The Gold Industry Group’s annual diversity events were back on the road in 2022 as Let’s Talk Diversity landed in Sydney and Melbourne for an East Coast perspective on the important issue of attracting Gen Z to the gold industry.
Sydney’s panel of speakers
After a three-year hiatus due to COVID-19, more than 100 people converged at Sydney’s Untied Rooftop and Melbourne’s Smith Prahran to hear speakers from a range of backgrounds explore how the gold sector can secure an efficient, skilled, and suitably sized workforce of the future.
Specifically, the question on everyone’s minds was “what will it take for the gold industry to capture the hearts of Gen Z?” - the younger generation of workers born between 1995 and 2012 who have different expectations for the companies they work for.
Evolution Mining IT Service & Projects Lead Rachel Mepham
A few weeks earlier in Perth, the consensus on the night was that companies who perform strongly in the community, environment, and diversity spaces will attract much of the next generation of workers and incentivise them to stay for the long term.
In Sydney and Melbourne, the conversation centered around the industry’s marketing practices, with speakers discussing various ideas on how gold companies can find the right message to connect with Gen Z.
It’s a conversation that’s vital for the industry to have, considering 75 per cent of the workforce will comprise of this cohort by 2030.
This sentiment was echoed by GIG Chair and Gold Fields Australia Vice President: Legal & Corporate Affairs Kelly Carter, who opened the night at the Untied Rooftop in Sydney by touching on the current labour challenges and the importance of looking toward the next wave of talent.
“While these challenges are not unique to the gold industry, there is an opportunity for us to find our collective voice and position ourselves as an industry of choice among younger generations,” said Ms Carter.
In Sydney, University of New South Wales Mining Engineering Graduate Phoebe McAuliffe, who is a proud member of Gen Z herself, kicked off the night’s pitches by saying gold companies needed to modernise their marketing strategies and tap into influencers to cut through ‘boring’ corporate messaging.
ABC Bullion GM Jordan Eliseo and GIG Chair and Gold Fields Australia Vice President: Legal & Corporate Affairs Kelly Carter
"Gen Z relate to everyday people. We aren't interested in polished marketing campaigns. We want something raw and real," said Ms McAuliffe.
Up next was ABC Bullion General Manager Jordan Eliseo, whose passion shone through as he encouraged the gold industry to be more vocal about its importance to society as it looks to attract Gen Z. Mr Eliseo was adamant that marketing efforts should focus on promoting gold as an asset.
"It's an essential asset to human prosperity. Let's reinforce and explain to people all the wonderful things gold allows for in wider society," said Mr Eliseo.
Evolution Mining IT Service and Projects Lead Rachel Mepham was on the same page as her fellow pitchers and said it's time to broaden the gold industry's marketing efforts.
"We are missing the opportunity to attract graduates from non-mining disciplines,” said Ms Mepham.
Ms Mepham said the gold industry was at the forefront of cutting-edge science and technology practices and that the industry needed to speak more about it.
NSW Minerals Council Policy Director Claire Doherty agreed, stressing that there were benefits to a career in gold that were not being spoken about, such as travel and the chance to be at the forefront of innovation.
Evolution Mining Non-Executive Director Vicky Binns took a different angle - counter-stressing that the gold industry should focus on education to win the hearts of younger generations - well before they are ready to make a career choice.
St Barbara Manager Risk and Sustainability Tim Hunt
"Is university too late? I think the industry can be doing more to get behind STEM in primary and secondary schools,” said Ms Binns.
After the thought-provoking and lively discussion, the Sydney crowd was polled on which presentation resonated with them the most, with the winner being Jordan Eliseo for his ideas around marketing gold as an asset.
Two days later, and Let’s Talk Diversity was heading south for Melbourne - a city built on diversity of thought, skills, experiences, and beliefs.
The speakers were ready to bring their ideas to life at the Smith Prahran during the last leg of our national diversity tour - moderator for the evening and St Barbara Head of Finance and Procurement Sara Prendergast opening proceedings by saying how proud she was to be a part of this important conversation.
Agnico Eagle Process Operator Alia Melgin-Hill
First to step up to the microphone was St Barbara Manager Risk and Sustainability Tim Hunt, whose pitch was all about the important of familiarising Gen Z with the concept of mining from an early age.
Mr Hunt said mining was often viewed differently in Melbourne than in Western Australia, and that more education was needed to improve this.
"The skills shortage crunch is coming. We need to take a long-term view and change the perception of mining in the Eastern states,” said Mr Hunt.
Up next was Agnico Eagle Process Operator Alia Melgin-Hill, who urged the gold industry to show Gen Z that there's more to the sector than the basic talking points they hear in the media - FIFO and large paychecks.
Melbourne’s panel of speakers
"Gold is a gateway to cutting edge technology, science, and innovation, - it should be marketed as such,” said Ms Melgin-Hill.
Ellis King Managing Partner Vivian Simonelli hit back, saying marketing ideas were great but they were never easy to get right.
"How do we ensure our expensive marketing efforts are going to the right places? How do we ensure they’re reaching Gen Z?” Said Ms Simonelli.
Rounding out the pitchers in Melbourne was Australian Mining Journalist Lewis Cross, who said Gen Z was usually concerned about mining's impact on the environment, but that they were not aware of the full story.
The crowd in Melbourne
"There's a lot of conservation and environmental work that needs to be spotlighted to people external to the industry,” said Mr Cross.
Agnico Eagle Human Resources Manager Nikki Hartrey spoke to the challenge of mining recruitment in regional areas. She said not enough time and resources were spent attracting regional workers but that there were huge opportunities in this space.
"How can the Eastern states differentiate themselves from the mining operations in WA and use that as a point of attraction for Gen Z?" said Ms Hartrey.
The crowd had a lot to think about when it came time to choose the winning pitch, ultimately deciding on Alia Melgin-Hill for thoughts on using social media ambassadors to drive engagement with Gen Z.
