Mineral Resources has launched their new recruitment campaign this month and, instead of uploading a string of job specs online, they elicited the help of local brand storytellers, Lush – The Content Agency, to produce a short film via their branded entertainment arm, Dear Storyteller.
“In the past, we haven’t always attracted the right people to MinRes so we knew that we needed to do something differently this time,” says Mike Grey, chief operating officer. “The campaign is all about transparency and showing potential employees what life is really like at MinRes; how we’re different.”
In an effort to fill staff vacancies with the right candidates, the four-minute film follows Mark as he lands his first opportunity to lead a commodity mining project; a showcase of a day in the life at MinRes.
“It’s about setting expectations – the good, the bad, and the challenging. A lot of people will watch the film and know that MinRes is not for them. And that’s great. The applications we want are from people who think differently, get excited about the challenges, and jump at the chance to make lasting change,” says Grey.
“This was a fundamental element of the campaign strategy;” adds Brendan Lobo, client services director, Lush, “the film hasn’t been made to appeal to everyone. It’s about tapping into a specific person and qualifying that audience as soon as possible.”
The integrated online campaign launched on Tuesday, 1 October and is already tracking a viral response. Promoted via LinkedIn, Facebook, and Instagram; the campaign draws people to a unique recruitment website to submit their interest: https://mrlbedifferent.com.au/.
“The traditional methods of recruitment are fundamentally flawed in that they don’t give potential employees any real sense of the working culture or the project expectations,” says Lobo.
“Branded entertainment, at its core, is all about giving value to the audience – telling stories that make viewers feel something – and recruitment is the perfect sector to benefit from this methodology.”