Focus groups in a gold mine, inside an active volcano, on a jurassic island, in the middle of the pacific ocean...
Papua New Guinea is a place few get to visit, let alone Employer Branding agencies!
Partnering with the world's leading gold miner, Digital Affair had a once in a lifetime opportunity to visit the Island of Lihir to conduct EVP research and experience one of the most unique employment opportunities on the planet.
An adventure to even reach, Newcrest's mining operation on Lihir is considered one of the most extreme and isolated working environments in the world. The entire operation is quite literally inside an active volcano in the middle of the Pacific Ocean.
Working with the local HR team, members of the Indigenous workforce and Geologists, we researched and developed an EVP and TA Toolkit to attract talent looking for a career adventure akin to an Indiana Jones quest for buried gold. That is to say, this job is not for everyone, but the Holy Grail for others.
This EVP was activated along with similar work done for Newcrest's other operations in Cadia, New South Wales and Telfer, Western Australia, through content and campaigns aimed at mining industry talent around the world.
So if you're wondering how far we'll go for our clients, here's your answer.