Brian Foo.
Humanising BHP’s recruitment story
deliverables:
Website
Role:
Creative / Product Design Lead
challenge
BHP is one of the world’s largest resource companies, recruiting across a wide range of roles including senior leaders, technical specialists and operational teams. Candidates arrived with different expectations and levels of familiarity but all needed clear, honest information they could trust. The challenge was to create a simple, authentic recruitment experience that humanised the organisation, guide people confidently through culture, opportunity and support.
Problem statement
How might we craft a candidate-centric experience that communicates our culture with clarity, highlights the benefits that matter, and seamlessly transitions future employees into the recruitment funnel?
Design Approach
Rather than designing different experiences for different job types, the work focused on the common questions people ask when considering a role at BHP. What is this place really like? What do they stand for? Is this right for me? What should I do next? Designing around these shared needs helped keep the experience inclusive and relatable, whether someone was exploring a senior leadership role or an operational position.
Workshop and auditing session to align and identify pain points
User journey
Journey mapping played a central role in shaping how information was presented and when actions were introduced. Culture, values and people stories were surfaced early to build confidence. Benefits and growth opportunities followed once trust was established. Recruitment actions such as job alerts, eDM sign-ups and search were introduced progressively, allowing candidates to engage when it felt right rather than being pushed too early.
IA mapping
Mid fidelity wireframing
information architecture
The information architecture was intentionally simple and avoided corporate language or unnecessary depth. Content was organised to help people understand BHP as an employer without overselling or overwhelming them. The structure needed to be consistent across roles and regions while still feeling human and approachable. This clarity was key to building trust and keeping the experience usable for a wide range of audiences.
Inclusive representation
BHP is one of the world’s largest resource companies, recruiting across a wide range of roles including senior leaders, technical specialists and operational teams. Candidates arrived with different expectations and levels of familiarity but all needed clear, honest information they could trust. The challenge was to create a simple, authentic recruitment experience that humanised the organisation, guide people confidently through culture, opportunity and support.
8 cpre web pages
Impact
The objectives were realised through strong user journey mapping and narrative led design that built trust with candidates and supported a strong global intake of talent for BHP. Visual representation reinforced gender balance and equality as a core organisational value. This project was delivered live within budget and aligned with the client’s business goals, resulting in a functional, scalable and results-driven outcome for all stakeholders.
Female representation reached 41.3% globally
43% improvement in Average time on page
Click-throughs to priority destinations
Uplift in newsletter signups and resource downloads
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.
Brian Foo. Making brands shine.
Humanising BHP’s recruitment story
deliverables:
Website
Role:
Creative / Product Design Lead
challenge
BHP is one of the world’s largest resource companies, recruiting across a wide range of roles including senior leaders, technical specialists and operational teams. Candidates arrived with different expectations and levels of familiarity but all needed clear, honest information they could trust. The challenge was to create a simple, authentic recruitment experience that humanised the organisation, guide people confidently through culture, opportunity and support.
Problem statement
How might we craft a candidate-centric experience that communicates our culture with clarity, highlights the benefits that matter, and seamlessly transitions future employees into the recruitment funnel?
Design Approach
Rather than designing different experiences for different job types, the work focused on the common questions people ask when considering a role at BHP. What is this place really like? What do they stand for? Is this right for me? What should I do next? Designing around these shared needs helped keep the experience inclusive and relatable, whether someone was exploring a senior leadership role or an operational position.
Workshop and auditing session to align and identify pain points
User journey
Journey mapping played a central role in shaping how information was presented and when actions were introduced. Culture, values and people stories were surfaced early to build confidence. Benefits and growth opportunities followed once trust was established. Recruitment actions such as job alerts, eDM sign-ups and search were introduced progressively, allowing candidates to engage when it felt right rather than being pushed too early.
IA mapping
Mid fidelity wireframing
information architecture
The information architecture was intentionally simple and avoided corporate language or unnecessary depth. Content was organised to help people understand BHP as an employer without overselling or overwhelming them. The structure needed to be consistent across roles and regions while still feeling human and approachable. This clarity was key to building trust and keeping the experience usable for a wide range of audiences.
Inclusive representation
BHP is one of the world’s largest resource companies, recruiting across a wide range of roles including senior leaders, technical specialists and operational teams. Candidates arrived with different expectations and levels of familiarity but all needed clear, honest information they could trust. The challenge was to create a simple, authentic recruitment experience that humanised the organisation, guide people confidently through culture, opportunity and support.
8 cpre web pages
Impact
The objectives were realised through strong user journey mapping and narrative led design that built trust with candidates and supported a strong global intake of talent for BHP. Visual representation reinforced gender balance and equality as a core organisational value. This project was delivered live within budget and aligned with the client’s business goals, resulting in a functional, scalable and results-driven outcome for all stakeholders.
Female representation reached 41.3% globally
43% improvement in Average time on page
Click-throughs to priority destinations
Uplift in newsletter signups and resource downloads
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.
Brian Foo. Making brands shine.
Humanising BHP’s recruitment story
deliverables:
Website
Role:
Creative / Product Design Lead
challenge
BHP is one of the world’s largest resource companies, recruiting across a wide range of roles including senior leaders, technical specialists and operational teams. Candidates arrived with different expectations and levels of familiarity but all needed clear, honest information they could trust. The challenge was to create a simple, authentic recruitment experience that humanised the organisation, guide people confidently through culture, opportunity and support.
Problem statement
How might we craft a candidate-centric experience that communicates our culture with clarity, highlights the benefits that matter, and seamlessly transitions future employees into the recruitment funnel?
Design Approach
Rather than designing different experiences for different job types, the work focused on the common questions people ask when considering a role at BHP. What is this place really like? What do they stand for? Is this right for me? What should I do next? Designing around these shared needs helped keep the experience inclusive and relatable, whether someone was exploring a senior leadership role or an operational position.
Workshop and auditing session to align and identify pain points
User journey
Journey mapping played a central role in shaping how information was presented and when actions were introduced. Culture, values and people stories were surfaced early to build confidence. Benefits and growth opportunities followed once trust was established. Recruitment actions such as job alerts, eDM sign-ups and search were introduced progressively, allowing candidates to engage when it felt right rather than being pushed too early.
IA mapping
Mid fidelity wireframing
information architecture
The information architecture was intentionally simple and avoided corporate language or unnecessary depth. Content was organised to help people understand BHP as an employer without overselling or overwhelming them. The structure needed to be consistent across roles and regions while still feeling human and approachable. This clarity was key to building trust and keeping the experience usable for a wide range of audiences.
Inclusive representation
BHP is one of the world’s largest resource companies, recruiting across a wide range of roles including senior leaders, technical specialists and operational teams. Candidates arrived with different expectations and levels of familiarity but all needed clear, honest information they could trust. The challenge was to create a simple, authentic recruitment experience that humanised the organisation, guide people confidently through culture, opportunity and support.
8 cpre web pages
Impact
The objectives were realised through strong user journey mapping and narrative led design that built trust with candidates and supported a strong global intake of talent for BHP. Visual representation reinforced gender balance and equality as a core organisational value. This project was delivered live within budget and aligned with the client’s business goals, resulting in a functional, scalable and results-driven outcome for all stakeholders.
Female representation reached 41.3% globally
43% improvement in Average time on page
Click-throughs to priority destinations
Uplift in newsletter signups and resource downloads
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.