Mining Recruitment Firm Drives Revenue Growth with LinkedIn Marketing Strategy
The mining recruitment business is extremely competitive. Miners want to work with businesses they trust, so getting a foot in the door has traditionally been about ‘who you know’.
Globe 24-7, a global mining recruitment firm headquartered in Australia, faced this challenge when they wanted to grow their customer base in North America and Australia. Traditional sales methods like cold calling and conferences just weren't paying off. They needed a better way.
Rather than copy their competitors, they decided on a completely different approach: a content-based growth marketing strategy on LinkedIn.
That’s a decision that paid off for Globe. They now have a regular pipeline of marketing-generated enquiries, are a known brand within mining, and are now regularly considered for high-value contracts.
Here’s how they did it.
The challenge: getting in front of the right people
Globe had a clear target in mind: senior operational managers and HR leaders at mining companies in North America and Australia. But actually reaching those decision-makers? That was proving to be a real challenge.
Traditional sales methods weren't working in the fiercely competitive mining recruitment world. Getting that first meeting with mining decision-makers was proving incredibly difficult.
Unfortunately, Globe's lack of brand recognition was holding them back. The sales team was working hard, but they were constantly starting from square one with each new prospect. They had to spend too much time introducing the company and explaining their capabilities before they could even start more meaningful discussions about solving talent acquisition challenges.
To top it off, their marketing efforts weren't giving the sales team much support. Company LinkedIn posts weren't catching the eye of mining executives, and their content wasn't being seen by the people that mattered—hiring managers and HR decision makers.
As a result, they couldn't see any marketing impact on lead generation and revenue growth.
When they asked us to help, their objectives were clear:
1. Get their brand in front of the right people to build trust and recognition so prospects were warmed up when the sales team reached out
2. Set up a revenue-focused marketing program to create inbound enquiries and grow their sales pipeline.
Our diagnosis and recommendations
When we took a deep look at Globe's approach, we spotted several issues that were holding them back:
First, they were talking too much about capabilities—what they could do—rather than proving their deep experience and industry knowledge. They had years of impressive mining recruitment results, but didn’t demonstrate this in their marketing.
Second, they were using the same recruitment sales playbook that everyone else uses. The trouble is, mining executives have seen it all before and have learned to ignore generic, standard approaches. It’s hard to stand out from all the noise.
Third, they weren't taking full advantage of LinkedIn's targeting power. Mining audiences are small but very specific — and LinkedIn is perfect for reaching exactly the right people.
Targeted job titles engaging with Globe’s ads
We could see that mining decision-makers need proof you understand their world before they'll even consider you as a recruitment partner. They want to know you get the technical roles they're filling and the day-to-day challenges they face.
With this in mind, we recommended that Globe should use content and LinkedIn ads to reach the right people with the right message.
Next, we created a revenue-focused marketing strategy with a practical road map to help them hit their growth targets over the next 24 months while staying within their budget. Rather than push sales messages, we recommended positioning Globe as the go-to experts in mining talent through smart content and targeted LinkedIn campaigns.
Our practical, three-step approach:
Step 1: A clear road map & messaging that connects
First we sat down with Globe’s CEO to make sure we understood their businesses goals properly. We had to consider the business strategy, sales targets, and upcoming organisational changes to be sure that our marketing recommendations would align with the rest of the business.
We ran hands-on workshops with senior team members, then reviewed all of their current messaging.
Before creating a single piece of content or running any ads, we made sure a solid foundation was in place. We gave them a clear roadmap that laid out exactly how we would execute this new strategy.
Then, we helped them craft messages that spoke directly to the pain points faced by their mining customers: finding highly skilled workers in remote locations, competing with bigger companies for scarce talent, and rapidly hiring huge teams for new projects.
Step 2: Content that mining decision-makers actually want
We created content that mining executives and HR leaders would find genuinely helpful. This wasn't fluffy marketing material — it was practical insights about talent acquisition in mining operations.
The content mix included case studies showing how other mining companies solved similar staffing challenges, short articles addressing common recruitment headaches in mining, and social content that technical decision-makers would actually engage with. We also rewrote key website pages to better convert visitors once they arrived.
Step 3: LinkedIn campaigns to reach the right people
With good content in place, it was now time to promote it to the right people.
So we built targeted LinkedIn audiences made up of specific mining companies, job titles, and locations. Rather than broad targeting, we focused on the exact decision-makers involved in recruitment. Globe had several key personas: senior executives hiring mining leaders, operational managers hiring skilled professionals, and HR managers recruiting for a variety of professional roles. We could use LinkedIn ads to reach those people and effectively show them Globe’s content and brand every time they were on LinkedIn.
Our campaign approach wasn't just about getting clicks—tying marketing efforts to revenue is always the main priority. We managed the ad spend to maximize Globe's budget and tied every campaign metric back to their revenue goals. This meant monthly optimisation focused on quality of engagement rather than vanity metrics.
LinkedIn also provides a lot of data about who engages with your ads. That meant we could also work with the sales team to identify companies and people that were engaging the most, allowing them to make a warm connection and uncover new opportunities.
Results for Globe: Quality connections that turned into revenue
With this targeted approach, Globe is successfully building real brand recognition in the mining market. Most importantly, they have gained access to high-value contract opportunities that weren't available to them before.
In just the first three months of the new LinkedIn campaigns, the business has received more than a dozen quality inbound enquiries from mining companies. These weren't just tire-kickers — they were genuine opportunities from technical decision-makers who were ready to buy. Eight of these turned into active deals, from which they have already generated more than $250,000 in closed won revenue.
“It’s been incredible to see the leads coming in, and the associated revenue being invoiced off the back of these. Amazing.”
What made this work for Globe?
They understood something that many recruitment companies miss — in mining, you need to play the long game. They committed to building relationships before asking for the sale. They invested in strategy before jumping into tactics, and they got their senior team involved from day one.
This approach is particularly effective in mining, where technical credibility & trust matters more than slick sales pitches. By demonstrating their deep understanding of mining talent challenges with expert content, Globe has positioned themselves as trusted advisors rather than just another recruitment vendor.
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