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Helping a Global Mining Giant Scale Borders for Talent

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Written for Hodes Global News, 2013 Issue.

Based in the UK, Rio Tinto is a leading international mining group with global operations and key projects located in  Australia, Canada, West Africa, Mozambique, South Africa, USA and Mongolia. Until 2010, Rio Tinto’s HR strategy and advertising activity had been locally driven and managed, which was impacting the consistency and development of its employer brand.

Identifying an opportunity to strengthen brand consistency and activity in the market, Rio Tinto embarked on a lengthy global pitch for a single advisor that could provide strategic recruitment advertising services. This relationship would be unique in their market, giving Rio Tinto an edge over its competitors.

Hodes network members Adcorp Australia and Illico Hodes in Canada had both previously worked with their respective local recruitment managers. Using this insight along with our years of mining recruitment experience in Australia, the Bernard Hodes Global Network, leveraged its unique reach and specialist agency partners to deliver a successful pitch.

The Rio Tinto account is now into its third year with the Bernard Hodes Global Network. We currently service Rio Tinto in 6 geographic regions, providing local points of contact via Hodes partner offices Siyafika (Johannesburg), Illico Hodes (Montreal), TBWA (Paris), Bernard Hodes (Utah, London and Singapore).

The variety of work is immense and ranges from managing simple advertising placements to on-site video production, candidate research, global EVP research development and implementation. We also heightened our focus on analytics, new media and effectiveness of advertising activity.

During 2012 the mining industry experienced tough global market conditions, lower commodity prices and increasing capital costs. Rio Tinto faced these conditions with tightening costs and increased oversight of recruitment activity spending. This has resulted in reduced usage of local reactive advertising placement and an increased focus on longer-term international plans.

As a result, Hodes agencies across the network are providing a more strategic level of support with a focus on delivery of long-term solutions which include: mobile and digital advertising placements; social media recommendations and platform development plans; talent pool development for globally hard to fill roles; and increased focus on campaign analytics and new media placement opportunities.

Entering 2013, we are seeing a slight recovery in global commodity prices, which will stabilise Rio Tinto’s earnings. We are expecting Rio Tinto to maintain expansion operations in West Australia’s Pilbara region, as well as copper mining in the USA and Mongolia and coal operations in Mozambique. The diversity of these regions, combined with a global shortage of experienced operators in key roles, will ensure that Hodes’ reach and experience in the development of sourcing strategies and new digital initiatives continues to drive Rio Tinto’s HR strategies into the future.






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