The challenge:
bp, a global energy leader, struggled to attract retail talent due to low brand association with retail employment, particularly in key markets.
The solution:
- Localized ads: Region-specific messaging in key markets like the UK, Poland, and New Zealand.
- Authentic storytelling: Employee testimonials breaking stereotypes and showcasing career growth.
- Targeted digital outreach: A revamped careers page and strategic ads across Google, Meta, and YouTube.
The results:
- 10.8M global views showcasing bp’s retail opportunities.
- 12,964 applications reflecting strong candidate interest.
- 78% lower CPA than industry average
