Quick snapshot

Customer: bp retail

Industry: Retail & Fuel Services

Company Size: 300+ service stations across the UK

Location: United Kingdom

Challenge: Increase brand visibility, improve candidate experience, and boost application volumes

Three standout metrics

42%

website visits rose by 42% across all devices

90 minutes

admin time cut by 90 minutes per day through automation

41.6%

applications increased by 41.6% post-project completion

The voice of the customer

“The candidate’s journey will always be at the top of our agenda, and we are now really seeing the positive results.”

– Emma Gehrke De Rose, Head of Talent and Capability, bp retail

What was going wrong

The bp retail brand wasn’t standing in its own spotlight. Despite operating as a distinct arm of the BP group—with its own stores, cafés, and partnerships—many candidates mistook it for a Marks & Spencer shop.

And that misalignment had real consequences: application volumes were down, recruitment was under pressure, and the team was missing opportunities to show off what made bp retail such a brilliant place to work.

The vision was clear. bp retail needed a platform that reflected their identity, simplified the candidate journey, and supported their hiring teams with the tools to deliver a great experience—at every step.

The turning point

That’s when bp retail teamed up with PageUp Europe.

The goal? Rebuild the careers site from the ground up, embed their EVP, streamline backend processes, and drive awareness around three core frontline roles: Store Manager, Assistant Manager, and Customer Service Assistant.

The bp retail team got hands-on with the process—looping in Store Managers, People Leads and stakeholders to define their culture and shape the message. They also ran focus groups with their store community to pressure-test the journey, so nothing was left to assumption.

The solution in action

Together with PageUp Europe, bp retail rolled out a powerful new toolkit to level up their talent experience.

Here’s what changed:

  • Quick Apply: Candidates can now apply in seconds, not minutes

  • Interview Self-Scheduling: Flexibility and ease for applicants

  • Manager Notifications: Reduce delays with real-time stage updates

  • Right to Work Checks: Fully automated, no more manual store-level admin

  • Onboarding: Digitally centralised with e-signatures

  • Talent Attraction Campaigns: Smart social targeting to reach new audiences

“We have streamlined processes, so it now takes candidates seconds to apply rather than having to add an abundance of information. The whole process is more efficient and friendly.”
 – Emma Gehrke De Rose, Head of Talent and Capability, bp retail

But the real crown jewel? A bold, dynamic, rebranded careers site—packed with staff imagery, inclusive values, career stories, training journeys, and a homepage banner that clearly outlines benefits and BP’s net-zero mission.

This site doesn’t just talk about culture—it shows it.

The impact

Hard ROI

  • 42% increase in total website visits

  • 41.6% increase in applications post-launch

  • 38.08% increase in applications from social campaign

  • Candidate applications now completed in seconds (down from 6+ minutes)

  • Automation saving 90 minutes of admin per day

 

Soft ROI

  • The brand now stands independently and confidently from M&S

  • Employees feel part of a shared hiring vision

  • Candidates are welcomed into a more inclusive and transparent process

  • The hiring journey reflects the retail experience—easy, warm, and efficient

What surprised us most

Even a quick refresh of the brand identity had massive impact—bp retail’s new site didn’t just look better, it completely changed how candidates interacted with it. Efficiency and energy in equal measure.

Wondering how your employer brand could better reflect who you really are?

No pitch. Just possibilities.

Let’s explore it together