, in a language that resonated with them. Research included senior stakeholder interviews, external competitor audits, an external talent survey and focus groups. In-situ posters and animated digital screens in store caught the attention of customers, and this was amplified across social channels. Candidates are directed to a refreshed landing page on bp’s career site, creating a consistent experience from awareness to deeper engagement.

‘Receipts’ showed opportunities available, and people-focused photography added to a dynamic mix of social content. Videos showed employees in the spotlight, capturing more than 30 interviews with workers on topics such as learning and development, team culture, and their day-to-day tasks. Combining multiple channels paid off, with more than 10 million views of job activity, almost 13,000 application clicks and a cost-per-application far lower than the industry benchmark.