Rio Tinto needed to attract top STEM graduates globally for its Graduate Programme — competing not only with other mining companies, but with tech giants, consultancies, and financial institutions.

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The core issue wasn’t the offer — it was perception.
Mining isn’t an obvious first choice for ambitious graduates with multiple high-profile career paths available.

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At the same time, the campaign required flawless execution across multiple markets, disciplines, and channels — with a fixed recruitment window and zero room for delays.

We successfully managed the end-to-end delivery of a complex global campaign — ensuring every element was aligned, on time, and on budget.

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Strategic Coordination
We acted as the central hub between creative, media, and client teams — translating strategy into execution and maintaining alignment across all stakeholders.

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Managing Complexity at Scale
The campaign spanned multiple audience segments, minerals, and regions, supported by a multi-channel rollout including Instagram, Facebook, LinkedIn, print, and on-campus activations.

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From Vision to Execution
The creative platform “Your Future. Behind…” and #BeTheProgress proposition marked a bold shift in positioning — moving away from traditional employer branding toward a more purpose-driven narrative.

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Our role was to operationalise this vision:
managing production workflows, coordinating asset delivery, and ensuring precise execution across every channel and market.

The campaign delivered a step-change in performance across every metric — proving that flawless execution is just as important as great creative.

• Impressions increased by more than 12x on the previous year
• Link clicks grew by more than 13x year on year
• Cost per click dropped by 67% — significantly improving campaign efficiency
• Total applications increased by approximately 20% on the previous year, with female applications up by nearly 80% — reflecting both the campaign's inspirational positioning and its strong diversity focus
• Social engagements increased by over 40% across comments, shares, and reactions on Facebook, Instagram, and LinkedIn

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