LUKOIL finds the right operators faster thanks to a smart recruitment plan
LUKOIL, an international oil and energy company with a network of service stations across Belgium, was looking for a way to quickly attract new shop operators.
The challenge
LUKOIL, an international oil and energy company with a network of service stations across Belgium, was looking for away to quickly attract new shop operators. These shops are run by independent entrepreneurs - often people taking their first step toward owning their own business. But that kind of profile is rare, and when a spot opens up, timing is everything. The challenge was clear: create a campaign that’s always ready togo and speaks directly to the right audience.
The analysis
We explored the mindset of the ideal candidate: entrepreneurial spirits without a clear starting point. They want to move forward but don’t always know how. This led to two key insights. First: it’s not about running a “fuel station”, it’s about owning and managing your own business. Second: communication needed to be hyperlocal, reaching people already looking for this kind of opportunity.
The ideal candidate is entrepreneurial, but has no clear starting point.
The approach
Our starting point was simple but strong: “Start your own business.” No vague promises - just clear, confident language that speaks to ambitious people.
Visually, we kept it real: authentic shop operators in their own environment - proud, relatable, and genuine. We brought their stories to life and placed them where they mattered most: through Google Ads, retargeting for active entrepreneurs, local media, and signage at the stations themselves. Every touchpoint became an invitation to take the leap.
Aspect ratio: 7/3
.png)
Aspect ratio: 6/5
Aspect ratio: 7/3
The result
The search for new operators is now faster and more efficient. LUKOIL spends less effort finding qualified candidates, and shops remain vacant for a much shorter time. With a solid, ready-to-activate plan, they can move quickly without starting from scratch each time.
Aspect ratio: 4 / 5
