Rio Tinto – graduate attraction campaign - Dawson Walker

Rio Tinto – graduate attraction campaign

CASE STUDY - co-ordinate a global network of recruitment marketing agencies ready to help attract talented graduates.

The Challenge:

Rio Tinto is a dynamic business – constantly responding to market pressures and opportunities. Inevitably this affects hiring numbers around the world. Our brief was to set-up and co-ordinate a global network of recruitment marketing agencies ready to help attract talented graduates. We were uniquely positioned in that we already had many of the markets covered and were able to quickly research and establish partners in others. In particular Rio Tinto needed us to be able to provide expert, local recruitment market knowledge in:

  • Canada
  • India
  • Madagascar
  • Mongolia
  • Namibia
  • Singapore
  • US

The Solution:

We already had brilliant partners across our network in all of the countries except for Namibia and Mauritius.

So we quickly set about researching and via our connections in Africa were soon developing new relationships with a couple of TBWA agencies in Mauritius and Namibia.


We invested plenty of time into briefing all of the agencies – ensuring they were ready to activate their markets if and when required.

We also organised the paperwork ensuring everyone was aligned to the master agreement we had with Rio Tinto.

We were to act as the central contact for the client (based in Australia), co-ordinating and directing the partner network – launching local attraction plans in a phased approach.

As it turned out the main focus of activity was in Canada and US where our partner agencies developed and ran campaigns largely focused on social media.

Attracting responses from a diverse audience was important – graduate recruitment was a real opportunity to balance the workforce with a focus on gender, ethnicity and of course inclusion of the indigenous peoples.

The Result:

One of the advantages of co-ordinating a global network from the UK is being able to act seamlessly as a responsive time zone go between.

The campaign tested a number of creative messaging routes developed from the EVP. By carefully monitoring response we were able to refine the content served in each market optimising it for best results.

In Canada our local agency partners also translated all messaging into French Canadian.

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