BP Employer Branding Campaign (Havas People)

Lead Strategist – BP Employer Branding Campaign 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 Responsibilities: - 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, analyzed 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.