Imagine a skilled mining engineer weighing up job offers from multiple companies. They’d ask a simple question: ‘Which company gives me the best operational exposure and career growth?’ In an industry where the competition for top talent is fierce, the answer to that question will make or break your hiring success.
Mining professionals aren’t just looking for a paycheck; they want career progression, a safe working environment, and a company culture that values them. That’s why developing a strong employer brand should be the first step in your recruitment strategy to attract and keep the best people.
This guide will take you through 5 actionable steps to create a compelling employer brand that reflects what job seekers value most. We’ve included a handy free worksheet download below so you can refine your own EVP.
Step 1: Define What Your Company Stands For
Think about the way people talk about your company when you’re not in the room—that’s your employer brand. To make your brand stand out, you should clearly define and communicate what makes your company unique.
Nathan de Jong, Regional Manager, APAC at Globe 24-7, emphasises this: “You need to stand out. The only way to stand out is to sell your uniqueness and benefits of working for your business to the market. And you can only do that if you sit down at the outset and develop a clear EVP before you brief the recruiter.”
Think about it this way, says Nathan:
“What can you offer that is different from the market? And how can you help candidates develop in a way that other businesses can’t?”
If the recruiter or hiring manager representing your company doesn’t have a strong grasp of your unique selling points, how can they communicate that clearly to candidates? Before reaching out to potential candidates, ensure your message is clear, well-defined, and consistently communicated.
Less is more. Don’t try to say too many things. Instead, focus on what candidates want the most and what you can talk about in your organisation that aligns with that.
Step 2: Craft a Strong Employer Value Proposition (EVP)
Your Employer Value Proposition (EVP) is a simple, clear way to tell candidates about your unique culture—it’s your way of saying, ‘Here’s why you should work with us.’
But there’s more to it than just writing a list of benefits.
In mining, financial stability is something skilled candidates will consider. Highlight this by showing company profitability, asset base, and long-term viability.
“When you have a good balance sheet with multiple assets in global locations that have been in production for years, then that’s a very stable business,” says Kevin Gill, Delivery Manager – APAC at Globe 24-7.
Job seekers value stability and want confidence in their future role.
Prioritise safety and employee well-being, as mining professionals look for employers with a strong safety record. It’s an indicator of how respected the company brand is among the mining industry.
Promote career growth and development opportunities by offering structured career paths, training programs, and leadership initiatives.
“Mining engineers want exposure to different types of mines. They want this rounded experience because they know once they’ve got that—coupled with some international experience—it can get them to the executive level,” explains Kevin.
If your company operates across multiple assets or employs different mining methodologies, highlight the potential for variety and career progression.
Showing a strong workplace culture is essential. Kevin advises, “If people have good tenure in a company, then you should lean into that. You can document that, publish it, and get it out there in the job briefs.”
Don’t know where to start? That’s okay, we’ve included a free worksheet download here.
Step 3: Build a Culture That Employees Want to Be a Part Of
A thriving workplace culture keeps employees happy—it even turns them into ambassadors who help attract new talent. Foster a culture of safety and inclusivity and engage employees with leadership development programs and recognition initiatives.
High performers want to be recognised and rewarded for their contributions and celebrating them as well as long-tenured employees creates a positive workplace. Encourage employee referrals to attract quality hires, as existing employees are often the best advocates for company culture.
Clear career progression pathways attract motivated candidates. Talk about internal promotions and career success stories to build trust in your company’s commitment to employee growth. Provide opportunities for global mobility and project diversity to appeal to those seeking new challenges and professional experiences.
Step 4: Promote Your EVP and Make it Visible
Once your EVP is defined and you’re actively working to improve culture, it’s time to communicate that clearly online, where candidates are doing their research. Make sure your company is visible and engaging across multiple platforms. A well-designed Careers section of your website should feature employee testimonials, success stories, and detailed job descriptions. Use LinkedIn, Instagram, and other social media platforms to show workplace culture, project milestones, and career opportunities.
Engaged, happy employees will gladly share their experiences on social media to build authenticity and trust with job seekers.
You can use employee success stories in recruitment marketing to showcase real opportunities within your company. Create an ambassador program where selected employees represent your company at industry events and online forums, further enhancing your employer brand.
Step 5: Continuously Measure and Improve Your Employer Brand
A strong employer brand can always be improved with ongoing evaluation and refinement. Track key metrics such as employee retention rates, candidate quality, application volume, and job offer acceptance rates to assess branding effectiveness. Conduct employer brand perception surveys to gauge employee and candidate satisfaction.
It’s a good idea to regularly gather feedback from employees and job candidates. Adjust your messaging and employer branding strategies based on insights, and stay updated on industry trends and best practices to maintain a competitive edge in recruitment.
Want to start working on your company’s EVP? Download this free worksheet to get started.
At the end of the day, a strong employer brand comes down to building a workforce that stays, thrives, and spreads the word about why your company is a great place to work. By following these five steps you can make your company stand out as a place people want to work. It’s a powerful way to attract good candidates in an industry that’s facing skills shortages and ever-increasing competition for talent.
