With an unrivalled Employer Branding reputation across 5 Australian states, Blaze is now broadening its market reach with HR focused projects overseas. Partnering with Rio Tinto, Blaze has created a fresh Employer Brand Essence especially for India, tailored to resonate with this unique and fast-moving career market. Grounded in research led by National Research Manager Rory Challen and conducted qualitatively at Rio Tinto India’s headquarters in near New Delhi (Gurgaon) as well as via online surveys, Blaze were able to create distinctive material for this careers market that would resonate and engage, while adhering to strict Rio Tinto Global Branding principles.
Research insights that interpreted the local mindset and mapped the challenges
Using a combination of quantitative surveying and qualitative discussions, we quickly discovered that when it came to the Mining sector in India and drawing candidates to it, the challenges were many. For a start Rio Tinto was not well known, as many were unaware it was a global business. Then there were the perceptual concerns generally around the industry’s safety and support for its employees. What was needed was a suite of material that would show the reality of working for Rio Tinto India. A company that was different in its professionalism, global links and care for its employees.
Creative that closed perception gaps
Blaze generated creative executions that could be applied consistently across digital display, websites, outdoor, print and other channels that would reassure and relate to candidates, and at the same time lift awareness of Rio Tinto India’s credentials. The material was also flexible enough to be used within online job boards such as Monster India as well as for tactical recruitment campaigns. Messaging was utilised to counter researched perceptions and present the organisation locally as a respected global organisation that gave employees access to a culture of supportive colleagues, management and safe principles with the ability to leverage leading technology and international know-how.
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