BP Employer Branding Campaign (Havas People)

As Lead Strategist at Havas People, I led the end-to-end content planning for BP’s employer branding campaign across social media. The campaign aimed to support BP’s ABTL activity and the new IT&S strategy while attracting more women and IT professionals to BP careers. All content was activated across BP’s Facebook, Instagram, and LinkedIn career channels.

Key Role:
- Brand Storytelling & Audience Targeting: identified BP’s career heritage to craft a more compelling employer brand narrative, expanding reach to new talent segments.
- Content & Channel Audit: conducted a comprehensive audit of BP’s social media presence, analyzing TOV, artwork, posting frequency, and campaign performance.
- Evaluated BP’s content library for video and imagery assets to supplement newly shot content.
- Content Direction: provided strategic recommendations on new content creation and visual storytelling.
- Channel & Creative Strategy: developed channel-specific strategies, including TOV refinement and creative direction.
- Paid & Organic Content Optimisation: collaborated with PR (CNC) and programmatic teams (CRUNCH) to identify high-performing organic content for paid amplification through a test-and-learn approach.
- Internal Team Enablement: created toolkits to align internal teams with campaign objectives.
- Campaign Planning: led end-to-end channel planning in structured phases (1-3 months).
- Performance Monitoring & Reporting: tracked key metrics, analysed campaign impact, and extracted insights for continuous improvement.

Results:
+3.2% increase in new organic job applications within the first quarter.
Enhanced sentiment toward BP’s employer brand, positioning it as a more innovative and forward-thinking workplace.