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Transforming Retail Recruitment: bp’s Success Story

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bp’s Retail Recruitment Transformation

See how a redefined retail hiring strategy delivers record-breaking results.

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

Read the case study

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