bp | graduate attraction materials and internal comms

Within a company as large as BP, internal communication is key. Above are a number of projects that we have helped ‘get the buy-in’. Graduate global forum – an annual event where recent graduates get to network with their peers from across the world, at the same time as attending a number of relevant seminars

• Process fitness – a company-wide initiative to encourage more efficient ways of working, tailored to each business unit
• Change in a box – a support system enabling managers to ‘manage’ their materials for change in working practices
• UK university recruiter’s intranet – a resource site for anyone involved in graduate recruitment in, and outside of BP. It gave calendar listings, ‘who’s who directories and much more
• Career stories intranet – a site on the HR intranet where it was possible to see how careers had been mapped by senior employees. It showed how it was possible to move about quite freely within BP and develop your career as your work/home needs change.

We  worked on graduate attraction materials for a number of years for BP. From 4 page ‘taster’s’, to 40 page graduate and intern recruitment brochures – with supporting materials such as exhibition stands, advertising and E-zines. The projects required intensive project management, with upwards of 60 stakeholders in the largest brochure, design to appeal to a large number of different discipline interests from marketing to drillers, art directing photography to get the best out of each candidate, interviewing each candidate to get a rounded perspective on their job and their opinions on BP and it’s way of working.

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baker hughes | graduate and experienced hires attraction materials – 2013-2015 campaign

baker hughes | graduate and experienced hires attraction materials – 2010-2012 campaign

For global oil services company Baker Hughes, we were initially asked to create a campaign specifically for graduate attraction. We developed a campaign based on the headline ‘You’ll be surprised…’ qualifying the statement with information about what the company offers graduates. We also wrote and designed a bespoke website, working with web developer Steve Henchley to deliver the project in a very short timeframe. This was quickly followed by an ad campaign for experienced hires: ‘Join.Transform.Progress.’ which translated their core values into a recruitment campaign. We continued on to write the careers section of the company’s corporate website and a suite of materials to support recruitment across the board.

Following the success of ‘You’ll be surprised!’ and ‘Join. Transform. Progress’, in 2013 we developed new concepts based on the headlines ‘Become part of the bigger picture…’ for graduates and ‘We want people with Energy!’ for experienced hires, using more intimate images of people on location to show the working environment and scope of the organisation. We continued to write materials to support Baker Hughes recruiters and HR personnel internally, with a range of comprehensive documents, manuals and presentations.

Collateral now in daily use includes novelty give-away items, postcards, Z-cards, a number of graduate- and experienced-targeted career area leaflets, as well as exhibition stands and PowerPoint shows, and press and online advertising.

We also delivered:

• A number of language-specific careers SEO microsites
• A range of internal communications handbooks, emails and posters to support the global recruitment teams
  » Visit the graduate website

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