Case studies

BP Retail is a convenience business that includes traditional fuel services and its very own coffee shop, “Wild Bean Café”, partnering with Marks & Spencer’s Simply Food and Deliveroo to offer that comfortable, convenient experience for all its customers.

Currently sitting... at 311 company-owned service stations across 11 regions, BP Retail are at the forefront of customer-facing roles, and pride themselves on delivering the best customer experience while supporting BP’s wider brand to deliver their net zero aims. Each store is made up of a store manager, assistant store managers, and customer service assistants, with varied teams of around 11–33 per store, encompassing 6,000 employees in the UK.

When it comes to recruitment, their vision has always been to be a brand which is known for delivering a great candidate experience and for the BP Retail brand to be widely recognised amongst their many competitors. It became apparent that BP retail was not seen as part of the wider BP brand and was often mistaken for a Marks and Spencer’s store. This led to confusion amongst candidates and with their long application and manual processes, the team were not receiving the level of applications they needed to fill their business demands.

Working closely with their eArcu's projects and creative teams, BP Retail introduced many new features to their recruitment process to streamline and improve the candidate journey. These features include:

Quick apply, interview self-scheduling, manager notifications functionality, as well as automated right to work and onboarding, talent attraction campaigns, and a complete careers site refresh.

To make this vision a reality, BP Retail embarked on a journey to increase their brand awareness and improve their candidate experience through back-end efficiencies, large recruitment campaigns and rebranding their careers site, which truly represented the business as it is today

Focus groups were created amongst the frontline store community to test the candidate journey and ensure the content was authentic but compelling. This vital project enabled the team to make smart business decisions.

The recruitment campaign and the launch of their new careers site proved to be a huge success. Their aim was, of course, improve their candidate experience, encourage quality applications but also to increase their brand awareness, showcasing BP retail’s values, inspiring people, and their "one team" inclusive culture. The campaign targeted the business's three frontline roles: Store Managers, Assistant Managers, and Customer Service Assistants, which totalled 440 vacancies across the UK.

The successful project led to increased efficiencies, a 42% increase in website traffic, increased applications, 26% returning users, and an application process that would take seconds when previously it would be in excess of 6 minutes.