THE END RESULT
The DVP was approved by senior stakeholders, with very positive feedback regarding the content and relevance, and alignment with their overarching global company brand.
The new diversity brand was rolled out across multiple external channels including careers www, social media, and specialist industry and diversity media.
The new brand and supporting global campaign delivered 7,963,065 impressions, generating 37,332 clicks for an overall CTR of 0.47% (above industry average). All display and search campaigns were driven to the ‘Why work at Rio Tinto?’ page on the global website, with clear spikes in tra c during the peak campaign periods.
The Social platforms generated a large volume of engagement that saw growth in followers on all pages – South Africa Facebook +521 (+2%), Australia Careers Facebook +3,658 followers (+20%) and Australia Careers Twitter +352 (108%).