At present there is a serious skill shortage within the resource industry. Almost every country with natural resources, regardless of where you live is struggling to find professionals that are skilled to fill these vital roles. Australia and a host of other countries are employing a transient, small workforce of engineers, metallurgists and geologists to maintain their gas, mining and oil and energy operations running globally. The solution to secure the right professionals is to make use of content marketing. There was a prediction made in 2011 that interactive content in 2012 would become a major player. Well Rio Tinto’s Australian office is now using content marketing, which now sets them apart from other competing companies for the same talent pool.
The new approach for a new market is games and job boards, and according to the Industry and Careers Guide, this method will definitely attract the right people, and the Mine for the Future content marketing Australiainitiative is intended to attract relevant candidates into the autonomous haulage project by means of using Rio Tinto’s first world technology in their Western Australia mines of driver less trains and trucks. The interactive content marketing initiative will contain a game, an image gallery, jobs board and video. In order to enter different regions of the website, visitors will manipulate windows on the globe. The Truck Controller game is the highlight of the content. The game is specifically designed to attract visitors to the website and by running a leader board, the game encourages repeat visits. In addition, the more enticing factor is that job offers are posted on the website for the Mine of the Future project. This type of content marketing approach is far more attractive to professionals as opposed to dealing with recruiters or head hunters. Rio Tinto’s intent is to revolutionize the mining future of Australia. In addition the company is looking for a new breed of mining employee that is switched on, young and ready to take on world-first technology. Within the marketplace Rio has most definitely differentiated the company, through developing marketing content to find employees and drive their recruitment campaign, the may previously not have considered.
As opposed to traditional methods of recruiting staff, a diverse suite of content specifically designed to lure people into returning over and over again will give any company a competitive advantage. There is constant change in the online marketing world, and all marketing techniques online will always be under scrutiny. An indispensable aspect of online advertising is content marketing and Australian online marketing stands all the way at the forefront proving a steady stream of quality content.