bp launched a new company purpose in 2020 of reimagining energy for its people and the planet. It needed to develop a new way of working and innovative talent attraction strategy so candidates could get an authentic picture of the evolving culture at the company. It expanded its employer branding and recruitment marketing team from eight to 15 in 2023, working across seven global locations and multiple time zones. The team was responsible for launching a new employer brand identity based on exhaustive research, reflecting what it’s like to work at bp and the skills it will need to thrive in the future.

The research included 35 internal focus groups, 70 interviews with leaders and data from annual pulse surveys. The outcome was a series of educational sessions on its new EVP, a brand book, a toolkit to support the wider business and social assets so employees could become advocates for the brand themselves. The book explains the importance of an employer brand and the essence of what this means to bp, outlining its core pillars of inspiring purpose, exceptional people, limitless opportunities and collective wellbeing. It explains regional nuances and suggested areas for focus in these markets.

bp has witnessed a marked increase in reputation since launching the new EVP, and a more integrated approach to hiring and recruitment advertising meant the company has generated almost half of hires in 2023 through attraction campaigns. Diversity metrics have improved, particularly in female representation, which can be challenging in the energy sector.