So if you’ve watched TV recently you’ve probably seen British Petroleum’s cute and catchy commercial promoting their better gas station.
2 e) ?+ l9 Q7 m' _After being stuck humming the song in my head I did a search for the website,
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The sight is a great extension of their consumer brand. A fun little game that lets you fulfill your lost dream of running a gas station, ring tones for your phone of that catchy song, and even information on how BP is working to improve the environment (depending on your perspective). They even have a search feature so you can find your nearest gas station.
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While I played around on the site I started to forget that BP was an energy company. My impression of the brand formed into one of perhaps a fun place to work, I mean, they approved this site concept didn’t they? So while I’m here let me check out career options…..
. e% b6 N6 n/ N$ \' ~2 p+ t7 OBut there is no careers section anywhere on the site. No recruiting information whatsoever.
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What a missed opportunity. This great little site with a great extension of the consumer brand has no tie in whatsoever to their employer brand. Even on the careers page of BP there’s no reference back to the gas station page. We Gen X (and Gen Y) folks are quite comfortable with this content and would easily navigate over to careers content if it was easily accessible. If companies truly wish to capitalize on their consumer branding efforts there needs to be a consistent and accessible way to access careers content through these channels as well.
