A differentiated position in market
As the mining industry in Australia faces intense competition for leading talent, Macmahon aimed to create a distinct proposition and enhance its market appeal to attract candidates.
TQ Scope
TQ started the research phase by competitor analysis, interviewing core SLT members, a recruiter survey and analysing existing employee data. Over a 3-month period, 14 sites were visited in WA, NSW, SA and Indonesia to conduct face-to-face focus groups with over 170employees. Their findings were then condensed into a validation poll to test emerging themes.
Outcomes
We created a consistent EVP framework segmented by 4 operational groups and 2 key talent segments. We took the framework into creative design to execute the employer brand through standout, differentiated visuals to support core messaging.
