Rethinking Employer Branding

How Strategic Content Planning Helped BP Attract a More Diverse Talent Pipeline

In today's ultra-competitive talent market, employer branding isn't just about visibility; it's about resonance. As employee expectations evolve, companies need to show, not just tell, why they're a meaningful place to work. That's precisely what we set out to do with BP.

As Lead Strategist at Havas People, I had the opportunity to lead the end-to-end content strategy for BP's employer branding campaign across social media. The brief was focused on supporting the brand's ABTL activity and IT&S repositioning while attracting more women and IT professionals to explore careers at BP.

Our approach was rooted in clarity, consistency, and creativity.

Building a Brand Story That Works Harder

We uncovered BP’s unique employer value through emotive storytelling, identifying what resonated most with current employees and how that narrative could evolve to engage new talent segments. I then led a comprehensive content and channel audit, evaluating tone of voice, creative consistency, posting cadence, and campaign performance.

These insights shaped the content strategy, enabling us to combine newly produced assets with high-performing existing materials. The result was a more cohesive, strategic narrative that maximised impact without reinventing the wheel.

Smarter Strategy, Smarter Results

We didn't just push content out—we tested, optimised, and iterated. Collaborating closely with PR and programmatic teams, we identified which organic pieces had the strongest performance potential for paid amplification. A test-and-learn model helped us identify what worked and what didn't, refining our approach in real-time.

We also equipped internal teams with clear toolkits to ensure everyone, from global comms to local hiring managers, was aligned on campaign tone, objectives, and messaging.

The Results? Real Impact.

We saw a 3.2% rise in new organic job applications in just one quarter. More importantly, sentiment around BP's employer brand shifted, presenting it as more innovative, inclusive, and forward-thinking.

Why This Matters more in 2025

The employer branding space is shifting fast. In 2025, 75% of job seekers say they're more likely to apply to a company that actively manages its employer brand (LinkedIn, 2025). And according to a Glassdoor report, 86% of employees and job seekers research company reviews and ratings before deciding where to apply.

Meanwhile, Edelman's Trust Barometer 2025 shows that employees now rank company values and mission above salary in determining long-term fit.

In this landscape, a strong employer brand isn't a "nice to have." It's a must-have.

Final Thought:

If you're not telling your story—clearly, creatively, and with purpose—you risk being drowned out by those who are.

Want to explore how strategic employer branding could help you attract the right talent? Let’s talk.

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