Mining influencers take industry’s image battle to TikTok
Mining influencers are leveraging platforms like TikTok to counter negative perceptions and attract younger talent, as the industry faces a workforce crisis with geoscience program enrolments declining by up to 40% in some regions. Companies such as Rio Tinto and BHP are backing these efforts, which matter because mining must replace an estimated 40% of its skilled workforce within the next decade amid rising demand for critical minerals. This social media strategy is a direct response to the industry's image battle, with influencer campaigns reaching over 10 million views in pilot programs.
The mining industry, long plagued by an outdated and often negative public image, is turning to an unlikely new front in its battle for talent: TikTok. The rise of mining influencers—content creators who showcase everything from underground operations to geoscience lab experiments—comes as the sector struggles to attract a younger workforce. Enrolments in geoscience programs at major universities, including the Colorado School of Mines and University of Queensland, have dropped by 30-40% over the past five years, according to industry data. With an estimated 40% of the current mining workforce reaching retirement age within the next decade, companies like Rio Tinto, BHP, and Newmont are searching for innovative ways to fill an expected skills gap of over 100,000 workers globally by 2030.
Enter TikTok, where short, engaging videos are being used to demystify mining careers, highlight technological advancements, and counter persistent stereotypes about the industry being dangerous, dirty, or lacking in career progression. These influencers—many of whom are actual geologists, engineers, and miners—have amassed followings ranging from 50,000 to over 500,000, with their content generating tens of millions of views. For instance, a viral series by geologist 'Dr. Rocks' (a pseudonym for Rachel Jensen, a former Rio Tinto exploration geologist) has accumulated over 12 million views, showing real-time drilling operations and explaining the science behind critical minerals like lithium and copper.
The trend aligns with broader efforts by mining associations, including the Society for Mining, Metallurgy & Exploration (SME) and the International Council on Mining and Metals (ICMM), to rebrand the industry as a career path for Gen Z and Millennials. These initiatives focus on highlighting roles in automation, renewable energy metal production, and environmental remediation—fields that appeal to younger workers who are increasingly concerned about climate change and social impact. Notably, BHP launched its own 'Your Future in Mining' TikTok campaign in late 2024, featuring employee testimonials from sites in Australia and Chile, which reached over 8 million users in its first three months.
The strategy matters because the demand for battery metals—lithium, cobalt, nickel, and rare earths—is projected to surge by 500% by 2050 to meet electric vehicle and energy storage needs, according to the International Energy Agency (IEA). Without a steady pipeline of new workers, including geoscientists, mining engineers, and technicians, the industry cannot deliver on these targets. Experts argue that influencer-driven content is more effective than traditional recruitment ads because it builds trust and provides an unfiltered look at the job realities. However, critics caution that the trend risks sanitizing an industry that still faces legitimate criticisms over environmental damage and labor practices.
To address this, some influencers are now partnering with NGOs like Earthworks to discuss responsible mining practices, including tailings management and carbon reduction. As the competition for talent intensifies—particularly in the critical minerals space where companies like Tesla and Albemarle are also vying for specialists—mining influencers on platforms like TikTok, Instagram, and YouTube are expected to become a permanent fixture in the industry's recruitment toolkit. The bottom line: The mining sector is learning that to win the war for talent, it must first win the war for attention,
one 60-second video at a time.