Client:

Peabody Energy

Challenge:

In response to growing demand and talent shortages for staff within the resources sector, Peabody Energy was seeking to tap into international markets, including South Africa as part of its recruitment campaign. As part of its strategy to attract and retain quality overseas workers, Peabody wanted to be able to paint a picture of what working life at Peabody, Australia was really like.

Solution:

Mitara recommended a DVD that showed potential employees what working with Peabody in Australia actually looked like on an every day basis. Rather than a voice over approach, Mitara suggested Peabody’s employees told the story themselves via a series of filmed and edited interviews. Mitara worked with the client to develop key messages, a video storyboard and visual graphics for use in the DVD.

Before going on the road to conduct the interviews and capture footage, Mitara researched and wrote a series of interview questions to best capture a range of real-life stories of Peabody Energy employees, including their experiences when relocating to work in Australia. Many staff had in fact relocated from overseas to work for Peabody and willingly and honestly shared their stories with the Mitara film crew.

To further paint a picture, Mitara captured natural footage of Peabody employees “at work” at various mine sites, as well as footage of the local communities to show what life was like “outside work”. Once all this was completed, it was back to the editing suite, where Mitara put the finishing touches on a five-minute professional DVD.

Result:

The result was an engaging and inspiring video that featured “true stories” told first-hand by a range of Peabody employees who had relocated to Australia to work for the company. The DVD has been well received by potential overseas employees at ongoing recruitment events including one recently at a South African employment expo. The DVD positions Peabody Energy as a leading worldwide producer and supplier of coal and is a ready tool that can be used when needed. The DVD highlights the positive differences, opportunities and benefits Peabody Energy provides as part of its international employment opportunities.