GlobeScan identified and surveyed potential employees in Rio Tinto’s key markets, each with a profile in line with Rio Tinto’s talent needs. We asked about the characteristics of the “ideal” employer, reactions to concepts related to Rio Tinto’s positioning as an employer, and respondents’ preferred channels for seeking employment.
While one concept emerged as the clear “winner,” GlobeScan identified elements of the others that were also highly valued, and suggested specific ways to incorporate these elements in the “winning” concept to make it stronger still. We also explored reactions by audience and found that a few groups had unique perspectives, requiring communications tailored to their needs to ensure resonance.
Rio Tinto will adopt an enhanced version of the “winning” positioning in markets for recruiting campaigns and other communications. Rio Tinto’s future recruiting campaigns, drawing on GlobeScan evidence and ideas, will deliver optimal value in meeting Rio Tinto’s talent needs for years to come.
In a time of high unemployment in many sectors, the global mining industry faces a critical challenge in attracting the talent it needs to grow and innovate. Rio Tinto, a leading resources company and long-time GlobeScan partner, is no exception.