Sector:
The Mining Industry Human Resources Council (MiHR) is an independent, non-profit organization that identifies and addresses the human resource and labour market challenges facing the Canadian minerals and metals sector. MiHR leads this work through collaboration with mining and exploration companies, unions, contractors, educational institutions, industry associations and Indigenous groups. In 2021, the organization wanted to create a new way to engage youth, young adults and new Canadians with the prospect of mining careers.
Spruce created a campaign called Mining Needs You through evidence-based research and interviews. We designed eye-catching social media graphics, produced a content calendar and a corresponding website with a banner video. MiHR’s traditional career book was refreshed and this served as the foundation for two gamified recruitment tools: a career quiz and The Interactive World of Mining Careers. The campaign focused on the importance of mining in Canada and in challenging common misconceptions about the sector. It positioned Canadian mining as a technologically advanced industry necessary to produce green technologies that can offer many opportunities for young workers looking for a rewarding career.
